> ## Content Index > Fetch the complete content index at: https://www.productmarketingalliance.com/llms.txt > Use this file to discover other available public pages before exploring further. # What kind of product marketing tools do your competitors use (from 3 years of data)? - URL: https://www.productmarketingalliance.com/product-marketing-tools-your-competitors-use/ - Published: 2025-07-24T09:54:13.000Z - Updated: 2025-07-24T09:54:13.000Z - Author: Teresa Garanhel - Tags: Marketing Tools, Product Marketing Strategy, Articles In [product marketing](https://www.productmarketingalliance.com/what-is-product-marketing/), the right tools don’t just make your life easier, they also help you succeed – from aligning with [cross-functional teams](https://www.productmarketingalliance.com/making-connections-the-secret-to-exceptional-cross-functional-teams/) to tracking performance, [enabling sales](https://www.productmarketingalliance.com/what-marketers-can-learn-from-sales-conversations/), and understanding your customers. But which product marketing tools are PMMs really using? And how has that changed over time? Our [State of Product Marketing Report](https://www.productmarketingalliance.com/state-of-product-marketing-report-2025/) has all the data you need. ## **Collaboration tools remain key to product marketing** For product marketers, collaboration isn’t just about sharing documents or exchanging quick [Slack](https://www.productmarketingalliance.com/join-slack/) messages, but about aligning with product, sales, customer success, and [leadership](https://www.productmarketingalliance.com/how-to-manage-up/). If you’re responsible for aligning [messaging](https://www.productmarketingalliance.com/your-guide-to-messaging/) across your org or launching new features, you can’t do it in a silo. In **2023**, it was clear: **70.2%** of PMMs used collaboration tools regularly. That dropped to **46.5%** in **2024**, possibly due to changing [budgets](https://www.productmarketingalliance.com/kpis-versus-budget/) and/or team restructuring. But in **2025**, usage went back up to **67.3%**, a sign that teams do need centralized communication to perform well. Modern collaboration platforms aren’t just used for messaging or note-taking, they’re where launch plans live, messaging frameworks are built, and [feedback](https://www.productmarketingalliance.com/the-what-why-and-how-of-customer-market-feedback/) is collected and documented. In [high-performing teams](https://www.productmarketingalliance.com/developing-a-high-performance-team/), they’re crucial to how work happens and how wins are tracked. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdFNPqoBzuMSb0Vw2z1qdtIxz-FrpA07pcrIWxL-9wPlfbcpvzo51Ikb9xtxGs8giObxcQwZKi0hU1fFdUzlddXqac5I2HUk7xXDGu3AnHDeqZJT0LNCONU-sGw3WvSn1oxKDIrWQ?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Project management tools are making a strong comeback** PMMs often act as informal project managers. After all, they have to coordinate [launches](https://www.productmarketingalliance.com/a-visual-guide-to-product-launches/), manage the creation of assets, track approvals, and juggle input from other team members. In fact, in **2023**, **63.6**% of PMMs were using project management tools to keep everything on track. That number fell to **48.4%** in **2024**, but by **2025**, usage went back up to **63.9%**, highlighting a renewed focus on process and accountability. These platforms allow PMMs to map out launch plans, assign deadlines, visualize dependencies, and make sure that no task slips through the cracks. Many tools now offer [templates](https://www.productmarketingalliance.com/templates-frameworks/) specifically for [GTM campaigns](https://www.productmarketingalliance.com/your-guide-to-go-to-market-strategies/), which gives PMMs a process they can repeat and, therefore, save time. In addition, these tools don’t just benefit marketing; they make it easier for stakeholders in sales, product, and operations to see what’s happening and where they can contribute. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXfmlove6hlUjRwe-x4RXTSYkLeAzgfb0e3rGlWXJnAjIh17FphEorfr18oy79_hDbfYdka6ZmGExek3IS1n006N2mCYYV1OuLhrSHlkRSt6H6-1BQwl8lECD4f9jGl2jJUIRVx2ZA?