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Growing High Performing Product Management Teams - H. Del Castillo, AIPMM

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Thanks everyone who attended this webcast from the Association of International Product Marketing & Management (AIPMM). …

Thanks everyone who attended this webcast from the Association of International Product Marketing & Management (AIPMM).

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 also provides insights on why growing high performing product management teams is critical for product-driven organizations.

This session is for CXOs, VPs and Directors of Product Management and Product Marketing, senior managers and product team leaders.

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.

Contact me if you are interested in setting up a private presentation regarding this or related topic 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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  • 1. AIPMM Webinar Series www.aipmm.com© AIPMM 2013 @AIPMM www.aipmm.com
  • 2. © AIPMM 2013 @AIPMM www.aipmm.com
  • 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. 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 Connect: http://linkd.in/hdelcastillo Follow: @hmdelcastillo© AIPMM 2013 @AIPMM www.aipmm.com
  • 5. Tweet! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: @ProdMgmtTalk Hashtag: #prodmgmt© AIPMM 2013 @AIPMM www.aipmm.com
  • 6. Stay and Win! 12-month AIPMM premium membership ($175 value)© AIPMM 2013 @AIPMM www.aipmm.com
  • 7. Hector Del Castillo linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 8. 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 • 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 EE 8© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 9. What We Will Discuss 1. Why product management matters 2. Growing high performing product managers 3. Key Takeaways© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 10. What is most important to conceive, build, and market successful products?© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 11. High Performing PM Team© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 12. Why Product Management Matters© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 13. Product Management aligns activities performed by cross-functional teams with strategic objectives.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 14. Product Managementorchestrates key activitiesand manages keydeliverables.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 15. Product Management guides key decisions to maximize value and create new revenue streams.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 16. Vital Function Within Any Product-Driven Organization© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 17. Aligns Strategy, Structure, People Style, Systems and Value With Market Trends and Customer Needs© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 18. Strategy Trends & Needs Value Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 19. Externally Focused Product Tactical Management Strategic Team Internally Focused© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 20. Common Challenges© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. Growing High Performing Product Management Teams© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 25. 1. Adopt a supportive organizational strategy.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 26. Use change management plan to implement the function© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 27. Provide the reward system, the human resource system, and the knowledge base system© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 28. Encourage teamwork© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 29. 2. Set a compelling direction.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 30. Hire managers with strong influential and collaborative skills© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 31. Allow team to define its own objectives for collective work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 32. 3. Create an enabling structure.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 33. Implement a Product Life Cycle Management process Phase Gate Source: © 1998-2013, AIPMM, All Rights Reserved.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 34. Provide expert PLM training© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 35. Allow team to define individual and team work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 36. 4. Provide expert training, coaching, and mentoring.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 37. Reinforce a collaborative culture© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 38. Establish shared leadership roles© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 39. Empower team to work together to make critical product decisions© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 40. 5. Specify role clarity and allow task ambiguity.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 41. Assign individual and team accountability© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 42. Encourage open-ended discussions and active problem-solving© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 43. Measure performance directly by assessing collective work products© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 44. 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
  • 45. Please Join Us Again! AIPMM Webinar Series: Why Get an AIPMM Certification, Mar 20, 8 a.m. ET Art of War For The Product Manager, Mar 22, 12 p.m. ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: Monday, Mar 18 Increasing Efficiency: 10 Tools in 10 Minutes 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
  • 46. Upcoming Courses Course & Location Dates Days Time ACPM® Certification Prep Course & Exam McLean, VA May 13, 2013 M 8:30 am – 5 pm CPM® Certification Prep Course & Exam McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pm Register for these courses here: http://bit.ly/Y9val2. Additional courses are available in Austin, San Jose, and Seattle.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 47. Upcoming Courses Course & Location Dates Time CPM® Certification Prep Course & Exam Athens, Greece Apr 9-10, 2103 8 am – 5 pm Amman, Jordan May 6-7, 2013 8 am – 5 pm Singapore May 27-29, 2013 8 am – 5 pm CPMM® Certification Prep Course & Exam Athens, Greece Apr 11-12, 2103 8 am – 5 pm Amman, Jordan May 8-9, 2013 8 am – 5 pm Singapore May 30-Jun 1, 2013 8 am – 5 pm Follow the links provided to get more information regarding these courses.© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 48. 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 and product strategy to create new revenue streams • Building and managing a high performing product management team to improve product results© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
  • 49. Hector Del Castillo CPM, CPMM, PMP linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo