Product Management Certification in Singapore - H. Del Castillo, AIPMM
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This document provides information about a 3-day online training course to prepare participants for the Certified Product Manager (CPM®) certification exam. The course covers product management strategies and methodologies throughout the product lifecycle. Participants receive course materials, access to productivity tools and templates, AIPMM membership, and the CPM® exam fee with enrollment. The training is designed to fully prepare attendees to successfully complete the CPM® exam.
![CPM® Certification Exam
• Closed-book, rigorous and designed to evaluate your critical
thinking ability
• 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](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-34-320.jpg)
![CPMM® Certification Exam
• Closed-book, rigorous and designed to evaluate your critical thinking
ability
• 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](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-35-320.jpg)
![Upcoming Webcast
Win/Loss Analysis For More Successful Products With Steve Johnson
Date: Friday, September 21, 2012
Time: 12 noon EDT/ 9:00 a.m. PDT
Register/Archive: [Register here]
Most product managers think of Win/Loss analysis as something that sales people
do and something that only benefits the way vendors sell. But what can be
learned about the portfolio, product, and feature set?
Steve Johnson is Chief Marketing Officer for Primary Intelligence with a focus on
instilling best practices in win/loss analysis and customer experience. His ideas on
customer interaction help companies incorporate market facts into their product
creation, marketing programs, and sales enablement.
© AIPMM 2012](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-74-320.jpg)
![Upcoming Webcast
How to Use Offering Tiers and Levers to Control Price Negotiations with Mark Burton
Date: Friday, Sept 28, 2012
Time: 12 noon EDT/ 9:00 a.m. PDT
Register/Archive: [Register Here]
• The rise of the “economic buyer” and why traditional value-based pricing approaches may fail with
them
• How to craft an offering strategy that enables sales to manage this challenge new type of customer
• How to use tiered offerings and simple offering levers to ensure any request for a discount is met
with reduction in the value of the offering
Mark says, "The increasing power of procurement of professional purchasing organizations is putting
unprecedented pressure on price. Product Managers have a critical role to play in reversing this trend by
creatively defining offerings that enable sales teams to gain the upper hand in tense price negotiations.
Using a few simple techniques product managers can empower sales to call the bluff of poker-playing
customers that want high value for low prices. As a pricing expert, I see the opportunity for product
management and sales to work more together more effectively to increase pricing leverage and reduce
the corrosive effects of discounting."
© AIPMM 2012](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-75-320.jpg)
![Upcoming Courses
Dates and
Upcoming Courses
Location
3-Day Certified Product Manager (CPM®) Prep Course & 8-10 Oct 2012
Exam COMAT
Course Information: [Information] Singapore
3-Day Certified Product Marketing Manager (CPMM®) Prep 11-13 Oct 2012
Course & Exam COMAT
Course Information: [Information] Singapore
For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.
© AIPMM 2012](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-76-320.jpg)
![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
Use promo code: VA12DC200 to save $200 when you register by
Sep 14th.
Product Innovation Leadership (16 PDUs) Sep 24-25, 2012
Course Information: [Information] Teqcorner
McLean, VA
Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012
High Performance Project Management Teqcorner
Course Information: [Information] McLean, VA
For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.
© AIPMM 2012](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-77-320.jpg)
![Upcoming Courses
Dates and
Upcoming Courses
Location
Private Live Online Certified Product Manager (CPM®) Prep Oct 8-12
Course & Exam Five 2-hour
Course Information: [Information] sessions
Private Live Online Certified Product Marketing Manager Oct 8-12
(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](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-78-320.jpg)
![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](https://image.slidesharecdn.com/productmanagementcertificationinsingapore-aipmm-2012-09-12-120912091213-phpapp01/85/Product-Management-Certification-in-Singapore-H-Del-Castillo-AIPMM-80-320.jpg)
Product Management Certification in Singapore - H. Del Castillo, AIPMM
- 1. AIPMM www.aipmm.com © AIPMM 2012
- 2. © AIPMM 2012
- 3. Tweet About Us! AIPMM: @AIPMM Hector: @hmdelcastillo ProdMgmtTalk: #ProdMgmtTalk © AIPMM 2012
- 4. What We Will Discuss • AIPMM Overview • Why Obtain An AIPMM Certification • Training Prep Course Previews • Q&A © AIPMM 2012 4
