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Christine Sotelo-Dag

AMA: Intercom Group Product Marketing Manager, Christine Sotelo-Dag on Building Product Marketing Team

March 17 @ 10:00AM PST
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Intercom Group Product Marketing Manager, Christine Sotelo-Dag on Building Product Marketing Team
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?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
Our product marketing org strucuture is made up of 6 groups. Most of our groups are aligned directly to product, and how product strucutres their org. So each product group that is focused on building customer facing product - has a PMM group aligned to it. We refer to these PMMs as "full stack" ......Read More
2749 Views
1 request
How do you communicate product marketing updates and activities to the rest of the company?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
I think this depends largely on the size of an update - and the audience.  For our largest releases, they are communicated early and often - to drum up excitement. Through company all hands, sales trainings, slack channels, etc.  For mid-sized and smaller updates, we'll leverage the internal ......Read More
734 Views
1 request
What advice would you give a junior product marketing manager who is the first product marketing hire?
I don't want to just be a launch project manager or a new releases copywriter.
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
My advice is to work on building relationship with the Product org. Proactively find ways you can bring them value - whether it be through market or competitive insights, product teardowns, industry knowledge, customer insights, etc. Find out what information they wish they had more of, and figur......Read More
708 Views
1 request
As a product marketer, how do you build informal relationships with your product managers to stay up to date on things in a remote company?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
Although our company hasn't been officially remote, our Product teams all sit in Dublin, Ireland - while our PMMs are all sitting in San Francisco. Of course this physical (and time) difference poses some challenges - we've worked on some strategies that have helped bridge the gap.  - Make sure ......Read More
626 Views
1 request
As a hiring manager, what do the best product marketing candidates have in common?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
From my hiring experience there are typically there are a few key characteristics and examples I look out for * Has to be a great storyteller - go beyond writing copy, and able to craft narratives * Ability to take complex topics and translate them into value * Customer-centric  * Cross-f......Read More
662 Views
1 request
If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?
(context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
The most straightforward way to manage this might be to divide the products between the two of you in an even way - where each of you has a clear line of ownership, end-to-end, of your skews. This will be less messy to untangle as you hire new pmms, where you can hand off speficic product areas i......Read More
876 Views
2 requests
What are the key processes you'd set up when expanding the Product Marketing team from 1 to multiple people?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
Some of the low hanging fruit here would be setting up team rituals - team meetings, slack channels, team hubs, etc.  Some of the more logistical processes would include setting up a shared launch calendar to have a shared source of truth. Defining a tiering framework for launching products. E......Read More
419 Views
1 request
In hiring additional Product Marketing Managers, is it more important that they have Product Marketing experience, or that they're a well-rounded marketer/communicator?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
I wouldn't under estimate solid PMM expierence, but I wouldn't let lack of direct PMM experience be a blocker either. As you've calledo out, being a well-rounded marketer/communicator is really important. My perspective is, if someone can demonstrate they are a solid story-teller - can take produ......Read More
415 Views
1 request
What are the key strategies to start with if I am the first Product Marketing Manager in a rapidly scaling-up business?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • March 17
There are a few things you'll want to establish and get alignment on right out of the gates.  1. Establish a tiering framework. Define what a large product launch looks like (tier 1) and what would qualify a product / feature to be a tier 1 - and what activities would be aligned to it. Do the sa......Read More
1033 Views
2 requests