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Building & Growing High Performing Product Management Teams - H. Del Castillo
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Building & Growing High Performing Product Management Teams - H. Del Castillo

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Thanks everyone who participated in this highly engaging discussion at ProductCamp DC. I also want to thank LogiAnalytics, 280 Group, and the Association of International Product Marketing and......

Thanks everyone who participated in this highly engaging discussion at ProductCamp DC. I also want to thank LogiAnalytics, 280 Group, and the Association of International Product Marketing and Management (AIPMM) for their support.

Feel free to favorite this if you like it. I welcome your comments regarding this topic. Visit http:/linkd.in/hdelcastillo.

Description
Most companies strive to be better and more efficient; few understand that Product Management is a critical function to make this happen. In my experience, companies often confuse and misuse Product Management. These companies risk building the wrong product, adopt the wrong strategy or implement ineffective marketing approaches. A recent study of experienced product managers and marketing managers from different companies and industries identified common challenges impacting their effectiveness and productivity. This session will identify ways to deal with these challenges and will explain why a collaborative environment is essential for the success of product management teams.

This session explains why you need to build and effectively manage a product management team. It identifies ways to empower your product management team to lead cross-functional product teams effectively. It also provides insights on why growing high performing product management teams is critical for product-driven organizations.

Who Should Attend
This discussion is for CXOs, VPs and Directors of Product Management and Product Marketing, experienced product managers, and product team leaders who want to accelerate their careers by managing other product managers.

About the Speaker:
Hector Del Castillo, a senior product innovation strategy consultant, has over 15 years of experience directing the product strategy for companies to create new revenue streams and reduce risk by growing high-performing product teams and implementing a product life cycle management process. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow and create value-added products that delight customers and create demand.

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.

Visit www.aipmm.com

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  • I want to thank everyone who attended this webcast. I welcome your feedback regarding this topic. Contact me with any comments or questions. I look forward to seeing you again soon.
  • We thank our sponsors:LogiAnalytics and the 280 Group.
  • Cooperation increases when the roles of individual team members are sharply defined yet the team is given latitude on how to achieve the task.

