Why Leading Innovation Is Essential - ProductCamp SoCal - H. Del Castillo, AIPMM

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Thanks everyone who attended and participated in the sessions offered by the Association of International Product Marketing and Management (AIPMM) at ProductCamp SoCal 2012.

With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals. It is the hub of all things product management. It is where product professionals go for answers.

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.

The Association of International Product Management and Marketing is creating a culture of mentoring within the product management professions
— to assist current product professionals in successfully confronting obstacles in their day to day efforts
— to facilitate rising product professionals in gaining experience and becoming successful product management leaders in their organizations
— to forward the profession, individual practitioners and product teams in successfully bringing products through the entire product lifecycle process

AIPMM Premium Membership provides the foundation for building your own product professional mentor network with access to member-only mentor matching, mentor/protégé facilitation, leadership trainings and opportunities for continuing education, as well as the potential to join the distinguished AIPMM Product Management Ambassadors Council.

AIPMM also offers training courses that prepare product management and marketing teams to take the CPM® and/or the CPMM® certification exam(s).

AIPMM's Certified Product Manager (CPM®) and Certified Product Marketing Manager (CPMM®) 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.

Contact Hector Del Castillo at http:/linkd.in/hdelcastillo for information about AIPMM membership benefits, certification courses in your area, or for help aligning your business and product strategy.

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  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  • Here are some of the benefits that innovation can provide.Benefits result in increased product value for your customers and improved profitability for your company.
  • The innovation process requires creativity and implementation. Innovation can be represented as a funnel to capture,screen and combine ideas into outcomes. Ideas flow in from the top and outcomes flow down at the bottom of this funnel.It is an approach to gather, categorize, prioritize, combine and screen ideas and identify viable options to implement a change into your company’s business model, strategy, processes, internal tools, emerging technologies or products.Attribute 1. Innovation involves the combination of ideas in the creation of outcomes.Attribute 2. Inputs to innovation can be tangible and intangible.Attribute 3. Knowledge is a key input to innovation.Attribute 4. The inputs to innovation are ideas.Attribute 5. Innovation involves activity for the purpose of creating economic value for your company. Innovation can be used to focus on reducing cost, time-to-market, fulfilling unmet customer needs, Attribute 6. The process of innovation is complex.Attribute 7. Innovation involves risk.Attribute 8. The outcomes are predictable as long as the screening process is managed correctly.Attribute 9. Knowledge and outcome are a key outputs of innovation.
  • Why Your Company Need It?Provides a roadmap to create value for your business, customers and investors.Identifies how you plan to market and sell your products to your marketplace.Anticipates your competitors’, including new entrants, probable moves.Defines how your customers think about your products. May encompass any number of products, depending on the nature of your business.
  • In their March 19, 2012 issue, FORTUNE magazine named the 50 most admired companies. The Most Admired list is the definitive report card on corporate reputations. Our survey partners at Hay Group started with approximately 1,400 companies: the Fortune 1,000 (the 1,000 largest U.S. companies ranked by revenue), non-U.S. companies in Fortune’s Global 500 database with revenue of $10 billion or more, and the top foreign companies operating in the U.S.They then sorted the companies by industry and selected the 15 largest for each international industry and the 10 largest for each U.S. industry. A total of 698 companies from 32 countries were surveyed. (Due to an insufficient response rate, the results for 11 companies