Hector Del Castillo                 linkd.in/hdelcastillo               August 18, 2012© AIPMM 2012
I want to thank everyone who attended the   AIPMM sessions at ProductCamp Austin 9.   I welcome your feedback regarding th...
© AIPMM 2012
Tweet About Us!        Hector:         @hmdelcastillo        AIPMM:          @AIPMM        ProdMgmtTalk:   #ProdMgmtTalk  ...
Hector Del Castillo   • Senior consultant with over 10 years of experience transforming     products to profit for technol...
© AIPMM 2012
The Hub Of All Things Product Management Community                                                                        ...
The Hub Of All Things Product Management Community                                                                        ...
The Hub Of All Things Product Management Community                                                                        ...
The Hub Of All Things Product Management Community                                                                        ...
AIPMM Overview   • With members in 65 countries, the AIPMM is the worldwide     certifying body of product team profession...
• Network with experts   Why Our Members Join     and thought leaders                          • Learn best practices,    ...
AIPMM Certifications  AIPMM offers globally recognized certifications:  • Certified Product Manager (CPM®)  • Certified Pr...
FEATURED PRESENTATION© AIPMM 2012
What We Will Discuss   1.    Barriers to entry   2.    Common challenges   3.    Tips to prosper   4.    Key takeaways© AI...
Why should we hire you?© AIPMM 2012
Product Managers create and deliver value to customers, executives and investors to create new revenue streams for a busin...
Barriers To Entry1. No prior related   management experience© AIPMM 2012
Barriers To Entry2. Lack formal training© AIPMM 2012
Barriers To Entry3. Lack understanding of the   product life cycle and   planning process© AIPMM 2012
Barriers To Entry4. Lack strong leadership and   interpersonal skills© AIPMM 2012
Barriers To Entry5. Lack knowledge to align   business, market and product   strategies© AIPMM 2012
Common Challenges   • Few people understand the role   • Roles and responsibilities can be very unclear        – Get drawn...
Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
Exceptional Product                                               Managers create and                                     ...
Exceptional Product Managers master and direct the product planning process.               AIPMM Product Management Framew...
Exceptional Product                                   Managers cultivate a culture                                   that ...
TIPS TO PROSPER AS A PRODUCT      MANAGER OR MARKETER© AIPMM 2012
1. Organize Your Search© AIPMM 2012
How do you organize your job search?   A.   Keep records in my computer.   B.   Use job board tools.   C.   Use online too...
Use Leading Social Media Tools© AIPMM 2012
Use Leading Tools   •   Organize your professional contacts   •   Track status of opportunities   •   Follow companies   •...
AIPMM Career Pathfinder                                 Source: AIPMM Career Pathfinder© AIPMM 2012
2. Expand Your Professional Network© AIPMM 2012
Join Professional Groups© AIPMM 2012
Join Industry Chats© AIPMM 2012
Follow Thought Leaders© AIPMM 2012
3. Stand Out From The Crowd© AIPMM 2012
Brand Yourself© AIPMM 2012
Identify Key Differentiators   • Diplomas                • Webcasts   • Certifications          • Blogs   • Certificates  ...
Sharpen Your Sales Pitch© AIPMM 2012
4. Market Early, Market Often© AIPMM 2012
Get The Word Out© AIPMM 2012
Create a Buzz© AIPMM 2012
Create Traffic To Your Profile© AIPMM 2012
Hyperlink Marketing Collateral               Hector Del Castillo, PMP, CPM, CPMM      Transforming products to profit for ...
Think Like a Publisher© AIPMM 2012
5. Deliver Value, Success Will Follow© AIPMM 2012
Cultivate Communities© AIPMM 2012
Coach and Mentor Others© AIPMM 2012
AIPMM Mentor Matching Program   1. Become an AIPMM Premium member:      Membership Info.   2. Mentors must apply for Ambas...
