Christine Sotelo-Dag

AMA: Intercom Group Product Marketing Manager - Solutions, Christine Sotelo-Dag on Product Launches

February 24 @ 10:00AM PST
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Intercom Group Product Marketing Manager - Solutions, Christine Sotelo-Dag on Product Launches
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Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 the cadence is really personal to what kind of lead-time your team has running up to a launch and the size of your teams, etc. B......Read More
627 Views
2 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 not overwhelming them with too much noise. A few things that we've seen work well are releasing smaller tiered launches in a qu......Read More
757 Views
3 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 planning about 18-20 weeks ahead of launch, and smaller releases are closer to 8-10 weeks. Long beta's are actually ideal so th......Read More
1068 Views
3 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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, what is the desiered business outcome of each, audience, associated GTM tactics for each tier, etc. Aligh with your product t......Read More
1054 Views
2 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 it to market (what tier/priority is the launch). For any Tier 1 or Tier 2 launch, PMM should align with Sales Enablement on ......Read More
1730 Views
8 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 sessions (2-3), usually a few weeks ahead of the following quarter. Annually PMMs are feeding into the product's winning strategy......Read More
877 Views
8 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 is it (short desciprtion & long description)  * How does it work?  * 3-5 Key benefits  * Differentiators  * Target audi......Read More
888 Views
8 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 business, the business model, business size, etc. That said, what I have personally seen work well is when PMMs are able to have......Read More
754 Views
5 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 internally and the voice of the product externally. The top 4 ways to do this are: Customer & Market Insight: Be the subject m......Read More
792 Views
7 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 23
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 (the opportunity) - What you've built - The target audience - Messaging: Key value drivers / benefits (for each audience) - KPI'......Read More
1710 Views
6 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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 master doc for all GTM documentation associated with a launch. It centralizes all our key launch documentation from the GTM strate......Read More
1093 Views
3 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 24
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. Are customers trying the new feature, and are they growing in how they use it? These are also the metrics that you as a produ......Read More
721 Views
6 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 23
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? Whether those KPI's are linked to leads generated, revenue, activation, utilization, retention, etc - it is very important to e......Read More
989 Views
5 requests
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Director of Product Marketing, ModeFebruary 23
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 really stems from how our product team builds product. At the core, never start with the solution - always start by outlining the......Read More
794 Views
2 requests