AIPMM Webcast: European Product Management Certification

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As product management certification becomes ever-more relevant and critical for success in the field, it is also now gaining increased awareness and importance throughout the world. This webinar will discuss becoming a Certified Product Manager (CPM) in Europe, including the details of the certifications, benefits of becoming certified, course and exam options, the worldwide standard ProdBOK(R) Seven Phase Product Lifecycle and any other questions you may have about how to use certification to move your career forward. Also discussed will be some of the key differences between product management in Europe versus the rest of the world, and how this applies to certification.
Moderated by Cindy F. Solomon, Speaker Brian Lawley

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  • Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.
  • With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.
  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  • Your company probably has a similar process definition. Instead of phase, your company may use “stage” but the meaning is the same. Your company may have more or less phases than this model, and the phases may have different names. However, you should be able to do a mapping between this process model, defined by AIPMM, and your company’s model.Note that this is a product management process. We think of “develop” as one stage, in which engineering develops the product, but an engineering process model would have several steps to cover the different phases of design and manufacturing planning.
  • AIPMM Webcast: European Product Management Certification

    1. 1. September 5, 2012© AIPMM 2012
    2. 2. Tweet About Us! AIPMM: @AIPMM Use hashtag: #ProdMgmt© AIPMM 2012
    3. 3. © AIPMM 2012
    4. 4. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    5. 5. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    6. 6. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    7. 7. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    8. 8. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)© AIPMM 2012
    9. 9. FEATURED PRESENTATION© AIPMM 2012
    10. 10. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Sep 17-20, 2012 from the 280 Group Teqcorner Course Information: [Information] McLean, VA Product Innovation Leadership (16 PDUs) Sep 24-25, 2012 Course Information: [Information] Teqcorner McLean, VA Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012 High Performance Project Management Teqcorner Course Information: [Information] McLean, VA For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
    11. 11. Upcoming Global Product Management Talks Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: http://www.prodmgmttalk.com Listen: http://www.blogtalkradio.com/prodmgmttalk Sept 10 Building products with the Gestalt Mind w/ Prabhakar Gopalan @pgopalan© AIPMM 2012
    12. 12. Optimal Product Management and Product MarketingTM European Product Management Certification Brian Lawley CEO & Founder, 280 Group© 2012 280 Group LLC.
    13. 13. New Book! - Everyone Gets a Copy - Please share! - http://tinyurl.com/freeoppbook - Seven Phase Product LifeCycle - CPM materials© 2012 280 Group LLC. 15
    14. 14. Housekeeping Questions Slides: www.280group.com/eurocpm.pdf Giveaways at end - Product Management LifeCycle Toolkit™ - One copy of each book© 2012 280 Group LLC. 16
    15. 15. 280 Group Website Resources© 2012 280 Group LLC. 17
    16. 16. AgendaBackground• Product Management in Europe• Managing Your Career• What Certification Is• Benefits of Certification for European Product Managers• AIPMM Certifications• Giveaway!
    17. 17. Helping companies deliver products that delight their customers and produce massive profits™ Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books© 2012 280 Group LLC. 19
    18. 18. Why The 280 Group?© 2012 280 Group LLC. 20
    19. 19. 280 Group Clients© 2012 280 Group LLC. 21
    20. 20. Product & Services Product Toolkits Workshops, Training Consulting Management PM Office Coaching & Certification Contractors Assessments Portal Mentoring PM Assessments Courses: We Provide: Templates: Available for: • Process/People/Tools - Public • Product Managers - Product Lifecycle •Teams • Gap Analysis - Private Onsite • Product Marketers - Launches •Projects • Recommendations - Self-Study • Projects - Roadmaps •Individuals • Executive Presentation • Interim Contractors - Competitive Certifications: - Beta Programs Topics: - Certified Product Manager - Product Reviews • PM Process - Agile Certified Product - Developer • Market Research Manager • Competitive Research PM Office: • Voice of the Customer • Vision Course Offerings: - Standard • Conceive - Optimal PM & PMM - Pro • Business Case - Phenomenal PM • Market Strategy - Agile PM Excellence Books: • Requirements - CPM Intensive - Agile • Prioritizing - Social Media Marketing - Phenomenal • Road mapping - Excellent • Pricing - 42 Rules • Forecasting - Optimal Product • Metrics • Beta Process • Marketing • End of Life PM Portal • Agile 2 2© 2012 280 Group LLC.
    21. 21. Agenda• BackgroundProduct Management in Europe• Managing Your Career• What Certification Is• Benefits of Certification for European Product Managers• AIPMM Certifications• Giveaway!