Find Opportunities To Lead© AIPMM 2012
Share Your Knowledge© AIPMM 2012
6. Invest in Your Future© AIPMM 2012
Find Coaches and Mentors© AIPMM 2012
Execute Your Growth Plan© AIPMM 2012
Sample Professional Growth Plan                                                                               Planned   St...
Develop Marketable Skills© AIPMM 2012
Get Certified© AIPMM 2012
7. Expand Your Knowledge© AIPMM 2012
Always Be Learning© AIPMM 2012
Find Training Opportunities© AIPMM 2012
Adopt Leading Productivity Tools                      Source: Why AIPMM Membership Boosts Your Productivity© AIPMM 2012
8. Find a great workplace© AIPMM 2012
What Makes A Great Workplace   • Employees trust the people they work for   • Employees take pride in what they do   • Emp...
Top 10 Companies To Work For       Rank      Company                        Job Growth U.S. Employees         1       Goog...
Assess An Employer’s Culture   Before an Interview   • Conduct an informational interview.   • Review the companys annual ...
Before You Accept An Offer   During an Interview   • Spend time observing how current employees     interact with each oth...
Ask The Right Questions   •   How are employees valued around here?   •   How are decisions made and how are they communic...
Key Takeaways          1    • Organize your search          2    • Expand your professional network          3    • Stand ...
Useful Links  •   Website: http://www.aipmm.com  •   LinkedIn: http://www.linkedin.com/company/2614343  •   Ambassador’s C...
References   • Why AIPMM Membership Boosts Your     Productivity, http://slidesha.re/LVPotE   • Why Exceptional Product Ma...
Join AIPMM   AIPMM Premium Membership                                      Price: $175 per year   With members in 65 count...
AIPMM Mentor Matching Program   1. Become an AIPMM Premium member:      Membership Info.   2. Mentors must apply for Ambas...
UPCOMING EVENTS© AIPMM 2012
Global Product Management Talk  Bringing Product Talks to you via Twitter Chat & Podcast!  Mondays  Follow: @ProdMgmtTalk ...
Upcoming Webcast   Key Tips To Prepare For An AIPMM Certified Product Manager (CPM®) Or   Certified Product Marketing Mana...
Upcoming Webcast   How To Prepare For The AIPMM Certified Product Manager (CPM®)   Certification Exam       Date: Wednesda...
Upcoming Courses                                                                        Dates and   Upcoming Courses      ...
COURSE PREVIEW© AIPMM 2012
Upcoming Training Courses   The following training courses from the 280   Group and AIPMM will be offered in the Austin,  ...
280 Group: Optimal Product   Management & Marketing (OPM)         Date:       Sep & Oct 2012         Time:       8:30 AM –...
Optimal Product Management    Day One: Foundation                               Day Two: Product Management    Overview   ...
280 Group: CPM® Exam Intensive Prep      Date:           Sep & Oct 2012      Time:           8:30 AM – 5:00 PM EDT      Pl...
CPM® Exam Intensive Prep Course       Morning                                          Afternoon       Introduction       ...
Product Innovation Leadership -   Igniting innovation and business growth (16 PDUs)        Date:     Sep 24-25, 2012      ...
Product Innovation Leadership -   Igniting innovation and business growth (16 PDUs)        Day 1                          ...
Creating Value Through Collaboration -   High Performance Project Management (16 PDUs)        Date:    Sep 26-27, 2012    ...
Creating Value Through Collaboration -   High Performance Project Management (16 PDUs)   Learning Objectives   • Clearly i...
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   ...
© AIPMM 2012
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The Product Manager Pathfinder - H. Del Castillo, AIPMM - ProductCamp Austin 9

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Thanks everyone who attended the sessions offered by the Association of International Product Marketing and Management (AIPMM) at ProductCamp Austin 9.

