AMA: Amperity Vice President, Product Marketing, Jason Perocho on Stakeholder Management
December 21 @ 9:00AM PST
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Amperity Vice President, Product Marketing, Jason Perocho on Stakeholder Management
Top Questions
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.
Jason Perocho
Amperity SVP, Head of Marketing • December 21
Great stakeholder management begins before a project like sales enablement even begins. 1. Vision: I quickly establish my vision for Product Marketing at the company. In the vision I define our guiding light, what we do, and how we do it. The vision is co-created with the rest of my p......Read More
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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. Making money profitable can be further subdivided into business metrics around acquisition, which can be further subdivided into......Read More
445 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 what they want to do. 1. Be Empathetic - Everyone has their challenges inside the office and at home. Successful people ......Read More
602 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 responsibilities. I'm a firm believer that disagreements usually stem from a lack of alignment on the aforementioned.
339 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
I measure my success in two ways equally: 1. Company/Business Unit KPIs: Product marketing is a tough job because so much of our success depends on another team applying our messaging successfully in their work. If my team were doing its job correctly, we would have enabled our prod......Read More
390 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 scope and only help visualize a specific problem. Instead, I recommend focusing on how you show up at work. This is a repost ......Read More
366 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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: Summarize your objective in a sentence. * Overview * Goal: Succinct description of the business goal of the pi......Read More
360 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 the motivations and goals of each stakeholder that I need to build a consensus with. I would then try to align as many motivat......Read More
389 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
The best advice for managing stakeholder input is to give them a read-ahead before major milestones and to set firm deadlines. Strategy / Proposal State audience and purpose of strategy document. Challenges Clearly state your point of view of this project faces. Mission Statement Take......Read More
331 Views
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Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 out my top priority and the three things I will accomplish this week. I share those with my team, my boss, and my stakeholders......Read More
445 Views
1 request
Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 into pains, problems, and expected benefits * [Customer Advisory Board] Dive down deep into pains, p......Read More
349 Views
1 request
Jason Perocho
Amperity SVP, Head of Marketing • December 21
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. Awareness, PipeGen, Pipe Acceleration, Pipe Close, Adoption, Cross-Sell, Up-Sell, Increase Competitive Win Rates, Revewals etc.) B......Read More
332 Views
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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.
Jason Perocho
Amperity SVP, Head of Marketing • December 21
The best way is to help the product and engineering teams bucket and articulate their work and goals. 1. Bucket [or Theme] Product Development - Help your product managers and engineers create distinct buckets for their work. I have been a part of organizations with 40 features under ......Read More
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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
Jason Perocho
Amperity SVP, Head of Marketing • December 21
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 there was still a lot of wiggle room to adjust the asset. 1. Concept: I bring the concept to the stakeholders to ensure it's......Read More
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