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Webcast: Building and Growing an Amazing Product Management Team


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Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM).

This presentation discusses how to turn your product management team into high-performing superstars. This includes how to recruit and keep great talent, balancing your team, leveraging people's strengths and minimizing their weaknesses, assessing core skill and knowledge to determine gaps, and creating a growth plan for your group. If you currently manage product managers, or are thinking of going into management, this presentation gives you critical information that will allow you to be much more successful.

Who Should Attend
CXOs, VP and Directors of Product Management and Product Marketing

About the Speaker
Brian Lawley is the CEO and Founder of the 280 Group, the world's leading Product Management Consulting and training firm. He is the author five best-selling Product Management books, The Phenomenal Product Manager, Expert Product Management, 42 Rules of Product Management, 42 Rules of Product Marketing and Optimal Product Process and is the former President of the Silicon Valley Product Management Association. He was awarded the Association of International Product Marketing Management award for Thought Leadership in Product Management, and has been featured on World Business Review, the Silicon Valley Business Report. Brian's career spans over 25 years in Product Management, including having defined and launched over 50 products.

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.


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Webcast: Building and Growing an Amazing Product Management Team

  1. 1. © AIPMM 2013 www.aipmm.comAIPMM Webinar
  2. 2. © AIPMM 2013
  3. 3. © AIPMM 2013 www.aipmm.comFounded 1998World’s largest professional association for productmanagement, product marketing and brand managementProvides professional development and certification• Certified Product Manager• Certified Product Marketing Manager• Agile Certified Product Manager• Certified Innovation Leader• Certified Brand Manager
  4. 4. © AIPMM 2013 www.aipmm.comAIPMM CertificationsAIPMM 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®)
  5. 5. © AIPMM 2013 www.aipmm.comParticipate and Win!• Product Management LifeCycle Toolkit™• One e-copy of each book5
  6. 6. © AIPMM 2013 www.aipmm.comHector: @hmdelcastilloAIPMM: @AIPMMBrian: @the280groupTweet!
  7. 7. © AIPMM 2013 www.aipmm.comToday’s SpeakerModerator:Hector Del Castillo, CPM, CPMM, PMPPresenter:Brian LawleyCEO & Founder,280
  8. 8. © AIPMM 2013 www.aipmm.comFEATURED PRESENTATION
  9. 9. © AIPMM 2013 www.aipmm.comAgenda• About• Three Pillars of Optimal PM• Eight step process for teams• Q&A• Drawing!
  10. 10. © AIPMM 2013 www.aipmm.comHousekeeping• Slide URL at• Q&A at end• Drawing– Product Management LifeCycle Toolkit™– One copy of each book10
  11. 11. © AIPMM 2013 www.aipmm.comSeven Phase LifeCycle Book- Everyone gets a copy- Please share!
  12. 12. © AIPMM 2013 www.aipmm.comHelping companies deliver products that delight theircustomers and produce massive profitsAssessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books™
  13. 13. © AIPMM 2013 www.aipmm.comOptimal Product Management
  14. 14. © AIPMM 2013 www.aipmm.comOptimal Product Management
  15. 15. © AIPMM 2013 www.aipmm.comEight Steps: Build & Grow a Team1. Brand clarity2. Role clarity3. Assess current team4. Balance team5. Recruit smart6. Growth plan7. Boost productivity8. Make it stick
  16. 16. © AIPMM 2013 www.aipmm.comYour Brand as a Manager/Team• Team performance/perception• How you manage:– Tough but fair?– Always support your team?– Motivating coach?– Mentor?– Hands-off vs. micromanaging?• Leadership perception
  17. 17. © AIPMM 2013 www.aipmm.comRole Clarity• Who does what• What you don’t do• NOT product janitors• DACI– Driver– Approver– Contributor– Informed• EvangelizeDownload the Product Management Manifesto at
  18. 18. © AIPMM 2013 www.aipmm.comRoles and responsibilitiesProduct ManagementInbound• Customer research and insights• Business case analysis• Positioning• Product Road mapping• Market req. & prioritization• Whole product definition• Differentiation and desirability• Feature/cost/schedule tradeoffs• Develop product req. w/ eng. & UX• Competitive analysis(product and market position)• Beta programsProduct MarketingOutbound• Launch and marketing plans• Features and benefits• Messaging by market and role• Training• Sales tools• Product Launch• Marketing program• Success stories• Market analysis• Competitive analysis(price, promotion, and place)Director of Product ManagementPortfolio PlanningStrategic planning ● resource allocation ● PLC strategy ● pricing strategy ● competitiveanalysis (company & financial level)Product Management vs. Product Marketing White Paper: “Resource Central” section