    22. 22. Product Management in Europe PM lineage: P&G, HP, Apple… Differences from US & other regions No historical: - Training/cert options - Good resources - Associations© 2012 280 Group LLC. 24
    23. 23. Association of International Product Marketing and Management The worldwide certifying body of the: - Certified Product Manager® - Certified Product Marketing Manager® - Agile Certified Product Manager® - Certified Innovation Leader® - Certified Brand Manager®© 2012 280 Group LLC. 25
    24. 24. Timeline 1998 – AIPMM created 1999 – First charter members 2004 - First certification exams were administered in March 2004 San Francisco 2007 – ProdBOK® project 2010 – ProdBOK® Version 2 (draft) 2012 – ProdBOK® Version 3© 2012 280 Group LLC. 26
    25. 25. Trends In 2004 average years experience of CPMs = 7.5 years In 2012 average years experience of CPMs = 2.3 years© 2012 280 Group LLC. 27
    26. 26. Industries In 2004 Software dominated the product management focus for AIPMM In 2012 multiple industries from durable goods to luxury brands© 2012 280 Group LLC. 28
    27. 27. Agenda• Background• Product Management in EuropeManaging Your Career• What Certification Is• Benefits of Certification for European Product Managers• AIPMM Certifications• Giveaway!
    28. 28. Managing Your Career •Where do you want to be in 3, 5, 10 years?? •What does your personal brand stand for? •How are you going to differentiate yourself and get a competitive advantage? “How to Accelerate your Product Management Career” webinar at www.280group.com in resources section Resource Central >>Profession>>PM Webinars.© 2012 280 Group LLC. 30
    29. 29. Do You Stand Out? Little difference - X years - Proven track record - Self-starter - Good communication skills - N positions listed - Standard accomplishments So what? Circular file© 2012 280 Group LLC. 31
    30. 30. What Can You Do? Books Training courses Newsletters & Blogs Volunteer Write Conferences Webinars Certification© 2012 280 Group LLC. 32
    31. 31. My Differentiation© 2012 280 Group LLC. 33
    32. 32. Agenda• Background• Product Management in Europe• Managing Your CareerWhat Certification Is• Benefits of Certification for European Product Managers• AIPMM Certifications• Giveaway!
    33. 33. Certification n. the act of granting credit or recognition (especially with respect to educational institution that maintains suitable standards);© 2012 280 Group LLC. 35
    34. 34. What to look for: Suitable Standards Administered by neutral third-party Endorsed by many companies in the industry Supports industry standards Worldwide Well-recognized & prestigious Difficult to obtain Rigorous testing standards & ethics© 2012 280 Group LLC. 36
    35. 35. What to look for: Other Factors Waterfall-specific Agile-specific Limited to one particular methodology Specifics of material Your background & career goals Certification credibility Support by many companies© 2012 280 Group LLC. 37
    36. 36. Types of Certifications Product Management - AIPMM Industry-Standard - Certifications from individual companies Development-oriented certifications Project Management certifications© 2012 280 Group LLC. 38
    37. 37. AIPMM Association of International Product Marketing & Management Global standard - Product Management Body of Knowledge (ProdBOK®) - Product Management Framework® (PMF) Goals: - Common vocabulary - Practice standard Training & Certifications to show mastery© 2012 280 Group LLC. 39
    38. 38. AIPMM ProdBOK Standard Support© 2012 280 Group LLC. 40
    39. 39. Agenda• Background• Product Management in Europe• Managing Your Career• What Certification IsBenefits of Certification for EuropeanProduct Managers• AIPMM Certifications• Giveaway!
    40. 40. Certification Benefits for European Product Managers Show that you understand worldwide & Silicon Valley best practices Demonstrates a level of knowledge/competency Differentiate yourself – competitive advantage Accelerate your career Get a promotion or new job Tie into your goals/MBO’s New skills to use on the job Credibility with your team Confidence Career investment© 2012 280 Group LLC. 42
    41. 41. Certification Benefits for Managers Get your entire team to the next level Consistency in knowledge & skills Elevate team’s status Reward/personal growth Better performance© 2012 280 Group LLC. 43
    42. 42. Agenda• Background• Product Management in Europe• Managing Your Career• What Certification Is• Benefits of Certification for European Product ManagersAIPMM Certifications• Giveaway!
    43. 43. Material Covered AIPMM AIPMM •Certified Product Manager •Agile Certified Product Manager Strategic and product planning Agile product management concepts concepts Topics : Topics : Agile (Scrum, XP, Lean) Product Life Cycle Release Management Products, Services Planning Branding, Documentation Strategy Organizing around agile Marketing Mix Launches Buyer Roadmaps Value chain Distributed/larger teams Pricing Integrating Agile in a Product Launches, traditional product process Product Roadmaps Roles Processes Requirements© 2012 280 Group LLC. 45
    44. 44. Availability/Location/Support AIPMM AIPMM •Certified Product Manager •Agile Certified Product Manager Training: Training: In-person In-person - Switzerland - Switzerland - Poland - Poland - UK - Additional European - USA: New York, Austin, San Jose, Locations Fall 2012 McLean - USA: New York, Austin, San - Mexico Jose, McLean - Canada - Mexico - Canada Online self-study course Online self-study course Exam: In-person Exam: Online In-person Online© 2012 280 Group LLC. 46
    45. 45. European Costs AIPMM AIPMM •Certified Product Manager •Agile Certified Product Manager Training costs: Training costs: Three day Optimal Product One day Agile Product Management Management Excellence Course: $2,495 Course & Exam: $1,495 •In-Person one day prep course & •Self-Study & exam $1,295 exam $1,495 •Self-Study & exam $1,295 Requires AIPMM membership: Requires AIPMM membership: $125 $125 No renewal required – good for life No renewal required – good for life© 2012 280 Group LLC. 47
    46. 46. Seven Phase LifeCycle™ Phase: Stage in the product lifecycle Gate: Critical decision point ending a phase, and starting the next Product LifeCycle: phases from conceive to retire One Phase Gate Conceive Plan Develop Qualify Launch Market RetireSource: AIPMM© 2012 280 Group LLC. 48
    47. 47. Upcoming Courses Warsaw, Poland Geneva, Switzerland London, UK San Jose, CA Austin, TX McLean VA New York, NY Toronto, Canada Courses: - Optimal Product Management & Product Marketing - Certified Product Manager Intensive Prep & Exam - Agile Product Management Excellence - contact@280group.com for details and special offers© 2012 280 Group LLC. 49
    48. 48. OPM Training Day One: Foundation Day Two: Product Management Overview Process and Product Life Day Three: Product Marketing Cycle Conceive Market Research Business Cases Strategy Competitive Analysis Requirements Forecasting Roadmaps Pricing Beta Program Launches Marketing End of life© 2012 280 Group LLC. 50
    49. 49. © 2012 280 Group LLC. 51
    50. 50. Why OPP is Different© 2012 280 Group LLC. 52
    51. 51. Certified Product Manager Prerequisites Less than three Years Product Management experience: - Optimal Product Management & Product Marketing (in-person public or private onsite course) AND one of the following: - Certified Product Manager Intensive Prep Course & Exam (in-person public or private onsite course and exam) - Certified Product Manager Self-Study Course & Exam (self-study on your computer and take the exam online) More than three Years Product Management experience One of the following: - Certified Product Manager Intensive Prep Course & Exam (in-person public or private onsite course and exam) - Certified Product Manager Self-Study Course & Exam (self-study on your computer and take the exam online). Note: you may wish to take the Optimal Product Management & Product Marketing in order to brush up on your knowledge and/or recent developments and best practices© 2012 280 Group LLC. 53
    52. 52. Agile Certified Product Manager Prerequisites Agile Product Management Excellence (in-person public or private onsite course and exam OR Agile Certified Product Manager Self-Study Course & Exam (self-study on your computer and take the exam online)© 2012 280 Group LLC. 54
    53. 53. One Day Intensive & Self-Study Courses Same content In-person instructor led CPM & ACPM Both prepare you well© 2012 280 Group LLC. 55
    54. 54. Dual Certifications CPM and ACPM Additional credibility Take advantage of the Agile wave Covers a wide range of material Helps you stand out even more© 2012 280 Group LLC. 56
    55. 55. Agenda• Background• Product Management in Europe• Managing Your Career• What Certification Is• Benefits of Certification for European Product Managers• AIPMM CertificationsGiveaway!
    56. 56. 280 Group Website Resources© 2012 280 Group LLC. 58
    57. 57. Drawing • Optimal Product Process: http://tinyurl.com/freeoppbook • One copy of each book • Product Management LifeCycle Toolkit™ contact [at] 280group.com (408) 834-7518© 2012 280 Group LLC. 59
    58. 58. Optimal Product Management and Product MarketingTM Questions & Answers© 2012 280 Group LLC.

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