Thanks everyone who participated in this webcast from the Association of International Product Marketing and Management (AIPMM). If your goal is to become an exceptional product manager within your organization, or land a promotion with a new company, adding an AIPMM certification to your list of accomplishments may be just the proof you need to prove your knowledge and expertise to hiring managers or superiors. Product managers tend to arrive in their role from many paths of entry, and a certification demonstrates you understand the core competencies of the role and that you can effectively manage a product at any point within its life cycle. AIPMM's certifications 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. About the Speaker Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that that want to grow by strengthening their product portfolio and creating new revenue streams. Upcoming Events For more information regarding this topic or certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo. About AIPMM 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. Visit www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: 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 Articles: http://www.aipmm.com/html/newsletter/article.ph

1. © AIPMM 2013 www.aipmm.com
AIPMM Webinar Series
www.aipmm.com

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3. © AIPMM 2013 www.aipmm.com
Hector Del Castillo: @hmdelcastillo
AIPMM: @AIPMM
Tweet!

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• One Amazon $50 gift card
• One hour free product management
assessment or consulting session for the
first 10 people that request it
Participate and Win!

5. © AIPMM 2013 www.aipmm.com
Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

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

7. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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®)

8. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What is your greatest career
challenge right now?

9. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
1. Enhances your credibility and
reputation.

10. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
2. Validates your expertise and
abilities.

11. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
3. Grants a globally recognized
mark of distinction.

12. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
4. Enhances opportunities for
career advancement.

13. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
5. Connects you with experts and
thought leaders.

14. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
6. Strengthens your influential and
collaborative skills.

15. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Get Certified
7. Demonstrates commitment to
your profession.

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Why Certify Your Team

17. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
1. Enables smarter decisions,
better results.

18. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
2. Enhances team effectiveness
by aligning key activities.

19. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Certify Your Team
3. Strengthens your company’s
product portfolio.

20. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is ProdBOK®?
Source: © 1998-2013, AIPMM, All Rights Reserved.

21. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Global standard for conceiving,
building, and marketing
products
Source: © 1998-2013, AIPMM, All Rights Reserved.

22. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Seven Phase Product Life Cycle
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase

23. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Is A Product?
Source: © 1998-2013, AIPMM, All Rights Reserved.

24. © 2013 H. Del Castillo Linkd.in/hdelcastillo
A good, service or
combination of both
Source: © 1998-2013, AIPMM, All Rights Reserved.

25. © 2013 H. Del Castillo Linkd.in/hdelcastillo
What Others Are Saying About
AIPMM Certifications

26. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"Thanks again for a wonderful workshop. I am really
pleased with the CPM/CPMM certifications. It’s
fantastic to have an official third party validation of
my skill set in product management and product
marketing that I can show prospective employers.
The certifications have differentiated me from other
candidates and have helped me get additional
interviews. Furthermore, I believe they were
instrumental in helping me get an outstanding job
offer last week!" - Michael Jouaneh, MBA, CPM, CPMM

27. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
“There is definitely a sense of pride in knowing
that I proved to myself and others I know the
best practices for Product Management. In
addition, recruiters have said it makes my
resume stand out from the rest.” - Holly Hansen,
CPM, CPMM

28. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Testimonials
"The exam itself was a challenging (and
humbling) experience. It measures thorough
understanding of the essential product
management principles. I will certainly
recommend it to others, and look for certified
candidates when I hire product managers.
Congratulations to AIPMM on setting a long-
needed bar to measure competence in this
field!" - Linda Merrick, CPM

29. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Eligibility Requirements

30. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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
32

31. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Agile Certified Product Manager
(ACPM®)
• Indicates a thorough understanding of
basic and advanced strategic and
tactical concepts in agile product
management.
• Ensures that those who pass the exam
fully understand agile product
management and are able to apply the
concepts immediately to be more
effective in their jobs.

32. © 2013 H. Del Castillo Linkd.in/hdelcastillo
ACPM® Certification Exam
• Closed-book exam
• Comprised of 60 multiple-choice questions in the following key
areas:
– Agile development (Scrum, XP, Lean)
– Release management and planning
– Documentation
– Organizing around Agile launches
– Roadmapping
– Distributed/larger teams
– Integrating agile within a traditional product process
• Passing score is 85%
• Total time allowed for exam: 45 min.
For more information about the certification exam, go to
ACPM® Certification Exam.

33. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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.

34. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions 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%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPM® Certification Exam.

35. © 2013 H. Del Castillo Linkd.in/hdelcastillo
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.

36. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Certification Exam
• Closed-book exam
• Comprised of 120 multiple-choice and a few essay questions
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%]
• Passing score is 74%
• Total time allowed for exam: 2 hours
For more information about the certification exam, go to
CPMM® Certification Exam.

37. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Recommended Certification by
Role
Product
Director
Senior Product Manager
Product Manager
Associate Product Manager
CPM®, CPMM® & Certified
Innovation Leader (CIL®)
CPM® & Certified Product
Marketing Manager (CPMM®)
Certified Product Manager
(CPM®)
AIPMM ProdBOK®
Training

38. © 2013 H. Del Castillo Linkd.in/hdelcastillo
COURSE PREVIEW

39. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
1. Fully prepares you for certification.

40. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
2. Expands your skills and
knowledge.

41. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Review Course
2. Master the product life cycle
and planning process.

42. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Prep Course
3. Understand the process to
align business, marketing and
product strategies.

43. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Why Attend A Training Prep Course
5. Obtain product life cycle
management productivity tools.

44. © 2013 H. Del Castillo Linkd.in/hdelcastillo
APME Course Description
Covers the necessary practices for working in an Agile
environment. The course covers multiple Agile development
methods (Scrum, XP and Lean) and is focused on practical
application to make participants more effective the moment
they return to their desks. This fully prepares participants to take
the ACPM® certification exam.
Course includes:
• 8 hours of instructor-led training
• Course handbook
• Single-user license to product management life cycle templates
and references from the 280 Group ($99 value per person)

45. © 2013 H. Del Castillo Linkd.in/hdelcastillo
APME Prep Course Outline
Day One
1. Why Agile is good for Product Management (Part 1)
2. A look at Scrum (Part 2)
3. Agile Release Management (Part 3)
4. Agile Release Planning (Part 4)
5. Agile Documentation (Part 5)
6. Organizing around Agile (Part 6)
7. Starting Out with Agile (Part 7)
8. XP and Lean (Part 8)
9. Wrap-up (Part 9)
10. Agile Release Planning Workshop (Part 10)

46. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Course Description
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:
• 14 hours of instructor-led review
• Course handbook
• Single-user license for product management life cycle templates
and references from the 280 Group ($99 value per person)
• CPM® certification exam fee ($395 value per person)

47. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPM® Prep Course Outline
Day One
• Introduction
• What is Product
Management
• Product Lifecycle
• Understanding Goods &
Services
• Product Decisions
• Strategic Planning
Day Two
• Useful Tools
• Marketing Mix
• Product Positioning
• Value Creation
• Exam Review & Guidelines
• CPM® Certification Exam

48. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Course Description
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:
• 14 hours of instructor-led review
• Course handbook
• Single-user license for product management life cycle templates
and references from the 280 Group ($99 value per person)
• CPMM® certification exam fee ($395 value per person)

49. © 2013 H. Del Castillo Linkd.in/hdelcastillo
CPMM® Prep Course Outline
Day One
• Introduction
• Product Marketing
• Marketing Mix
• Seven Phase Product
Management Framework
• Understanding Goods and
Services
• Understanding Brands
• Strategy
• Market Research
Day Two
• Buyer Behavior
• Marketing Process
• Marketing Communications
• Integrated Marketing
Communications
• Distribution Channels
• Exam Review & Guidelines
• CPMM® Certification Exam

50. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Product Management Life Cycle Toolkit™
Document Purpose Description
Market Needs Describe market trends and
customer needs
Describes the business or consumer challenges to be solved,
through an analysis of market needs, user personal and usage
scenarios
Product Description Describe the product and its
bundle of benefits
Describes the whole solution based on its benefits, value
proposition, expected usage, features and requirements. Includes
initial estimate of cost and revenue.
Market Strategy Determine how to take the
product to market
Captures long term goals, positioning and messages to be conveyed
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
objectives
Describes long term vision and objectives for a product or product
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
goals
Includes tactics, budget, timeline, and activities that will support the
creation of leads and reaching new customers
End of Life Plan Minimize customer and
profitability disruptions
Describes the best approach to discontinue a product with a smooth
transition to avoid negative consequences
Source: 280 Group Product Management Life Cycle Toolkit™

51. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Who Should Attend
• Self-taught product managers seeking to
validate their expertise and expand skills
• People with limited experience spearheading
product teams
• Senior managers having trouble getting the
results they want from their product team
• Anyone seeking formal product marketing and
management training and skills

52. © 2013 H. Del Castillo Linkd.in/hdelcastillo
Key Takeaways
• AIPMM credentials are world renowned1
• Validates your expertise to guide decisions2
• Demonstrates your team’s competence3
• Builds management’s confidence level4
• Empowers high performing product teams5

53. © AIPMM 2013 www.aipmm.com
My Next Webinar
How To Create a Compelling Business Case
For Your Product Ideas
Friday, Aug 23rd, 12 pm ET

54. © AIPMM 2013 www.aipmm.com
Free Consulting Session
• First ten people to submit information to
Hector via email
• Please include background on topic or issue
• Must include name, title, email address,
phone number, and company info

55. © AIPMM 2013 www.aipmm.com
Q & A
Moderator:
Therese Padilla, AIPMM President
Presenter:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

56. © AIPMM 2013 www.aipmm.com
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
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ 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
58

57. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 26, 2013
Sep 16, 2013
M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 27-28, 2013
Sep 17-18, 2013
T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
Seattle, WA
McLean, VA
Aug 29-30, 2013
Sep 19-20, 2013
Th, F 8:30 am – 5 pm
Contact Melissa Holtzer, melissa@280group.com, to obtain a 10% discount when you register for
these courses by Aug 23rd. Additional certification prep courses are available in Austin, San Jose,
and London.

58. © AIPMM 2013 www.aipmm.com
Upcoming Course
Certified Product Marketing Manager®
9th & 10th September 2013
Grand Millennium Kuala Lumpur
160, Jalan Bukit Bintang
55100 Kuala Lumpur, Malaysia
marcus evans professional training
Tel: 603 2117 4888 Fax: 603 2145 7732
www.marcusevans.com

59. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Athens, Greece Oct 10-11, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Athens, Greece
Singapore
Oct 8-9, 2013
Oct, 2013
9 am – 6 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Kuala Lumpur, Malaysia
Athens, Greece
Singapore
Sep 9-10, 2013
Oct 14-15, 2013
Oct, 2013
9 am – 6 pm
9 am – 6 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

60. © AIPMM 2013 www.aipmm.com
For More Information About
• AIPMM membership benefits
• Certification courses near you
• How to prepare to take a certification exam
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo [at] aipmm.com
linkd.in/hdelcastillo

61. © AIPMM 2013 www.aipmm.com
Please Join Us Again!
AIPMM Webinar Series:
How To Create a Compelling Business Case For Your Product Ideas,
Friday, Aug 23rd, 12 pm 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/

62. © AIPMM 2013 www.aipmm.com
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Innovation Consultant
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo [at] aipmm.com