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Jasmine Jaume

AMA: Intercom Director, PMM - Support & Platform, Jasmine Jaume on Establishing Product Marketing

October 26 @ 10:00AM PST
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Intercom Director, PMM - Support & Platform, Jasmine Jaume on Establishing Product Marketing
Top Questions
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with product we have always largely mapped PMMs to specific solutions or product areas. Our current team structure roughly mirrors that o......Read More
12430 Views
7 requests
What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 25
* Being clear about what PMM's role and mission is, and ensuring other marketing leaders understand what your team does and doesn't do. Have open discussions about where there might be overlap between teams, and agree on how you'll handle it. * Building relationships with others across......Read More
535 Views
2 requests
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
It depends a little on what the situation is with PMM in the company you join (i.e. size and maturity, what the team is currently doing, what your role is going to be, whether you're an IC or a manager), but here's some things to think about: 30 days - this first month is all about getting the l......Read More
12911 Views
3 requests
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 25
I wrote about this in another answer, so I'll copy it below but also add this additional point - When thinking about team structure and new roles, we think about 3 things: 1. What does the business need? Are there areas we need to support better? New areas coming up we'll need to support? ......Read More
564 Views
1 request
What's the earliest stage a startup should consider hiring a Product Marketing Manager?
I'm curious if you've observed the impact of adding a PMM to smaller organizations or if you think they're most impactful in larger organizations?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 25
I'm biased of course, but I believe PMMs should be one of your first marketing hires. The insight PMMs can bring in terms of product-market fit, positioning and messaging are just as valuable, if not moreso, at a smaller org as in a big one. Having a PMM early on will help you set the foundations......Read More
1144 Views
2 requests
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
I don't have a set framework as such, but this is the approach I'd take: * Meet with stakeholders across the business to understand what's working, where the gaps are that PMM might be able to fill, and ask what they think is the highest priority. Ask lots of questions to understand what ......Read More
2505 Views
2 requests
What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
My experience was actually the other way round - I went from a company where I was the first PMM and helped establish the PMM team, to a company where there was already an established PMM team (and PMM already had 'a seat at the table'). Some of the learnings from that experience: * It's much e......Read More
1018 Views
2 requests
How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
This is a classic challenge for PMM teams and the unhelpful answer is it will somewhat depend on how your company is set up. However, ultimately it comes down to demonstrating the value you can bring and building credibility with stakeholders so that PMM get a 'seat at the table'.  Some tips tha......Read More
981 Views
5 requests
How does product marketing differ between a small and large company?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
I'll caveat my answer here by saying that I haven't worked in PMM in a really large (1000s of employees) company - my experience has been mainly within startups and mid-sized companies. When I joined Intercom, we were about 150 people and now we're nearly 800. Here's what I've seen change for PMM......Read More
795 Views
1 request
If you had to pick 3 measures to help track the impact of product marketing over time, what would they be and why?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
It is classically difficult to directly measure PMM work, given our work is so cross-functional and many goals will be co-owned with other teams. It also depends on the focus of your team and each PMM - for example, we measure the effectiveness of our Enablement group differently to that of a gro......Read More
976 Views
2 requests
How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: * Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enab......Read More
1502 Views
2 requests
What advise would you give someone who is trying to break into product marketing?
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product Marketing • October 26
Many of us in PMM came from a different discipline, so know that it's very common and very doable! I myself came from an editorial background (I studied journalism and worked for an online magazine), then moved into an analytics/reporting role, then into community management, and then into PMM! ......Read More
1043 Views
2 requests