Communities

AMA's

Job Board

Christine Sotelo-Dag

Director of Product Marketing & Customer Marketing, Mode Analytics

Subscribers

Content

Mode Director of Product Marketing & Customer Marketing, Christine Sotelo-Dag on Product Marketing KPI's

August 2 @ 10:00AM PST

View All AMA's

What are some of the best practices you use to enable sales before a huge launch?

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

1346 Views

What's the best, most turnkey framework to use for building Go-To-Market presentations for multiple stakeholder groups?

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

1242 Views

What does your product marketing team org structure look like?

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

How do you create a GTM/launch strategy for a product with a long beta period? Follow-up question: What do you do if the product changes significantly between beta and full launch?

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

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)?

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

What is is the single most indispensable tool in regards to product launches? Why?

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

Do you approach crafting overall product messaging differently than feature launch messaging?

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

What are the core elements of every good feature launch?

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

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

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

If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?

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