- 5. 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 2012
- 6. © AIPMM 2012
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. FEATURED PRESENTATION © AIPMM 2012
- 17. Product Managers create and deliver value to customers, executives and investors to create new revenue streams to grow a business. © AIPMM 2012
- 18. Exceptional Product Managers create and deliver value to target customers based on their Customer unmet needs. Product (Value) Business Market © 2011-2012, H. Del Castillo, AIPMM, Product Management Triple Constraint, All Rights Reserved. © AIPMM 2012
- 19. Exceptional Product Managers master and direct the product planning process. AIPMM Product Management Framework Phase Gate Source: © 1998-2012, AIPMM, All Rights Reserved. © AIPMM 2012
- 20. Exceptional Product Managers cultivate a culture that fosters innovation and Process collaboration to create successful products. People Culture © AIPMM 2012
- 21. Barriers To Entry 1. No prior related management experience © AIPMM 2012
- 22. Barriers To Entry 2. Lack formal training © AIPMM 2012
- 23. Barriers To Entry 3. Lack understanding of the product life cycle and planning process © AIPMM 2012
- 24. Barriers To Entry 4. Lack strong leadership and interpersonal skills © AIPMM 2012
- 25. Barriers To Entry 5. Lack knowledge to align business, market and product strategies © AIPMM 2012
- 26. 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
- 27. 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
- 28. 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
- 29. 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
- 30. 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
- 31. AIPMM 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
- 32. Product Management Framework Phase Gate © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 33. 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
- 34. CPM® Certification Exam • Closed-book, rigorous and designed to evaluate your critical thinking ability • 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
- 35. CPMM® Certification Exam • Closed-book, rigorous and designed to evaluate your critical thinking ability • 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
- 36. Course Types • Public Courses • Private Training • Online Training • Customized Training © AIPMM 2012
- 37. Why Attend A Training Prep Course 1. Obtain formal training. © AIPMM 2012
- 38. Why Attend A Training Prep Course 2. Master the product life cycle and planning process. © AIPMM 2012
- 39. Why Attend A Training Prep Course 3. Understand the process to align business, marketing and product strategies. © AIPMM 2012
- 40. Why Attend A Training Prep Course 4. Know the essential duties and responsibilities. © AIPMM 2012
- 41. Why Attend A Training Prep Course 5. Obtain best in class productivity tools. © AIPMM 2012
- 42. Why Attend A Training Prep Course 6. Review relevant case studies. © AIPMM 2012
- 43. Why Attend A Training Prep Course 7. Fully prepares you for certification. © AIPMM 2012
- 44. 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
- 45. 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
- 46. AIPMM Product Life Cycle Process • Course combines the AIPMM ProdBOK® with ProdBOK® Productivity Tools™ • Provides a highly interactive learning experience of the AIPMM ProdBOK® 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
- 47. Ensuring Course Relevance • Questionnaire is distributed before the course to allow instructors to emphasize specific course content based on feedback • AIPMM selects relevant case studies to meet specific needs from registered participants • Course objectives are revisited before, during and after the course allowing AIPMM instructors to focus on outcomes and address any concerns as and when they arise • AIPMM provides extensive documentation on all courses including, slides, models, exercises, productivity tools and further reading and reference material before and during the course • Where applicable, AIPMM instructors also act as coaches in providing one-to-one advice and feedback both during and after the course © AIPMM 2012
- 48. COURSE PREVIEW © AIPMM 2012
- 49. Typical Deployment Product Management Product Management Product Marketing Product Management + Product Marketing + Product Marketing © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 50. Traditional Development Project Traditional Development Project © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 51. Knowledge Areas © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 52. 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 © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 53. Key Deliverables Strategic Plan Competitive Analysis DELIVERABLES Market Trends Mkt Req Document (MRD) Business Case Prod Req Document (PRD) Product Roadmaps © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 54. Key Deliverables Functional Specifications Test Plans DELIVERABLES Product Positioning Marketing Plan Beta Program Plan Launch Plan End of Life Plan © AIPMM 2012 Source: AIPMM, © 1998-2012, All Rights Reserved.
