The tech industry continues to face job cuts in 2025, extending the trend of previous years. Yet, despite shrinking teams and tighter budgets, revenue expectations keep rising.
Why? AI-driven shifts are eliminating traditional roles, forcing companies to reinvest in automation. For GTM leaders—adapting to AI and maximizing efficiency isn’t optional; it’s essential.
This raises a key challenge: How do you meet aggressive revenue goals with fewer resources?
The answer: Sharper GTM motions. Now is the time to refine your messaging, execute launches with precision, and optimize product-market fit. Without a strong GTM function, standing out in an increasingly competitive market becomes nearly impossible.
So, with limited headcount, how do you address your GTM needs? When should you hire an external consultant vs. a full-time product marketing manager (PMM)?
When to Hire a Product Marketing Consultant
✅ Specialized expertise – Need help refining GTM strategy, optimizing positioning, or improving sales enablement? Consultants bring deep expertise in specific areas your team may lack.
✅ Speed & flexibility – Consultants can ramp up quickly, making them ideal for immediate needs without the delays of full-time hiring.
✅ Project-based needs – If you need support for a product launch, messaging refresh, competitive analysis, or market research, but not ongoing work, a consultant is a great fit.
✅ Budget constraints – When hiring full-time isn’t feasible, an experienced consultant provides high-impact work without long-term commitments.
✅ Testing the role – Not sure if you need a full-time PMM? Hiring a consultant lets you validate the need before committing to a permanent hire.
Considering a Hybrid Approach?
Many companies start with a consultant for immediate GTM support and later transition to a full-time hire as needs grow.
When to Hire a Full-Time PMM
📈 Ongoing product marketing needs – If you require continuous support for positioning, launches, and sales enablement, a full-time hire is the better investment.
📊 Deep product knowledge is key – Some products demand a PMM who can embed deeply within the company, build long-term relationships with customers and teams, and refine the GTM narrative over time.
💰 Budget allows for it – If you can afford a full-time salary and career growth opportunities, a dedicated PMM ensures strategic continuity.
🚀 Scalability matters – If your company is growing and GTM needs will increase, a full-time PMM can build and scale your marketing function for long-term success.
How to Decide: A Practical Framework
Not sure which path to take? Consider these key factors:
- Company stage – Are you a startup focused on agility and cost control, or an established company with stable revenue streams?
- Budget – Can you afford full-time salaries, benefits, and long-term commitments?
- Project scope – Is your need short-term and project-specific, or ongoing and strategic?
- Team structure – Do you already have marketing support, or will this hire/consultant need to build from scratch?
Making the right decision now ensures your GTM strategy stays strong—even in uncertain times. Still unsure? Contact us, and we can help you navigate your options.
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