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Hector Del Castillo
                linkd.in/hdelcastillo

               June 9, 2012
© AIPMM 2012
I want to thank everyone who selected and
   attended the AIPMM sessions at PCamp Boston.
   I also want to thank the 280 Group for their
   support.
   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
        PCamp Boston:   #PCampBoston



© AIPMM 2012
Hector Del Castillo
   • Over 10 years 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
© AIPMM 2012
AIPMM Certifications
   •   Certified Product Manager (CPM®)
   •   Certified Product Marketing Manager (CPMM®)
   •   Agile Certified Product Manager (ACPM®)
   •   Certified Innovation Leader (CIL®)
   •   Certified Brand Manager (CBM®)
                               Source: Get Certified, AIPMM Website
© AIPMM 2012                                                      6
What We Will Discuss
   •   What is innovation?
   •   Why your company needs it
   •   Implementing an innovation strategy
   •   Tips to foster innovation
   •   Ways to reduce risk

© AIPMM 2012
What are the biggest barriers for
   innovation within your company?
   •   Poor management
   •   Insufficient investment
   •   Lack of innovative people
   •   Inadequate planning
   •   Cannot afford the risk


© AIPMM 2012
What is innovation?




© AIPMM 2012
Benefits of Innovation


                             Improved
Increased product
                             profitability for your
value for customers
                             company


© AIPMM 2012
Where can innovation happen?
     • Technology       • Methodologies

     • Packaging        • Operations

     • Tools            • Distribution

     • Product Design   • Business Models

     • Production       • Pricing

     • Processes        • Marketing

© AIPMM 2012
Innovation Funnel
    Ideas               •   Generate
                        •   Explore
                        •   Analyze
                        •   Synthesize
                        •   Test
                        •   Screen
    Outcomes            •   Implement
© AIPMM 2012
”A strategy is like a roadmap. It’s
               useful only when you know
               where you are and where you
               want to go.”

© AIPMM 2012
Fortune’s Most Admired Companies
  Rank      Company                        Industry   Industry
                                             Rank
      1     Apple                             1       Computers
      2     Google                            1       Internet Services & Retailing
      3     Nike                              1       Apparel
      4     Amazon.com                        2       Internet Services & Retailing
      5     Charles Schwab                    1       Securities
      6     3M                                1       Medical Equipment
      7     Statoil                           1       Petroleum Refining
      8     Exxon Mobil                       3       Petroleum Refining
      9     Walt Disney                       1       Entertainment
     10     Whole Foods Market                2       Food and Drug Stores
   Source: FORTUNE Magazine, 21 Mar 2011

© AIPMM 2012
TIPS FOR IMPLEMENTING AN
      INNOVATION STRATEGY SUCCESSFULLY
© AIPMM 2012
1. Discover Insights




© AIPMM 2012
Discover Unmet Customer Needs




© AIPMM 2012
Identify Customer Segments
            Needs; e.g.,                                                   Demographics; e.g.,
       Problems/pain points                                                      Industry
    Applications/uses addressed                                                  Function
    Key functionality/attributes                                                Geography
 Degree of sophistication/quality/…                                        Age/gender/income
  Drives Product/Solution Strategy                                       Other personal/business
                                   Behaviors and Attitudes; e.g.,              characteristics
                                      Risk appetite/adoption             Drives Outreach Strategy
                                Psychographics (lifestyle/personality)
                                      Stated/unstated values
                                          Usage patterns
                                       Vendor/brand loyalty
                                     Drives Adoption Strategy
© AIPMM 2012
Know Your Competitive Landscape




© AIPMM 2012
2. Align Strategies With Needs
                                        Focus on creating and
                                        delivering value-added
                 Customer
                                        products to target customers
                 Product                based on their unmet needs.
                 (Value)



      Business              Market

                                     © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011

© AIPMM 2012
Create Alignment


                  Align business, marketing and product
                  strategies with unmet market
                  needs.

© AIPMM 2012
Communicate Strategic Objectives
                                    Financial
                              How much investment is
                                    needed?
                              How soon will we break
                                     even?
    Learning & Growth                                          Customer
  What key resources are             Product           What are the unmet needs?
  needed?                       Vision & Mission       Who are the customers?
  What knowledge and
  skills are needed?                                   Who’s most likely to buy?
                            Business Processes

                           What key activities and
                           deliverables are needed?



