Yakir Mesgav Schochat

Step right up PMMs! To an unrealistic roadmap... Let's do a little flashback shall we? We compared our PMM benchmark report from 2019 VS The most recent PMM data from 2024/2025 for you 1) From tactical execution to strategic influence In 2019, one of the main frustrations for product marketers was the lack of clarity about the role itself. PMMs were often confused with content marketers or reduced to launch coordinators. According to our State of Product Marketing 2019 Report, the top three frustrations were: A) Lack of understanding around PMM responsibilities B) Limited resources and excessive workload C) Lack of influence within their companies By contrast, the 2025 report paints a more empowered picture. PMMs are no longer scrambling for visibility. A growing number now report directly into senior leadership, including CMOs and VPs of Product Marketing, a big shift from 2019, when most fell under generic marketing functions In 2019, PMMs gave themselves a 6.5/10 for influence on company goals By 2025, nearly 70% of PMMs are being invited into leadership meetings “Product marketing continues to mature as a distinct and strategic function. This year’s data shows more PMMs reporting into dedicated product marketing leaders and executives, with fewer rolling up to mid-level, generalist roles like “Head of Marketing” or “Director of Marketing.” This shift reflects a positive trend: PMM orgs that layer in more expertise, greater investment in the overall function, and stronger executive alignment with product marketing’s value.” – Tom Crist, Principal at Fluvio 2) Clearer scope, bigger impact Six years ago, 32.5% of PMMs managed five or more products. This was often a bandwidth problem, not a sign of scope empowerment. The core PMM responsibilities have remained consistent: positioning, messaging, and product launches. However, new responsibilities have gained traction. In 2025: - Sales enablement is up significantly (78.7% of PMMs now cite it as a core duty, up from 66.9% in 2023) - Onboarding customers has more than doubled since 2023 (from 18.5% to 37.5%) - Website and customer-facing content now fall under 65% of PMM teams This evolution shows PMMs taking ownership across the customer journey, not just at launch, but throughout onboarding, enablement, and even post-sale growth. 3) From a focus on launch to revenue drivers In 2019, PMMs were still largely perceived as go-to-market “launch machines.” The top KPIs back then reflected this view: generating new revenue (58.1%), increasing MQLs (44.8%), and retaining customers (42%) While these KPIs remain relevant in 2025, there's a stronger emphasis on demonstrating business impact, not just activity. For example: - Revenue generation KPIs increased from 50.9% in 2024 to 53.2% in 2025 - Win rate and upsell/cross-sell metrics are climbing, replacing vanity metrics like content volume or web traffic 👋 P.S. What would you add PMMs?

612

16 Kommentare

With the advent of AI tech challenged PMs will soon become history. However, most intro to tech for product managers ends at (REST) APIs over HTTP/HTTPs, let's now talk about so many other ways in which client and server can interact. What is an API - well the most simplistic but clear explanation is it is a URL/endpoint that gives you raw data that you can munge as per your requirement. This is the classic request, response model. The client requests, the server responds. There are more options here in the request, response model eg. there is the newer GraphQL rather than REST and then there are Remote Procedure Calls in the new avatar gRPC. However, I digress. Let’s switch gears. If you follow the simple Socratic way of reasoning you can easily think of scenarios where the request-response model doesn't work. All you have to do is look around. Example there are very common scenarios where a server would like to push updates without waiting for client to seek anything. Still unsure? ***Think Chat Apps, collaborative editing such as Google docs, multiplayer games***. In fact in all these cases you want the client and server to push updates to each other at any point of time in a bi-directional manner. ****For this the classic rest APIs don't work, what you need are Websockets.**** Never heard of websockets, well time to upgrade. The above example is bidirectional communication. What are the other possibilities - well think of scenarios where it is the server pushing updates to client in one direction. You ask what are these scenarios. ***Well here are some - Live News, Sports scores, Stock tickers*** In these scenarios all you want is client establishing a connection and server pushes information whenever it has a new update. The client doesn't request data every single time. ***This paradigm is called Server Sent Events/SSE**** If you think more there are lots of other scenarios such as 1:1 video streaming, broadcast streaming etc which have other paradigms which we can cover in a subsequent post. My Playbook - https://lnkd.in/gHzyN-Xc Follow me https://lnkd.in/gHweK_q7 AND https://lnkd.in/ggUKftFq To learn more about tech holistically - https://lnkd.in/gkrJ8MZu

57

4 Kommentare

How many product managers say they hate networking and in the same breath claim they have strong stakeholder influence? That doesn’t add up. Because here’s the truth: If you can’t influence someone to refer you into a company, If you can’t build a relationship that leads to a conversation with a hiring manager, If no one is willing to advocate for you— Then how exactly are you convincing us that you can influence stakeholders? The skills are the same: • Building trust • Using data • Crafting persuasive narratives • Knowing when to push, when to listen, and when to lead Networking is not separate from product management. It is product management. The strength of your network is a direct reflection of your stakeholder influence skills. So the next time you finish applying to 50 jobs online and hear nothing back... Don’t just blame the system. Look at your strategy. You didn’t just fail at job hunting. You failed at influence. Take networking seriously. Your next job depends on it. And so does your credibility as a product leader.

43

12 Kommentare

🚨 Product Management in Europe is broken. Too much process. Too little business impact. Too often, Product Managers are treated like project managers instead of growth leaders. At the Highberg MediaMinds Strategy Forum 2025 I’ll go on stage with a clear message: 👉 It’s time to move Product from the backlog to the boardroom. My keynote: “From Broken to Breakthrough: Rebooting Product Management in Media” I’ll share: ➡️ Why most product teams underdeliver today ➡️ How the US does it differently (and better) ➡️ What it really takes to rebuild Product as a growth engine in media If we want product to matter, we need to stop hiding in the sprint planning room and start speaking in business terms. The future of Product in Europe depends on it. #ProductManagement #Leadership #Media #DigitalTransformation #HighbergStrategieforum Bauer Media Group Highberg

27