Vinícius Chacon has done something crazy… he spent 70 hours extracting and analyzing LinkedIn data from 130,000 PMMs around the world. I was pretty amazed a single PMM has done all this work, so I asked him to sum up the key findings for us:
I’m Vinícius Chacon, I’m a product marketer who grew an AI SaaS from 0-2M users.
I found that:
- 60% of us are outside the US and Canada;
- 4.7% of us changed jobs in the last 90 days (5.5x higher than LinkedIn average)
- 14.6% of us are LinkedIn frequent contributors (engaging, commenting, and posting)
- 5% of us work in just 10 companies (Amazon, Google… Can you guess the others?)
And I did this simply to understand the state of our career.
Where are we, where do we work, what is our career path like?
This is probably the first research bringing these global stats about PMMs.
I hope you enjoy the report! 😁
3 Key Insights and Action Points for PMMs
There are 12+ topics discussed in the research, but here are 3 highlights with personal Action points:
1. The Top 10 Companies
5% of all Product Marketers worldwide are concentrated in just 10 companies: Amazon (+AWS), Google, Microsoft, Meta, Samsung, Uber, Salesforce, Adobe, Apple, and IBM.
These companies are essentially the “universities” of our discipline. It’s undeniable that they have structured processes and playbooks for their PMMs.
💡Action Point: find great PMMs from these companies to learn their best practices.
2. High PMM Turnover
4.7% of all Product Marketers switched jobs in the last 90 days. This is 5.5x higher than average (0.8%), more than Product Managers (3.9%), and also more than Marketing Professionals in general (3.1%).
Why? High demand or seeking a better place?
The report also shows that 8.5% of PMMs are actively looking for a new job, 2x higher than LinkedIn average (3.8%).
💡Action Point: don’t ignore market opportunities. You might find higher salaries or simply a better culture to thrive as a PMM.
3. PMMs Inside and Outside of US
60% of PMMs live outside of the US. They are well distributed around the world, especially in Europe (26%), and Asia (22%).
But talking to PMMs around the world, I’ve noticed a controversial debate: PMM profession outside of the US is years behind, with less strategic influence and lower perceived value.
But this is a natural process as PMMs prove their value and drive demand.
💡Action Point 1: There are increasing job opportunities for PMMs around the world, so consider looking for jobs beyond the US.
💡Action Point 2: Try to partner with local PMM schools and groups to increase the awareness and perceived value of PMM in your region.
[Access the full report – with 12 discussion topics]
Outcomes and Discussion
Hidden PMMs
It’s important to note that there are a lot of “hidden PMMs” out there: marketers doing the PMM job without the official PMM hat.
Some of them are generalist marketers in small or mid-sized companies; others do the work but their company lacks an official PMM position; and some simply don’t know what a PMM is, so they don’t list it on their profile.
The outcome here is that PMM is a new job title, especially outside the US. So we can expect an increase of PMMs in the coming years as the profession matures.
How is PMM seen in your Region?
For the next version of this report, I’m planning to expand the research to include more qualitative information about the maturity of PMM across continents.
While I prepare that, I’d love for you to check out the report and join the discussion on:
- How is PMM growth in your country?
- How is PMM viewed within companies (perceived value, influence, challenges…)?
- Are local communities or product schools helping to popularize this discipline?
- Are we truly the “CMOs of the Product,” or are we still fighting to get off the “slide-deck assembly line”?
Connect with Vinícius Chacon on LinkedIn and have a virtual coffee!! ☕️
I’m Vinícius Chacon. I have 12 years of experience blending Product Marketing & Growth across LATAM and Europe.
I grew an AI SaaS from 0→2M users, which was elected #6 Best AI on G2. I also scaled a MarTech that manages $200M/y in paid media, which included leading the marketing team and building optimization algorithms.
Now a Fractional Marketing Leader, I help companies like Teya (European Fintech Unicorn) improve messaging and growth.