Steve Wells                           AIPMM               www.linkedin.com/in/stevewellsnh                      steve@aipm...
What is the most important task for a     Product Manager?    A. Maximize revenue for products.    B. Lead product develop...
Where have               you been?               What has it               been like?                Where are            ...
What is your career path?© AIPMM 2010
Fortune’s Most Innovative Companies      Rank Company                            Industry    Industry                     ...
Global Demand                                  2011    Product Professionals WW      11.7M    Product Managers US         ...
Engineering      Undergraduate Studies                                                            Development             ...
What is Product Management?    A process for     conceiving, planning,     developing, testing,     launching, delivering,...
Augmented Product Levels© AIPMM 2010
Identify Market Trends                                Customer                             Bargaining Power               ...
Typical Product Life Cycle         Product Life Cycle –the stages that products go through         from development to wit...
Product Management Life Cycle                         Source: AIPMM, © 1998-2011, All Rights Reserved.© AIPMM 2010
Product Management Framework© AIPMM 2010
What are typical responsibilities?    •     Leads cross‐functional teams.    •     Influences peers and executive team.   ...
What are key deliverables?          Product Management            Product Marketing              Marketing    Market Trend...
How do you develop vital PM traits?    •   Create a career development plan.    •   Network, network, network.    •   Ask ...
Conclusion    •   Demand will increase in the next 5 years    •   Development plan accelerates your career    •   Understa...
Join AIPMM!    • Network with experts and thought       leaders in your profession    • Expand your knowledge and soft ski...
AIPMM Certifications    AIPMM offers 3 internationally recognized     certifications for Product Managers,     Product Mar...
Why Get Certified?    •   Internationally recognized across industries    •   Provides mark of distinction that set you ap...
Useful Links    Association of International Product Marketing & Management    • Presentation Slides: http://www.aipmm.com...
Steve Wells                           AIPMM               www.linkedin.com/in/stevewellsnh                      steve@aipm...
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The Product Manager Pathfinder v2 - Steve Wells at ProductCamp Boston, April 2011

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ProductCamp Boston April 2011 *********
Tips to help you accelerate your career
- Key principles to succeed in Product Management and Product Marketing
- Key practices and tools to help you progress in your career
- Audience testimonials sharing career path stories

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The Product Manager Pathfinder v2 - Steve Wells at ProductCamp Boston, April 2011

  1. 1. Steve Wells AIPMM www.linkedin.com/in/stevewellsnh steve@aipmm.com© AIPMM 2010
  2. 2. What is the most important task for a  Product Manager? A. Maximize revenue for products. B. Lead product development activities. C. Reduce development cost for products. D. Maximize profit for products. E. Serve as the product CEO.© AIPMM 2010
  3. 3. Where have you been? What has it been like? Where are you going??© AIPMM 2010
  4. 4. What is your career path?© AIPMM 2010
  5. 5. Fortune’s Most Innovative Companies Rank Company Industry  Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Nike 1 Apparel 4 Amazon.com 2 Internet Services & Retailing 5 Goldman Sachs Group 1 Megabanks 6 Procter & Gamble 1 Soaps & Cosmetics 7 McDonalds 1 Food Services 8 Intel 1 Semiconductors 9 UPS 1 Delivery 10 FPL Group 1 Electric & Gas Utilities Source: FORTUNE Magazine, 22 Mar 2010© AIPMM 2010
  6. 6. Global Demand 2011 Product Professionals WW 11.7M Product Managers US 800K CEOs US  ~300K Total  Companies WW 316M US 7.5M EUR 9.7M Asia‐Pacific 147.7M Latin America 120.6M ROW 25.8M New Products (WW)  >300K/yr© AIPMM 2010
  7. 7. Engineering Undergraduate Studies Development Developer Management Not Transferable Engineer Career Path Understand domain, technology, and company culture. Graduate Studies Professional Training Transferable Understand value/supply chain, business models, Engineering various technologies, identify Undergraduate Studies market trends Certification Developer Product Management Product Manager Career Path© AIPMM 2010
  8. 8. What is Product Management? A process for  conceiving, planning,  developing, testing,  launching, delivering,  and withdrawing  products in the market. © AIPMM 2010
  9. 9. Augmented Product Levels© AIPMM 2010
  10. 10. Identify Market Trends Customer Bargaining Power Threat of  Competitive  Threat of New  Substitute  Industry   Entrants Products Rivalry Supplier  Bargaining Power M. Porter, Five Forces Model© AIPMM 2010
  11. 11. Typical Product Life Cycle Product Life Cycle –the stages that products go through from development to withdrawal from the market© AIPMM 2010
  12. 12. Product Management Life Cycle Source: AIPMM, © 1998-2011, All Rights Reserved.© AIPMM 2010
  13. 13. Product Management Framework© AIPMM 2010
  14. 14. What are typical responsibilities? • Leads cross‐functional teams. • Influences peers and executive team. • Makes decisions regarding products. • Leads financial planning and analysis. • Evaluates the industry and competition. • Identifies target customers and markets. • Forecasts market share and revenue. • Creates product and marketing strategies. • Leverages the Product Management Life Cycle.© AIPMM 2010
  15. 15. What are key deliverables? Product Management Product Marketing Marketing Market Trends Product Launch Positioning & Messaging Business Cases Sales Tools Websites Profit & Loss Analysis Positioning Collateral Customer & Market Research Pricing Presentations & sales tools MRDs & PRDs White Papers Increased web traffic Product Roadmaps Reviewer’s Guides Search Engine Optimization Lead Engineering Teams Product Demos AdWords Campaigns Functional Specifications Competitive Comparisons Demand Generation Programs Prioritizing Feature Sets Customer Testimonials Direct Mail/email Campaigns Constraint Tradeoffs Success Stories Print Advertising Competitive Analysis Features & Benefits/USPs Corporate & Product Branding Beta Programs Presentations Customer Surveys & Feedback© AIPMM 2010
  16. 16. How do you develop vital PM traits? • Create a career development plan. • Network, network, network. • Ask for opportunities to lead. • Expand your knowledge and soft skills. • Find mentors; mentor others. • Get certified; validate your expertise! • Join AIPMM, PMAs, and Prof. Associations.© AIPMM 2010
  17. 17. Conclusion • Demand will increase in the next 5 years • Development plan accelerates your career • Understand product management process • Focus on customer insights to maximize profit • Practice continuous learning© AIPMM 2010
  18. 18. Join AIPMM! • Network with experts and thought  leaders in your profession • Expand your knowledge and soft skills. • Learn best practices and methodologies. • Opportunities to lead activities. • Get certified; validate your expertise! • Execute your professional career plan.© AIPMM 2010
  19. 19. AIPMM Certifications AIPMM offers 3 internationally recognized  certifications for Product Managers,  Product Marketing Managers and Brand  Managers to validate your expertise: • Certified Product Manager (CPM) • Certified Product Manager (CPMM) • Agile Certified Product Manager (ACPM)© AIPMM 2010
  20. 20. Why Get Certified? • Internationally recognized across industries • Provides mark of distinction that set you apart • Provides external validation of your expertise • Demonstrates commitment to your profession • Improves opportunity for career advancement • Connects you with experts and thought leaders • May persuade your company to provide or  expand professional development  opportunities© AIPMM 2010
  21. 21. Useful Links Association of International Product Marketing & Management • Presentation Slides: http://www.aipmm.com/MexEEdev • Website: http://www.aipmm.com • Articles:  http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure:  http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2010
  22. 22. Steve Wells AIPMM www.linkedin.com/in/stevewellsnh steve@aipmm.com© AIPMM 2010

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