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Hector Del Castillo                                 linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013         Linkd.in/hd...
© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Tweet!          Hector:                    @hmdelcastillo          AIPMM:                     @AIPMM          PCA 10:     ...
The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013          Linkd.in/hdelcastillo
Hector Del Castillo     • Senior consultant with over 15 years of experience transforming       products to profit for tec...
What We Will Discuss     1. Why product management matters     2. Building high performing product managers     3. Key Tak...
What is most important to              conceive, build, and market                 successful products?© H. Del Castillo, ...
High Performing PM Team© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Why Product Management               Matters© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Product Management aligns          activities performed by cross-functional          teams with strategic objectives.© H. ...
Product Managementorchestrates key activitiesand manages keydeliverables.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcast...
Product Management guides   key decisions to maximize   value and create new   revenue streams.© H. Del Castillo, AIPMM 20...
Vital Function Within Any             Product-Driven Organization© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Aligns Strategy, Structure, People       and Culture With Market Trends             and Customer Needs© H. Del Castillo, A...
Strategy                                                                          Structure               Culture         ...
Externally                                 Focused                                  Product             Tactical          ...
Common Challenges© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Few People Understand The Role       Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: T...
Unclear Roles & Responsibilities       Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management:...
Lack Authority To Perform                        Their Duties       Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Pe...
Building High Performing             Product Managers© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
1. Adopt a supportive        organizational strategy.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Use change management plan to           implement the function© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Provide the reward system, the     human resource system, and the     knowledge base system© H. Del Castillo, AIPMM 2013  ...
Encourage teamwork© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
2. Set a compelling direction.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Hire managers with strong influential             and collaborative skills© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcas...
Allow team to define its own            objectives for collective work                      products© H. Del Castillo, AIP...
3. Create an enabling        structure.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Implement Product Life Cycle                     process                                Phase              Gate           ...
Provide expert PLM training© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Allow team to define individual             and team work products© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
4. Provide expert training,        coaching, and mentoring.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Reinforce a collaborative culture© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Establish shared leadership roles© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Empower team to work together     to make critical product decisions© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
5. Specify role clarity and        allow task ambiguity.© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Assign individual and team                     accountability© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Encourage open-ended discussions        and active problem-solving© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Measure performance directly by     assessing collective work products© H. Del Castillo, AIPMM 2013   Linkd.in/hdelcastillo
Key Takeaways          1            • Adopt strategy to implement the function          2            • Set a compelling di...
Upcoming Courses   Course & Location                         Dates              Days    Time   ACPM® Certification Prep Co...
Please Join Us Again!                            AIPMM Webinar Series: Friday Feb     22               Pricing For A More ...
AIPMM Certifications    AIPMM offers globally recognized certifications:    • Certified Product Manager (CPM®)    • Certif...
For More Information About     • AIPMM membership benefits     • Certification courses in your area     • Defining the rig...
Hector Del Castillo                 CPM, CPMM, PMP                 linkd.in/hdelcastillo                 @hmdelcastillo   ...
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Building & Managing High Performing Product Management Teams - ProductCamp Austin 10 - H. Del Castillo, AIPMM

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Thanks everyone who voted and attended my session at ProductCamp Austin 10 (#PCATX) to discuss ways to build and manage a high performing product management team.

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.

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.

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.

I have over 15 years of experience building and directing high performing cross-functional product teams and transforming products to create wealth for technology-based, product-driven companies. I have launched over 30 products and solutions that resulted in over $200M of achieved global sales revenue. I provide services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand.

Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership, or product management and marketing training courses in your area.

Let me know how I can help you grow your technology-based business by implementing a product and innovation strategy and process or building a high performing product management team to create new revenue streams using a sustainable approach.

Contact me if you are interested in setting up a private presentation regarding this or related topics for executives and senior managers within your company.

Feel free to like this if you like the content. I look forward to seeing you again soon.