- 55. 3-Day Certified Product Manager Training Prep Course © AIPMM 2012
- 56. CPM® Course Description 3-Day Online Certified Product Manager (CPM®) Prep Course Covers advanced strategies and methodologies to plan and manage any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPM® certification exam. Course includes: • Instant access to on-demand web-based reference material until successful completion of the exam • 24 hours of instructor-led training • Course handbook • Practice exam questions • AIPMM premium membership ($175 value per person) • One year access to productivity templates and tools from Demand Metric ($497 value per person) • Single-user license to product management lifecycle templates and guides from the 280 Group ($99 value per person) • CPM® certification exam fee ($395 value per person) © AIPMM 2012
- 57. CPM® Prep Course Outline Day One Day Two Day Three • Overview • Understanding Goods • Strategy • Exam Guidelines & Services • Value Creation • Product Management • Product Decisions • Exam Review • Marketing Mix • Product Positioning • Practice Questions • Seven Phase Product • Market Research • CPM® Certification Management • Practice Questions Exam Framework • New Product Development • Commercialization • Practice Questions © AIPMM 2012
- 58. 3-Day Certified Product Marketing Manager Training Prep Course © AIPMM 2012
- 59. CPMM® Course Description 3-Day Online Certified Product Marketing Manager (CPMM®) Prep Course Covers advanced strategies and methodologies to plan and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam. Course includes: • Instant access to on-demand web-based reference material until successful completion of the exam • 24 hours of instructor-led training • Course handbook • Practice exam questions • AIPMM premium membership ($175 value per person) • One year access to productivity templates and tools from Demand Metric ($497 value per person) • Single-user license to product management lifecycle templates and guides from the 280 Group ($99 value per person) • CPMM® certification exam fee ($395 value per person) © AIPMM 2012
- 60. CPMM® Prep Course Outline Day One Day Two Day Three • Overview • Understanding Goods • Marketing Process • Exam Guidelines & Services • Marketing • Product Marketing • Understanding Brands Communications • Marketing Mix • Strategy • Distribution Channels • Seven Phase Product • Market Research • Exam Review Management • Buyer Behavior • Practice Questions Framework • Practice Questions • CPMM® Certification • New Product Exam Development • Commercialization • Practice Questions © AIPMM 2012
- 61. AIPMM Training Prep Course Extras © AIPMM 2012
- 62. On-Demand Reference Material • Provides web-based reference materials regarding AIPMM ProdBOK® strategies and methodologies • Consists of ten narrated reference modules, three interactive quizzes and one practice exam © AIPMM 2012
- 63. List of Reference Modules Modules • Introduction • Product Life Cycles •Quiz One • New Product Development •Quiz Two • Commercialization • Understanding Goods & Services • Product Decisions • Product Positioning •Quiz Three • Strategic Planning • Value Creation • Product Marketing • Practice Exam © AIPMM 2012
- 64. 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
- 65. Product Management LifeCycle Toolkit™ 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 Source: 280 Group Product Management LifeCycle Toolkit™ © AIPMM 2012
- 66. Demand Metric Tools Here’s a brief description of some of the templates included: Document Purpose Description 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. 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. 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 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 Source: Demand Metric, AIPMM ProdBOK Productivity Tools™ © AIPMM 2012
- 67. Useful Links • Website: http://www.aipmm.com • LinkedIn: http://www.linkedin.com/company/2614343 • Ambassador’s Council: http://www.aipmmambassadors.com/ • Newsletter: http://aipmm.com/subscribe • 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
- 68. References • Key Tips To Prepare For An AIPMM CPM® or CPMM® Certification, http://slidesha.re/RfbMmr • 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
- 69. 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 powered by JibberJobber • Premium level membership at DemandMetric.com with access to 350+ templates and videos for 1 year. (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 For information: http://bit.ly/JoinAIPMM. © AIPMM 2012
- 70. AIPMM Mentor Matching Program Apply in 3 easy steps: 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
- 71. Q&A © AIPMM 2012
- 72. UPCOMING EVENTS © AIPMM 2012
- 73. 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 September 24 Marissa Kopec, Research Analyst, Sirius Decisions Marisa leads SiriusDecisions’ Product Marketing and Management (PMM) service, delivering research and advice to help product marketers and managers succeed. October 1 Glen Lipka, Vice President of User Experience at Marketo How ideas go through the requirements and design process through to execution at Marketo. © AIPMM 2012
- 74. Upcoming Webcast Win/Loss Analysis For More Successful Products With Steve Johnson Date: Friday, September 21, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register here] Most product managers think of Win/Loss analysis as something that sales people do and something that only benefits the way vendors sell. But what can be learned about the portfolio, product, and feature set? Steve Johnson is Chief Marketing Officer for Primary Intelligence with a focus on instilling best practices in win/loss analysis and customer experience. His ideas on customer interaction help companies incorporate market facts into their product creation, marketing programs, and sales enablement. © AIPMM 2012
- 75. Upcoming Webcast How to Use Offering Tiers and Levers to Control Price Negotiations with Mark Burton Date: Friday, Sept 28, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register Here] • The rise of the “economic buyer” and why traditional value-based pricing approaches may fail with them • How to craft an offering strategy that enables sales to manage this challenge new type of customer • How to use tiered offerings and simple offering levers to ensure any request for a discount is met with reduction in the value of the offering Mark says, "The increasing power of procurement of professional purchasing organizations is putting unprecedented pressure on price. Product Managers have a critical role to play in reversing this trend by creatively defining offerings that enable sales teams to gain the upper hand in tense price negotiations. Using a few simple techniques product managers can empower sales to call the bluff of poker-playing customers that want high value for low prices. As a pricing expert, I see the opportunity for product management and sales to work more together more effectively to increase pricing leverage and reduce the corrosive effects of discounting." © AIPMM 2012
