Communities

Jason Perocho

Vice President, Product Marketing, Amperity

About

US Veteran and life long learner who brings his loves matching people with technology that improve their lives.

Content

Amperity Vice President, Product Marketing, Jason Perocho on Stakeholder Management

December 21 @ 9:00AM PST

View All AMA's

What did you wish you knew at the very beginning of your product marketing career as a Product Marketing Manager?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together: 1. A Product marketing lead identifes a goal. The three goals are usually to create pipe, mature pipe, or close deals. 2. The PMM will select a target b......Read More

8726 Views

What are key certifications or courses to become a product marketing manager?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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. Each of those backgrounds lend themselves to a specific function in product marketing. In my experience, there are three typ......Read More

5612 Views

How does your team divide up the responsibility between the PMM team and the Campaign team? How has that worked for the new products/new markets for existing products that company has wanted to go into, where the campaign team cannot just package up existing asset but needs to create a PoV?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

PMMs are responsible for the following: * Positioning Statement & Messaging - This is the heart of Product Marketing. Using our expertise, we'll create the positioning and messages we want in the market. * Business Goal - We'll define what impact we're trying to have on the business. ......Read More

4964 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

The number one skill is influencing without authority. More specifically, influencing authority in a matrixed organization. By design, product marketing sits at the intersection of a multitude of functions, each with their individual KPIs. Your job is to balance the needs of your various stakehol......Read More

3731 Views

What would be the best approach for applying for Product marketing internships for MBA grads this summer?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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 workhorses. Leaders need PMMs that can write clearly, concisely, and relatably. I also recommend MBAs go out and get some pra......Read More

3433 Views

What future executive role should I be shooting for as a Product Marketing Manager if you don't want to be a CMO?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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 couple other logical steps I've seen PMMs take are Chief Revenue Officer (CRO) or General Manager (GM). Chief Revenue Officer is ......Read More

3116 Views

The job of a PMM can vary greatly from company to company, industry to industry, and even based on where they report to (Product vs Marketing). What have you found to be successful in defining your career as a PMM?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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 have a CEO with a sales/marketing background give PMMs more authority over product development and GTM. Companies with CEOs wit......Read More

3083 Views

How best can a product marketer keep up-to-date on their skillset or formal learning in a world where marketing tools are constantly becoming obsolete?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

First, remember there is a difference between a product marketing and campaigns/demand generation lead. Product Marketers focus their time on customer research, value prop, go-to-market plan, competitive landscape, and market programs. In companies big and small, you would probably have a demand ......Read More

2813 Views

What type of skillsets and experiences do I need to build in order to strengthen my career and move from being a Sr. PMM to Director level and above? What type of leadership career tracks do you see people continue their careers?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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 would be that they are able to build a team across all functions of PMM and align cross functional partners (PMs, AR, PR, Ca......Read More

2609 Views

I am hiring junior product marketers. Hiring someone with experience is easier often as they have something relevant to talk about. I am hiring a junior / near fresher. So, no product marketing experience is expected. What things do I look out for? What questions do I ask? Any assignment that you can suggest?

Jason Perocho

Amperity Vice President, Product Marketing • March 11

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 1. Diagnosing the market 2. Identifying pains and benefits 3. Writing. I can't emphasize that last point enough. Make sure your junior PMM is a great w......Read More

2546 Views

Credentials & Highlights

Vice President, Product Marketing at Amperity