SlideShare a Scribd company logo
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 this topic.
   Contact me with any comments or questions.
   I look forward to seeing you again soon.



© AIPMM 2012
Tweet About Us!


        Hector:         @hmdelcastillo
        AIPMM:          @AIPMM
        ProdMgmtTalk:   #ProdMgmtTalk




© AIPMM 2012
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
                                                                                4
© AIPMM 2012
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
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
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
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
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
• 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
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
Why Get Certified
   •   Bestows internationally recognized credential
   •   Enhances opportunities for career advancement
   •   Improves your earning potential
   •   Validates your expertise regarding best practices
   •   Grants mark of distinction that sets you apart
   •   Connects you with experts and thought leaders
   •   Demonstrates commitment to your profession


© AIPMM 2012
Why Certify Your Company’s Staff
   • Increases your company’s value by enhancing
     your products’ value proposition
   • Enhances your staff’s effectiveness to align work
     within your company
   • Validates your staff’s competence regarding best
     practices and methodologies
   • Connects your staff with experts and thought
     leaders across industries
   • Grants mark of distinction that sets your staff
     apart

© AIPMM 2012                                             14
Recommended Training & Certification
                by Role

                        Product    CPM®, CPMM® & Certified
                        Director   Innovation Leader (CIL®)


                 Senior Product Manager CPM® & Certified Product
                                        Marketing Manager (CPMM®)



                    Product Manager             Certified Product Manager
                                                (CPM®)


                                                     AIPMM ProdBOK®
                Associate Product Manager
                                                     Training



© AIPMM 2012
AIPMM Product Management
                      Framework




                     Phase   Gate


                              Source: © 1998-2012, AIPMM, All Rights Reserved.

© AIPMM 2012
                                                                                 16
What is ProdBOK®?
   1. A widely accepted set of strategies,
      methodologies, concepts, terms and
      activities that make up the product
      management and marketing domains, as
      defined by AIPMM
   2. Applies to any product or portfolio across
      industries throughout each phase of the
      product life cycle

© AIPMM 2012
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
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
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
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
UPCOMING EVENTS


© AIPMM 2012
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
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
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
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
COURSE PREVIEW


© AIPMM 2012
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
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
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
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
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
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
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
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
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
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
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

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Why Get CPM or CPMM Certification - H. Del Castillo, AIPMM

  • 1. Hector Del Castillo linkd.in/hdelcastillo August 18, 2012 © AIPMM 2012
  • 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. Tweet About Us! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: #ProdMgmtTalk © AIPMM 2012
  • 4. 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 4
  • 6. 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
  • 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. 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. 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. 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
  • 11. • 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
  • 12. 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
  • 13. Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves your earning potential • Validates your expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession © AIPMM 2012
  • 14. Why Certify Your Company’s Staff • Increases your company’s value by enhancing your products’ value proposition • Enhances your staff’s effectiveness to align work within your company • Validates your staff’s competence regarding best practices and methodologies • Connects your staff with experts and thought leaders across industries • Grants mark of distinction that sets your staff apart © AIPMM 2012 14
  • 15. Recommended Training & Certification by Role Product CPM®, CPMM® & Certified Director Innovation Leader (CIL®) Senior Product Manager CPM® & Certified Product Marketing Manager (CPMM®) Product Manager Certified Product Manager (CPM®) AIPMM ProdBOK® Associate Product Manager Training © AIPMM 2012
  • 16. AIPMM Product Management Framework Phase Gate Source: © 1998-2012, AIPMM, All Rights Reserved. © AIPMM 2012 16
  • 17. What is ProdBOK®? 1. A widely accepted set of strategies, methodologies, concepts, terms and activities that make up the product management and marketing domains, as defined by AIPMM 2. Applies to any product or portfolio across industries throughout each phase of the product life cycle © AIPMM 2012
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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