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AMA: Intercom Director of Product Marketing, Jasmine Jaume on Stakeholder Management
November 10 @ 10:00AM PST
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Intercom Director of Product Marketing, Jasmine Jaume on Stakeholder Management
Top Questions
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
Jasmine Jaume
Intercom Director, Product Marketing • November 11
This is actually something we're working to improve at the moment, as the process at Intercom hasn't been that standardised in the past. Historically at Intercom, betas were driven by the product team and wholly focused on collecting product feedback (often via research interviews and feedback......Read More
1035 Views
5 requests
Jasmine Jaume
Intercom Director, Product Marketing • November 11
In the past we've used things like Google Sheets/docs, but for the past 18 months or so we've started using Coda and it's been a game changer. We do all our launch planning in Coda, which means there is one 'source of truth' where all stakeholders can see progress, timelines, who's responsible fo......Read More
1353 Views
2 requests
How is your Product Marketing team structured?
By product line, segment, function or by objective (ie. revenue retention, product engagement, etc?
Jasmine Jaume
Intercom Director, Product Marketing • November 11
In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More
1478 Views
2 requests
Jasmine Jaume
Intercom Director, Product Marketing • November 11
This is a tough one! It can be really difficult when you have exec stakeholders who aren't aligned. Ultimately, it's on them to get aligned and provide clear direction 'down the chain' but a few things that could help: * Understand where the misalignment is - is it the whole strategy, or specif......Read More
761 Views
1 request
Jasmine Jaume
Intercom Director, Product Marketing • November 10
As I said in another answer, being a successful PMM relies heavily on being able to build relationships and trust with your cross-functional stakeholders. The tips in that answer about building relationships apply here, but I'll also add 2 things: 1. Always look for opportunities for PMM to add ......Read More
661 Views
3 requests
What strategies are you using to align stakeholders around customer priorities?
Since Product Marketing touches so many areas of the business, this role is oftentimes in the best position to lead a VOC process.
Jasmine Jaume
Intercom Director, Product Marketing • November 10
The product team at Intercom are very invested in understanding our customers so they often themselves talk to customers, interface directly with sales, read customer feedback from conversations in Intercom and so on, and we have a very talented research team who do more in-depth studies for us. ......Read More
896 Views
2 requests
How do you go about creating a product marketing plan from scratch for an early stage start-up?
What are the components (I assume competitive analysis, buyers, etc)?
Jasmine Jaume
Intercom Director, Product Marketing • November 11
I think the first step is to understand your buyers and market, so you can define who you're targeting and how you want to position your product. So as you say, competitive research, understanding the pain points of your buyers and customers, talking to your sales team to understand why you win/l......Read More
1811 Views
7 requests
What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Jasmine Jaume
Intercom Director, Product Marketing • November 11
We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conversation ratings, for example. We also do run NPS surveys, using survey apps integrated into our Messenger. Some of our product t......Read More
1148 Views
7 requests
How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
Jasmine Jaume
Intercom Director, Product Marketing • November 11
I believe that the ability to build relationships with stakeholders and influence others is key to being a successful PMM. As you've noted in your question, due to the nature of our role PMMs are often drivers of very cross-functional projects, which involves co-ordinating peers and potentially p......Read More
1287 Views
6 requests
Jasmine Jaume
Intercom Director, Product Marketing • November 11
In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More
2164 Views
3 requests
Jasmine Jaume
Intercom Director, Product Marketing • November 11
This is a tough one to answer without more context on your specific situation, but in general it sounds like you may be being asked to craft messaging for a product you don't believe truly meets customer needs. When you're in this situation it often means that PMM haven't been involved early eno......Read More
651 Views
2 requests
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