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

2.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
I want to thank everyone who attended this
discussion.
I welcome your feedback regarding this topic.
Contact me with any comments or questions.
I look forward to seeing you again soon.

3.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hector: @hmdelcastillo
AIPMM: @AIPMM
LogiAnalytics: @LogiAnalytics
280 Group: @the280group
Tweet!

4.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Participate and Win!
• A book from the 280 Group ($20 value)
• One 12-month AIPMM premium membership
($175 value)
4

5.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Thanks

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

7.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Which of these best describes you?
A. I manage other product managers
B. I want to manage other product
managers
C. I want to become a phenomenal
product manager
D. I want to become a product manager
E. I don’t want to be a product manager

8.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
What is one thing you’d like to get
out of this discussion?

9.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
What is most important to
conceive, build, and market
successful products?

10.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
High Performing PM Team

11.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Why Product Management
Matters

12.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management aligns
activities performed by cross-functional
teams with strategic objectives.

13.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management
orchestrates key activities
and manages key
deliverables.

14.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management guides
key decisions to maximize
value and create new
revenue streams.

15.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Vital Function Within Any
Product-Driven Organization

16.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Aligns Strategy, Structure, People
Style, Systems and Value With
Market Trends and Customer
Needs

17.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Value
Strategy
Trends
&
Needs
Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.

18.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Tactical
Internally
Focused
Product
Management
Team
Strategic
Externally
Focused

19.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Common Challenges

20.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Are roles and responsibilities for product
management clear within my company?
A. Yes
B. Somewhat clear
C. No

21.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
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

22.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
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

23.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
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

24.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Have you ever known a product manager
with a bad attitude that affected the
people around them?
A. Yes
B. No

25.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Identify and get rid of bad apples

26.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Mind your hiring strategy

27.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Growing High Performing
Product Management Teams

28.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Customer
Business
Product
(Value)
Market
Product Managers
maximize value based on
unmet market and
customer needs.
Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved.

29.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Maximize
Opportunity
Minimize
Risk
Benefits

30.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
1. Adopt a supportive
organizational strategy.

31.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Use change management plan to
implement the function

32.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Provide the reward system, the
human resource system, and the
knowledge base system

33.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Encourage teamwork

34.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
2. Set a compelling direction.

35.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hire managers with strong influential
and collaborative skills

36.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Allow team to define its own
objectives for collective work
products

37.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
3. Create an enabling
structure.

38.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase
Implement a Product Life Cycle
Management process

39.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Provide expert PLM training

40.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Allow team to define individual
and team work products

41.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
4. Provide expert training,
coaching, and mentoring.

42.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Reinforce a collaborative culture

43.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Establish shared leadership roles

44.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Empower team to work together
to make critical product decisions

45.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
5. Specify role clarity and
allow task ambiguity.

46.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Assign individual and team
accountability

47.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Encourage open-ended discussions
and active problem-solving

48.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Measure performance directly by
assessing collective work products

49.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Key Takeaways
• Adopt strategy to implement the function1
• Set a compelling direction as a team2
• Create an enabling structure3
• Provide expert coaching and mentoring4
• Specify role clarity and allow task ambiguity5

50.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Questions?
Speaker:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

51.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hector Del Castillo
• 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 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
51

52.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
Teqcorner, McLean, VA May 13, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
Teqcorner, McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
Teqcorner, McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pm
ProductCamp Boston Promo: Get $150 off for registering for CPM or CPMM prep
course in McLean, VA; contact Cynthia Petti, cynthia@280group.com for more
information. Additional courses are available in Austin, San Jose, and Seattle.

53.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Kuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Amman, Jordan
Singapore
Kuala Lumpur, Malaysia
May 6-7, 2013
May 27-29, 2013
Jun 3-4, 2013
8 am – 5 pm
8 am – 5 pm
9 am – 6 pm
CPMM® Certification Prep Course & Exam
Amman, Jordan
Singapore
May 8-9, 2013
May 30-Jun 1, 2013
8 am – 5 pm
8 am – 5 pm
Follow the links provided to get more information
regarding these courses.

54.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Please Join Us Again!
AIPMM Webinar Series:
Five Product Roadmap Traps (And How To Avoid Them), May 17, 12 p.m. ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk:
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/

55.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
For More Information About
• AIPMM membership benefits
• Certification courses in your area
• Defining the right product strategy and process
to grow your business
• Building and managing a high performing
product management team to improve
product results

56.
Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hector Del Castillo
CPM, CPMM, PMP
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com