AIPMM Webinar Series                 www.aipmm.com© AIPMM 2013          @AIPMM          www.aipmm.com
© AIPMM 2013   @AIPMM   www.aipmm.com
Founded 1998          Largest Product Management professional group          Provides professional development and        ...
Today’s Speakers   Moderator:       Cindy F. Solomon, CPM, CPMM       Founder, Global Product Management Talk       Produc...
Tweet!        Hector:          @hmdelcastillo        AIPMM:           @AIPMM        ProdMgmtTalk:    @ProdMgmtTalk        ...
FEATURED PRESENTATION© AIPMM 2013       @AIPMM     www.aipmm.com
Hector Del Castillo   • Senior consultant with over 15 years of experience transforming     products to profit for technol...
What We Will Discuss   1. Common challenges   2. Common responsibilities   3. Key differences   4. Framework comparison   ...
Common Challenges   • Few people understand the role   • Roles and responsibilities can be very unclear        – Get drawn...
Both roles align activities performed by       cross-functional teams with strategic       objectives.© AIPMM 2013        ...
Both roles require strong influential and   collaborative skills to guide critical decisions.© AIPMM 2013             @AIP...
Both roles orchestrate    key activities and    manage key deliverables.© AIPMM 2013          @AIPMM   www.aipmm.com
Fortune’s Most Admired Companies  Rank      Company                           Industry   Industry                         ...
What is Project Management?                   • Organizational function of planning,               1     organizing, secur...
What is the most important task for a   Project Manager?   A. Maximize revenue.   B. Lead product development activities. ...
What is Product Management?               1   • Organizational function                     throughout product lifecycle  ...
What is the most important task for a   Product Manager?   A. Maximize revenue.   B. Lead product development activities. ...
ROLES & RESPONSIBILITIES© AIPMM 2013        @AIPMM       www.aipmm.com
Project Management  triple constraint focuses on  maximizing quality.              Scope                                  ...
Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved.  Product Management  triple constraint focuses on  maxim...
Work Environment                                   Externally                                    Focused                  ...
Both roles get drawn into tacticalactivities.                                   Externally                                ...
Both roles need to stay focused onstrategic objectives.                                   Externally                      ...
Project Managers are mostly internallyfocused.                                   Externally                               ...
Product Managers are mostly externallyfocused.                              Externally                               Focus...
Both roles bring different                                               perspectives.  Project Management                ...
Project Managers guide key    decisions to maximize    quality and minimize risk.© AIPMM 2013          @AIPMM     www.aipm...
Product Managers guide key decisions to maximize value and create new revenue streams.© AIPMM 2013        @AIPMM    www.ai...
FRAMEWORK COMPARISON© AIPMM 2013     @AIPMM      www.aipmm.com
Typical Project Life Cycle                                                                         Source: PMI PMBOK v5   ...
Project Management Framework                                                     Monitor/                     Initiate   P...
Typical Product Life Cycle        These are stages that products go through from        introduction to withdrawal from th...
Seven Phase Product Life Cycle                     Source: AIPMM ProdBOK, © 1998-2012, All Rights Reserved.© AIPMM 2013   ...
Product Management Framework                   Conceive   Plan   Develop      Qualify      Launch        Deliver      Reti...
Framework Comparison   Product Management       Conceive     Plan          Develop    Qualify     Launch   Deliver      Re...
Framework Integration               Initiate                Plan                  Execute                    Monitor      ...
Framework Integration                   Initiate                    Plan                      Execute                     ...
Framework Integration                            Initiate                             Plan                               E...
Framework Integration                                              Initiate                                               ...
Framework Integration                                                            Initiate                                 ...
Comparison of Key Deliverables   Project Management                      Product Management     •   Project Knowledge Base...
Key Takeaways        1      • Both roles guide key activities and decisions        2      • Both roles impact profit and l...
Upcoming Courses  Course & Location                        Dates              Days    Time  ACPM® Certification Prep Cours...
For More Information About   • AIPMM membership benefits   • Certification courses in your area   • How to prepare to take...
Hector Del Castillo, PMP, CPM, CPMM               Transforming products to profit for technology-based organizations.TM   ...
Please Join Us Again!                       AIPMM Webinar Series: Friday Feb   22               Pricing For A More Profita...
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Differences Between Project and Product Management - H. Del Castillo, AIPMM Webcast

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Thanks to everyone that attended this webcast. You can download the worksheet at http://slidesha.re/WMBVfE.

The Association of International Product Marketing and Management (AIPMM) is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, the AIPMM 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 performance cross-functional product teams and transforming products to 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 training courses in your area.

Let me know how I can help you accelerate your career, connect with others, or create and implement a product and innovation strategy and process successfully to grow your technology-based business using a sustainable approach.

I look forward to seeing you at another AIPMM webcast soon.

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

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Differences Between Project and Product Management - H. Del Castillo, AIPMM Webcast

  1. 1. AIPMM Webinar Series www.aipmm.com© AIPMM 2013 @AIPMM www.aipmm.com
  2. 2. © AIPMM 2013 @AIPMM www.aipmm.com
  3. 3. Founded 1998 Largest Product Management professional group Provides professional development and certification • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager • Certified Innovation Leader© AIPMM 2013 @AIPMM www.aipmm.com
  4. 4. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk Producer, Startup Product Summit http://startupproduct.com @cindyfsolomon @ProdMgmtTalk @startupproduct Presenter: Hector Del Castillo, PMP, CPM, CPMM http://www.linkedin.com/in/hectordelcastillo @hmdelcastillo© AIPMM 2013 @AIPMM www.aipmm.com
  5. 5. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: @ProdMgmtTalk Hashtag #prodmgmt© AIPMM 2013 @AIPMM www.aipmm.com
  6. 6. FEATURED PRESENTATION© AIPMM 2013 @AIPMM www.aipmm.com
  7. 7. 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© AIPMM 2013 @AIPMM www.aipmm.com
  8. 8. What We Will Discuss 1. Common challenges 2. Common responsibilities 3. Key differences 4. Framework comparison 5. Key takeaways© AIPMM 2013 @AIPMM www.aipmm.com
  9. 9. Common Challenges • Few people understand the role • Roles and responsibilities can be very unclear – Get drawn into too much tactical coordination • Lack the authority to carry out their responsibilities – Little influence on corporate branding, channel selection, or advertising 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© AIPMM 2013 @AIPMM www.aipmm.com
  10. 10. Both roles align activities performed by cross-functional teams with strategic objectives.© AIPMM 2013 @AIPMM www.aipmm.com
  11. 11. Both roles require strong influential and collaborative skills to guide critical decisions.© AIPMM 2013 @AIPMM www.aipmm.com
  12. 12. Both roles orchestrate key activities and manage key deliverables.© AIPMM 2013 @AIPMM www.aipmm.com
  13. 13. Fortune’s Most Admired Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Amazon.com 2 Internet Services & Retailing 4 Coca-Cola 1 Beverages 5 IBM 1 IT Services 6 FedEx 1 Delivery 7 Berkshire Hathaway 1 Property & Casualty 8 Starbucks 2 Food Services 9 Procter & Gamble 1 Soaps & Cosmetics 10 Southwest Airlines 1 Airlines Source: Fortune Magazine, Mar 19, 2012© AIPMM 2013 @AIPMM www.aipmm.com
  14. 14. What is Project Management? • Organizational function of planning, 1 organizing, securing and managing resources 2 • Applies processes and knowledge over time 3 • Aligns cross-functional teams to complete projects© AIPMM 2013 @AIPMM www.aipmm.com
  15. 15. What is the most important task for a Project Manager? A. Maximize revenue. B. Lead product development activities. C. Reduce development cost. D. Maximize profit. E. Deliver high quality.© AIPMM 2013 @AIPMM www.aipmm.com
  16. 16. What is Product Management? 1 • Organizational function throughout product lifecycle 2 • Proactive planning of products • Aligns cross-functional teams to 3 create and support a product© AIPMM 2013 @AIPMM www.aipmm.com
  17. 17. What is the most important task for a Product Manager? A. Maximize revenue. B. Lead product development activities. C. Reduce development cost. D. Maximize profit. E. Deliver high quality.© AIPMM 2013 @AIPMM www.aipmm.com
  18. 18. ROLES & RESPONSIBILITIES© AIPMM 2013 @AIPMM www.aipmm.com
  19. 19. Project Management triple constraint focuses on maximizing quality. Scope Quality Cost Schedule© AIPMM 2013 @AIPMM www.aipmm.com
  20. 20. Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved. Product Management triple constraint focuses on maximizing value. Customer Product (Value) Business Market© AIPMM 2013 @AIPMM www.aipmm.com
