In product marketing, the right tools don’t just make your life easier, they also help you succeed – from aligning with cross-functional teams to tracking performance, enabling sales, 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 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 messages, but about aligning with product, sales, customer success, and leadership.
If you’re responsible for aligning 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 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 is collected and documented.
In high-performing teams, they’re crucial to how work happens and how wins are tracked.
Project management tools are making a strong comeback
PMMs often act as informal project managers. After all, they have to coordinate 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 specifically for GTM campaigns, 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.
Reporting, analytics, and measurement tools are holding steady
If you can’t measure your campaigns, you can’t improve them, and product marketers know this all too well. Whether it’s tracking adoption, 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. 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 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.
Sales enablement tools are back in the spotlight
Sales enablement tools 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. More and more, product marketers have to drive sales, not just create assets.
That means building and managing pitch decks, one-pagers, competitor comparison guides, and product demos, all tailored to different buyer 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.
CRMs are being supplemented, not abandoned
CRMs are still central to any go-to-market 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 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 mapping.
This approach makes it easier to personalize messaging, build more accurate ICPs, and collaborate with sales teams. CRMs remain vital, but their value increases when paired with more PMM-specific tools.
Customer understanding is driving tool adoption
More than ever, PMMs need to be the voice of the customer 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, 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, and better product-market fit.
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 grow more complex, PMMs need to be on the pulse of the competition. What’s their latest feature launch? How are they pricing? 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 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.
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, 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.
Charley Gale