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Reporting, analytics, and measurement tools are holding steady** If you can't [measure](https://www.productmarketingalliance.com/a-guide-to-measuring-product-marketing-success/) your campaigns, you can't improve them, and product marketers know this all too well. Whether it's tracking [adoption](https://www.productmarketingalliance.com/product-adoption-framework/), analyzing the performance of your campaigns, or presenting to the C-suite, data is essential to the PMM role. In **2023** and **2024**, just over **60%** of PMMs were regularly using [analytics tools](https://www.productmarketingalliance.com/reporting-analytics-measurement-tools/). That continued into **2025**, with usage landing at **61%**. So, not only do analytics remain a key focus area, but many teams may already be equipped with the basics , meaning the challenge is more about getting insights than finding new tools. These tools help PMMs monitor product usage, understand user behavior, and measure how effective messaging or campaigns are. But it goes further. Many PMMs are building custom dashboards in tools like Looker or plugging into business intelligence platforms that let them tie marketing efforts directly to revenue impact. For PMMs trying to prove their influence on [win rates](https://www.productmarketingalliance.com/how-to-win-at-win-loss-ebook/) or retention, these tools are a lifeline, especially as they give you the data you need to back strategic decisions, justify budget requests, and refine [positioning](https://www.productmarketingalliance.com/your-guide-to-positioning/). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdVJCigVC5Aad7TbM84S4IOAMZ8zCnNt3sOw8B76xxl5jHOpYxY9mBFnduk-el0atg3S92MJl--piK2vquvV4ySRi5ImnmcU9iAREC63JFnLKPo1AOuiENzMXtlKwiOgPyzwb7Inw?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Sales enablement tools are back in the spotlight** [Sales enablement tools](https://www.productmarketingalliance.com/the-most-effective-sales-assets-and-the-tools-to-optimize-them/) saw one of the biggest rebounds in **2025**, with usage rising from **41.5%** in **2024** to **56.6%**. This isn’t just a trend, it reflects a bigger [shift in the PMM function](https://www.productmarketingalliance.com/how-far-has-pmm-come/). More and more, product marketers have to drive sales, not just create assets. That means building and managing pitch decks, one-pagers, [competitor comparison](https://www.productmarketingalliance.com/competitor-comparison-chart-template-framework/) guides, and [product demos](https://www.productmarketingalliance.com/the-art-of-crafting-a-180-second-demo-three-minutes-to-win-it/), all tailored to different [buyer personas](https://www.productmarketingalliance.com/your-guide-to-personas/) and stages of the sales funnel. Sales enablement tools give PMMs a space to organize and distribute this content, track usage, and refine their efforts based on feedback. They also allow you to serve up the right material at the right moment, integrated directly into workflows. And with analytics features, PMMs can see which assets actually influence deals. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeoiFeAMu_ElXZO2ZWEnCVoGTrT46eAavpmSIOV9nXPUytjRxG-xizNhUsjjvqSe5e2mEUlsKNhBkfb-cuLCq3CiT7KquN-cEcOx_iPVpRcq5I0KggPSaaGJibHFZZ15etjcEyo0Q?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **CRMs are being supplemented, not abandoned** CRMs are still central to any [go-to-market ](https://learning.productmarketingalliance.com/on-demand/go-to-market-certified-masters)operation, but the way PMMs use them is changing. In **2023**, **64.2**% of product marketers reported regular CRM usage. That number lowered in **2024** to **46.9%**, before climbing back to **51.7%** in **2025**. This doesn’t mean CRMs are falling out of fashion; it means PMMs are getting smarter about where these tools fit into their tech stack. Most PMMs don’t live in Salesforce all day, but they do need access to the data that lives there, including [customer segments](https://www.productmarketingalliance.com/what-is-market-segmentation/) and lifecycle stages. Instead of working just within the CRM, you can pull data into other platforms to get more nuanced insights through things like behavioral segmentation, churn analysis, or [persona](https://www.productmarketingalliance.com/making-your-icp-real-for-teams-across-the-business/) mapping. This approach makes it easier to personalize [messaging](https://www.productmarketingalliance.com/your-guide-to-messaging/), build more [accurate ICPs](https://www.productmarketingalliance.com/how-to-determine-your-ideal-customer-profile/), and collaborate with sales teams. CRMs remain vital, but their value increases when paired with more PMM-specific tools. