Jasmine Jaume

Director, Product Marketing, Intercom

Content

What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

Jasmine Jaume

Intercom Director, Product Marketing • October 26

It depends a little on what the situation is with PMM in the company you join (i.e. size and maturity, what the team is currently doing, what your role is going to be, whether you're an IC or a manager), but here's some things to think about: 30 days - this first month is all about getting the l......Read More

12911 Views

What does your product marketing team org structure look like?

Jasmine Jaume

Intercom Director, Product Marketing • October 26

We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with product we have always largely mapped PMMs to specific solutions or product areas. Our current team structure roughly mirrors that o......Read More

12429 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

Jasmine Jaume

Intercom Director, Product Marketing • October 26

I don't have a set framework as such, but this is the approach I'd take: * Meet with stakeholders across the business to understand what's working, where the gaps are that PMM might be able to fill, and ask what they think is the highest priority. Ask lots of questions to understand what ......Read More

2505 Views

How do you structure your Product Marketing team?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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

2161 Views

How do you go about creating a product marketing plan from scratch for an early stage start-up?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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

1809 Views

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

Jasmine Jaume

Intercom Director, Product Marketing • October 26

This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: * Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enab......Read More

1501 Views

How is your Product Marketing team structured?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

1478 Views

What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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

How do you manage people who don't necessarily report into you?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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

1285 Views

What is your process for collecting user feedback?

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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

1146 Views

Credentials & Highlights

Director, Product Marketing at Intercom