in the scientific, photographic, and control equipment industry were not published. In addition, due to the distribution of responses, only the aggregate scores and ranks for the 10 companies in the oil and gas equipment/services industry were published.) To create the 58 industry lists, Hay asked executives, directors, and analysts to rate companies in their own industry on nine criteria, from investment value to social responsibility. This year only the best are listed in the magazine: A company's score must rank in the top half of its industry survey. Online, all companies' results are displayed. To arrive at the top 50 Most Admired Companies overall, the Hay Group asked 3,855 executives, directors, and securities analysts who had responded to the industry surveys to select the 10 companies they admired most. They chose from a list made up of the companies that ranked in the top 25% in last year's surveys, plus those that finished in the top 20% of their industry. Anyone could vote for any company in any industry. The difference in the voting rolls is why some results can seem anomalous -- for example, although FedEx is one of the top 10 Most Admired Companies, it is second in the Delivery industry behind top-ranked UPS, which ranked 29th on the top 50 overall.
  • Recommended Reading:Harvard Business Review April 2004The Ambidextrous Organizationby Charles A. O’Reilly III and Michael L. TushmanThe Roman god Janus had two sets of eyes—one pair focusing on what lay behind, the other on what lay ahead. General managers and corporate executives should be able to relate. They, too, must constantly look backward, attending to the products and processes of the past, while also gazing forward, preparing for the innovations that will define the future.
  • http://www.businessweek.com/magazine/content/11_24/b4232068147070.htm
  • Here we show AIPMM’s Product Management Framework. It depicts the typical phases for products throughout their life cycle from cradle to grave.It contain elements that apply across all industries and all companies and can also be adapted to create customized frameworks to address unique needs of specific industries and companies.It defines a standard set of inputs, processes and outputs that can be applied to any product.It provides a solid foundation for both implementing and evaluating a product management organization in a company.
  • Here we show how the innovation process can be integrated with the Product Management process by aligning the phases of each process.Many innovative companies use anthropologists to discover unarticulated customer needs.We at AIPMM have our own Anthropologist to conduct research and discover unarticulated needs from prospective target customers. This can be done through non-invasive scientific observation. The discovery process requires discipline and a formalized process.The most innovative companies have teams of anthropologists within their market research teams to discover and gather unarticulated customer needs.
  • A business model is a framework that describes the rationale of how an organization creates, captures and deliversvalue to customers,shareholders and employees.The business model creation process is part of business strategy.Business models are used to describe and classify businesses. They are also used by managers inside companies to explore possibilities forfuture development.
  • A business model is a framework that describes the rationale of how an organization creates, captures and deliversvalue to customers, shareholders and employees.The business model creation process is part of business strategy.Business models are used to describe and classify businesses. They are also used by managers inside companies to explore possibilities forfuture development.
  • Tips for Fostering innovationPromote open communication and problem solving.Empower leaders to be creative and propose solutions.Create a relaxed, fun, and openenvironment.Recruit and reward innovative people.Benchmark your company and products with your competitors.
  • Here is an upcoming training opportunity that I will lead.
  • Here is an upcoming training opportunity that I will lead.
  • Here is an upcoming training opportunity that I will lead.
  • Here is an upcoming training opportunity that I will lead.
  • Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.
  • Why Leading Innovation Is Essential - ProductCamp SoCal - H. Del Castillo, AIPMM

