© AIPMM 2013 www.aipmm.com@AIPMM
www.aipmm.com
© AIPMM 2013 www.aipmm.com@AIPMM
Thanks to Our Host
© AIPMM 2013 www.aipmm.com@AIPMM
Agenda
6:30 p.m. Networking
7 p.m. Welcome
Introductions
Upcoming Meetings
7:30 p.m. Rele...
© AIPMM 2013 www.aipmm.com@AIPMM
© AIPMM 2013 www.aipmm.com@AIPMM
Association of International Product Marketing and
Management
• With members in over 65 c...
© AIPMM 2013 www.aipmm.com@AIPMM
AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product...
© AIPMM 2013 www.aipmm.com@AIPMM
About You
• Name, company, and type of business
• Current role and responsibilities
• Bri...
© AIPMM 2013 www.aipmm.com@AIPMM
Proposed Agenda
6:30 p.m. Networking
7 p.m. Welcome
AIPMM News & Views
Product Management...
© AIPMM 2013 www.aipmm.com@AIPMM
Upcoming Courses
Certified Product Manager®
October 21-23, 2013
Certified Product Marketi...
© AIPMM 2013 www.aipmm.com@AIPMM
Upcoming Webcasts
AIPMM Webinar Series:
Why Get Certified in Singapore Wednesday, Sep 25t...
© AIPMM 2013 www.aipmm.com@AIPMM
Introducing
• Sets global standard
• Defines the product
life cycle management
process
• ...
© AIPMM 2013 www.aipmm.com@AIPMM
Guide to the Product Marketing and Management
Body of Knowledge (ProdBOK®)
Participate an...
© AIPMM 2013 www.aipmm.com@AIPMM
Today’s Speaker
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastill...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Hector Del Castillo
linkd.in/hdelcastillo
Linkd.in/hdelcastillo© 2013 H. Del Castillo
What We Will Discuss
1. Why product management matters
2. Growing high perform...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
What is most important to
conceive, build, and market
successful products?
Linkd.in/hdelcastillo© 2013 H. Del Castillo
High Performing PM Team
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Why Product Management
Matters
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Product Management aligns
activities performed by cross-functional
teams with ...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Product Management
orchestrates key activities
and manages key
deliverables.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Product Management guides
key decisions to maximize
value and create new
reven...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Vital Function Within Any
Product-Driven Organization
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Aligns Strategy, Structure, People
Style, Systems and Value With
Market Trends...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Value
Strategy
Trends
&
Needs
Source: © 2013, H. Del Castillo, AIPMM, All Righ...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Tactical
Internally
Focused
Product
Management
Team
Strategic
Externally
Focus...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Common Challenges
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Few People Understand The Role
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Unclear Roles & Responsibilities
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney,...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Lack Authority To Perform
Their Duties
Source: Rajesh K. Tyagi, Mohanbir S. Sa...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Building High Performing
Product Teams
Linkd.in/hdelcastillo© 2013 H. Del Castillo
1. Adopt a supportive
organizational strategy.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Use change management plan to
implement the function
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Provide the reward system, the
human resource system, and the
knowledge base s...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Encourage teamwork
Linkd.in/hdelcastillo© 2013 H. Del Castillo
2. Set a compelling direction.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Hire managers with strong influential
and collaborative skills
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Allow team to define its own
objectives for collective work
products
Linkd.in/hdelcastillo© 2013 H. Del Castillo
3. Create an enabling
structure.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase
Implement a Product...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Provide expert PLM training
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Allow team to define individual
and team work products
Linkd.in/hdelcastillo© 2013 H. Del Castillo
4. Provide expert training,
coaching, and mentoring.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Reinforce a collaborative culture
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Establish shared leadership roles
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Empower team to work together
to make critical product decisions
Linkd.in/hdelcastillo© 2013 H. Del Castillo
5. Specify role clarity and
allow task ambiguity.
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Assign individual and team
accountability
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Encourage open-ended discussions
and active problem-solving
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Measure performance directly by
assessing collective work products
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Key Takeaways
• Adopt strategy to implement the function1
• Set a compelling d...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
My Next Workshop
Making The Case For Your Product
Wednesday, Oct 2nd, 12 -2 pm...
Linkd.in/hdelcastillo© 2013 H. Del Castillo
Hector Del Castillo
• Senior consultant with over 15 years of experience trans...
© AIPMM 2013 www.aipmm.com@AIPMM
Q & A
Speaker:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelc...
© AIPMM 2013 www.aipmm.com@AIPMM
Join Us!
AIPMM Singapore Meetup
http://bit.ly/16dc4l4
© AIPMM 2013 www.aipmm.com@AIPMM
For More Information About
• AIPMM membership benefits
• Certification courses in your ar...
© AIPMM 2013 www.aipmm.com@AIPMM
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to wealth for technology compan...
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AIPMM Singapore Meetup - Sep 2013

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Thanks everyone who attended our first AIPMM Singapore Meetup. We would also like to thank our gracious host, Microsoft Operations Pte Ltd, for providing us access to such an excellent venue.

