The Product Manager Pathfinder #PCATX


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About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.

AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
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The Product Manager Pathfinder #PCATX

  1. 1. Hector Del Castillo AIPMM© AIPMM 2010
  2. 2. © AIPMM 2010
  3. 3. Introductions • Name • Title • Company • Years of Experience • Degrees • School • Certifications • Your Passion© AIPMM 2010
  4. 4. About Hector • Director, Program Development, MEI Technologies where he is implementing a business strategy to commercialize products and services • Senior Product Marketing Manager, Association of International Product Marketing and Management (AIPMM) where he creates various products and provides thought leadership and training • 10+ years experience managing products throughout the development life cycle and directing strategic planning. • Launched 25 high technology products and features resulting in over $20M in achieved global sales revenue. • Certified Product Manager (CPM), Certified Product Marketing Manager (CPMM), and certified Project Management Professional (PMP) • MS EE, University of California at Santa Barbara and University of Texas at El Paso and a BS EE, University of Texas at El Paso • Passion: Transforming products into profit© AIPMM 2010
  5. 5. About MEI Technologies Revenue: $130 mil. + Employees: 800+ Products and Services: Engineering Support Services, Systems Engineering, Payload Integration, B2G Company Description: • Founded in 1992, headquartered in Houston, TX • A technology company with dynamic people making extraordinary advancements in technical services • Operates offices in 7 additional states: Colorado (Denver and Colorado Springs), New Mexico (Albuquerque and White Sands Test Facility); Alabama (Huntsville), Maryland (Greenbelt), Georgia (Marietta) Mississippi (Stennis Space Center) and California (San Jose and Los Angeles). • Revenues have steadily increased from $18 million in 2000 to more than $130 million in 2009.© AIPMM 2010
  6. 6. About AIPMM Association of International Product Marketing and Management Members: 5000+ Products and Services: Product Management Support and Certifications Company Description: • Founded in 1998, headquartered in Carson City, NV • World’s largest company dedicated to serving the needs of product management, marketing management and brand management professionals and their employers by providing focused and strategic information, training and networking. • Offers globally recognized certifications for product managers, product marketing managers and brand managers.© AIPMM 2010
  7. 7. AIPMM Core Team • Therese Padilla - President, Co-Founder AIPMM • Paula Gray - VP, Co-Founder, Anthropologist-in- Residence • Steve Wells - Senior Product Manager • Hector Del Castillo - Senior Product Marketing Manager • Greg Geracie – Editor, Product Management Body of Knowledge (ProdBOK) 7© AIPMM 2010
  8. 8. © AIPMM 2010
  9. 9. What We Will Discuss • Tips to help you accelerate your career • Key principles to succeed in Product Management and Marketing • Identify key practices and tools to grow your career • Share career path stories© AIPMM 2010
  10. 10. What is the most important task for a Product Manager? A. Maximize revenue for products. B. Lead product development activities. C. Reduce development cost for products. D. Maximize profit for products. E. Serve as the product CEO.© AIPMM 2010
  11. 11. What is your career path?© AIPMM 2010
  12. 12. Navigate Your Career Path© AIPMM 2010
  13. 13. Fortune’s Most Innovative Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Nike 1 Apparel 4 2 Internet Services & Retailing 5 Goldman Sachs Group 1 Megabanks 6 Procter & Gamble 1 Soaps & Cosmetics 7 McDonalds 1 Food Services 8 Intel 1 Semiconductors 9 UPS 1 Delivery 10 FPL Group 1 Electric & Gas Utilities Source: FORTUNE Magazine, 22 Mar 2010© AIPMM 2010
  14. 14. Product Management Market* • How large is the US Product Mgmt market ? 100K 500K 1M 10M >10M • How large is the global Product Mgmt market ? 100K 500K 1M 10M >10M* Potential Product Manager & Product Marketing Manager training opportunities© AIPMM 2010
  15. 15. A Few Numbers A record-breaking number of new products flooded store shelves around the world in 2006. Almost 182,000 new products were introduced globally, with many of the product types focusing on the mind, body and general good health. Source: Mintel International "Global New Products Database" (GNPD)© AIPMM 2010
