AMA: Intercom Director of Product Marketing, Jasmine Jaume on Stakeholder Management
November 10 @ 10:00AM PT
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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)?
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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, competiti...
2517 Views
7 requests
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?
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 ...
1225 Views
5 requests
What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Career & Leadership Coach/ Former Director, Product Marketing • 5y
We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conver...
1681 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.
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 na...
1825 Views
6 requests
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 tha...
745 Views
3 requests
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 planni...
1429 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 'd...
869 Views
1 request
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.
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 fee...
961 Views
2 requests
How do you plan messaging for a product that isn't fully developed?
It goes without saying that the quality will suffer to provide generic messaging - no real value to the customers. We've set deadlines and 'must haves' and trying our best to peel the layers of the onion to find the bright spot/use to market. Would love to get your thoughts if you have encountered this situation.
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 d...
1080 Views
2 requests
Career & Leadership Coach/ Former Director, Product Marketing • 5y
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 res...
2889 Views
5 requests