© AIPMM 2012
3. Mind Your Company’s Culture
                                  Cultivate a culture that
                    Process
                                  fosters innovation and
                                  collaboration to create
           People
                                  & deliver great products.
                        Culture



© AIPMM 2012
Focus on Shared Values




                              Source: McKinsey 7S Framework
© AIPMM 2012
Eliminate organizational silos




© AIPMM 2012
4. Adopt A Process
         Product Management Framework (PMF)




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

© AIPMM 2012
Integrate Innovation




© AIPMM 2012
Leverage The Product Life Cycle




© AIPMM 2012
Identify Key Resources




© AIPMM 2012
Define Key Deliverables




© AIPMM 2012
5. Deliver Value, Success Will Follow




© AIPMM 2012
Creating and delivering value
 to customers, executives
 and investors is essential
 for a successful business.




© AIPMM 2012
Direct the Internal Value Chain




© AIPMM 2012
6. Align Your Business Model




© AIPMM 2012
Adopt Leading Productivity Tools




© AIPMM 2012
Make Your Business Case




© AIPMM 2012
Key Takeaways
               1   • Discover insights
               2   • Align strategies with needs
               3   • Mind Your Company’s Culture
               4   • Adopt A Process
               5   • Deliver value, success will follow
               6   • Align Your Business Model
© AIPMM 2012
Useful Links
  •   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

© AIPMM 2012
Upcoming Training Courses
   The following training courses from the 280
   Group and AIPMM will be offered in Boston in
   late Sept or early Oct.
   Contact me if you’re interested in registering for
   these courses and obtain a special discount as a
   PCamp Boston participant.
© AIPMM 2012
280 Group Training Courses
   Upcoming Courses                                                                        Dates and Location
                                                                                            Sep 17-19, 2012
   280 Group: Optimal Product Management and Marketing (OPM)                                Teqcorner,
   Price: $2,995; Pay only $1,995 when you register by Jul 11th. For more information or to McLean, VA
   register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
   280 Group: Certified Product Management Manager (CPM®) Exam                             Sep 20, 2012
                                                                                           Teqcorner,
   Intensive Pre Course                                                                    McLean, VA
   Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person
   when you register in conjunction with the Optimal Product Management course. For
   more information or to register, contact Hector Del Castillo at
   hmdelcastillo@aipmm.com.




© AIPMM 2012
280 Group: Optimal Product
   Management & Marketing (OPM)
        Date:     Sep 17-19, 2012
        Time:     8:30 AM – 5:30 PM EDT
        Place:    Teqcorner, 1616 Anderson Rd., McLean, VA
        Price:    $1,995* per person (regularly $2,995)
   Three day course from the 280 Group covering the entire product lifecycle. Teaches
   you to manage and launch any product at any stage of its lifecycle. This includes the
   Product Management Lifecycle Toolkit with corresponding productivity templates.
   Fourth day intensive certification prep course add-on thoroughly prepares you to take
   the worldwide standard CPM® or CPMM® certification exam.
   * Must register by Jul 11th.


© AIPMM 2012
Optimal Product Management
           Day One: Foundation
                                            Day Two: Product Management
           Overview
           Process and Product Life Cycle                                 Day Three: Product Marketing
                                             Conceive
           Market Research
                                             Business Cases
           Competitive Analysis                                           Strategy
                                             Requirements
                                                                          Forecasting
                                             Roadmaps
                                                                          Pricing
                                                                          Beta Program
                                                                          Launches
                                                                          Marketing
                                                                          End of life




© AIPMM 2012
280 Group: CPM® Exam Intensive Prep
      Date:           Sep 20, 2012
      Time:           8:30 AM – 5:00 PM EDT
      Place:          Teqcorner, 1616 Anderson Rd., 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).
 * Promotional price applies only when you register for the OPM course simultaneously.



© 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
AIPMM Training Courses
                                                                                          Dates and
   Upcoming Courses
                                                                                          Location
   Product Innovation Leadership -                                                        Sep 27-28, 2012
   Igniting innovation and business growth (16 PDUs)                                      Teqcorner
                                                                                          McLean, VA
   Price: $1,697 per person; Pay only $1,497 per person when you register by Jul 11th.
   Group discount of $1,397 per person when you register 5 people. For more information
   or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.




© AIPMM 2012
Product Innovation Leadership -
   Igniting innovation and business growth (16 PDUs)
        Date:      Sep 27-28, 2012
        Time:      8:30 AM – 5:00 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 over 350 templates from Demand Metric.
   * PCamp Boston participants pay only $1,497 (Save $200) per person when you register by Jul
   11th. Group discount of $300 per person when you register 5 people.


© 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
Join AIPMM
  • Network with experts and thought leaders in your
    profession.
  • Learn the latest best practices and methodologies.
  • Expand your knowledge and soft skills.
  • Sharpen your leadership and influential skills.
  • Validate your expertise with internationally recognized
    certifications.
  • Obtain latest tools to enhance your productivity.
© 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
                  Source: All About Product Management Certification Webcast, Jun 2010
© AIPMM 2012
For More Information About
   • AIPMM membership
   • Certification courses in your area
   • Implementing the right product strategy &
     process to grow your business
   • Aligning your business model with your
     product strategy
© AIPMM 2012
Join My Professional Network!


   Hector Del Castillo, PMP, CPM, CPMM
   Transforming products to profit for technology-based organizations.TM
   Product Marketing Director, AIPMM
      Connect: linkd.in/hdelcastillo
      Follow: @hmdelcastillo
      Contact: hmdelcastillo@aipmm.com
© AIPMM 2012

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Why Leading Innovation Is Essential To Ignite Your Company’s Growth - H. Del Castillo - AIPMM - ProductCamp Boston 2012

  • 1. Hector Del Castillo linkd.in/hdelcastillo June 9, 2012 © AIPMM 2012
  • 2. I want to thank everyone who selected and attended the AIPMM sessions at PCamp Boston. I also want to thank the 280 Group for their support. 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 PCamp Boston: #PCampBoston © AIPMM 2012
  • 4. Hector Del Castillo • Over 10 years 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
  • 6. AIPMM Certifications • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) Source: Get Certified, AIPMM Website © AIPMM 2012 6
  • 7. What We Will Discuss • What is innovation? • Why your company needs it • Implementing an innovation strategy • Tips to foster innovation • Ways to reduce risk © AIPMM 2012
  • 8. What are the biggest barriers for innovation within your company? • Poor management • Insufficient investment • Lack of innovative people • Inadequate planning • Cannot afford the risk © AIPMM 2012
  • 10. Benefits of Innovation Improved Increased product profitability for your value for customers company © AIPMM 2012
  • 11. Where can innovation happen? • Technology • Methodologies • Packaging • Operations • Tools • Distribution • Product Design • Business Models • Production • Pricing • Processes • Marketing © AIPMM 2012
  • 12. Innovation Funnel Ideas • Generate • Explore • Analyze • Synthesize • Test • Screen Outcomes • Implement © AIPMM 2012
  • 13. ”A strategy is like a roadmap. It’s useful only when you know where you are and where you want to go.” © AIPMM 2012
  • 14. Fortune’s Most Admired Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Nike 1 Apparel 4 Amazon.com 2 Internet Services & Retailing 5 Charles Schwab 1 Securities 6 3M 1 Medical Equipment 7 Statoil 1 Petroleum Refining 8 Exxon Mobil 3 Petroleum Refining 9 Walt Disney 1 Entertainment 10 Whole Foods Market 2 Food and Drug Stores Source: FORTUNE Magazine, 21 Mar 2011 © AIPMM 2012
  • 15. TIPS FOR IMPLEMENTING AN INNOVATION STRATEGY SUCCESSFULLY © AIPMM 2012
  • 17. Discover Unmet Customer Needs © AIPMM 2012
  • 18. Identify Customer Segments Needs; e.g., Demographics; e.g., Problems/pain points Industry Applications/uses addressed Function Key functionality/attributes Geography Degree of sophistication/quality/… Age/gender/income Drives Product/Solution Strategy Other personal/business Behaviors and Attitudes; e.g., characteristics Risk appetite/adoption Drives Outreach Strategy Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drives Adoption Strategy © AIPMM 2012
  • 19. Know Your Competitive Landscape © AIPMM 2012
  • 20. 2. Align Strategies With Needs Focus on creating and delivering value-added Customer products to target customers Product based on their unmet needs. (Value) Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011 © AIPMM 2012
  • 21. Create Alignment Align business, marketing and product strategies with unmet market needs. © AIPMM 2012
  • 22. Communicate Strategic Objectives Financial How much investment is needed? How soon will we break even? Learning & Growth Customer What key resources are Product What are the unmet needs? needed? Vision & Mission Who are the customers? What knowledge and skills are needed? Who’s most likely to buy? Business Processes What key activities and deliverables are needed? © AIPMM 2012
  • 23. 3. Mind Your Company’s Culture Cultivate a culture that Process fosters innovation and collaboration to create People & deliver great products. Culture © AIPMM 2012
  • 24. Focus on Shared Values Source: McKinsey 7S Framework © AIPMM 2012
