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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Top Questions
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
Group Product Marketing Manager at Intercom
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...more
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
Group Product Marketing Manager at Intercom
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...more
Question about org structures - 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
Group Product Marketing Manager at Intercom
Our current 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" PMMs partn...more
In hiring additional Product Marketing Managers, is it more important that they have PMM experience, or that they're a well-rounded marketer/communicator?
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
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...more
As a hiring manager, what do the best product marketing candidates have in common?
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
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...more
How do you communicate product marketing updates and activities to the rest of the company?
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
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 ...more
Do you have advice for a junior Pmm who is a first product marketing hire? How do you keep from being the launch project manager, or new releases copy writer?
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
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...more
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
Group Product Marketing Manager at Intercom
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 ...more
What are the key processes you'd set up when expanding the PMM team from 1 to multiple people?
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
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...more