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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The Product Manager Pathfinder - H. Del Castillo, AIPMM - ProductCamp Austin 9

  1. 1. Hector Del Castillo linkd.in/hdelcastillo August 18, 2012© AIPMM 2012
  2. 2. I want to thank everyone who attended the AIPMM sessions at ProductCamp Austin 9. 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 280 Group: @the280Group PC Austin: @PCAustin, #PCATX© 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 5
  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. FEATURED PRESENTATION© AIPMM 2012
  15. 15. What We Will Discuss 1. Barriers to entry 2. Common challenges 3. Tips to prosper 4. Key takeaways© AIPMM 2012
  16. 16. Why should we hire you?© AIPMM 2012
  17. 17. Product Managers create and deliver value to customers, executives and investors to create new revenue streams for a business.© AIPMM 2012
  18. 18. Barriers To Entry1. No prior related management experience© AIPMM 2012
  19. 19. Barriers To Entry2. Lack formal training© AIPMM 2012
  20. 20. Barriers To Entry3. Lack understanding of the product life cycle and planning process© AIPMM 2012
  21. 21. Barriers To Entry4. Lack strong leadership and interpersonal skills© AIPMM 2012
  22. 22. Barriers To Entry5. Lack knowledge to align business, market and product strategies© AIPMM 2012
  23. 23. 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 • More common in technology than in consumer goods 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 2012 23
  24. 24. Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
  25. 25. Exceptional Product Managers create and deliver value to target customers based on their Customer unmet needs. Product (Value) Business Market © 2011-2012, H. Del Castillo, AIPMM, Product Management Triple Constraint, All Rights Reserved.© AIPMM 2012
  26. 26. Exceptional Product Managers master and direct the product planning process. AIPMM Product Management Framework Phase Gate Source: © 1998-2012, AIPMM, All Rights Reserved.© AIPMM 2012 26
  27. 27. Exceptional Product Managers cultivate a culture that fosters innovation and Process collaboration to create successful products. People Culture© AIPMM 2012
  28. 28. TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER© AIPMM 2012
  29. 29. 1. Organize Your Search© AIPMM 2012
  30. 30. How do you organize your job search? A. Keep records in my computer. B. Use job board tools. C. Use online tool. D. Use spreadsheet to keep records. E. Don’t keep records.© AIPMM 2012
  31. 31. Use Leading Social Media Tools© AIPMM 2012
  32. 32. Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports© AIPMM 2012
  33. 33. AIPMM Career Pathfinder Source: AIPMM Career Pathfinder© AIPMM 2012
  34. 34. 2. Expand Your Professional Network© AIPMM 2012
  35. 35. Join Professional Groups© AIPMM 2012
  36. 36. Join Industry Chats© AIPMM 2012
  37. 37. Follow Thought Leaders© AIPMM 2012
  38. 38. 3. Stand Out From The Crowd© AIPMM 2012
  39. 39. Brand Yourself© AIPMM 2012
  40. 40. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks© AIPMM 2012
  41. 41. Sharpen Your Sales Pitch© AIPMM 2012
  42. 42. 4. Market Early, Market Often© AIPMM 2012
  43. 43. Get The Word Out© AIPMM 2012
  44. 44. Create a Buzz© AIPMM 2012
  45. 45. Create Traffic To Your Profile© AIPMM 2012
  46. 46. Hyperlink Marketing Collateral Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based companies™ linkd.in/hdelcastillo hmdelcastillo@aipmm.com Summary Innovative thought leader with over 10 years of experience creating value by transforming products to profit to grow business opportunities. He has directed the product and marketing strategy for over 27 products & solutions that were successfully launched for global deployment.© AIPMM 2012
  47. 47. Think Like a Publisher© AIPMM 2012
  48. 48. 5. Deliver Value, Success Will Follow© AIPMM 2012
  49. 49. Cultivate Communities© AIPMM 2012
  50. 50. Coach and Mentor Others© AIPMM 2012
  51. 51. AIPMM Mentor Matching Program 1. Become an AIPMM Premium member: Membership Info. 2. Mentors must apply for Ambassador Council: Submit Request. 3. Apply for Mentor Matching program by Sep 14, 2012, 3PM EDT. Apply here. Selected applicants will be notified via email by Sep 24, 2012.© AIPMM 2012
  52. 52. Find Opportunities To Lead© AIPMM 2012
  53. 53. Share Your Knowledge© AIPMM 2012
