Thanks everyone who attended this webcast from the Association of International Product Marketing & Management (AIPMM). 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 also provides insights on why growing high performing product management teams is critical for product-driven organizations. This session is for CXOs, VPs and Directors of Product Management and Product Marketing, senior managers and product team leaders. 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. Contact me if you are interested in setting up a private presentation regarding this or related topic 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. AIPMM Webinar Series
www.aipmm.com
© AIPMM 2013 @AIPMM www.aipmm.com

2. © AIPMM 2013 @AIPMM www.aipmm.com

3. Founded 1998
Largest Product Management professional group
Provides professional development and
certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
© AIPMM 2013 @AIPMM www.aipmm.com

4. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk
Producer, Startup Product Summit http://startupproduct.com
@cindyfsolomon @ProdMgmtTalk @startupproduct
Presenter:
Hector Del Castillo, PMP, CPM, CPMM
Connect: http://linkd.in/hdelcastillo
Follow: @hmdelcastillo
© AIPMM 2013 @AIPMM www.aipmm.com

5. Tweet!
Hector: @hmdelcastillo
AIPMM: @AIPMM
ProdMgmtTalk: @ProdMgmtTalk
Hashtag: #prodmgmt
© AIPMM 2013 @AIPMM www.aipmm.com

6. Stay and Win!
12-month AIPMM premium membership
($175 value)
© AIPMM 2013 @AIPMM www.aipmm.com

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

8. 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
8
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

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

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

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

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

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

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

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

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

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

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

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

21. 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

22. 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

23. 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

44. 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

45. Please Join Us Again!
AIPMM Webinar Series:
Why Get an AIPMM Certification, Mar 20, 8 a.m. ET
Art of War For The Product Manager, Mar 22, 12 p.m. ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday, Mar 18
Increasing Efficiency: 10 Tools in 10 Minutes
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

46. Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA May 13, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pm
Register for these courses here: http://bit.ly/Y9val2.
Additional courses are available in Austin, San Jose, and Seattle.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

47. Upcoming Courses
Course & Location Dates Time
CPM® Certification Prep Course & Exam
Athens, Greece Apr 9-10, 2103 8 am – 5 pm
Amman, Jordan May 6-7, 2013 8 am – 5 pm
Singapore May 27-29, 2013 8 am – 5 pm
CPMM® Certification Prep Course & Exam
Athens, Greece Apr 11-12, 2103 8 am – 5 pm
Amman, Jordan May 8-9, 2013 8 am – 5 pm
Singapore May 30-Jun 1, 2013 8 am – 5 pm
Follow the links provided to get more information regarding these courses.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

48. 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 and product
strategy to create new revenue streams
• Building and managing a high performing
product management team to improve
product results
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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