  • 26. 4. Adopt A Process Product Management Framework (PMF) Source: © AIPMM, 1998-2012, All Rights Reserved. © AIPMM 2012
  • 28. Leverage The Product Life Cycle © AIPMM 2012
  • 31. 5. Deliver Value, Success Will Follow © AIPMM 2012
  • 32. Creating and delivering value to customers, executives and investors is essential for a successful business. © AIPMM 2012
  • 33. Direct the Internal Value Chain © AIPMM 2012
  • 34. 6. Align Your Business Model © AIPMM 2012
  • 35. Adopt Leading Productivity Tools © AIPMM 2012
  • 36. Make Your Business Case © AIPMM 2012
  • 37. Key Takeaways 1 • Discover insights 2 • Align strategies with needs 3 • Mind Your Company’s Culture 4 • Adopt A Process 5 • Deliver value, success will follow 6 • Align Your Business Model © AIPMM 2012
  • 38. Useful Links • 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 © AIPMM 2012
  • 39. Upcoming Training Courses The following training courses from the 280 Group and AIPMM will be offered in Boston in late Sept or early Oct. Contact me if you’re interested in registering for these courses and obtain a special discount as a PCamp Boston participant. © AIPMM 2012
  • 40. 280 Group Training Courses Upcoming Courses Dates and Location Sep 17-19, 2012 280 Group: Optimal Product Management and Marketing (OPM) Teqcorner, Price: $2,995; Pay only $1,995 when you register by Jul 11th. For more information or to McLean, VA register, contact Hector Del Castillo at hmdelcastillo@aipmm.com. 280 Group: Certified Product Management Manager (CPM®) Exam Sep 20, 2012 Teqcorner, Intensive Pre Course McLean, VA Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person when you register in conjunction with the Optimal Product Management course. For more information or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com. © AIPMM 2012
  • 41. 280 Group: Optimal Product Management & Marketing (OPM) Date: Sep 17-19, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, 1616 Anderson Rd., McLean, VA Price: $1,995* per person (regularly $2,995) Three day course from the 280 Group covering the entire product lifecycle. Teaches you to manage and launch any product at any stage of its lifecycle. This includes the Product Management Lifecycle Toolkit with corresponding productivity templates. Fourth day intensive certification prep course add-on thoroughly prepares you to take the worldwide standard CPM® or CPMM® certification exam. * Must register by Jul 11th. © AIPMM 2012
  • 42. Optimal Product Management Day One: Foundation Day Two: Product Management Overview Process and Product Life Cycle Day Three: Product Marketing Conceive Market Research Business Cases Competitive Analysis Strategy Requirements Forecasting Roadmaps Pricing Beta Program Launches Marketing End of life © AIPMM 2012
  • 43. 280 Group: CPM® Exam Intensive Prep Date: Sep 20, 2012 Time: 8:30 AM – 5:00 PM EDT Place: Teqcorner, 1616 Anderson Rd., 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). * Promotional price applies only when you register for the OPM course simultaneously. © AIPMM 2012
  • 44. 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
  • 45. AIPMM Training Courses Dates and Upcoming Courses Location Product Innovation Leadership - Sep 27-28, 2012 Igniting innovation and business growth (16 PDUs) Teqcorner McLean, VA Price: $1,697 per person; Pay only $1,497 per person when you register by Jul 11th. Group discount of $1,397 per person when you register 5 people. For more information or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com. © AIPMM 2012
  • 46. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Sep 27-28, 2012 Time: 8:30 AM – 5:00 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 over 350 templates from Demand Metric. * PCamp Boston participants pay only $1,497 (Save $200) per person when you register by Jul 11th. Group discount of $300 per person when you register 5 people. © AIPMM 2012
  • 47. 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
  • 48. Join AIPMM • Network with experts and thought leaders in your profession. • Learn the latest best practices and methodologies. • Expand your knowledge and soft skills. • Sharpen your leadership and influential skills. • Validate your expertise with internationally recognized certifications. • Obtain latest tools to enhance your productivity. © AIPMM 2012
  • 49. 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 Source: All About Product Management Certification Webcast, Jun 2010 © AIPMM 2012
  • 50. For More Information About • AIPMM membership • Certification courses in your area • Implementing the right product strategy & process to grow your business • Aligning your business model with your product strategy © AIPMM 2012
  • 51. Join My Professional Network! Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director, AIPMM Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo@aipmm.com © AIPMM 2012