  54. 54. 6. Invest in Your Future© AIPMM 2012
  55. 55. Find Coaches and Mentors© AIPMM 2012
  56. 56. Execute Your Growth Plan© AIPMM 2012
  57. 57. Sample Professional Growth Plan Planned Steps Specific Education, Training or Growth Activity Date 1 Bachelor’s degree 1995 2 Master’s degree 1998 3 Obtain project lead position 2001 4 PMI PMP Certification 2005 5 Product Management Training 2007 6 Product Marketing Training 2007 7 Obtain product management role 2008 8 AIPMM CPM/CPMM Certifications 2011 9 PMI Program Management Certification 2011 10 Executive MBA Program 2012 11 Help clients grow their business 2013 Download template: http://slidesha.re/IvnYI3© AIPMM 2012
  58. 58. Develop Marketable Skills© AIPMM 2012
  59. 59. Get Certified© AIPMM 2012
  60. 60. 7. Expand Your Knowledge© AIPMM 2012
  61. 61. Always Be Learning© AIPMM 2012
  62. 62. Find Training Opportunities© AIPMM 2012
  63. 63. Adopt Leading Productivity Tools Source: Why AIPMM Membership Boosts Your Productivity© AIPMM 2012
  64. 64. 8. Find a great workplace© AIPMM 2012
  65. 65. What Makes A Great Workplace • Employees trust the people they work for • Employees take pride in what they do • Employees enjoy working with each other It’s not all about the perks and extravagant benefits; it’s the relationships at work that matter. Source: Michael Burchell, “Great Places to Work: How Company Culture Affects Company Success,” Jan 2011© AIPMM 2012
  66. 66. Top 10 Companies To Work For Rank Company Job Growth U.S. Employees 1 Google 33% 18,500 2 Boston Consulting Group 10% 1,958 3 SAS Institute 8% 6,046 4 Wegmans Food Markets 5% 41,717 5 Edward Jones 1% 36,937 6 NetApp 30% 6,887 7 Camden Property Trust -2% 1,678 8 Recreational Equipment (REI) 12% 10,466 9 CHG Healthcare Services 17% 1,312 10 Quicken Loans 20% 3,808 Source: FORTUNE Magazine, 6 Feb 2012© AIPMM 2012
  67. 67. Assess An Employer’s Culture Before an Interview • Conduct an informational interview. • Review the companys annual report, website and other materials. • WetFeet.com provides key information and feedback from company employees. Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  68. 68. Before You Accept An Offer During an Interview • Spend time observing how current employees interact with each other, how they are dressed, and their level of courtesy and professionalism • Ask questions to get a feel for the corporate culture Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  69. 69. Ask The Right Questions • How are employees valued around here? • How are decisions made and how are they communicated? • How does the organization emphasize working in teams? • What are the organizations priorities for the next few years? • How do you know what is expected of you? • What skills and characteristics does the company value most? • How do people get promoted around here? Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  70. 70. Key Takeaways 1 • Organize your search 2 • Expand your professional network 3 • Stand out from the crowd 4 • Market early, market often 5 • Deliver value, success will follow 6 • Invest in your future 7 • Expand your knowledge 8 • Find a great workplace© AIPMM 2012
  71. 71. Useful Links • Website: http://www.aipmm.com • LinkedIn: http://www.linkedin.com/company/2614343 • Ambassador’s Council: http://www.aipmmambassadors.com/ • Newsletter: http://bit.ly/News081712 • 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 2012
  72. 72. 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
  73. 73. 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 Sep 7th. Use promo code: 25PCA9. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  74. 74. AIPMM Mentor Matching Program 1. Become an AIPMM Premium member: Membership Info. 2. Mentors must apply for Ambassador Council: Submit Request. 3. Apply for Mentor Matching program by Sep 14, 2012, 3PM EDT. Apply here. Selected applicants will be notified via email by Sep 24, 2012.© AIPMM 2012
  75. 75. UPCOMING EVENTS© AIPMM 2012
  76. 76. Global Product Management Talk Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: http://www.prodmgmttalk.com Listen: http://www.blogtalkradio.com/prodmgmttalk Aug 20 Product Marketing Methodology w/ Bill Reed, Managing Director & Co-Founder @Aventigroup 4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston© AIPMM 2012
