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Why Get Certified

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Thanks everyone who participated in this webcast from the Association of International Product Marketing and Management (AIPMM). ...

Thanks everyone who participated in this webcast from the Association of International Product Marketing and Management (AIPMM).

If your goal is to become an exceptional product manager within your organization, or land a promotion with a new company, adding an AIPMM certification to your list of accomplishments may be just the proof you need to prove your knowledge and expertise to hiring managers or superiors.

Product managers tend to arrive in their role from many paths of entry, and a certification demonstrates you understand the core competencies of the role and that you can effectively manage a product at any point within its life cycle. AIPMM's certifications 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.

About the Speaker
Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that that want to grow by strengthening their product portfolio and creating new revenue streams.

Upcoming Events
For more information regarding this topic or certification courses 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 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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Why Get Certified Why Get Certified Presentation Transcript

  • © AIPMM 2013 www.aipmm.com AIPMM Webinar Series www.aipmm.com
  • © AIPMM 2013 www.aipmm.com
  • © AIPMM 2013 www.aipmm.com Hector Del Castillo: @hmdelcastillo AIPMM: @AIPMM Tweet!
  • © AIPMM 2013 www.aipmm.com • One Amazon $50 gift card • One hour free product management assessment or consulting session for the first 10 people that request it Participate and Win!
  • © AIPMM 2013 www.aipmm.com Today’s Speaker Presenter: Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  • © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo Hector Del Castillo linkd.in/hdelcastillo
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo 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®)
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo What is your greatest career challenge right now?
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 1. Enhances your credibility and reputation.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 2. Validates your expertise and abilities.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 3. Grants a globally recognized mark of distinction.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 4. Enhances opportunities for career advancement.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 5. Connects you with experts and thought leaders.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 6. Strengthens your influential and collaborative skills.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Get Certified 7. Demonstrates commitment to your profession.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 1. Enables smarter decisions, better results.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 2. Enhances team effectiveness by aligning key activities.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Certify Your Team 3. Strengthens your company’s product portfolio.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is ProdBOK®? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Global standard for conceiving, building, and marketing products Source: © 1998-2013, AIPMM, All Rights Reserved.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Seven Phase Product Life Cycle Source: © 1998-2013, AIPMM, All Rights Reserved. GatePhase
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo What Is A Product? Source: © 1998-2013, AIPMM, All Rights Reserved.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo A good, service or combination of both Source: © 1998-2013, AIPMM, All Rights Reserved.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo What Others Are Saying About AIPMM Certifications
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials "Thanks again for a wonderful workshop. I am really pleased with the CPM/CPMM certifications. It’s fantastic to have an official third party validation of my skill set in product management and product marketing that I can show prospective employers. The certifications have differentiated me from other candidates and have helped me get additional interviews. Furthermore, I believe they were instrumental in helping me get an outstanding job offer last week!" - Michael Jouaneh, MBA, CPM, CPMM
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials “There is definitely a sense of pride in knowing that I proved to myself and others I know the best practices for Product Management. In addition, recruiters have said it makes my resume stand out from the rest.” - Holly Hansen, CPM, CPMM
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Testimonials "The exam itself was a challenging (and humbling) experience. It measures thorough understanding of the essential product management principles. I will certainly recommend it to others, and look for certified candidates when I hire product managers. Congratulations to AIPMM on setting a long- needed bar to measure competence in this field!" - Linda Merrick, CPM
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Eligibility Requirements
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Eligibility In order to apply for an AIPMM Certification Examination, candidates must have: • At least one year of experience in the field of product management (or its equivalency) • Completed an acceptable course of study • Must be an AIPMM member 32