- 76. Upcoming Courses Dates and Upcoming Courses Location 3-Day Certified Product Manager (CPM®) Prep Course & 8-10 Oct 2012 Exam COMAT Course Information: [Information] Singapore 3-Day Certified Product Marketing Manager (CPMM®) Prep 11-13 Oct 2012 Course & Exam COMAT Course Information: [Information] Singapore For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com. © AIPMM 2012
- 77. 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 Use promo code: VA12DC200 to save $200 when you register by Sep 14th. Product Innovation Leadership (16 PDUs) Sep 24-25, 2012 Course Information: [Information] Teqcorner McLean, VA Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012 High Performance Project Management Teqcorner Course Information: [Information] McLean, VA For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com. © AIPMM 2012
- 78. Upcoming Courses Dates and Upcoming Courses Location Private Live Online Certified Product Manager (CPM®) Prep Oct 8-12 Course & Exam Five 2-hour Course Information: [Information] sessions Private Live Online Certified Product Marketing Manager Oct 8-12 (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
- 79. 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
- 80. 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
Editor's Notes
- #7: The world’s largest professional organization of product managers, brand managers, product marketing managers and others responsible for Goods and Services.The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryCurrently over 8,000 membersPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include (in addition to eligibility for the Certification Programs): discounts to AIPMM conferences, the Career Center, peer Forums, tools, templates and publications.
- #14: AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
- #16: The CPMM® credential indicates a thorough understanding of the product marketing functions which are responsible for ensuring the success of the product in the marketplace. The focus of a Marketing Manager begins with a successful launch and continues as the product moves through growth, maturity and eventual decline. The certification exam covers pricing actions, product focused marketing communications activities and how the marketing manager represents the product to sales people, the channel and customers.The CPMM credentials demonstrate skills in the areas of:Both strategic and tactical marketing functions throughout the product life-cycleCreating and executing the marketing plan and budgetManaging the creation of marketing deliverablesCreating marketing campaigns to drive customer acquisition and revenueAssessing the marketplace, customers, competition, and trends through research, analysis & evaluation of relevant dataTranslating insights into compelling business, product or service opportunitiesMeasuring and analyzing product and business performanceRecognizing and recommending opportunities for improvement
- #28: In-person proctored paper exam: These are administered in conjunction with most authorized training programs. (In certain situations, the AIPMM will waive the requirement for completion of an acceptable course of study for this type of exam only.)Electronic proctored exam: To qualify, please follow the procedure for In-person proctored exams. This exam is offered at an Authorized Exam Testing Center location. A list of these locations is available below. Additionally, you can submit an Examination Proctor Agreement Formto add a one-time proctor.Online exam without proctor: Offered with Authorized Training Toolkits such as Agile Certified Product Manager Toolkit and the Certified Product Manager Toolkit. To qualify, please follow the procedure for online exams with qualifying purchase of toolkit. Online exams are subject to additional identity verification guidelines and in some instances a proctor may be required.
- #29: Certification validates your knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification evaluates your expertise regarding the product management and marketing body of knowledge.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
- #30: AIPMM offers three internationally recognized certifications: Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree and passing a certification examination. Certification announces that you have recognized knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
- #33: The Guide to the AIPMM Body of Knowledge will be published at the end of 2012
- #36: The AIPMM Certified Product Marketing Manager (CPMM®) certification exam assesses the Product Marketing Manager's expertise in understanding processes and key roles needed to plan and implement goods and services that achieve profitability in the marketplace.It also measures a Marketing Manager’s ability to assess licensing opportunities, product enhancements, make recommendations for mergers and acquisitions, or withdrawing products from the portfolio.
- #37: The AIPMM Certified Product Marketing Manager (CPMM®) certification exam assesses the Product Marketing Manager's expertise in understanding processes and key roles needed to plan and implement goods and services that achieve profitability in the marketplace.It also measures a Marketing Manager’s ability to assess licensing opportunities, product enhancements, make recommendations for mergers and acquisitions, or withdrawing products from the portfolio.
- #53: This needs to be updated to reflect the Knowledge Areas.
- #54: This needs to be updated to reflect the Knowledge Areas.
- #55: This needs to be updated to reflect the Knowledge Areas.
- #56: This needs to be updated to reflect the Knowledge Areas.
- #58: Three day course that covers advanced strategies and methodologies to plan, manage and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam.
- #61: Three day course that covers advanced strategies and methodologies to plan, manage and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam.
- #71: Three day course that covers advanced strategies and methodologies to plan, manage and market any product throughout each stage of its life cycle. This includes a review and practice questions to fully prepare participants to take the CPMM® certification exam.
- #85: Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.