Thanks everyone who attended this webcast from the Association of International Product Marketing and Management. This presentation describes why you should consider obtaining an AIPMM certification. 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. Contact me 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 enjoy the content. I look forward to seeing you again soon. Regards, Hector Del Castillo http://linkd.in/hdelcastillo

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

2. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Association of International Product Marketing and
Management
• With members in 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

3. © 2013 H. Del Castillo Linkd.in/hdelcastillo
280 Group
• Provides AIPMM-authorized certification training prep courses
• Helps companies deliver products that delight their customers
and produce massive profits by providing Product Marketing &
Product Management consulting, contractors,
training, certifications, books, templates and toolkits
• Since 1998, the 280 Group’s consultants, contractors and
trainers have helped a wide range of companies, from Fortune
500 to startups to deliver and market great new products and
achieve excellence in product management and product
marketing

4. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Exceptional Product
Managers guide key
decisions to maximize
value and create new
revenue streams.

6. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Exceptional Product
Managers orchestrate
the internal value
chain.

7. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What is your greatest challenge to
remain in product management in
case of a slowdown, merger, or
acquisition?

8. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
• Bestows internationally recognized credential
• Enhances opportunities for career
advancement
• Improves earning potential
• Validates expertise regarding best practices
• Grants mark of distinction that sets you apart
• Connects you with experts and thought
leaders
• Demonstrates commitment to your profession

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

10. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Recommended Training &
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

11. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Seven Phase Product Life Cycle
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase

12. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.

13. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Global standard for conceiving,
building, and marketing products
Source: © 1998-2013, AIPMM, All Rights Reserved.

14. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.

15. © 2013 H. Del Castillo Linkd.in/hdelcastillo
A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.

16. © 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

17. © 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

18. © 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

19. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Eligibility
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
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20. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Certification Exam Guidelines
An online certification exam consists of:
– Four (4) modules
– Thirty (30) questions per module
– Thirty (30) minutes per module time limit
– Mixture of multiple choice, true/false and essay questions
– Passing score is 74%
– Total time allowed for exam: 2 hours

21. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions
that measure product management skills and knowledge 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%]
For more information about the certification exam, go to CPM®
Certification Exam.

22. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions
that measure product management skills and knowledge 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%]
For more information about the certification exam, go to
CPMM® Certification Exam.

23. © 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
• Raises management’s confidence level4
• Builds high performing product teams5

24. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Today’s Speaker
Hector Del Castillo, PMP, CPM, CPMM
• Senior consultant with over 15 years of experience transforming
products to wealth for technology-based companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Certified instructor for AIPMM and the 280 Group
• 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
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25. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 26, 2013
Sep 16, 2013
M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 27-28, 2013
Sep 17-18, 2013
T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 29-30, 2013
Sep 19-20, 2013
Th, F 8:30 am – 5 pm
Contact Melissa Holtzer, melissa@280group.com, for more information.
Additional certification prep courses are available in Austin, San Jose, and London.

26. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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, 2013
9 am – 6 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 14-15, 2013
Oct, 2013
9 am – 6 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

27. © 2013 H. Del Castillo Linkd.in/hdelcastillo
For More Information About
• AIPMM membership benefits
• Certification courses in your area
• Defining the right product strategy & process
to grow your business
• Strengthening your product portfolio
• Building and managing a high performing
product management team to improve
product results

28. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to wealth for technology-based organizations.TM
Senior Product Innovation Consultant
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com