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Agile Certified Product Manager (ACPM®) • Indicates a thorough understanding of basic and advanced strategic and tactical concepts in agile product management. • Ensures that those who pass the exam fully understand agile product management and are able to apply the concepts immediately to be more effective in their jobs.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo ACPM® Certification Exam • Closed-book exam • Comprised of 60 multiple-choice questions in the following key areas: – Agile development (Scrum, XP, Lean) – Release management and planning – Documentation – Organizing around Agile launches – Roadmapping – Distributed/larger teams – Integrating agile within a traditional product process • Passing score is 85% • Total time allowed for exam: 45 min. For more information about the certification exam, go to ACPM® Certification Exam.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Certified Product Manager (CPM®) • Understands the process and deliverables for championing great products • Able to manage products throughout the product life cycle, from inception through to launch. • Effectively orchestrates internal activities to ensure the best possible product outcome.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Certification Exam • Closed-book exam • Comprised of 120 multiple-choice and a few essay questions in the following key areas: — Tools & Measurements [5%] — Strategy [10%] — New Product Development methodology [10%] — Teams, People & Organizational Issues [15%] — Marketing Research, Business Plans & Documentation Processes [25%] — PLM with an emphasis on effective, real-world decision-making [35%] • Passing score is 74% • Total time allowed for exam: 2 hours For more information about the certification exam, go to CPM® Certification Exam.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Certified Product Marketing Manager (CPMM®) • Understands the product marketing process and activities which are responsible for ensuring the success of the product in the marketplace. • Understands pricing actions, product- focused marketing activities and how a product marketing professional represents the product to sales people, channel partners and customers.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Certification Exam • Closed-book exam • Comprised of 120 multiple-choice and a few essay questions in the following key areas: – Launch Process and Methods [35%] – Marketing Strategy [10%] – Market Research [10%] – Teams, People & Organizational Issues [15%] – Budgeting Process [5%] – Writing Business Plans [5%] – Distribution Channels [10%] – Pricing Strategy [10%] • Passing score is 74% • Total time allowed for exam: 2 hours For more information about the certification exam, go to CPMM® Certification Exam.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Recommended Certification by Role Product Director Senior Product Manager Product Manager Associate Product Manager CPM®, CPMM® & Certified Innovation Leader (CIL®) CPM® & Certified Product Marketing Manager (CPMM®) Certified Product Manager (CPM®) AIPMM ProdBOK® Training
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo COURSE PREVIEW
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 1. Fully prepares you for certification.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 2. Expands your skills and knowledge.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Review Course 2. Master the product life cycle and planning process.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Prep Course 3. Understand the process to align business, marketing and product strategies.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Why Attend A Training Prep Course 5. Obtain product life cycle management productivity tools.
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo APME Course Description Covers the necessary practices for working in an Agile environment. The course covers multiple Agile development methods (Scrum, XP and Lean) and is focused on practical application to make participants more effective the moment they return to their desks. This fully prepares participants to take the ACPM® certification exam. Course includes: • 8 hours of instructor-led training • Course handbook • Single-user license to product management life cycle templates and references from the 280 Group ($99 value per person)
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo APME Prep Course Outline Day One 1. Why Agile is good for Product Management (Part 1) 2. A look at Scrum (Part 2) 3. Agile Release Management (Part 3) 4. Agile Release Planning (Part 4) 5. Agile Documentation (Part 5) 6. Organizing around Agile (Part 6) 7. Starting Out with Agile (Part 7) 8. XP and Lean (Part 8) 9. Wrap-up (Part 9) 10. Agile Release Planning Workshop (Part 10)
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Course Description Covers advanced strategies and methodologies to plan and manage any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPM® certification exam. Course includes: • 14 hours of instructor-led review • Course handbook • Single-user license for product management life cycle templates and references from the 280 Group ($99 value per person) • CPM® certification exam fee ($395 value per person)
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPM® Prep Course Outline Day One • Introduction • What is Product Management • Product Lifecycle • Understanding Goods & Services • Product Decisions • Strategic Planning Day Two • Useful Tools • Marketing Mix • Product Positioning • Value Creation • Exam Review & Guidelines • CPM® Certification Exam
