AMA: Intercom Group Product Marketing Manager - Solutions, Christine Sotelo-Dag on Product Launches
February 24 @ 10:00AM PT
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Close Head of Product Marketing • 5y
Whether we're looking at our high-level product messaging, solution messaging or feature level messaging - we follow a messaging framework that remains consistent. What...
930 Views
8 requests
Close Head of Product Marketing • 5y
Any GTM presentation should probably include some variance of the following: - Intro to the problem you're solving with this feature/product- Why you're solving it now (t...
2496 Views
6 requests
Close Head of Product Marketing • 5y
On average our PMMs sync with their PM counterparts on a weekly cadence. At Intercom the ratio of PMM to PM is usually 1:4. Quarterly meetings include roadmap review sess...
1339 Views
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If you had to build out a team of PMMs from scratch, how would you organize your team and which roles would own what?
In other words, if you went from one to ten - what would the structure look like? 1 Director/team lead, 2-3 Senior PMMs, and 4 PMMs? Would the team be divided by audience segment? By product? By strategy vs. tactics (i.e. larger GTM vs product launch)?
Close Head of Product Marketing • 5y
I've seen PMM teams organized in many many different ways, and there really doesn't appear to be any one right way. It seems to be highly dependent on the needs of the bu...
1201 Views
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Close Head of Product Marketing • 5y
This answer may be two-fold. As for tools we use for launches, we find Coda to be pretty indespensible. We've designed our launch template within it that serves as a mast...
1313 Views
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Close Head of Product Marketing • 5y
This certainly will vary launch by launch to some degree, however every feature you launch you'll want to track some element of activation and utilization of the feature....
829 Views
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Close Head of Product Marketing • 5y
Typically when we have long beta's it doesn't significantly change the way we create our GTM strategy. For our largest launches we're usually starting to kick off launch ...
1249 Views
3 requests
How would you go about setting up a blueprint for product launches at a start-up when I’m the first PMM hire and product launches have been managed the product team so far (and were pretty chaotic due to a lack of framework and resources)?
Start-up has around 80 employees and in the FinTech industry focusing on the DACH market
Close Head of Product Marketing • 5y
There are probably a few useful frameworks you can implement off the bat: 1. Establish a clear tiering framework - what constitutes a tier 1 launch versus a tier 3 or 4,...
1158 Views
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Close Head of Product Marketing • 5y
This is a common challenge across every product marketing team. It is a delicate balance in ensuring the market and your customers are aware of what you've built, while n...
827 Views
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I want to know how to get my product team to support efforts outline the desired product benefits, so we can discuss a marketing plan earlier in the process. I'd also like advice on how to let them know, in as kind a way as possible, that some improvements/repairs should probably not be launched because it's the natural progression of our product's capabilities.
I'm rather new to PMM and started with a new company remotely, so I'm excited to hear any advice on working remotely with all our different stakeholders without back to back meetings.
Close Head of Product Marketing • 5y
If there is one thing I've learned in my time at Intercom it is to ALWAYS start with the problem statement. This is ingrained deeply into how we solve problems, and it re...
1131 Views
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Close Head of Product Marketing • 5y
This really has to tie back to the KPI's you set prior to launch. What were the problems you were trying to solve with this feature/launch and what was the opprotunity? W...
1644 Views
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Close Head of Product Marketing • 5y
This is a great question. Managing stakeholders is such a huge part of the product marketing role - and it can quickly become unweidly if not managed properly. I think th...
739 Views
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What would you say are the top 3 - 5 areas a Product Marketing Manager should always be focused on that can make the biggest impact at a growing start-up?
Product Marketing can end up being a catch-all in terms of responsibilities.
Close Head of Product Marketing • 5y
This question resonates deeply. The biggest way to have an impact as a product marketer is to align your initiatives to focus on bringing to life the voice of the market ...
900 Views
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Close Head of Product Marketing • 5y
First and foremost it is critical to make sure that Sales has plenty of visibility into what product is building, timelines around availability, and how PMM plans to take...
2811 Views
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