    1. 1. Hector Del Castillo linkd.in/hdelcastillo© AIPMM 2012 November 3, 2012
    2. 2. I want to thank everyone who attended the AIPMM sessions at ProductCamp SoCal 2012. I welcome your feedback regarding this topic. Contact me with any comments or questions. I look forward to seeing you again soon.© AIPMM 2012
    3. 3. © AIPMM 2012
    4. 4. Tweet About Us! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: #ProdMgmtTalk PC SoCal: #pcSC© AIPMM 2012
    5. 5. Hector Del Castillo • Senior consultant with over 10 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 2012
    6. 6. © AIPMM 2012
    7. 7. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    8. 8. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    9. 9. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    10. 10. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    11. 11. AIPMM Overview • With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. • The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. • Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.© AIPMM 2012
    12. 12. • Network with experts Why Our Members Join and thought leaders • Learn best practices, proven strategies and methodologies • Expand their knowledge and soft skills. • Sharpen their leadership and influential skills • Validate their expertise with internationally recognized certifications. • Obtain tools to enhance their productivity© AIPMM 2012
    13. 13. 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®)© AIPMM 2012
    14. 14. Win! Participate, ask questions and stay until the end to be entered into a drawing to win one AIPMM Premium Membership (worth $175/year) that includes: • Eligibility for AIPMM Certification Exams and intensives • AIPMM Career Pathfinder with Silver Level access (valued at $60/year) and free access to Premium Level Access for 14 days, followed by opportunity to upgrade for $80/year ($99 value) • Demand Metric premium level membership for 1 year with access to AIPMM ProdBOK® Productivity Tools ($497 value) • Current trainings, workshops, and on-going educational opportunities for career advancement • Access to private AIPMM LinkedIn® group • Special offers from AIPMM partners including toolkits, books & research • 10% tuition reduction & tuition rate lock-in on any courses offered at CSU-Global Campus, including graduate coursework for Certified Innovation Leader (CIL), via 100% online learning environment • and more© AIPMM 2012
    15. 15. FEATURED PRESENTATION© AIPMM 2012
    16. 16. What We Will Discuss • What is innovation? • Why your company needs it • Implementing an innovation strategy • Tips to foster innovation • Ways to reduce risk© AIPMM 2012
    17. 17. What is the biggest barrier for innovation within your company? • Poor management • Insufficient investment • Lack of innovative people • Inadequate planning • Cannot afford the risk© AIPMM 2012
    18. 18. What Is Innovation?© AIPMM 2012
    19. 19. Benefits of InnovationIncreased Improvedproduct value profitability forfor customers your company© AIPMM 2012
    20. 20. Where can innovation happen? • Technology • Methodologies • Packaging • Operations • Tools • Distribution • Product Design • Business Models • Production • Pricing • Processes • Marketing© AIPMM 2012
    21. 21. Innovation Funnel Ideas • Generate • Explore • Analyze • Synthesize • Test • Screen Outcomes • Implement© AIPMM 2012
    22. 22. ”A strategy is like a roadmap. It’s useful only when you know where you are and where you want to go.”© AIPMM 2012
    23. 23. 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 2 Delivery 7 Berkshire Hathaway 1 Property and Casualty 8 Starbucks Coffee 2 Food Services 9 Procter & Gamble 1 Soaps and Cosmetics 10 Southwest Airlines 3 Airlines Source: FORTUNE Magazine, 19 Mar 2012© AIPMM 2012
    24. 24. TIPS FOR IMPLEMENTING AN INNOVATION STRATEGY SUCCESSFULLY© AIPMM 2012
    25. 25. 1. Discover Insights© AIPMM 2012
    26. 26. Identify Customer Segments Needs; e.g., Demographics; e.g., Problems/pain points Industry Applications/uses addressed Function Key functionality/attributes Geography Degree of sophistication/quality/… Age/gender/income Drives Product/Solution Strategy Other personal/business characteristics Drives Outreach Strategy Behaviors and Attitudes; e.g., Risk appetite/adoption Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drives Adoption Strategy© AIPMM 2012
    27. 27. Discover Unmet Customer Needs© AIPMM 2012
    28. 28. Know Your Competitive Landscape© AIPMM 2012
    29. 29. 2. Align Strategies With Needs Focus on creating and delivering value-added Customer products to target customers based on their unmet needs. Product (Value) Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011© AIPMM 2012
    30. 30. Create Alignment Align business, marketing and product strategies with unmet market needs.© AIPMM 2012
    31. 31. Communicate Strategic Objectives Financial How much investment is needed? How soon will we break even? Learning & Growth Customer What key resources are Product What are the unmet needs? needed? Vision & Mission Who are the customers? What knowledge and skills are needed? Who’s most likely to buy? Business Processes What key activities and deliverables are needed?© AIPMM 2012