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXeJ5KR2aWtY3fjPiRS_E5IHKzQZ7arrEpkKYXJn6vVeD0edxKsLMMJWCtgUJQ2QgMx5dPdBp1Ik-n7n6JZ7Oq3GnNYe3MMsvyNOcw8Ns8anLKc7VMryDWIFm33XQYuHJ_20NegejA?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Customer understanding is driving tool adoption** More than ever, PMMs need to be the [voice of the customer](https://www.productmarketingalliance.com/voice-of-the-customer-reporting-template-framework/) inside the company, which means they have to build deep, data-informed insights, not just opinions. And the data proves it. Between **2024** and **2025**: - Messaging and onboarding tool usage went up from **43.3%** to **50.2%**. - Customer and market research tool usage went up from **43%** to **47.8%**. - Customer experience and engagement tools went up from **30.7%** to **42%**. Why the boom? Easy: great product marketing starts with great customer understanding. PMMs are now running [interviews](https://www.productmarketingalliance.com/product-marketing-job-interview-questions-framework/), surveys, usability tests, and onboarding flows – not just writing taglines or making slide decks. These platforms make it easier for you to address pain points, observe customer behavior in the wild, and create messaging that truly resonates with your audience. This leads to more relevant campaigns, higher [adoption rates](https://www.productmarketingalliance.com/12-essential-product-adoption-metrics/), and better [product-market fit](https://www.productmarketingalliance.com/everything-you-need-to-know-about-product-market-fit/). ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdzmT0_AlcKZP8-7i88pdoyOcNKYQska0cAyViCF2z6MQx0vjQaM8om5MsdrBRLQ52fUCmY8nuVbMIcNoL5zhx7z842Cm_RECJ0WoJAqH2dR80RBWOMk_pKlLs13A3EHzN6eiR7tA?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Competitive intelligence tools are gaining traction again** After a dip in **2024**, competitive intelligence (CI) tools have come back. Usage dropped from **49%** in **2023** to **38.3%** in **2024**, but rebounded to **47.8%** in **2025**. That bounce means CI is becoming non-negotiable in product marketing. As markets become more saturated and [buying cycles](https://www.productmarketingalliance.com/what-are-the-5-steps-in-the-consumer-buying-process/) grow more complex, PMMs need to be on the pulse of the competition. What’s their latest feature launch? How are they [pricing](https://www.productmarketingalliance.com/how-product-marketing-helps-shape-the-pricing-strategy/)? What messaging are they pushing? Tools like Crayon and Kompyte help marketers monitor competitors in real time and turn that information into usable insights. They automate the grunt work (tracking [LinkedIn](https://www.linkedin.com/school/product-marketing-alliance/) posts, scraping websites, scanning press releases) so PMMs can focus on analysis and enablement. As CI responsibilities shift from general strategy teams to PMMs, having the right tools is becoming critical to staying relevant, defending market share, and winning deals. ![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdVdQTVNXZg3O6la5uQWhmB2A7L3HjQGm0O6GmvwD3bgZU6RFzmXsDExFUHRawrwImrS7STcOtVJfxZk2Vt9J_kmrsvPv8T5wB2YfpsfQnfbY_azg9GaIoBQI0loYdClZtQgXHG1g?key=tJ48ysUEJjsgZnSY6ZsI2A) ## **Conclusion** So, what kind of product marketing tools are other PMMs using to make their jobs easier? The answer is: a lot, and it depends on the challenge at hand. Whether it’s launching a product, enabling a sales team, measuring campaign performance, or crafting a better onboarding experience, there’s a tool for it. But more importantly, there’s a trend: PMMs are getting more intentional about the tools they choose and how they use them. --- *Unlock the* [*State of Product Marketing Report*](https://www.productmarketingalliance.com/state-of-product-marketing-report-2025/)*, your all-in-one career guide, team benchmark, and industry snapshot.* *Discover what PMMs are prioritizing, where they’re making impact, and how the role is evolving,all backed by data, quotes, and real-world insights.* [State of Product Marketing Report 2025Get a behind-the-scenes view into what your peers are prioritizing, struggling with, and celebrating – all backed by data and direct quotes from real product marketers.![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/icon/android-chrome-512x512-1-251.png)Product Marketing AllianceCharley Gale![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/thumbnail/State-of-Product-Marketing-Report-2025--1.jpg)](https://www.productmarketingalliance.com/state-of-product-marketing-report-2025/)