Transcript

  • 1. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Hector Del Castillolinkd.in/hdelcastillo
  • 2. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013I want to thank everyone who attended thisdiscussion.I welcome your feedback regarding this topic.Contact me with any comments or questions.I look forward to seeing you again soon.
  • 3. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Hector: @hmdelcastilloAIPMM: @AIPMMLogiAnalytics: @LogiAnalytics280 Group: @the280groupTweet!
  • 4. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Participate and Win!• A book from the 280 Group ($20 value)• One 12-month AIPMM premium membership($175 value)4
  • 5. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Thanks
  • 6. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013What We Will Discuss1. Why product management matters2. Growing high performing product managers3. Key Takeaways
  • 7. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Which of these best describes you?A. I manage other product managersB. I want to manage other productmanagersC. I want to become a phenomenalproduct managerD. I want to become a product managerE. I don’t want to be a product manager
  • 8. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013What is one thing you’d like to getout of this discussion?
  • 9. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013What is most important toconceive, build, and marketsuccessful products?
  • 10. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013High Performing PM Team
  • 11. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Why Product ManagementMatters
  • 12. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Product Management alignsactivities performed by cross-functionalteams with strategic objectives.
  • 13. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Product Managementorchestrates key activitiesand manages keydeliverables.
  • 14. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Product Management guideskey decisions to maximizevalue and create newrevenue streams.
  • 15. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Vital Function Within AnyProduct-Driven Organization
  • 16. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Aligns Strategy, Structure, PeopleStyle, Systems and Value WithMarket Trends and CustomerNeeds
  • 17. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013ValueStrategyTrends&NeedsSource: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.
  • 18. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013TacticalInternallyFocusedProductManagementTeamStrategicExternallyFocused
  • 19. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Common Challenges
  • 20. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Are roles and responsibilities for productmanagement clear within my company?A. YesB. Somewhat clearC. No
  • 21. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Few People Understand The RoleSource: 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
  • 22. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Unclear Roles & ResponsibilitiesSource: 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
  • 23. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Lack Authority To PerformTheir DutiesSource: 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
  • 24. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Have you ever known a product managerwith a bad attitude that affected thepeople around them?A. YesB. No
  • 25. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Identify and get rid of bad apples
  • 26. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Mind your hiring strategy
  • 27. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Growing High PerformingProduct Management Teams
  • 28. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013CustomerBusinessProduct(Value)MarketProduct Managersmaximize value based onunmet market andcustomer needs.Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved.
  • 29. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013MaximizeOpportunityMinimizeRiskBenefits
  • 30. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 20131. Adopt a supportiveorganizational strategy.
  • 31. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Use change management plan toimplement the function
  • 32. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Provide the reward system, thehuman resource system, and theknowledge base system
  • 33. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Encourage teamwork
  • 34. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 20132. Set a compelling direction.
  • 35. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Hire managers with strong influentialand collaborative skills
  • 36. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Allow team to define its ownobjectives for collective workproducts
  • 37. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 20133. Create an enablingstructure.
  • 38. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Source: © 1998-2013, AIPMM, All Rights Reserved.GatePhaseImplement a Product Life CycleManagement process
  • 39. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Provide expert PLM training
  • 40. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Allow team to define individualand team work products
  • 41. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 20134. Provide expert training,coaching, and mentoring.
  • 42. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Reinforce a collaborative culture
  • 43. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Establish shared leadership roles
  • 44. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Empower team to work togetherto make critical product decisions
  • 45. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 20135. Specify role clarity andallow task ambiguity.
  • 46. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Assign individual and teamaccountability
  • 47. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Encourage open-ended discussionsand active problem-solving
  • 48. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Measure performance directly byassessing collective work products
  • 49. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Key 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
  • 50. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Questions?Speaker:Hector Del Castillo, CPM, CPMMSenior Product Innovation Consultanthmdelcastillo@aipmm.comlinkd.in/hdelcastillo
  • 51. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Hector Del Castillo• Senior consultant with over 15 years of experience transformingproducts 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 EE51
  • 52. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Upcoming CoursesCourse & Location Dates Days TimeACPM® Certification Prep Course & ExamTeqcorner, McLean, VA May 13, 2013 M 8:30 am – 5 pmCPM® Certification Prep Course & ExamTeqcorner, McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pmCPMM® Certification Prep Course & ExamTeqcorner, McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pmProductCamp Boston Promo: Get $150 off for registering for CPM or CPMM prepcourse in McLean, VA; contact Cynthia Petti, cynthia@280group.com for moreinformation. Additional courses are available in Austin, San Jose, and Seattle.
  • 53. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Upcoming CoursesCourse & Location Dates TimeCIL® Certification Prep Course & ExamKuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pmCPM® Certification Prep Course & ExamAmman, JordanSingaporeKuala Lumpur, MalaysiaMay 6-7, 2013May 27-29, 2013Jun 3-4, 20138 am – 5 pm8 am – 5 pm9 am – 6 pmCPMM® Certification Prep Course & ExamAmman, JordanSingaporeMay 8-9, 2013May 30-Jun 1, 20138 am – 5 pm8 am – 5 pmFollow the links provided to get more informationregarding these courses.
  • 54. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Please Join Us Again!AIPMM Webinar Series:Five Product Roadmap Traps (And How To Avoid Them), May 17, 12 p.m. EThttp://aipmm.com/aipmm_webinars/Global Product Management Talk:http://www.blogtalkradio.com/prodmgmttalkStay Informed!Newsletter: http://www.aipmm.com/subscribeLinkedIn: http://www.linkedin.com/company/aipmmMembership: http://www.aipmm.com/join.phpCertification: http://aipmm.com/html/certification/
  • 55. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013For More Information About• AIPMM membership benefits• Certification courses in your area• Defining the right product strategy and processto grow your business• Building and managing a high performingproduct management team to improveproduct results
  • 56. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013Hector Del CastilloCPM, CPMM, PMPlinkd.in/hdelcastillo@hmdelcastillohmdelcastillo@aipmm.com