  19. 19. © AIPMM 2013
  20. 20. © AIPMM 2013 www.aipmm.comCommunicate the Role of PMProduct Management Manifesto: “Resource Central” section
  21. 21. © AIPMM 2013 www.aipmm.comAssessing Current Team• Inherited Players• Usually wide skill variation• Some trained, some not• Varying backgrounds
  22. 22. © AIPMM 2013 www.aipmm.comBaseline Skill Set• Match responsibilities• Rank each team member• Optimal PM assessment• Identify areas of weakness
  23. 23. © AIPMM 2013 www.aipmm.comDon’t Forget the Soft Skills• Influencing• Negotiation• Communication• Mediation• Leadership
  24. 24. © AIPMM 2013 www.aipmm.comBalancing your team• Determine work to be done• Leverage people’s strengths• Minimize their weaknesses• Don’t put a catcher in the outfield• Match with engineering teams• Determine if/how to add/subtract
  25. 25. © AIPMM 2013 www.aipmm.comRight Person for the Job• Skills• Interest• Team fit• Needs
  26. 26. © AIPMM 2013 www.aipmm.comGet Honest About Bad Seeds• Eliminate:– “B” or lower players– Jaded/Cranky/Cynical– Not cut out for PM• Strategy:– Decide if worth your time and effort– Be honest with them either way– If so, give them a fair shot– Fire earlier than later
  27. 27. © AIPMM 2013 www.aipmm.comRecruit Smart• Poach– Within your company– From your career• 280 Group Resource Central– PM Profession section– Job descriptions, etc.– Best PM job lists• Build your personal network– PMAs– LinkedIn groups
  28. 28. © AIPMM 2013 www.aipmm.comHire Those Who Can Overtake You• Your brand = your team• Mentors pull, teams push• Look for loyalty
  29. 29. © AIPMM 2013 www.aipmm.comWho to Recruit• Leadership• “Responsibility” gene• Communication• Ability to learn market & technology• Core PM skills
  30. 30. © AIPMM 2013 www.aipmm.comCrucial ElementsProductivityAttitudeLeadership!
  31. 31. © AIPMM 2013 www.aipmm.comGrowth Plan• Training• Certifications• Books• Weekly/monthly team webinars• Brown bag lunch series• Quarterly PM Summit• Chapter a week• Mentoring
  32. 32. © AIPMM 2013 www.aipmm.comRewards & Incentives• Positive vs. Negative Motivation• Get personal• Build a plan with the employee
  33. 33. © AIPMM 2013 www.aipmm.comBoost Productivity• Master Email• Master Outlook• Work From One To-do List• Prioritize Using a System• Master Meetings• Dont Reinvent the Wheel• Use & Master Great Tools• Learn to be Politely Rude• Stick to a Routine• Get HelpSource: 280 Group PM Productivity Seminar: How to Get Twice as Much Done in Half the Time
  34. 34. © AIPMM 2013 www.aipmm.comArm the Team With Tools• Standard templates– Product Management LifeCycle Toolkit– PM Office• Software Solutions• Manual/Handbook• Portal
  35. 35. © AIPMM 2013 www.aipmm.comMaking it stick• Share plan• Management support• Communicate to peers• Tie into reviews• Carrots & sticks• Communicate success!
  36. 36. © AIPMM 2013 www.aipmm.comGive the Team Credit• True leadership• Take the blame• Don’t worry
  37. 37. © AIPMM 2013 www.aipmm.com37Go to in the “Resource Central” section.
  38. 38. © AIPMM 2013 www.aipmm.comQ&AModerator:Hector Del Castillo, CPM, CPMM, PMPPresenter:Brian LawleyCEO & Founder,280
  39. 39. © AIPMM 2013 www.aipmm.comDrawing!• Product Management LifeCycle Toolkit™• One copy of each book
  40. 40. © AIPMM 2013 www.aipmm.comUpcoming CoursesCourse & Location Dates Days TimeACPM® Certification Prep Course & ExamMcLean, VA May 13, 2013M 8:30 am – 5 pmCPM® Certification Prep Course & ExamMcLean, VA May 14-15, 2013 T, W 8:30 am – 5 pmCPMM® Certification Prep Course & ExamMcLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pmRegister for these courses here: Group Courses in Austin, New York, Canada, London.Self-study courses available too!
  41. 41. © AIPMM 2013 www.aipmm.comUpcoming CoursesCourse & Location Dates TimeCIL® Certification Prep Course & ExamKuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pmCPM® Certification Prep Course & ExamDubai, UAESingaporeKuala Lumpur, MalaysiaAmman, JordanMay 19-23, 2013May 27-29, 2013Jun 3-4, 2013Jun 17-18, 20138 am – 5pm8 am – 5 pm9 am – 6 pm8 am – 5 pmCPMM® Certification Prep Course & ExamDubai, UAESingaporeAmman, JordanMay 26-30, 2013May 30-Jun 1, 2013Jun 19-20, 20138 am – 5 pm8 am – 5 pm8 am – 5 pmFollow the links provided to get more information regarding these courses.
  42. 42. © AIPMM 2013 www.aipmm.comFor More Information About• AIPMM membership benefits• Certification courses near you• How to prepare to take a certification examHector Del Castillo, CPM, CPMMSenior Product Innovation
  43. 43. © AIPMM 2013 www.aipmm.comPlease Join Us Again!AIPMM Webinar Series:Five Product Roadmap Traps (And How to Avoid Them), May 17, 12 pm ET Product Management Talk: Informed!Newsletter: