The document provides information about the Association of International Product Marketing and Management (AIPMM). It details that AIPMM offers globally recognized product management and marketing certifications. It also announces an upcoming webinar presented by Hector Del Castillo on preparing for and benefits of obtaining AIPMM certifications. The webinar will provide an overview of the certification process and exams, as well as preview review course materials to help attendees pass the exams.

1. © AIPMM 2013 www.aipmm.com
AIPMM Webinar Series
www.aipmm.com

2. © AIPMM 2013 www.aipmm.com

3. © AIPMM 2013 www.aipmm.com
Association of International Product Marketing and
Management
• With members in over 65 countries, the AIPMM is the
worldwide certifying body of product team professionals
• The only organization that addresses the entire product life
cycle (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 events, and access to the
career center, peer forums, tools, templates and publications
The Hub Of All Things Product Management

4. © AIPMM 2013 www.aipmm.com
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®)

5. © AIPMM 2013 www.aipmm.com
Hector Del Castillo: @hmdelcastillo
AIPMM: @AIPMM
Tweet!

6. © AIPMM 2013 www.aipmm.com
Participate and Win!
• One lucky winner will win one Guide to the
Product Management and Marketing Body of
Knowledge (ProdBOK®)

7. © AIPMM 2013 www.aipmm.com
Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

8. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
Hector Del Castillo
linkd.in/hdelcastillo

9. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

10. © H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo
What We Will Discuss
• Why Get Certified
• What Is The Certification Process
• What Others Are Saying
• Training Prep Course Previews
• Q&A
10

11. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
1. Enhances your credibility and
reputation.

12. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
2. Validates your expertise and
abilities.

13. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
3. Grants a globally recognized
mark of distinction.

14. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
4. Enhances opportunities for
career advancement.

15. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
5. Connects you with experts and
thought leaders.

16. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
6. Strengthens your influential and
collaborative skills.

17. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
7. Demonstrates commitment to
your profession.

18. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team

19. © 2013 H. Del Castillo Linkd.in/hdelcastillo
1. Enables smarter decisions,
better results.

20. © 2013 H. Del Castillo Linkd.in/hdelcastillo
2. Enhances team effectiveness
by aligning key activities.

21. © 2013 H. Del Castillo Linkd.in/hdelcastillo
3. Strengthens your company’s
product portfolio.

22. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Certification Process

23. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Eligibility Criteria
In order to apply for an AIPMM Certification
Examination, candidates must have:
• At least one year of experience in the field of
product management (or its equivalency)
• Completed an acceptable course of study
• Must be an AIPMM member
23

24. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Certified Product Manager (CPM®)
• Understands the process and
deliverables for championing great
products
• Able to manage products throughout
the product life cycle, from inception
through to launch.
• Effectively orchestrates internal
activities to ensure the best possible
product outcome.

25. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions in
the following key areas:
— Tools & Measurements [5%]
— Strategy [10%]
— New Product Development methodology [10%]
— Teams, People & Organizational Issues [15%]
— Marketing Research, Business Plans & Documentation Processes
[25%]
— PLM with an emphasis on effective, real-world decision-making [35%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPM® Certification Exam.

26. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Certified Product Marketing
Manager (CPMM®)
• Understands the product marketing
process and activities which are
responsible for ensuring the success of
the product in the marketplace.
• Understands pricing actions, product-
focused marketing activities and how a
product marketing professional
represents the product to sales people,
channel partners and customers.

27. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions
in the following key areas:
– Launch Process and Methods [35%]
– Marketing Strategy [10%]
– Market Research [10%]
– Teams, People & Organizational Issues [15%]
– Budgeting Process [5%]
– Writing Business Plans [5%]
– Distribution Channels [10%]
– Pricing Strategy [10%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPMM® Certification Exam.

28. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Recommended Certification by
Role
Product
Director
Senior Product Manager
Product Manager
Associate Product Manager
CPM®, CPMM® & Certified
Innovation Leader (CIL®)
CPM® & Certified Product
Marketing Manager (CPMM®)
Certified Product Manager
(CPM®)
AIPMM ProdBOK®
Training

29. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.

30. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Sets A Global Standard
• Introduces the steps
of a product life
cycle
• Describes widely
accepted techniques
and methodologies
• Identifies key terms,
deliverables and
essential tools
Description: Amazon.com Keyword: ProdBOK

31. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Seven Phase Product Life Cycle
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase

32. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.

33. © 2013 H. Del Castillo Linkd.in/hdelcastillo
A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.

34. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Others Are Saying About
AIPMM Certifications

35. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"Thanks again for a wonderful workshop. I am really
pleased with the CPM/CPMM certifications. It’s
fantastic to have an official third party validation of
my skill set in product management and product
marketing that I can show prospective employers.
The certifications have differentiated me from other
candidates and have helped me get additional
interviews. Furthermore, I believe they were
instrumental in helping me get an outstanding job
offer last week!" - Michael Jouaneh, MBA, CPM, CPMM

36. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
“There is definitely a sense of pride in knowing
that I proved to myself and others I know the
best practices for Product Management. In
addition, recruiters have said it makes my
resume stand out from the rest.” - Holly Hansen,
CPM, CPMM

37. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"The exam itself was a challenging (and
humbling) experience. It measures thorough
understanding of the essential product
management principles. I will certainly
recommend it to others, and look for certified
candidates when I hire product managers.
Congratulations to AIPMM on setting a long-
needed bar to measure competence in this
field!" - Linda Merrick, CPM

38. © 2013 H. Del Castillo Linkd.in/hdelcastillo
COURSE PREVIEW

39. © 2013 H. Del Castillo Linkd.in/hdelcastillo

40. © 2013 H. Del Castillo Linkd.in/hdelcastillo

41. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
1. Fully prepares you for certification.

42. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
2. Expands your skills and
knowledge.

43. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
3. Master the product life cycle
and planning process.

44. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Prep Course
4. Understand the process to
align business, marketing and
product strategies.

45. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Training Prep Course
5. Obtain product life cycle
management productivity tools.

46. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Course Description
Covers advanced strategies and methodologies to plan and
manage any product throughout each stage of its life cycle.
This includes a review and practice questions to fully
prepare participants to take the CPM® certification exam.
Course includes:
• 14 hours of instructor-led review
• Course handbook
• Practice exam questions
• 12-month AIPMM membership ($125 value per person)
• CPM® certification exam fee extra ($395 per person)

47. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Prep Course Outline
Day One
• Introduction
• What is Product
Management
• Product Lifecycle
• Understanding Goods &
Services
• Product Decisions
• Strategic Planning
Day Two
• Useful Tools
• Marketing Mix
• Product Positioning
• Value Creation
• Exam Review & Guidelines
• CPM® Certification Exam

48. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Course Description
Covers advanced strategies and methodologies to plan and
market any product throughout each stage of its life cycle.
This includes a review and practice questions to fully
prepare participants to take the CPMM® certification exam.
Course includes:
• 14 hours of instructor-led review
• Course handbook
• Practice exam questions
• 12-month AIPMM membership ($125 value per person)
• CPMM® certification exam fee extra ($395 per person)

49. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Prep Course Outline
Day One
• Introduction
• Product Marketing
• Marketing Mix
• Seven Phase Product
Management Framework
• Understanding Goods and
Services
• Understanding Brands
• Strategy
• Market Research
Day Two
• Buyer Behavior
• Marketing Process
• Marketing Communications
• Integrated Marketing
Communications
• Distribution Channels
• Exam Review & Guidelines
• CPMM® Certification Exam

50. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Who Should Attend
• Self-taught product managers seeking to
validate their expertise and expand skills
• People with limited experience spearheading
product teams
• Senior managers having trouble getting the
results they want from their product team
• Anyone seeking formal product marketing and
management training and skills

51. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Upcoming Courses
Certified Product Manager®
October 15-16, 2013
Certified Product Marketing Manager®
October 17-18, 2013
Athens Information Technology (AIT)
19 km, Markopoulo Ave.
GR - 19002 Peania, Athens, Greece
http://www.productmanagement.gr/

52. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Key Takeaways
• AIPMM credentials are world renowned1
• Validates your expertise to guide decisions2
• Demonstrates your team’s competence3
• Builds management’s confidence level4
• Empowers high performing product teams5

53. © 2013 H. Del Castillo Linkd.in/hdelcastillo
My Next Workshop
Making The Case For Your Product
Wednesday, Oct 2nd, 12 -2 pm ET

54. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ 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
54

55. © AIPMM 2013 www.aipmm.com
Q & A
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

56. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Athens, Greece Oct 10-11, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 8-9, 2013
Oct 21-23, 2013
9 am – 6 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 14-15, 2013
Oct 28-30, 2013
9 am – 6 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

57. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA Dec 9, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
McLean, VA Dec 10-11, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA Dec 12-13, 2013 Th, F 8:30 am – 5 pm
Contact Melissa Holtzer, melissa@280group.com, to register for these courses . Additional
certification prep courses are available in Austin, San Jose, and London.

58. © AIPMM 2013 www.aipmm.com
For More Information About
• AIPMM membership benefits
• Certification courses near you
• How to prepare to take a certification exam
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo [at] aipmm.com
linkd.in/hdelcastillo

59. © AIPMM 2013 www.aipmm.com
Please Join Us Again!
AIPMM Webinar Series:
Making Your Transformation Efforts Succeed Thursday, Sep 26th, 1 pm ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk:
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/

60. © AIPMM 2013 www.aipmm.com
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to wealth for technology companies.TM
Product Innovation Consultant
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo [at] aipmm.com