  21. 21. Work Environment Externally Focused Functional Tactical Strategic Manager Internally Focused© AIPMM 2013 @AIPMM www.aipmm.com
  22. 22. Both roles get drawn into tacticalactivities. Externally Focused Functional Tactical Manager Strategic Internally Focused© AIPMM 2013 @AIPMM www.aipmm.com
  23. 23. Both roles need to stay focused onstrategic objectives. Externally Focused Functional Tactical Manager Strategic Internally Focused© AIPMM 2013 @AIPMM www.aipmm.com
  24. 24. Project Managers are mostly internallyfocused. Externally Focused Functional Tactical Strategic Manager Internally Focused© AIPMM 2013 @AIPMM www.aipmm.com
  25. 25. Product Managers are mostly externallyfocused. Externally Focused Functional Tactical Strategic Manager Internally Focused© AIPMM 2013 @AIPMM www.aipmm.com
  26. 26. Both roles bring different perspectives. Project Management Product Management Source: S.T.O.P. The Project Management Survival Plan© by Source: Take Charge Product Management© by Greg Steven Starke. All rights reserved. Geracie. All rights reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  27. 27. Project Managers guide key decisions to maximize quality and minimize risk.© AIPMM 2013 @AIPMM www.aipmm.com
  28. 28. Product Managers guide key decisions to maximize value and create new revenue streams.© AIPMM 2013 @AIPMM www.aipmm.com
  29. 29. FRAMEWORK COMPARISON© AIPMM 2013 @AIPMM www.aipmm.com
  30. 30. Typical Project Life Cycle Source: PMI PMBOK v5 These are stages that projects go through from initiation to closing© AIPMM 2013 @AIPMM www.aipmm.com
  31. 31. Project Management Framework Monitor/ Initiate Plan Execute Close Control Integrate Scope Knowledge Areas Time Cost Source: PMI PMBOK v5 Quality HR Communicate Risk Procure© AIPMM 2013 @AIPMM www.aipmm.com
  32. 32. Typical Product Life Cycle These are stages that products go through from introduction to withdrawal from the market© AIPMM 2013 @AIPMM www.aipmm.com
  33. 33. Seven Phase Product Life Cycle Source: AIPMM ProdBOK, © 1998-2012, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  34. 34. Product Management Framework Conceive Plan Develop Qualify Launch Deliver Retire Organization Knowledge Areas Market Business Customer Product Source: AIPMM ProdBOK, © 1998-2012, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  35. 35. Framework Comparison Product Management Conceive Plan Develop Qualify Launch Deliver Retire Project Management Monitor/ Initiate Plan Execute Close Control© AIPMM 2013 @AIPMM www.aipmm.com
  36. 36. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  37. 37. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  38. 38. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  39. 39. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  40. 40. Framework Integration Initiate Plan Execute Monitor Close Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.© AIPMM 2013 @AIPMM www.aipmm.com
  41. 41. Comparison of Key Deliverables Project Management Product Management • Project Knowledge Base • Product Knowledge Base • Project Portfolio Analysis • Competitive Analysis • Project Charter • Product Portfolio Analysis • Project Management Plan • Market Strategy Plan • Work Breakdown Structure • Market Requirements Document • Earned Value Analysis • Product Requirements Document • Feasibility Study • Product Business Case • Communications Plan • Product Roadmap • Procurement Plan • Technology Roadmap • Quality Assurance Plan • Beta Plan • Risk Management Plan • Launch Plan • Status Reports • Marketing Plan • Lessons Learned • End Of Life Plan© AIPMM 2013 @AIPMM www.aipmm.com
  42. 42. Key Takeaways 1 • Both roles guide key activities and decisions 2 • Both roles impact profit and loss 3 • Project Managers minimize loss and risk 4 • Product Managers maximize value and profit 5 • Both roles collaborate to deliver quality & value© AIPMM 2013 @AIPMM www.aipmm.com
  43. 43. 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© AIPMM 2013 @AIPMM www.aipmm.com
  44. 44. For More Information About • AIPMM membership benefits • Certification courses in your area • How to prepare to take a certification exam • Defining the right product strategy & process to grow your business • Aligning your business model with your product strategy© AIPMM 2013 @AIPMM www.aipmm.com
  45. 45. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo@aipmm.com© AIPMM 2013 @AIPMM www.aipmm.com
  46. 46. 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/© AIPMM 2013 @AIPMM www.aipmm.com

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