AMA: Intercom Director, PMM - Support & Platform, Jasmine Jaume on Establishing Product Marketing
October 26 @ 10:00AM PT
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Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 demonstr...
1538 Views
5 requests
What's your best product marketing 30-60-90 day plan to make a big impact?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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, wh...
17474 Views
3 requests
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?
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 produc...
16370 Views
7 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 t...
614 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 f...
1478 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 a...
1273 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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...
4721 Views
2 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.
Career & Leadership Coach/ Former Director, Product Marketing • 4y
When thinking about team structure and new roles, we think about 3 things:What does the business need? Are there areas we need to support better? New areas coming up we'l...
623 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?
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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...
1486 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 toget...
2823 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 4y
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 wo...
1571 Views
2 requests