Thanks everyone who voted and attended my session at ProductCamp Austin 10 (#PCATX) to discuss ways to build and manage a high performing product management team. Most companies strive to be better and more efficient; few understand that Product Management is a critical function to make this happen. In my experience, companies often confuse and misuse Product Management. These companies risk building the wrong product, adopt the wrong strategy or implement ineffective marketing approaches. This session explains why you need to build and effectively manage a product management team. It identifies ways to empower your product management team to lead cross-functional product teams effectively. It also provides insights on why growing high performing product management teams is critical for product-driven organizations. The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. I have over 15 years of experience building and directing high performing cross-functional product teams and transforming products to create wealth for technology-based, product-driven companies. I have launched over 30 products and solutions that resulted in over $200M of achieved global sales revenue. I provide services as a consultant, contractor, coach, or trainer to organizations that need to create value-added products that delight customers and effectively market them to create demand. Connect with me at http:/linkd.in/hdelcastillo for information about AIPMM membership, or product management and marketing training courses in your area. Let me know how I can help you grow your technology-based business by implementing a product and innovation strategy and process or building a high performing product management team to create new revenue streams using a sustainable approach. Contact me if you are interested in setting up a private presentation regarding this or related topics for executives and senior managers within your company. Feel free to like this if you like the content. I look forward to seeing you again soon. Regards, Hector Del Castillo http:/linkd.in/hdelcastillo

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

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

3. Tweet!
Hector: @hmdelcastillo
AIPMM: @AIPMM
PCA 10: #PCA10
PCamp Austin: #PCATX
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

4. The Hub Of All Things Product Management
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

5. Hector Del Castillo
• Senior consultant with over 15 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
5
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

6. What We Will Discuss
1. Why product management matters
2. Building high performing product managers
3. Key Takeaways
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

7. What is most important to
conceive, build, and market
successful products?
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

8. High Performing PM Team
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

9. Why Product Management
Matters
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

10. Product Management aligns
activities performed by cross-functional
teams with strategic objectives.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

11. Product Management
orchestrates key activities
and manages key
deliverables.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

12. Product Management guides
key decisions to maximize
value and create new
revenue streams.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

13. Vital Function Within Any
Product-Driven Organization
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

14. Aligns Strategy, Structure, People
and Culture With Market Trends
and Customer Needs
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

15. Strategy
Structure
Culture
Trends
& Needs
People
Source: © 2013 Hector Del Castillo, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

16. Externally
Focused
Product
Tactical Management Strategic
Team
Internally
Focused
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

17. Common Challenges
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

18. Few People Understand The Role
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

19. Unclear Roles & Responsibilities
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

20. Lack Authority To Perform
Their Duties
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

21. Building High Performing
Product Managers
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

22. 1. Adopt a supportive
organizational strategy.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

23. Use change management plan to
implement the function
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

24. Provide the reward system, the
human resource system, and the
knowledge base system
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

25. Encourage teamwork
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

26. 2. Set a compelling direction.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

27. Hire managers with strong influential
and collaborative skills
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

28. Allow team to define its own
objectives for collective work
products
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

29. 3. Create an enabling
structure.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

30. Implement Product Life Cycle
process
Phase Gate
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

31. Provide expert PLM training
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

32. Allow team to define individual
and team work products
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

33. 4. Provide expert training,
coaching, and mentoring.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

34. Reinforce a collaborative culture
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

35. Establish shared leadership roles
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

36. Empower team to work together
to make critical product decisions
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

37. 5. Specify role clarity and
allow task ambiguity.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

38. Assign individual and team
accountability
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

39. Encourage open-ended discussions
and active problem-solving
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

40. Measure performance directly by
assessing collective work products
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

41. Key Takeaways
1 • Adopt strategy to implement the function
2 • Set a compelling direction as a team
3 • Create an enabling structure
4 • Provide expert coaching and mentoring
5 • Specify role clarity and allow task ambiguity
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

42. Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA Feb 25, 2013 M 8:30 am – 5 pm
Seattle, WA Mar 11, 2013
CPM® Certification Prep Course & Exam
McLean, VA Feb 26-27, 2013 T, W 8:30 am – 5 pm
Seattle, WA Mar 12-13, 2013
CPMM® Certification Prep Course & Exam
McLean, VA Feb 28-Mar 1, 2013 Th, F 8:30 am – 5 pm
Seattle, WA Mar 14-15, 2013
CIL® Certification Prep Course & Exam
McLean, VA May 22-23, 2013 W, Th 8:30 am – 5 pm
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

43. Please Join Us Again!
AIPMM Webinar Series: Friday Feb 22
Pricing For A More Profitable Product Portfolio
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday Feb 25
Lean Product Development Methodologies with Poornima Vijayashanker,
Founder Of BizeeBee And Femgineer
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/
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

44. 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®)
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

45. For More Information About
• AIPMM membership benefits
• Certification courses in your area
• Defining the right product strategy & process
to grow your business
• Aligning your business model with your
product strategy
• Building a high performing product
management team
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

46. Hector Del Castillo
CPM, CPMM, PMP
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo