AMA: Amperity Vice President, Product Marketing, Jason Perocho on Stakeholder Management
December 21 @ 9:00AM PT
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How can a PMM best keep their leadership (Sr. Director, VP-level) best updated on an iterative & volatile product development process for a venture bet? What's the best communication cadence and format so leadership has confidence in the team?
I work at a large tech enterprise, where product development usually follows a predictable timeline and cadence. However, I'm the lead PMM on a massive venture bet, where product development is highly iterative (lots of testing, learning, and re-thinking of the product plan). I've been asked to "own" the GTM strategy & regularly share out on it, even while the product plan is not fully in place. I'm struggling to manage up & could use advice on what a leader is really looking for in terms of comms on a project like this.
Amperity SVP, Head of Marketing • 2y
The best way is to help the product and engineering teams bucket and articulate their work and goals. Bucket [or Theme] Product Development - Help your product managers a...
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Amperity SVP, Head of Marketing • 2y
Let's pull back from this question because it does not provide a great premise to build on. Every for-profit business has the same objective of making money profitably. M...
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How often and when do you typically get feedback on collateral from the teams that will use it?
I've found that it's valuable to get feedback from 1-3 reps on a high-quality first draft, and sometimes, even the final version to ensure it will work for the team it's using it, but it often takes more time than I'd like
Amperity SVP, Head of Marketing • 2y
Great question! My stakeholders are generally extremely busy, so I try to limit the times I go to them for feedback. What I found worked the best was going to them when t...
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Amperity SVP, Head of Marketing • 2y
Below are the key stakeholders and goals I have during my stakeholder interviews for positioning and messaging: Focus Groups[Prospective Buyer Focus Group] Dive down deep...
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What are some basic skills or things to look out when navigating politics?
As someone that hasn't dealt with (or perhaps has been oblivious to) a lot of politics, what should I be aware of as a "beginner"?
Amperity SVP, Head of Marketing • 2y
That's great that you have not dealt with office politics! Those who navigate office relationships the best are empathetic, authentically themselves, and have a vision of...
1025 Views
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Amperity SVP, Head of Marketing • 2y
I measure my success in two ways equally:Company/Business Unit KPIs: Product marketing is a tough job because so much of our success depends on another team applying our ...
503 Views
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Amperity SVP, Head of Marketing • 2y
I have not approached a situation where I could not find quantitative or qualitative data to support my point of view. In the absence of a lot of data, I would understand...
452 Views
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Amperity SVP, Head of Marketing • 2y
I use the following template to align internal stakeholders around a project: PMM Strategy Brief Goal: What impact are we trying to achieve on our business?(i.e. Awarene...
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What advice do you have for navigating multiple stakeholders with conflicting feedback when creating sales enablement?
I have one stakeholder who really should only be an inform but is acting like a decision-maker, and the conflicting feedback I'm getting is prolonging the creation process 5x. I've also got a design team that needs a lot of handholding, which is difficult for me since it's not my specialty.
Amperity SVP, Head of Marketing • 2y
Great stakeholder management begins before a project like sales enablement even begins. Vision: I quickly establish my vision for Product Marketing at the company. In the...
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Amperity SVP, Head of Marketing • 2y
I have never considered making an empathy map. Empathy mapping is a time-consuming task that often doesn't produce actionable insights. Empathy maps are also limited in s...
521 Views
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Amperity SVP, Head of Marketing • 2y
There is no checklist but a routine I do every week to ensure I progress toward my goals and feel a sense of accomplishment at the end of each week. Every Monday, I write...
522 Views
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Amperity SVP, Head of Marketing • 2y
The best advice for managing stakeholder input is to give them a read-ahead before major milestones and to set firm deadlines. Strategy / ProposalState audience and purpo...
377 Views
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Amperity SVP, Head of Marketing • 2y
I handle disagreements by backing away from the decision at hand and first getting alignment on our philosophical approach to product design and then defining roles and r...
370 Views
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Amperity SVP, Head of Marketing • 2y
I like to keep my approach consistent across stakeholders, but I do alter what I focus on to ensure that each team cares about what I have to say.My approach: Objective: ...
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