The Product Manager Pathfinder: Key Principles To Help You Succeed In Product Management and Marketing About The AIPMM The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America. AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: 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 Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php

1. The Product Manager
Pathfinder
Hector Del Castillo, CPM, CPMM, PMP
Transforming products into profit.TM
AIPMM Sr. Product Marketing Manager
hdelcastillo@aipmm.com
Participate in Your Success
August 28, 2010

2. Thank You to Our Sponsors
2

3. AIPMM Core Team
• Therese Padilla - President, Co-Founder AIPMM
• Paula Gray - VP, Co-Founder, Anthropologist-in-Residence
• Steve Wells - Senior Product Manager
• Hector Del Castillo - Senior Product Marketing Manager
– BS EE, MS EE
– CPM, CPMM & PMP certifications
– IEEE Standards experience
– 10+ years in product management
– 20+ technologies (HW/SW/Apps)
– 10+ industries (12+ mobile/wireless)
– Launched over 15 hardware and software products
– Passion for transforming products into profit
3 © 2010 AIPMM, All Rights Reserved.

4. What We Will Discuss
• Key principles to help you succeed in
Product Management and Marketing
• Tips to help you create a career
management plan to increase your worth
• Identify key practices and tools to grow
your career
• Share career path stories
4 © 2010 AIPMM, All Rights Reserved.

5. What is your career path?
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6. What is Product Management?
Product An artifact that has been created by someone or some
process to satisfy the customer’s need from the customer’s
point of view even if the pieces are priced and delivered
separately.
Product Management Organizational function within a company dealing with the
planning, forecasting or marketing of a product, product line
or product portfolio at all stages of the product life cycle.
Product Manager A person that usually focuses on inbound planning activities
to increase a product's perceived value to the customer.
Product Marketing A person that usually focuses on outbound planning activities
Manager to increase a product's perceived value to the customer.
Brand Manager A person who has marketing responsibilities for a specific
brand and seeks to increase a product's perceived value to
the customer and thereby increase brand equity and market
share.
6 © 2010 AIPMM, All Rights Reserved.

7. What is the most important task for a
Product Manager?
A. Maximize revenue for products.
B. Lead product development activities.
C. Reduce development cost for products.
D. Maximize profit for products.
E. Serve as the product CEO.
7 © 2010 AIPMM, All Rights Reserved.

8. What is the most important task for a
Product Manager?
A. Maximize revenue for products.
B. Lead product development activities.
C. Reduce development cost for products.
D.Maximize profit for products.
E. Serve as the product CEO.
8 © 2010 AIPMM, All Rights Reserved.

9. Product Management is
Everything it takes for
a company to deliver
a product that
satisfies the
customer’s need from
the customer’s point
of view to maximize
profit.
9 © 2010 AIPMM, All Rights Reserved.

10. What does a Product Manager do?
• Leads cross-functional teams.
• Influences peers and executive team.
• Makes decisions regarding products.
• Leads financial planning and analysis.
• Evaluates the industry and competition.
• Identifies target customers and markets.
• Forecasts market share and revenue.
• Creates product and marketing strategies.
• Leverages the Product Management Life Cycle.
10 © 2010 AIPMM, All Rights Reserved.

11. Product Management Life Cycle
Source: AIPMM, © 1998-2010, All Rights Reserved.
11 © 2010 AIPMM, All Rights Reserved.

12. What are core competencies of a
Product Manager?
• Strategic • Continuously improving
• Analytical • Willing to lead
• Decisive • Flexible
• Tenacious • Competitive
• Bold • Detail oriented
• Confident • Inquisitive
12 © 2010 AIPMM, All Rights Reserved.

13. How do you develop vital PM traits?
A. Create a personal career plan.
B. Network, network, network.
C. Ask for opportunities to lead.
D. Expand your knowledge and soft skills.
E. Mentor others.
F. Get certified; validate your expertise!
G. Join AIPMM, PMAs, and Prof. Associations.
13 © 2010 AIPMM, All Rights Reserved.

14. How do you develop vital PM traits?
A. Create a personal career plan.
B. Network, network, network.
C. Ask for opportunities to lead.
D. Expand your knowledge and soft skills.
E. Mentor others.
F. Get certified; validate your expertise!
G. Join AIPMM, PMAs, and Prof.
Associations.
14 © 2010 AIPMM, All Rights Reserved.

15. Why Join AIPMM?
A. Participate in networking opportunities.
B. Expand your knowledge and soft skills.
C. Learn best practices and methodologies.
D. Opportunities to lead activities.
E. Get certified; validate your expertise!
F. Execute your personal career plan.
© 2010 AIPMM, All Rights Reserved.

16. Useful Links
Association of International Product Marketing & Management
• Website: http://www.aipmm.com
• Articles: http://www.aipmm.com/html/newsletter/article.php
• Blogs: http://aipmm.com/anthropology/
• Webinars: http://aipmm.com/aipmm_webinars/
• Certification: http://aipmm.com/html/certification/
• Product Management Framework Brochure:
http://www.aipmm.com/brochures/AIPMM_PMF.pdf
16 © 2010 AIPMM, All Rights Reserved.

17. The Product Manager
Pathfinder
Hector Del Castillo, CPM, CPMM, PMP
Transforming products into profit.TM
AIPMM Sr. Product Marketing Manager
hdelcastillo@aipmm.com
Participate in Your Success
August 28, 2010