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If you’re a product marketer in 2025, odds are you’re stretched thin, strategically vital, and quietly burning out.
The 2025 State of Product Marketing Report from Product Marketing Alliance confirms what most of us already knew: product marketing is no longer a support function, it’s a strategic growth engine. And while that shift should feel like a win, most PMMs are left managing more responsibilities than ever, without the team or tools to keep up.
Let’s break down what’s really happening behind the slides and strategy decks and how modern product marketers are adapting.
PMMs went from “forgotten middle” to strategic core
A few years ago, product marketing lived in limbo. You weren’t quite product, not quite marketing. You launched things, updated messaging, enabled sales, and quietly kept the business running.
That’s changed.
In 2025, 41% of companies now identify as product-led, up from just 31% in 2024. With that shift, PMMs have become critical to translating product value into revenue. You’re now expected to:
- Shape positioning and narrative
- Drive launches and adoption
- Equip sales to win
- Enable customer success to retain
And finally, leadership is paying attention. According to the report, 69% of PMMs are now part of leadership conversations, up from 66% last year. Tom Crist at Fluvio puts it this way:
“What follows a multi-year focus on revenue retention and monetization during a downturn? A return to product as the center of value delivery.”
PMMs are no longer the forgotten middle. You’re the linchpin of growth.
But there’s a catch.
Your team didn’t triple. Your responsibilities did.
While PMMs are being elevated, teams aren’t growing at the same pace. In fact, 44% of product marketing teams still consist of just one or two people. Yet your responsibilities have exploded:
- Sales enablement ownership rose from 64% to 79%
- Customer onboarding nearly doubled (19% to 38%)
- Website and docs ownership jumped from 51% to 65%
Aliona Margulis, Senior PMM at Satisfi Labs, summed it up:
“The role is expanding beyond just launches and messaging to cover more strategic areas that impact growth and customer success.”
You’re no longer just launching features, you’re maintaining the systems that support them across the full customer lifecycle. That includes:
- Updating sales decks
- Refreshing onboarding flows
- Maintaining FAQs, competitive comparisons, one-pagers, and battlecards
- Coordinating with product, marketing, sales, and CS
The moment a feature changes or a competitor updates their pricing, half your content is suddenly out of date. This is the hidden tax of being strategic and tactical at the same time.
How InMoment and Q4 scaled the enablement of marketing content
Modern PMMs don't need another bloated enablement platform, they need systems that scale their knowledge without adding to their workload.
InMoment faced a fragmented knowledge ecosystem post-acquisition, with a failing CMS and siloed information. Jenna Siegel, Senior Director of Revenue Enablement, sought a solution that integrated knowledge, content, and messaging into daily workflows. Spekit provided just that, combining just-in-time enablement with a powerful CMS.
"We were deploying training, but we weren’t reinforcing it. Our reps weren’t going back to the LMS, and our CMS was too messy to be useful. We needed a system that made knowledge part of everyday workflows."
— Jenna Siegel, Senior Director of Revenue Enablement at InMoment
The results were transformative:
- 92% license utilization within the first 30 days
- 84% of reps actively using Spekit to find answers
- 90% reduction in time spent searching for content
At Q4, Richard Thibault, Head of Revenue Enablement and Training, experienced similar challenges with clunky knowledge management systems. After implementing Spekit, Q4 saw a 3× ROI from usage and productivity improvements, a 30% drop in ad-hoc questions to managers, and more than 4,000 hours reclaimed per quarter.
"We tripled our self-serve engagement, which was the goal. But what I didn’t expect was how much it freed up my team to focus on strategic work." - Richard Thibault, Head of Revenue Enablement at Q4
These stories highlight the shift PMMs need: from being reactive content managers to strategic enablers driving impact across the organization.
The real bottleneck: Content decay and context loss
The problem isn’t just that PMMs create content. It’s that they own living content, which means every change triggers a ripple effect:
- You update messaging → now you need to refresh decks, talk tracks, web copy, CS docs, and training guides
- A competitor makes a move → battlecards, enablement assets, and objection-handling templates are suddenly out of sync
- A product update ships → onboarding, tooltips, and internal communications must adapt instantly
Without a system to manage this at scale, PMMs become the single point of failure. You’re stuck in reactive mode, not strategic mode.
This is where AI-powered enablement platforms make the difference. They don’t just store content, they sync, surface, and adapt it in real time.
And they don't rely on reps finding the right doc. They deliver the right answers or recommend the right content exactly when and where reps need it.
You’re the translator between teams, but you're also the bottleneck
PMMs are often called the glue between teams. But let’s be real: glue isn’t scalable.
According to the 2025 PMM report:
- 89% of PMMs work closely with product
- 81% with marketing
- 73% with sales
- 46% with leadership
- 40% with customer success
As Charlotte Davies, Product Marketing Leader at Meta, noted:
“Product expects us to be market experts, and sales expects us to have the detailed technical product knowledge of entire teams of PMs.”
You’re the bridge. The interpreter. The single source of truth.
And when you’re operating from disjointed tools, slides, Slack threads, outdated wikis, that makes you the bottleneck too.
AI is changing product marketing...but not how you think
Forget the hype about AI writing your messaging. The real value for PMMs is automation and orchestration.
In the 2025 BOND AI Trends Report, enterprise AI adoption is focused less on cost-cutting and more on driving growth and accelerating revenue. Companies aren’t asking: “Can AI replace marketing?” They’re asking: “Can AI unblock sales?”
That’s where Spekit’s approach to just-in-time enablement comes in:
- Domain-trained AI: Spekit knows your specific products, processes, and pitches based on the content you've synced and the knowledge base you've built out
- Just-in-time guidance: Reps get the right answers, content, and messaging inside the tools they already use
- Content sync at scale: Update a message once, deploy it everywhere
This is AI that enables your go-to-market strategy - not another copilot that generates fluff.
The metrics leadership actually cares about
PMMs are under pressure to prove ROI, but 13% of orgs don’t even track PMM-specific KPIs. And 33% of PMMs have no dedicated budget.
That’s why top PMMs are adopting tools with built-in analytics to prove impact:
- See exactly what content is getting used
- See what reps are searching for and where gaps exist
- Tie content engagement directly to pipeline
Spekit, for example, helped teams measure how fast new reps found answers, how often enablement content was used, and where deals were getting stuck. Those insights drive smarter content, not just more content.
What the smartest PMMs are doing differently in 2025
They’re not trying to do more with less. They’re refusing to do everything manually and ensuring that what they do create is measurable, accessible, and impactful.
According to the 2025 PMA report, investments are shifting to:
- Sales enablement platforms: +15% YOY
- Knowledge bases: +6% YOY
- Competitive intelligence tools: +10% YOY
These aren’t just software purchases. They’re scaling strategies.
They allow lean PMM teams to:
- Equip sales without hand-holding
- Drive onboarding without live training
- Update messaging without chaos
- Support product launches without burning out
The bottom line: Product knowledge is your hidden growth lever
You know your product. You know your customer. You've created awesome content. But the value of all that disappears if it’s disconnected from the seller's workflow or buried in content repositories nobody has time to sift through.
Spekit helps PMMs turn product knowledge into repeatable, scalable revenue impact.
"We’re not replacing PMMs, we’re giving them their time back and multiplying their impact," said Melanie Fellay, Spekit CEO and author of Just-in-Time: The Future of Enablement in a World of AI.
In a world where content decays overnight and GTM strategies shift weekly, PMMs need more than collaboration. They need enablement infrastructure that scales with them.
So, here’s the question:
You’ve become the most strategic function in the org. Are your systems keeping up?
Let’s talk about how Spekit helps PMMs like you scale your impact, without scaling your burnout.