Regards,
Hector Del Castillo
http:/linkd.in/hdelcastillo

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Transcript of "Building & Managing High Performing Product Management Teams - ProductCamp Austin 10 - H. Del Castillo, AIPMM"

  1. 1. Hector Del Castillo linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  2. 2. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  3. 3. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM PCA 10: #PCA10 PCamp Austin: #PCATX© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  4. 4. The Hub Of All Things Product Management© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  5. 5. Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to profit 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 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 5© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  6. 6. What We Will Discuss 1. Why product management matters 2. Building high performing product managers 3. Key Takeaways© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  7. 7. What is most important to conceive, build, and market successful products?© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  8. 8. High Performing PM Team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  9. 9. Why Product Management Matters© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  10. 10. Product Management aligns activities performed by cross-functional teams with strategic objectives.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  11. 11. Product Managementorchestrates key activitiesand manages keydeliverables.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  12. 12. Product Management guides key decisions to maximize value and create new revenue streams.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  13. 13. Vital Function Within Any Product-Driven Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  14. 14. Aligns Strategy, Structure, People and Culture With Market Trends and Customer Needs© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  15. 15. Strategy Structure Culture Trends & Needs People Source: © 2013 Hector Del Castillo, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  16. 16. Externally Focused Product Tactical Management Strategic Team Internally Focused© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  17. 17. Common Challenges© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  18. 18. 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© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  19. 19. 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© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  20. 20. 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© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  21. 21. Building High Performing Product Managers© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  22. 22. 1. Adopt a supportive organizational strategy.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  23. 23. Use change management plan to implement the function© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  24. 24. Provide the reward system, the human resource system, and the knowledge base system© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  25. 25. Encourage teamwork© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  26. 26. 2. Set a compelling direction.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  27. 27. Hire managers with strong influential and collaborative skills© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  28. 28. Allow team to define its own objectives for collective work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  29. 29. 3. Create an enabling structure.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  30. 30. Implement Product Life Cycle process Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  31. 31. Provide expert PLM training© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  32. 32. Allow team to define individual and team work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  33. 33. 4. Provide expert training, coaching, and mentoring.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  34. 34. Reinforce a collaborative culture© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  35. 35. Establish shared leadership roles© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  36. 36. Empower team to work together to make critical product decisions© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  37. 37. 5. Specify role clarity and allow task ambiguity.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  38. 38. Assign individual and team accountability© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  39. 39. Encourage open-ended discussions and active problem-solving© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  40. 40. Measure performance directly by assessing collective work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  41. 41. Key Takeaways 1 • Adopt strategy to implement the function 2 • Set a compelling direction as a team 3 • Create an enabling structure 4 • Provide expert coaching and mentoring 5 • Specify role clarity and allow task ambiguity© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  42. 42. Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA Feb 25, 2013 M 8:30 am – 5 pm Seattle, WA Mar 11, 2013 CPM® Certification Prep Course & Exam McLean, VA Feb 26-27, 2013 T, W 8:30 am – 5 pm Seattle, WA Mar 12-13, 2013 CPMM® Certification Prep Course & Exam McLean, VA Feb 28-Mar 1, 2013 Th, F 8:30 am – 5 pm Seattle, WA Mar 14-15, 2013 CIL® Certification Prep Course & Exam McLean, VA May 22-23, 2013 W, Th 8:30 am – 5 pm© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  43. 43. Please Join Us Again! AIPMM Webinar Series: Friday Feb 22 Pricing For A More Profitable Product Portfolio http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday Feb 25 Lean Product Development Methodologies with Poornima Vijayashanker, Founder Of BizeeBee And Femgineer 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/© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  44. 44. 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®)© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  45. 45. For More Information About • AIPMM membership benefits • Certification courses in your area • Defining the right product strategy & process to grow your business • Aligning your business model with your product strategy • Building a high performing product management team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  46. 46. Hector Del Castillo CPM, CPMM, PMP linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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