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Course Description Covers advanced strategies and methodologies to plan and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam. Course includes: • 14 hours of instructor-led review • Course handbook • Single-user license for product management life cycle templates and references from the 280 Group ($99 value per person) • CPMM® certification exam fee ($395 value per person)
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo CPMM® Prep Course Outline Day One • Introduction • Product Marketing • Marketing Mix • Seven Phase Product Management Framework • Understanding Goods and Services • Understanding Brands • Strategy • Market Research Day Two • Buyer Behavior • Marketing Process • Marketing Communications • Integrated Marketing Communications • Distribution Channels • Exam Review & Guidelines • CPMM® Certification Exam
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Product Management Life Cycle Toolkit™ Document Purpose Description Market Needs Describe market trends and customer needs Describes the business or consumer challenges to be solved, through an analysis of market needs, user personal and usage scenarios Product Description Describe the product and its bundle of benefits Describes the whole solution based on its benefits, value proposition, expected usage, features and requirements. Includes initial estimate of cost and revenue. Market Strategy Determine how to take the product to market Captures long term goals, positioning and messages to be conveyed to target customers and segments Business Case Evaluate opportunity Captures the reasoning for initiating a product idea and determines whether the effort should proceed based on profitability or strategic fit Roadmap Determine long term goals and objectives Describes long term vision and objectives for a product or product portfolio Beta Plan Ensure product is ready Describes the plan to verify that the product is ready for market launch by obtaining feedback from prospective target customers Launch Plan Create initial awareness and leads Describes the plan for raising awareness of a product and achieving agreed upon goals Marketing Plan Create demand and meet revenue goals Includes tactics, budget, timeline, and activities that will support the creation of leads and reaching new customers End of Life Plan Minimize customer and profitability disruptions Describes the best approach to discontinue a product with a smooth transition to avoid negative consequences Source: 280 Group Product Management Life Cycle Toolkit™
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Who Should Attend • Self-taught product managers seeking to validate their expertise and expand skills • People with limited experience spearheading product teams • Senior managers having trouble getting the results they want from their product team • Anyone seeking formal product marketing and management training and skills
  • © 2013 H. Del Castillo Linkd.in/hdelcastillo Key Takeaways • AIPMM credentials are world renowned1 • Validates your expertise to guide decisions2 • Demonstrates your team’s competence3 • Builds management’s confidence level4 • Empowers high performing product teams5
  • © AIPMM 2013 www.aipmm.com My Next Webinar How To Create a Compelling Business Case For Your Product Ideas Friday, Aug 23rd, 12 pm ET
  • © AIPMM 2013 www.aipmm.com Free Consulting Session • First ten people to submit information to Hector via email • Please include background on topic or issue • Must include name, title, email address, phone number, and company info
  • © AIPMM 2013 www.aipmm.com Q & A Moderator: Therese Padilla, AIPMM President Presenter: Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo
  • © AIPMM 2013 www.aipmm.com 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 • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 30+ 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 58
  • © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA Aug 26, 2013 Sep 16, 2013 M 8:30 am – 5 pm CPM® Certification Prep Course & Exam Seattle, WA McLean, VA Aug 27-28, 2013 Sep 17-18, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA McLean, VA Aug 29-30, 2013 Sep 19-20, 2013 Th, F 8:30 am – 5 pm Contact Melissa Holtzer, melissa@280group.com, to obtain a 10% discount when you register for these courses by Aug 23rd. Additional certification prep courses are available in Austin, San Jose, and London.
  • © AIPMM 2013 www.aipmm.com Upcoming Course Certified Product Marketing Manager® 9th & 10th September 2013 Grand Millennium Kuala Lumpur 160, Jalan Bukit Bintang 55100 Kuala Lumpur, Malaysia marcus evans professional training Tel: 603 2117 4888 Fax: 603 2145 7732 www.marcusevans.com
  • © AIPMM 2013 www.aipmm.com Upcoming Courses Course & Location Dates Time CIL® Certification Prep Course & Exam Athens, Greece Oct 10-11, 2013 9 am – 6 pm CPM® Certification Prep Course & Exam Athens, Greece Singapore Oct 8-9, 2013 Oct, 2013 9 am – 6 pm 8 am – 5 pm CPMM® Certification Prep Course & Exam Kuala Lumpur, Malaysia Athens, Greece Singapore Sep 9-10, 2013 Oct 14-15, 2013 Oct, 2013 9 am – 6 pm 9 am – 6 pm 8 am – 5 pm Follow the links provided to get more information regarding these courses.
  • © AIPMM 2013 www.aipmm.com For More Information About • AIPMM membership benefits • Certification courses near you • How to prepare to take a certification exam Hector Del Castillo, CPM, CPMM Senior Product Innovation Consultant hmdelcastillo [at] aipmm.com linkd.in/hdelcastillo
  • © AIPMM 2013 www.aipmm.com Please Join Us Again! AIPMM Webinar Series: How To Create a Compelling Business Case For Your Product Ideas, Friday, Aug 23rd, 12 pm ET 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/
  • © AIPMM 2013 www.aipmm.com Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Innovation Consultant linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com