  77. 77. Upcoming Webcast Key Tips To Prepare For An AIPMM Certified Product Manager (CPM®) Or Certified Product Marketing Manager (CPMM®) Certification Exam Date: Wednesday, August 22, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register here] This webcast will discuss all you need to know about the CPM® and CPMM® certification exams and preparation courses. The prep courses provide a thorough review of key strategies, concepts and terminology to help participants prepare to take an AIPMM certification exam. They cover the strategy for answering the exam questions and a Q&A for anything else participants want to review. They fully prepare participants to take the Certified Product Marketing Manager (CPM®) or Certified Product Marketing Manager (CPMM®) certification exam. Who Should Attend This is for all product team professionals who want to distinguish themselves, accelerate their careers by mastering strategies, methodologies and tools to plan, manage and market successful products, improve their productivity, and fully prepare to sit for and successfully pass the CPM® or CPMM® Certification Exam.© AIPMM 2012
  78. 78. Upcoming Webcast How To Prepare For The AIPMM Certified Product Manager (CPM®) Certification Exam Date: Wednesday, August 29, 2012 Time: 12noon EDT/ 9:00 a.m. PDT Register/Archive: [Register Here] This webcast will review all you need to know about the CPM® preparation course and the certification exam. The course provides a thorough review of key strategies, concepts and terminology to help participants prepare to take the exam to earn the prestigious AIPMM Certified Product Manager (CPM®) credential. It covers the strategy for answering the exam questions and a Q&A for anything else participants want to review and fully prepares participants to take the Certified Product Marketing Manager (CPM®) certification exam.© AIPMM 2012
  79. 79. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Sep 2012 from the 280 Group Austin, TX Course Information: [Information] Dallas, TX McLean, VA Product Innovation Leadership (16 PDUs) Sep 24-25, 2012 Course Information: [Information] McLean, VA Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012 High Performance Project Management McLean, VA Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
  80. 80. COURSE PREVIEW© AIPMM 2012
  81. 81. Upcoming Training Courses The following training courses from the 280 Group and AIPMM will be offered in the Austin, Dallas and DC metro areas in Sept and Oct. Contact me if you’re interested in registering for these courses and need additional information.© AIPMM 2012
  82. 82. 280 Group: Optimal Product Management & Marketing (OPM) Date: Sep & Oct 2012 Time: 8:30 AM – 5:30 PM EDT Place: Austin & Dallas, TX, McLean, VA 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. PCA participants pay only $1,895 (Save $100). To take advantage of this offer, please register online by September, 7 2012 and use the coupon code: 100PCAMPTX or 100VA12DC. For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  83. 83. 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
  84. 84. 280 Group: CPM® Exam Intensive Prep Date: Sep & Oct 2012 Time: 8:30 AM – 5:00 PM EDT Place: Austin & Dallas, TX, McLean, VA 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
  85. 85. 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
  86. 86. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Sep 24-25, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, McLean, VA 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. * PCamp Austin participants pay only $1,497 (Save $200) per person when you register by Sep 7th. Use promo code: 200PCA9. Group discount of $300 per person when you register 5 people. For information: http://bit.ly/CILCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  87. 87. 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
  88. 88. Creating Value Through Collaboration - High Performance Project Management (16 PDUs) Date: Sep 26-27, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, McLean, VA 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
  89. 89. 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
  90. 90. 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
  91. 91. 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 +1-301-523-9478© AIPMM 2012
  92. 92. © AIPMM 2012

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