Key Tips To Prepare For An AIPMM CPM or CPMM Credential - H. Del Castillo, AIPMM

AIPMM
www.aipmm.com

© AIPMM 2012

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AIPMM: @AIPMM
Hector: @hmdelcastillo
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© AIPMM 2012

Hector Del Castillo
• Senior consultant with over 10 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

© AIPMM 2012
3

The Hub Of All Things Product Management
Community Certification
Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both
questions organizational performance and individual
career aspirations as part of a managed skills
development approach.

Connections Content
Connecting our members through multiple social media Hundreds of practical templates, examples, and information
networks extends our reach

© AIPMM 2012

AIPMM Overview
• With members in 65 countries, the AIPMM is the worldwide
certifying body of product team professionals.
• The only organization that addresses the entire product
lifecycle (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 conferences, and access to
the Career Center, peer Forums, tools, templates and
publications.
© AIPMM 2012

Why Our Members Join
• Network with experts
and thought leaders
• Learn best practices,
proven strategies and
methodologies
• Expand their knowledge
and soft skills.
• Sharpen their leadership
and influential skills
• Validate their expertise
with internationally
recognized certifications.
• Obtain tools to enhance
their productivity

© AIPMM 2012

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®)

© AIPMM 2012 11

Certified Product Manager (CPM®)
• Understands the process and
deliverables for championing great
products
• Able to manage products throughout
the product life cycle, from inception
through to launch.
• Effectively orchestrates internal
activities to ensure the best possible
product outcome.

© AIPMM 2012

Certified Product Marketing
Manager (CPMM®)
• Understands the product marketing
process and activities which are
responsible for ensuring the success of
the product in the marketplace.
• Understands pricing actions, product-
focused marketing activities and how a
product marketing professional
represents the product to sales people,
channel partners and customers.

© AIPMM 2012

FEATURED PRESENTATION

© AIPMM 2012

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

© AIPMM 2012 15

Certification Exams Types
• In-person
proctored
paper exam
• Online
proctored exam
• Online exam
without proctor
Online exams are subject to additional identity verification
guidelines and in some instances a proctor may be required.

© AIPMM 2012 16

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: Why Get An AIPMM CPM® or CPMM® Certification

© AIPMM 2012

Why Certify Your 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
Source: Why Get An AIPMM CPM® or CPMM® Certification

© AIPMM 2012 18

Recommended Training & Certification
by Role

Product CPM®, CPMM® & Certified
Director Innovation Leader (CIL®)

Senior Product Manager CPM® & Certified Product
Marketing Manager (CPMM®)

Product Manager Certified Product Manager
(CPM®)

AIPMM ProdBOK®
Associate Product Manager
Training

© AIPMM 2012

AIPMM Product Lifecycle Framework

Phase Gate

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

© AIPMM 2012
20

What is ProdBOK®?
1. A widely accepted set of strategies,
methodologies, concepts, terms and
activities that make up the product
management and marketing domains, as
defined by AIPMM
2. Applies to any product or portfolio across
industries throughout each phase of the
product life cycle

© AIPMM 2012

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

© AIPMM 2012

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 or contact certification [at] aipmm.com.

© AIPMM 2012

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 or contact certification [at] aipmm.com.

© AIPMM 2012

Preparation Options
• Individual Preparation
• Self-Study Course
• Prep Course

Source: Study Aids

© AIPMM 2012

Course Types

• Public Courses
• Private Training
• Online Training
• Customized
Training

© AIPMM 2012 26

Recommended Reading

AIPMM website provides a list of suggested
study references and readings to support your
preparation.

© AIPMM 2012

COURSE PREVIEW

© AIPMM 2012

Typical Deployment

Product Management Product Management Product Marketing Product Management
+ Product Marketing + Product Marketing

© AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved. 29

Traditional Development Project

Traditional Development Project


Knowledge Areas


Core Product Team

Product Manager
CROSSFUNCTIONAL CORE

Product Mktg Manager
Project Manager
Business Analyst Inputs
TEAM

Processes/Activities
Dev Manager Outputs/Deliverables/Milestones
QA Manager
Cust Support Manager
Sales Manager
Source: AIPMM, © 1998-2012, All Rights Reserved.


Key Deliverables

Strategic Plan
Competitive Analysis
DELIVERABLES

Market Trends
Mkt Req Document (MRD)
Business Case
Prod Req Document (PRD)
Product Roadmaps


Key Deliverables

Functional Specifications

Test Plans
DELIVERABLES

Product Positioning

Marketing Plan

Beta Program Plan

Launch Plan

End of Life Plan


280 Group: CPM® Exam Intensive Prep
Date: Sep & Oct 2012
Time: 8:30 AM – 5:00 PM EDT
Place: Austin & Dallas, TX, 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).
Register for this optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when
you order with Optimal Product Management & Product Marketing. This will help you review
strategies and concepts to increase your chance of passing the exam.
For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com

© 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

280 Group: Optimal Product
Management & Marketing (OPM)
Date: Sep & Oct 2012
Time: 8:30 AM – 5:30 PM EDT
Place: Austin & Dallas, TX, McLean, VA
Price: $1,995* per person (regularly $2,995)
This three day training course from the 280 Group allows participants to master the core knowledge and
skills that are necessary to be highly effective. It also provides students with the foundation to prepare
for the worldwide-standard AIPMM Certified Product Manager (CPM®) exam.
The course price includes printed course materials and slides, a reference handbook, certificate of
completion, single user license for nine templates that cover strategy and execution and option to
register to take the Certified Product Manager (CPM®) exam.
Register for the optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you
order with Optimal Product Management & Product Marketing. This will help you review strategies
and concepts to increase your chance of passing the exam.
PCA participants pay only $1,895 (Save $100). To take advantage of this offer, please register online by
September, 7 2012 and use the coupon code: 100PCAMPTX or 100VA12DC.
For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com

© AIPMM 2012

Optimal Product Management

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

© AIPMM 2012

280 Group Templates
Document Purpose Description
Market Needs Describe market trends and Describes the business or consumer challenges to be solved,
customer needs through an analysis of market needs, user personal and usage
scenarios
Product Description Describe the product and its Describes the whole solution based on its benefits, value
bundle of benefits proposition, expected usage, features and requirements. Includes
initial estimate of cost and revenue.

Market Strategy Determine how to take the Captures long term goals, positioning and messages to be conveyed
product to market to target customers and segments
Business Case Evaluate opportunity Captures the reasoning for initiating a product idea and determines
whether the effort should proceed based on profitability or strategic
fit
Roadmap Determine long term goals and Describes long term vision and objectives for a product or product
objectives portfolio
Beta Plan Ensure product is ready Describes the plan to verify that the product is ready for market
launch by obtaining feedback from prospective target customers

Launch Plan Create initial awareness and leads Describes the plan for raising awareness of a product and achieving
agreed upon goals
Marketing Plan Create demand and meet revenue Includes tactics, budget, timeline, and activities that will support the
goals creation of leads and reaching new customers

End of Life Plan Minimize customer and Describes the best approach to discontinue a product with a smooth
profitability disruptions transition to avoid negative consequences

© AIPMM 2012

Course Benefits
• Gain a thorough understanding of the AIPMM Body of Knowledge
(ProdBOK®) and how to apply it in your workplace
• Achieve credibility with your team and stakeholders by having a
complete understanding of the product marketing process and the
entire product life cycle
• Obtain the knowledge, skills, and tools to boost your productivity
and effectiveness
• Thoroughly prepare to take the exam to earn the prestigious CPM®
and/or CPMM® credentials
• Increase your career opportunities and ability to advance your
career

© AIPMM 2012 40

Training Methodology
• Highly interactive practical training led by an expert
• Provides thorough understanding of the AIPMM
Body of Knowledge (ProdBOK®)
• Includes the AIPMM ProdBOK® Productivity Tools™
• Easily adopted and customized for any organization
– Supports Waterfall and Agile development methodologies

© AIPMM 2012 41

AIPMM Product Life Cycle Process
• Course combines the AIPMM Body of Knowledge and
ProdBOK® Productivity Tools™
• Provides a comprehensive learning experience of the
AIPMM ProdBOK® process to ensure attendees can
immediately apply it once they return to the workplace
• Each phase of the product lifecycle is explained thoroughly
so participants can identify the core product team and
assign roles and responsibilities to increase effectiveness

