
Christine Sotelo-Dag
Director of Product Marketing & Customer Marketing, Mode Analytics
Content

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
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Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
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Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • March 17
Our product marketing org strucuture is made up of 6 groups. Most of our groups are aligned directly to product, and how product strucutres their org. So each product group that is focused on building customer facing product - has a PMM group aligned to it. We refer to these PMMs as "full stack" ......Read More
1082 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
1007 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
990 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
878 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
873 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • February 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
852 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • January 19
This is a great question, and one I thought deeply about prior to starting at Mode. Thankfully, I had a nice long break between Intercom and Mode which I leveraged for lots of down time 😉 but also as a time to reflect on how I wanted to approach those first 90 days. First, I'd recommend reading '......Read More
851 Views

Christine Sotelo-Dag
Mode Director of Product Marketing & Customer Marketing • March 17
The most straightforward way to manage this might be to divide the products between the two of you in an even way - where each of you has a clear line of ownership, end-to-end, of your skews. This will be less messy to untangle as you hire new pmms, where you can hand off speficic product areas i......Read More
790 Views
Credentials & Highlights
Director of Product Marketing & Customer Marketing at Mode
Lives In San Francisco
Knows About Platform and Solutions Product Marketing, Product Marketing Career Path, Self-Serve P......more