AMA: Salesforce Former Senior Director, Product Marketing, Jason Perocho on Developing your Product Marketing Career
March 10 @ 10:00AM PT
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Amperity SVP, Head of Marketing • 6y
When hiring a junior product marketer, I try and balance between hard and soft skills. For hard skills, I check to see if they are good at Diagnosing the market Identif...
3345 Views
2 requests
Amperity SVP, Head of Marketing • 6y
First, remember there is a difference between a product marketing and campaigns/demand generation lead. Product Marketers focus their time on customer research, value pro...
3543 Views
2 requests
What are key certifications or courses to become a product marketing manager?
I'm a digital marketing specialist looking to transition to product marketing
Amperity SVP, Head of Marketing • 6y
I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. E...
7827 Views
5 requests
Amperity SVP, Head of Marketing • 6y
The number one skill is influencing without authority. More specifically, influencing authority in a matrixed organization. By design, product marketing sits at the inter...
4632 Views
3 requests
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
Amperity SVP, Head of Marketing • 6y
Analytical skills tend to be the preferred skill set of a product marketer because they are "running the business". Product Marketers own a product's P&L and must hav...
2381 Views
3 requests
Amperity SVP, Head of Marketing • 6y
PMMs are responsible for the following: Positioning Statement & Messaging - This is the heart of Product Marketing. Using our expertise, we'll create the positioning...
6193 Views
3 requests
What's the earliest stage a startup should consider hiring a Product Marketing Manager?
I'm curious if you've observed the impact of adding a PMM to smaller organizations or if you think they're most impactful in larger organizations?
Amperity SVP, Head of Marketing • 6y
Seed funding is when I've generally seen PMMs hired. They're generally hired at the same time or just after a PM. Legendary HBS professor Clayton Christensen's research s...
3205 Views
2 requests
Amperity SVP, Head of Marketing • 6y
Product Marketing at a SaaS company requires two distinct motions: Acquiring new logos Expanding your install base through upsell and cross sell products. In general,...
3070 Views
3 requests
Amperity SVP, Head of Marketing • 6y
Tough question since titles vary from company to company. My answer for this question is strictly from a Salesforce perspective. My expectation for a Sr. PMM to Director...
3378 Views
1 request
Amperity SVP, Head of Marketing • 6y
The path towards senior management is anything but a straight line. The best product marketers I've encountered worked in something other than product marketing early in ...
3157 Views
1 request
Amperity SVP, Head of Marketing • 6y
Product Marketing is an interesting role because it puts you at the intersection of so many different functions, allowing you to "run the business". Outside of CMO, a cou...
3477 Views
2 requests
Amperity SVP, Head of Marketing • 6y
We understand what marketing channels work best for a feature rollout by talking to our customer. Everything we do always comes back to understanding the customer better ...
2615 Views
1 request
Amperity SVP, Head of Marketing • 6y
I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together: A Product marketing lead identi...
9750 Views
1 request
Amperity SVP, Head of Marketing • 6y
You're absolutley right! The first starts by understanding how much emphasis the company puts on distribution vs. product. An observation I've made is that companies who ...
3275 Views
1 request
Amperity SVP, Head of Marketing • 6y
The best approach would be to ensure you have some great facing public content that you can attach to your CV when applying for a job. Post-MBA PMMs tend to be content wo...
4364 Views
2 requests