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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?

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

9357 Views

What does your product marketing team org structure look like?

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

6590 Views

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

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

1694 Views

How do you structure your Product Marketing team?

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

1690 Views

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

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

1461 Views

How is the Product Marketing team structured there by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?

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

1372 Views

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

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

1255 Views

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

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

990 Views

How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?

Intercom Director, Product Marketing • November 10

This is actually something we're working to improve at the moment, as the process at Intercom hasn't been that standardised in the past. Historically at Intercom, betas were driven by the product team and wholly focused on collecting product feedback (often via research interviews and feedback......Read More

952 Views

What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?

Intercom Director, Product Marketing • October 26

My experience was actually the other way round - I went from a company where I was the first PMM and helped establish the PMM team, to a company where there was already an established PMM team (and PMM already had 'a seat at the table'). Some of the learnings from that experience: * It's much e......Read More

942 Views

Credentials & Highlights

Director, Product Marketing at Intercom

Top Product Marketing Mentor List

Product Marketing AMA Contributor

Establishing Product Marketing

Stakeholder Management

Lives In San Francisco, California

Knows About Developer Product Marketing, Category Creation, Partner Product Marketing, Product Ma......more