If product marketing ever felt like “playing every instrument at once,” new data confirms it’s not just a feeling.
The PMM 2025 Report highlights how stretched product marketing teams have become — and how central the role now is inside modern companies.
Here’s the headline number:
44.3% of product marketing teams consist of just one or two people.
Yet these small teams are carrying an enormous load. According to the report, PMMs are most commonly responsible for:
- Positioning and messaging (91%)
- Product launches (80.9%)
- Sales enablement (78.7%)
- Sales collateral creation (80.9%)
- Customer research (69.7%)
- Competitive intelligence (65.2%)
On top of that, nearly 30% of PMMs support six or more products at the same time.
The scope of the role is also expanding fast. Sales enablement responsibilities jumped significantly year over year, rising from 64.3% to 78.7%. Customer onboarding saw an even sharper increase, nearly doubling from 19.1% to 37.5%.
Despite this growing mandate, resources haven’t always kept pace. One in three PMMs still operate without a dedicated budget, making execution even more challenging.
There are, however, signs of progress. PMMs are gaining more visibility at the leadership level. 69% are now invited to leadership meetings, up from 65.6% last year. Companies identifying as “product-first” are also on the rise, growing from 31.2% to 41%.
The takeaway is clear: product marketing has become the connective tissue between product, sales, and marketing. The influence is growing — even if the headcount hasn’t caught up yet.
As teams plan for the year ahead, many PMMs are hoping that increased recognition finally translates into better resourcing.
If the trend continues, 2026 could be a turning point for the function — one where responsibility and support finally align.
