Thanks to everyone that attended this webcast. You can download the worksheet at http://slidesha.re/WMBVfE. The Association of International Product Marketing and Management (AIPMM) is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, the AIPMM 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 performance cross-functional product teams and transforming products to 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 training courses in your area. Let me know how I can help you accelerate your career, connect with others, or create and implement a product and innovation strategy and process successfully to grow your technology-based business using a sustainable approach. I look forward to seeing you at another AIPMM webcast 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
http://www.linkedin.com/in/hectordelcastillo
@hmdelcastillo
© AIPMM 2013 @AIPMM www.aipmm.com

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

6. FEATURED PRESENTATION
© AIPMM 2013 @AIPMM www.aipmm.com

7. 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
© AIPMM 2013 @AIPMM www.aipmm.com

8. What We Will Discuss
1. Common challenges
2. Common responsibilities
3. Key differences
4. Framework comparison
5. Key takeaways
© AIPMM 2013 @AIPMM www.aipmm.com

9. Common Challenges
• Few people understand the role
• Roles and responsibilities can be very unclear
– Get drawn into too much tactical coordination
• Lack the authority to carry out their
responsibilities
– Little influence on corporate branding, channel
selection, or advertising
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
© AIPMM 2013 @AIPMM www.aipmm.com

10. Both roles align activities performed by
cross-functional teams with strategic
objectives.
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11. Both roles require strong influential and
collaborative skills to guide critical decisions.
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12. Both roles orchestrate
key activities and
manage key deliverables.
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13. Fortune’s Most Admired Companies
Rank Company Industry Industry
Rank
1 Apple 1 Computers
2 Google 1 Internet Services & Retailing
3 Amazon.com 2 Internet Services & Retailing
4 Coca-Cola 1 Beverages
5 IBM 1 IT Services
6 FedEx 1 Delivery
7 Berkshire Hathaway 1 Property & Casualty
8 Starbucks 2 Food Services
9 Procter & Gamble 1 Soaps & Cosmetics
10 Southwest Airlines 1 Airlines
Source: Fortune Magazine, Mar 19, 2012
© AIPMM 2013 @AIPMM www.aipmm.com

14. What is Project Management?
• Organizational function of planning,
1 organizing, securing and managing
resources
2 • Applies processes and knowledge
over time
3 • Aligns cross-functional teams to
complete projects
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15. What is the most important task for a
Project Manager?
A. Maximize revenue.
B. Lead product development activities.
C. Reduce development cost.
D. Maximize profit.
E. Deliver high quality.
© AIPMM 2013 @AIPMM www.aipmm.com

16. What is Product Management?
1 • Organizational function
throughout product lifecycle
2 • Proactive planning of products
• Aligns cross-functional teams to
3 create and support a product
© AIPMM 2013 @AIPMM www.aipmm.com

17. What is the most important task for a
Product Manager?
A. Maximize revenue.
B. Lead product development activities.
C. Reduce development cost.
D. Maximize profit.
E. Deliver high quality.
© AIPMM 2013 @AIPMM www.aipmm.com

18. ROLES & RESPONSIBILITIES
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19. Project Management
triple constraint focuses on
maximizing quality. Scope
Quality
Cost Schedule
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20. Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved.
Product Management
triple constraint focuses on
maximizing value. Customer
Product
(Value)
Business Market
© AIPMM 2013 @AIPMM www.aipmm.com

21. Work Environment
Externally
Focused
Functional
Tactical Strategic
Manager
Internally
Focused
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22. Both roles get drawn into tactical
activities.
Externally
Focused
Functional
Tactical Manager
Strategic
Internally
Focused
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23. Both roles need to stay focused on
strategic objectives.
Externally
Focused
Functional
Tactical
Manager Strategic
Internally
Focused
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24. Project Managers are mostly internally
focused.
Externally
Focused
Functional
Tactical Strategic
Manager
Internally
Focused
© AIPMM 2013 @AIPMM www.aipmm.com

25. Product Managers are mostly externally
focused.
Externally
Focused
Functional
Tactical Strategic
Manager
Internally
Focused
© AIPMM 2013 @AIPMM www.aipmm.com

26. Both roles bring different perspectives.
Project Management Product Management
Source: S.T.O.P. The Project Management Survival Plan© by Source: Take Charge Product Management© by Greg
Steven Starke. All rights reserved. Geracie. All rights reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

27. Project Managers guide key
decisions to maximize
quality and minimize risk.
© AIPMM 2013 @AIPMM www.aipmm.com

28. Product Managers guide key
decisions to maximize
value and create new
revenue streams.
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29. FRAMEWORK COMPARISON
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30. Typical Project Life Cycle
Source: PMI PMBOK v5
These are stages that projects go through from initiation
to closing
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31. Project Management Framework
Monitor/
Initiate Plan Execute Close
Control
Integrate
Scope
Knowledge Areas
Time
Cost
Source: PMI PMBOK v5
Quality
HR
Communicate
Risk
Procure
© AIPMM 2013 @AIPMM www.aipmm.com

32. Typical Product Life Cycle
These are stages that products go through from
introduction to withdrawal from the market
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33. Seven Phase Product Life Cycle
Source: AIPMM ProdBOK, © 1998-2012, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

34. Product Management Framework
Conceive Plan Develop Qualify Launch Deliver Retire
Organization
Knowledge Areas
Market
Business
Customer
Product
Source: AIPMM ProdBOK, © 1998-2012, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

35. Framework Comparison
Product Management
Conceive Plan Develop Qualify Launch Deliver Retire
Project Management
Monitor/
Initiate Plan Execute Close
Control
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36. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

37. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

38. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

39. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

40. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2013, All Rights Reserved.
© AIPMM 2013 @AIPMM www.aipmm.com

41. Comparison of Key Deliverables
Project Management Product Management
• Project Knowledge Base • Product Knowledge Base
• Project Portfolio Analysis • Competitive Analysis
• Project Charter • Product Portfolio Analysis
• Project Management Plan • Market Strategy Plan
• Work Breakdown Structure • Market Requirements Document
• Earned Value Analysis • Product Requirements Document
• Feasibility Study • Product Business Case
• Communications Plan • Product Roadmap
• Procurement Plan • Technology Roadmap
• Quality Assurance Plan • Beta Plan
• Risk Management Plan • Launch Plan
• Status Reports • Marketing Plan
• Lessons Learned • End Of Life Plan
© AIPMM 2013 @AIPMM www.aipmm.com

42. Key Takeaways
1 • Both roles guide key activities and decisions
2 • Both roles impact profit and loss
3 • Project Managers minimize loss and risk
4 • Product Managers maximize value and profit
5 • Both roles collaborate to deliver quality & value
© AIPMM 2013 @AIPMM www.aipmm.com

43. 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
© AIPMM 2013 @AIPMM www.aipmm.com

44. 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 2013 @AIPMM www.aipmm.com

45. Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Marketing Director
Connect: linkd.in/hdelcastillo
Follow: @hmdelcastillo
Contact: hmdelcastillo@aipmm.com
© AIPMM 2013 @AIPMM www.aipmm.com

46. 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/
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