    32. 32. 3. Mind Your Company’s Culture Cultivate a culture that Process fosters innovation and collaboration to create & deliver great products. People Culture© AIPMM 2012
    33. 33. Focus on Structure Source: McKinsey 7S Framework© AIPMM 2012
    34. 34. Eliminate organizational silos© AIPMM 2012
    35. 35. 4. Adopt A Product Planning Process Product Management Framework (PMF) Source: © AIPMM, 1998-2012, All Rights Reserved.© AIPMM 2012
    36. 36. Integrate Innovation© AIPMM 2012
    37. 37. Leverage The Product Life Cycle© AIPMM 2012
    38. 38. Identify Key Resources© AIPMM 2012
    39. 39. Define Key Deliverables© AIPMM 2012
    40. 40. 5. Deliver Value, Success Will Follow© AIPMM 2012
    41. 41. Polish your value proposition Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
    42. 42. Direct the Internal Value Chain© AIPMM 2012
    43. 43. 6. Align Your Business Model© AIPMM 2012
    44. 44. Adopt Leading Productivity Tools Source: Why AIPMM Membership Boosts Your Productivity© AIPMM 2012
    45. 45. Make Your Business Case© AIPMM 2012
    46. 46. Key Takeaways 1 • Discover insights 2 • Align strategies with needs 3 • Mind your company’s culture 4 • Adopt a product planning process 5 • Deliver value, success will follow 6 • Align your business model© AIPMM 2012
    47. 47. Useful Links • Newsletter: http://bit.ly/News110112 • Website: http://www.aipmm.com • Ambassador’s Council: http://www.aipmmambassadors.com/ • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://bit.ly/AIPMMWebcasts • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure: http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2012
    48. 48. References • Why AIPMM Membership Boosts Your Productivity, http://slidesha.re/LVPotE • Why Exceptional Product Managers Have Many Mentors and How to Create Your Own Mentor Network, http://slidesha.re/OWWuSx • Why Get CPM® or CPMM® Certification, http://slidesha.re/QyagYG • Professional Growth Plan Template, http://slidesha.re/IvnYI3© AIPMM 2012
    49. 49. Join AIPMM AIPMM Premium Membership Price: $175 per year With members in 65 countries, AIPMM is the world’s largest association focused on connecting product team professionals with each other and providing educational opportunities, reference materials, and tools to make you more effective and boost your productivity. Here are some key benefits you get by joining: • Eligible for AIPMM Certification Exams • Personalized membership certificate • Eligibility for AIPMM education scholarship • Access to private AIPMM LinkedIn® group • Access to AIPMM Career Pathfinder powered by JibberJobber • Premium level membership at DemandMetric.com with access to 350+ templates and videos for 1 year. (valued at $497 USD) • Choice of 1 product management toolkit valued at $99 USD from AIPMM partner, 280 Group™ • $100 USD discount on Product Management Office™ Professional (valued at $399 USD) from AIPMM partner, 280 Group™ • An electronic copy of The Phenomenal Product Manager book from AIPMM partner, 280 Group™ • An electronic copy of The Optimal Product Process book from AIPMM partner, 280 Group™ • Eligible for Mentor Matching program Join today! PCamp Austin participants pay only $150 (Save $25) when you join by Nov 16th. Use promo code: 25PCSC12. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
    50. 50. Please Join Us Again! AIPMM Webinar Series Fridays Nov 9 How To Use Agile Ideas For Lean Product Innovation Nov 16 Torpedo Product Marketing Strategies Product Talk Podcast & #ProdMgmtTalk Twitter Chat Mondays Nov 5 Managing The Unmanageable: Rules, Tools, And Insights for Managing Software People and Teams Follow http://www.blogtalkradio.com/prodmgmttalk 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 2012
    51. 51. UPCOMING EVENTS© AIPMM 2012
    52. 52. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Spring 2013 from the 280 Group TBD Course Information: [Information] Product Innovation Leadership (16 PDUs) Spring 2013 Course Information: [Information] TBD Creating Value Through Collaboration (16 PDUs) Spring 2013 High Performance Project Management TBD Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
    53. 53. COURSE PREVIEW© AIPMM 2012
    54. 54. Upcoming Training Courses The following training courses from the 280 Group and AIPMM will be offered in the Southern California metro area in 2013. Contact Hector Del Castillo if you’re interested in registering for these courses and need additional information.© AIPMM 2012
    55. 55. 280 Group: Optimal Product Management & Marketing (OPM) Date: Spring 2013 (3 Days) Time: 8:30 AM – 5:30 PM EDT Place: TBD Price: $1,995* per person (regularly $2,995) This three day training course from the 280 Group allows participants to master the core knowledge and skills that are necessary to be highly effective. It also provides students with the foundation to prepare for the worldwide-standard AIPMM Certified Product Manager (CPM®) exam. The course price includes printed course materials and slides, a reference handbook, certificate of completion, single user license for nine templates that cover strategy and execution and option to register to take the Certified Product Manager (CPM®) exam. Register for the optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you order with Optimal Product Management & Product Marketing. This will help you review strategies and concepts to increase your chance of passing the exam. For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