© AIPMM 2012 42

Useful Links
• Website: http://www.aipmm.com
• LinkedIn: http://www.linkedin.com/company/2614343
• Ambassador’s Council: http://www.aipmmambassadors.com/
• Newsletter: http://bit.ly/News081712
• 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

Join AIPMM
AIPMM Premium Membership Price: $175 per year
With members in 65 countries, AIPMM is the world’s largest association focused on connecting product team
professionals with each other and providing educational opportunities, reference materials, and tools to make
you more effective and boost your productivity. Here are some key benefits you get by joining:
• Eligible for AIPMM Certification Exams
• Personalized membership certificate
• Eligibility for AIPMM education scholarship
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• Access to 350+ templates and videos from Demand Metric. (valued at $497 USD)
• Choice of 1 product management toolkit valued at $99 USD from AIPMM partner, 280 Group™
• $100 USD discount on Product Management Office™ Professional (valued at $399 USD) from AIPMM
partner, 280 Group™
• An electronic copy of The Phenomenal Product Manager book from AIPMM partner, 280 Group™
• An electronic copy of The Optimal Product Process book from AIPMM partner, 280 Group™
• Eligible for Mentor Matching program
Join today and save $25! Must use promo code: 25PCA9 and join by Sep 7th. No exceptions.
For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at hmdelcastillo [at] aipmm.com

© AIPMM 2012

ProdBOK® Productivity ToolsTM
• Access over 370 templates incorporating advanced
methodologies based on years of practical hands-on experience
and research
• Every critical aspect is thought through strategically and tactically
• Describe plans and decisions with as much or as little detail as
the situation requires
• Provides a guide for each template so users are very productive
• Organization gains ongoing learning and continuous
improvement to ensure they become closer to excellence
• Brief training presentation explaining the AIPMM ProdBOK®
• Single user license only – not to be distributed, shared on a
server, etc.

© AIPMM 2012 45

Demand Metric Templates
Here’s a partial list of templates:
Balanced Scorecard Communicate strategic objectives, Communicates strategic objectives, metrics, targets, and initiatives
Strategy Map metrics, targets, and initiatives for four key perspectives: Financial, Customer, Learning & Growth,
and Business Processes.
Business Strategy Plan Document your business strategy Captures your business strategy so it is clearly communicated to key
stakeholders.
Competitive Analysis Determines your market position Captures the positioning map to identify and analyze your product’s
Tool with regard to value, price and position in the market.
market share
Positioning Statement Capture a positioning statement Defines a positioning statement that describes your product, defines
to differentiate your product its differentiation and its value proposition for target customers.
Product Development Describe the proposed product Captures the proposed product development plan and helps build a
Charter development plan business case that senior management can approve.

Product Features Determine the value of each Prioritizes features for the next product release based on feedback
Prioritization Tool feature from three key from three key stakeholders.
stakeholder perspectives

© AIPMM 2012

Demand Metric Templates
Here’s a partial list of templates:
Product Launch Checklist Organize and standardize your Captures your product launch process, which includes: Stage,
product launch process Department, Task, Description, Owner, Start Date, Duration, End Date
and Status. Communicates work effort and identifies key resources
needed for a successful product launch.
Product Launch Plan Define a Product Launch Plan that Describes a Product Launch Plan to create alignment and assign roles
successfully gets your product to among members of the launch team.
market
Product Lifecycle Matrix Rank products or product Rank products on the basis of their relative market shares and growth
(BCG Matrix) portfolio with respect to rates for competitive analysis.
competitors
Responsibility Assign roles and responsibilities in Defines core product team, identifies key resources and assigns roles
Assignment Matrix cross-functional/departmental and responsibilities in cross-functional/departmental projects and
projects and processes processes.
STEP Industry Analysis Analyze industry trends and Captures industry trends and social, technological, economic and
Tool social, technological, economic political conditions identified during market analysis.
and political conditions
SWOT Analysis Tool Evaluate strengths and Captures evaluation of a company’s strengths and weaknesses and
weaknesses and associated identifies opportunities and threats associated with market trends.
opportunities and threats

© AIPMM 2012

AIPMM Mentor Matching Program
1. Become an AIPMM Premium member:
Membership Info.
2. Mentors must apply for Ambassador Council:
Submit Request.
3. Apply for Mentor Matching program by Sep 14,
2012, 3PM EDT. Apply here.
Selected applicants will be notified via email by Sep
24, 2012.