We invite any experienced, new, and future product managers, marketing managers, brand managers, and any managers who work in a product-driven organization in Singapore to join us.

Interact and connect with your peers at this monthly meetup. Share and learn from your peers through case study style presentations, product sales pitches and demos.

Join us: http://bit.ly/16dc4l4.

Upcoming Meetups
For more information regarding setting up an AIPMM Meetup near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo.

About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Upcoming Webinars: http://aipmm.com/aipmm_webinars/
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Articles: http://www.aipmm.com/html/newsletter/article.ph

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AIPMM Singapore Meetup - Sep 2013

  1. 1. © AIPMM 2013 www.aipmm.com@AIPMM www.aipmm.com
  2. 2. © AIPMM 2013 www.aipmm.com@AIPMM Thanks to Our Host
  3. 3. © AIPMM 2013 www.aipmm.com@AIPMM Agenda 6:30 p.m. Networking 7 p.m. Welcome Introductions Upcoming Meetings 7:30 p.m. Release of the ProdBOK Guide 7:45 p.m. Presentation 8:30 p.m. Closing
  4. 4. © AIPMM 2013 www.aipmm.com@AIPMM
  5. 5. © AIPMM 2013 www.aipmm.com@AIPMM Association of International Product Marketing and Management • With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals • The only organization that addresses the entire product life cycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia • Membership benefits include eligibility for the certification programs, discounts to AIPMM events, and access to the career center, peer forums, tools, templates and publications The Hub Of All Things Product Management
  6. 6. © AIPMM 2013 www.aipmm.com@AIPMM 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®)
  7. 7. © AIPMM 2013 www.aipmm.com@AIPMM About You • Name, company, and type of business • Current role and responsibilities • Brief overview of your experience • What is the greatest challenge in your current position or with your products? • How can this group help you?
  8. 8. © AIPMM 2013 www.aipmm.com@AIPMM Proposed Agenda 6:30 p.m. Networking 7 p.m. Welcome AIPMM News & Views Product Management/Marketing Tip Shoutout #1 - People looking for work 5 min. Product Sales Pitch/Demo #1 Shoutout #2 - People looking to hire 5 min. Product Sales Pitch/Demo #2 Shoutout #3 - Upcoming local events 5 min. Product Sales Pitch/Demo #3 8:00 p.m. Closing
  9. 9. © AIPMM 2013 www.aipmm.com@AIPMM Upcoming Courses Certified Product Manager® October 21-23, 2013 Certified Product Marketing Manager® October 28-30, 2013
  10. 10. © AIPMM 2013 www.aipmm.com@AIPMM Upcoming Webcasts AIPMM Webinar Series: Why Get Certified in Singapore Wednesday, Sep 25th, 7-8 pm SGT Why Certify Your Team in Singapore Wednesday, Oct 2nd, 7-8 pm SGT http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/
  11. 11. © AIPMM 2013 www.aipmm.com@AIPMM Introducing • Sets global standard • Defines the product life cycle management process • Describes widely accepted techniques and methodologies • Identifies key terms, deliverables and essential tools Description: Amazon.com Keyword: ProdBOK
  12. 12. © AIPMM 2013 www.aipmm.com@AIPMM Guide to the Product Marketing and Management Body of Knowledge (ProdBOK®) Participate and Win!
  13. 13. © AIPMM 2013 www.aipmm.com@AIPMM Today’s Speaker Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo @hmdelcastillo
  14. 14. Linkd.in/hdelcastillo© 2013 H. Del Castillo Hector Del Castillo linkd.in/hdelcastillo
  15. 15. Linkd.in/hdelcastillo© 2013 H. Del Castillo What We Will Discuss 1. Why product management matters 2. Growing high performing product teams 3. Key Takeaways
  16. 16. Linkd.in/hdelcastillo© 2013 H. Del Castillo What is most important to conceive, build, and market successful products?
  17. 17. Linkd.in/hdelcastillo© 2013 H. Del Castillo High Performing PM Team
  18. 18. Linkd.in/hdelcastillo© 2013 H. Del Castillo Why Product Management Matters
  19. 19. Linkd.in/hdelcastillo© 2013 H. Del Castillo Product Management aligns activities performed by cross-functional teams with strategic objectives.
  20. 20. Linkd.in/hdelcastillo© 2013 H. Del Castillo Product Management orchestrates key activities and manages key deliverables.
  21. 21. Linkd.in/hdelcastillo© 2013 H. Del Castillo Product Management guides key decisions to maximize value and create new revenue streams.
  22. 22. Linkd.in/hdelcastillo© 2013 H. Del Castillo Vital Function Within Any Product-Driven Organization
  23. 23. Linkd.in/hdelcastillo© 2013 H. Del Castillo Aligns Strategy, Structure, People Style, Systems and Value With Market Trends and Customer Needs
  24. 24. Linkd.in/hdelcastillo© 2013 H. Del Castillo Value Strategy Trends & Needs Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.
  25. 25. Linkd.in/hdelcastillo© 2013 H. Del Castillo Tactical Internally Focused Product Management Team Strategic Externally Focused
  26. 26. Linkd.in/hdelcastillo© 2013 H. Del Castillo Common Challenges
  27. 27. Linkd.in/hdelcastillo© 2013 H. Del Castillo Few People Understand The Role Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
  28. 28. Linkd.in/hdelcastillo© 2013 H. Del Castillo Unclear Roles & Responsibilities Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
  29. 29. Linkd.in/hdelcastillo© 2013 H. Del Castillo Lack Authority To Perform Their Duties Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
  30. 30. Linkd.in/hdelcastillo© 2013 H. Del Castillo Building High Performing Product Teams
  31. 31. Linkd.in/hdelcastillo© 2013 H. Del Castillo 1. Adopt a supportive organizational strategy.
  32. 32. Linkd.in/hdelcastillo© 2013 H. Del Castillo Use change management plan to implement the function
  33. 33. Linkd.in/hdelcastillo© 2013 H. Del Castillo Provide the reward system, the human resource system, and the knowledge base system
  34. 34. Linkd.in/hdelcastillo© 2013 H. Del Castillo Encourage teamwork
  35. 35. Linkd.in/hdelcastillo© 2013 H. Del Castillo 2. Set a compelling direction.
  36. 36. Linkd.in/hdelcastillo© 2013 H. Del Castillo Hire managers with strong influential and collaborative skills
  37. 37. Linkd.in/hdelcastillo© 2013 H. Del Castillo Allow team to define its own objectives for collective work products
  38. 38. Linkd.in/hdelcastillo© 2013 H. Del Castillo 3. Create an enabling structure.
  39. 39. Linkd.in/hdelcastillo© 2013 H. Del Castillo Source: © 1998-2013, AIPMM, All Rights Reserved. GatePhase Implement a Product Life Cycle Management process
  40. 40. Linkd.in/hdelcastillo© 2013 H. Del Castillo Provide expert PLM training
  41. 41. Linkd.in/hdelcastillo© 2013 H. Del Castillo Allow team to define individual and team work products
  42. 42. Linkd.in/hdelcastillo© 2013 H. Del Castillo 4. Provide expert training, coaching, and mentoring.
  43. 43. Linkd.in/hdelcastillo© 2013 H. Del Castillo Reinforce a collaborative culture
  44. 44. Linkd.in/hdelcastillo© 2013 H. Del Castillo Establish shared leadership roles
  45. 45. Linkd.in/hdelcastillo© 2013 H. Del Castillo Empower team to work together to make critical product decisions
  46. 46. Linkd.in/hdelcastillo© 2013 H. Del Castillo 5. Specify role clarity and allow task ambiguity.
  47. 47. Linkd.in/hdelcastillo© 2013 H. Del Castillo Assign individual and team accountability
  48. 48. Linkd.in/hdelcastillo© 2013 H. Del Castillo Encourage open-ended discussions and active problem-solving
  49. 49. Linkd.in/hdelcastillo© 2013 H. Del Castillo Measure performance directly by assessing collective work products
  50. 50. Linkd.in/hdelcastillo© 2013 H. Del Castillo Key Takeaways • Adopt strategy to implement the function1 • Set a compelling direction as a team2 • Create an enabling structure3 • Provide expert coaching and mentoring4 • Specify role clarity and allow task ambiguity5
  51. 51. Linkd.in/hdelcastillo© 2013 H. Del Castillo My Next Workshop Making The Case For Your Product Wednesday, Oct 2nd, 12 -2 pm ET
  52. 52. Linkd.in/hdelcastillo© 2013 H. Del Castillo Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to wealth for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Certified instructor for AIPMM and the 280 Group • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 27+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE 52
  53. 53. © AIPMM 2013 www.aipmm.com@AIPMM Q & A Speaker: Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  54. 54. © AIPMM 2013 www.aipmm.com@AIPMM Join Us! AIPMM Singapore Meetup http://bit.ly/16dc4l4
  55. 55. © AIPMM 2013 www.aipmm.com@AIPMM For More Information About • AIPMM membership benefits • Certification courses in your area • Starting an AIPMM Meetup near you
  56. 56. © AIPMM 2013 www.aipmm.com@AIPMM Hector Del Castillo, PMP, CPM, CPMM Transforming products to wealth for technology companies.TM Product Innovation Consultant linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com

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