  16. 16. The Market Demand 2011 • Product Professionals WW 11.7M • Product Managers US 800K • CEOs US ~300K • Total Companies WW 316M – US 7.5M – EUR 9.7M – Asia-Pacific 147.7M – Latin America 120.6M – ROW 25.8M • New Products (WW) >300K/yr – one segment • Products (WW) TBD© AIPMM 2010
  17. 17. Engineering Undergraduate Studies Developer Development Management Engineer Career Path Not Transferable Understand domain, technology, Graduate and company culture. Studies Professional Training Transferable Understand value/supply chain, business Engineering models, various technologies, identify Undergraduate Studies market trends Certification Developer Product Management Product Manager Career Path© AIPMM 2010
  18. 18. Product Management is Everything it takes for a company to deliver a product that satisfies the customer’s need from the customer’s point of view to maximize profit.© AIPMM 2010
  19. 19. Augmented Product Levels© AIPMM 2010
  20. 20. Typical Product Life Cycle Product Life Cycle –the stages that products go through from development to withdrawal from the market© AIPMM 2010
  21. 21. Product Management Life Cycle Source: AIPMM, © 1998-2011, All Rights Reserved.© AIPMM 2010
  22. 22. Product Management Framework© AIPMM 2010
  23. 23. What are typical responsibilities? • Leads cross-functional teams. • Influences peers and executive team. • Makes decisions regarding products. • Leads financial planning and analysis. • Evaluates the industry and competition. • Identifies target customers and markets. • Forecasts market share and revenue. • Creates product and marketing strategies. • Leverages the Product Management Life Cycle.© AIPMM 2010
  24. 24. What are key deliverables? Product Management Product Marketing Marketing Market Trends Product Launch Positioning & Messaging Business Cases Sales Tools Websites Profit & Loss Analysis Positioning Collateral Customer & Market Research Pricing Presentations & sales tools MRDs & PRDs White Papers Increased web traffic Product Roadmaps Reviewer’s Guides Search Engine Optimization Lead Engineering Teams Product Demos AdWords Campaigns Functional Specifications Competitive Comparisons Demand Generation Programs Prioritizing Feature Sets Customer Testimonials Direct Mail/email Campaigns Constraint Tradeoffs Success Stories Print Advertising Competitive Analysis Features & Benefits/USPs Corporate & Product Branding Beta Programs Presentations Customer Surveys & Feedback© AIPMM 2010
  25. 25. What are core competencies of a Product Manager? • Strategic • Continuously improving • Analytical • Willing to lead • Decisive • Flexible • Tenacious • Competitive • Bold • Detail oriented • Confident • Inquisitive© AIPMM 2010
  26. 26. How do you develop vital PM traits? • Create a career development plan. • Network, network, network. • Ask for opportunities to lead. • Expand your knowledge and soft skills. • Find mentors; mentor others. • Get certified; validate your expertise! • Join AIPMM, PMAs, and Prof. Associations.© AIPMM 2010
  27. 27. Conclusion • Demand for product managers will increase in the next five years • Assess your transferrable skills • Create a career development roadmap to accelerate your career • Understand the product management process • Focus on customer insights to maximize profit • Always be learning© AIPMM 2010
  28. 28. Join AIPMM! • Network with experts and thought leaders in your profession • Expand your knowledge and soft skills. • Learn best practices and methodologies. • Opportunities to lead activities. • Get certified; validate your expertise! • Execute your professional career plan.© AIPMM 2010
  29. 29. AIPMM Certifications AIPMM offers 3 internationally recognized certifications for Product Managers, Product Marketing Managers and Brand Managers to validate your expertise: • Certified Product Manager (CPM) • Certified Product Manager (CPMM) • Agile Certified Product Manager (ACPM)© AIPMM 2010
  30. 30. Why Get Certified? • Internationally recognized across industries • Provides mark of distinction that set you apart • Provides external validation of your expertise • Demonstrates commitment to your profession • Improves opportunity for career advancement • Connects you with experts and thought leaders • May persuade your company to provide or expand professional development opportunities© AIPMM 2010
  31. 31. Useful Links Association of International Product Marketing & Management • Presentation Slides: • Website: • Articles: • Blogs: • Webinars: • Certification: • Product Management Framework Brochure:© AIPMM 2010
  32. 32. © AIPMM 2010
  33. 33. Hector Del Castillo AIPMM© AIPMM 2010