© AIPMM 2012

References
• Why Get CPM® or CPMM® Certification,
http://slidesha.re/QyagYG
• Why AIPMM Membership Boosts Your
Productivity, http://slidesha.re/LVPotE
• Why Exceptional Product Managers Have
Many Mentors and How to Create Your Own
Mentor Network, http://slidesha.re/OWWuSx
• Professional Growth Plan Template,
http://slidesha.re/IvnYI3

© AIPMM 2012

Upcoming
Global Product Management Talks
Bringing Product Talks to you via Twitter Chat & Podcast!
Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk
Register: http://www.prodmgmttalk.com
Listen: http://www.blogtalkradio.com/prodmgmttalk
Aug 27
How Product Management Can Make or Break Your Company
w/ David Fradin @davidfradin
4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston

Sept 10
Building products with the Gestalt Mind
w/ Prabhakar Gopalan @pgopalan

© AIPMM 2012

Upcoming Webcast
How To Prepare For The AIPMM Certified Product Manager (CPM) Certification Exam
Date: Wednesday, August 29, 2012
Time: 9:00 p.m. SGT/ 9:00 a.m. EDT
Register/Archive: [Register here]

This webcast will review all you need to know about the CPM® preparation course and
the certification exam. The course provides a thorough review of key strategies,
concepts and terminology to help participants prepare to take the exam to earn the
prestigious AIPMM Certified Product Manager (CPM®) credential. It covers the
strategy for answering the exam questions and a Q&A for anything else participants
want to review and fully prepares participants to take the Certified Product Marketing
Manager (CPM®) certification exam.

© AIPMM 2012

Upcoming Webcast
European Product Management Certification
Date: Wednesday, September 5, 2012
Time: 11 noon EDT/ 8:00 a.m. PDT
[Register Here]

As product management certification becomes ever-more relevant and critical for
success in the field, it is also now gaining increased awareness and importance
throughout the world. This webinar will discuss becoming a Certified Product
Manager(CPM) in Europe, including the details of the certifications, benefits of
becoming certified, course and exam options, the worldwide standard ProdBOK(R)
Seven Phase Product Lifecycle and any other questions you may have about how
to use certification to move your career forward. Also discussed will be some of
the key differences between product management in Europe versus the rest of
the world, and how this applies to certification.

© AIPMM 2012

Upcoming Courses
Dates and
Upcoming Courses
Location
Optimal Product Management & CPM® Certification Exam Sep 17-20, 2012
from the 280 Group Teqcorner
Course Information: [Information] McLean, VA
Save $100. Must use promo code: 100VA12DC and register by Sep 7th.
Product Innovation Leadership (16 PDUs) Sep 24-25, 2012
Course Information: [Information] Teqcorner
Save $200. Must use promo code: 200PCA9 and register by Sep 7th. McLean, VA

Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012
High Performance Project Management Teqcorner
Course Information: [Information] McLean, VA
Save $100. Must use promo code: 100PCA9 and register by Sep 7th.

For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.

© AIPMM 2012

Upcoming Courses

Dates and
Upcoming Courses
Location
Private Live Online Certified Product Manager (CPM®) Prep Sep 10-14
Course & Exam Five 2-hour
Course Information: [Information] sessions

Private Live Online Certified Product Marketing Manager Sep 10-14
(CPMM®) Prep Course & Exam Five 2-hour
Course Information: [Information] sessions

These courses are available only outside the U.S. in regions not covered by an AIPMM
Authorized Training Provider.

For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.

© AIPMM 2012

For More Information About
• AIPMM membership benefits
• Certification courses in your area
• How to prepare to take a certification exam
• Defining the right product strategy & process
to grow your business
• Aligning your business model with your
product strategy

© AIPMM 2012

Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Marketing Director
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo [at] aipmm.com

© AIPMM 2012

Key Tips To Prepare For An AIPMM CPM or CPMM Credential - H. Del Castillo, AIPMM

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Key Tips To Prepare For An AIPMM CPM or CPMM Credential - H. Del Castillo, AIPMM