    56. 56. Optimal Product Management Day One: Foundation Day Two: Product Management Overview Process and Product Life Day Three: Product Marketing Conceive Cycle Business Cases Market Research Strategy Requirements Competitive Analysis Forecasting Roadmaps Pricing Beta Program Launches Marketing End of life© AIPMM 2012
    57. 57. 280 Group: CPM® Exam Intensive Prep Date: Spring 2013 Time: 8:30 AM – 5:00 PM EDT Place: TBD Price: $795* per person (regularly $1,295) This review course is offered on the morning of the same day of the Certification Exam. It provides an intensive review of the Association of International Product Marketing & Management (AIPMM) body of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology used in the exam as well as strategies for answering exam questions and a Q&A for anything else they want to review. Price includes certification exam fee ($395 savings). Register for this optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you order with Optimal Product Management & Product Marketing. This will help you review strategies and concepts to increase your chance of passing the exam. For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
    58. 58. CPM® Exam Intensive Prep Course Morning Afternoon Introduction What is Product Management? Marketing Mix Product Life Cycle Product Positioning Understanding Goods and Services Value Creation Product Decisions Exam Review Strategic Planning Guidelines Q&A CPM® Certification Exam© AIPMM 2012
    59. 59. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Spring 2013 Time: 8:30 AM – 5:30 PM EDT Place: TBD Price: $1,697 per person This course covers best practices and proven methodologies to lead innovation efforts in order for your company to gain or maintain a competitive advantage using a sustainable approach. You will learn knowledge, skills, and tools to integrate and align strategic objectives with a managed and purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader (CIL) certification exam, which is administered at the end of day two. Price includes training, certification exam fee, AIPMM premium membership, and access to over 350 templates from the AIPMM ProdBOK® Productivity Tools. For information: http://bit.ly/CILCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
    60. 60. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Day 1 Day 2 Introduction & Overview Strategic Innovation Leverage and Phase 2: Plan Alignment (SILA) Phase 3: Develop Project Identification Phase 4: Develop Business Case Development Phase 5: Qualify Phase 1: Conceive Phase 5: Launch Practice Questions Exam Review Certified Innovation Leader (CIL®) Certification Exam© AIPMM 2012
    61. 61. Creating Value Through Collaboration - High Performance Project Management (16 PDUs) Date: Spring 2013 Time: 8:30 AM – 5:30 PM EDT Place: TBD Price: $997 per person This course is designed by Lee Lambert of the Lambert Consulting Group and Greg Geracie of Actuation Consulting. This course teaches project managers what to expect from product management and vice versa, how to discover blind spots and risks within the product development process, and how to change the critical product management relationship from a collision course to a powerful partnership. This course offers 16 PDUs for PMI® certified Project Management Professionals (PMP®). * PCamp Austin participants pay only $897 (Save $100) per person when you register by Sep 7th. Use promo code: 100PCA9. Group discount of $200 per person when you register 5 people. For information: http://bit.ly/CVCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
    62. 62. Creating Value Through Collaboration - High Performance Project Management (16 PDUs) Learning Objectives • Clearly illustrate how the project lifecycle integrates with and compliments the overall product management lifecycle. This will help you: – Increase your value by making you a more strategic project manager and give you a deeper understanding of the core business needs – Become aware of risks and “blind spots” that can negatively impact your project and the success of the product – Understand the factors that improve your odds for project and product success • Demonstrate how aligning product and project management leads to more effective teamwork and increased efficiency. This will help you: – Understand that the product management and project lifecycles are deeply intertwined – Define your company’s production process and ensure that the major product and project deliverables are in place – Deploy shared incentives, performance objectives, an success criteria • Increase your ability to control project and product results by: – Expanding your product “domain” knowledge – Improving your core team’s performance and collaboration – Ensuring robust and thoughtful planning, risk mitigation, and communication© AIPMM 2012
    63. 63. 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 2012
    64. 64. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com© AIPMM 2012

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