Quarterly State of the Union template

As a product marketer, you’re constantly juggling insights, feedback, and strategic initiatives. But without a clear way to communicate these findings, your impact can get lost in the noise.

The Quarterly State of the Union template is designed to help you synthesize key trends, competitor movements, customer insights, and internal learnings into a single, strategic report that drives alignment across teams.

This template is inspired by a framework shared by Kerry Wheeler in her talk, Don't just be a PMM – be a strategic leader, at the Denver Product Marketing Summit.

What is a quarterly State of the Union template?

The Quarterly State of the Union is a structured report that helps product marketers present key insights from the past quarter. It’s a way to step back, assess what’s working, and make strategic recommendations that align marketing efforts with broader business objectives.

With this template, you’ll be able to:

Summarize market trends and industry shifts
Track competitor movements and positioning changes
Analyze customer feedback and emerging needs
Measure business performance and key wins
Highlight internal learnings and cross-functional insights
Refine your go-to-market (GTM) strategy for the next quarter

Instead of getting caught up in one-off tasks, this framework helps you position yourself as a strategic leader, ensuring your work contributes to high-impact business decisions.

Who is this template for?

This template is built for product marketers looking to elevate their strategic influence within their organization. It’s particularly useful if:

You want to showcase the real impact of your work on business performance
You need to drive alignment across product, sales, and customer success teams
You struggle to get a seat at the table for strategic conversations
You’re tasked with market research, messaging, competitive intelligence, or customer insights but need a better way to synthesize and present your findings

If you’ve ever felt like your work is going unnoticed or that you’re stuck executing rather than leading, this template is your solution.

How to use this template

Here’s how to make the most of this template:

Step one: Gather your insights

Use internal data, sales feedback, customer interviews, and industry reports to build a comprehensive view of the past quarter.
Don’t just collect information – look for trends and patterns that drive strategic decisions.

Step two: Structure your findings using the template

Break insights into clear sections: market trends, competitor movements, customer feedback, internal learnings, and strategic recommendations.
Keep it visual – charts, tables, and direct quotes make the data digestible and engaging.

Step three: Synthesize insights into actionable takeaways

Instead of just reporting what happened, connect the dots and provide recommendations.
Highlight opportunities, risks, and the implications of each insight for the business.

Step four: Present your report and drive cross-functional alignment

Schedule a meeting with leadership and key stakeholders to walk through the report.
Use it to align teams on priorities and gain buy-in for upcoming initiatives.
Share the deck in internal Slack channels so teams can refer back to it throughout the quarter.

This approach, as outlined by Kerry Wheeler, is a proven way to stop being seen as a service function and become a key strategic player.

Get the template

Ready to take your strategic influence to the next level? Download the Quarterly State of the Union template today and start turning insights into action.

Quarterly State of the Union template

Quarterly State of the Union template.pptx

1 MB