Thanks everyone who attended ProductCamp Austin 9. With members in over 65 countries, the Association of International Product Marketing and Management (AIPMM) is the worldwide certifying body of product team professionals. It is the hub of all things product management. It is where product professionals go for answers. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's Certified Product Manager (CPM®) and Certified Product Marketing Manager (CPMM®) 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. AIPMM offers training courses that prepare product management and marketing teams to take the CPM® and/or the CPMM® certification exam(s). Contact Hector Del Castillo at http:/linkd.in/hdelcastillo for information about AIPMM membership, certification courses in your area, or for help aligning your business and product strategy.

1. Hector Del Castillo
linkd.in/hdelcastillo
August 18, 2012
© AIPMM 2012

2. I want to thank everyone who attended the
AIPMM sessions at ProductCamp Austin 9.
I welcome your feedback regarding this topic.
Contact me with any comments or questions.
I look forward to seeing you again soon.
© AIPMM 2012

3. Tweet About Us!
Hector: @hmdelcastillo
AIPMM: @AIPMM
ProdMgmtTalk: #ProdMgmtTalk
© AIPMM 2012

4. 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
4

5. © AIPMM 2012

6. 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

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. 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

11. • Network with experts
Why Our Members Join 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

12. 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

13. 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
© AIPMM 2012

14. Why Certify Your Company’s 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
© AIPMM 2012 14

15. 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

16. AIPMM Product Management
Framework
Phase Gate
Source: © 1998-2012, AIPMM, All Rights Reserved.
© AIPMM 2012
16

17. 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

18. 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

19. References
• 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
• Why Get CPM® or CPMM® Certification,
http://slidesha.re/QyagYG
• Professional Growth Plan Template,
http://slidesha.re/IvnYI3
© AIPMM 2012

20. 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
Join today! PCamp Austin participants pay only $150 (Save $25) when you join by Sep 7th. Use
promo code: 25PCA9. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at
hmdelcastillo [at] aipmm.com
© AIPMM 2012

21. 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

22. UPCOMING EVENTS
© AIPMM 2012

23. Global Product Management Talk
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 20 Product Marketing Methodology
w/ Bill Reed, Managing Director & Co-Founder @Aventigroup
4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston
© AIPMM 2012

24. Upcoming Webcast
Key Tips To Prepare For An AIPMM Certified Product Manager (CPM®) Or
Certified Product Marketing Manager (CPMM®) Certification Exam
Date: Wednesday, August 22, 2012
Time: 12 noon EDT/ 9:00 a.m. PDT
Register/Archive: [Register here]
This webcast will discuss all you need to know about the CPM® and CPMM® certification exams
and preparation courses. The prep courses provide a thorough review of key strategies, concepts
and terminology to help participants prepare to take an AIPMM certification exam. They cover
the strategy for answering the exam questions and a Q&A for anything else participants want to
review. They fully prepare participants to take the Certified Product Marketing Manager (CPM®)
or Certified Product Marketing Manager (CPMM®) certification exam.
Who Should Attend
This is for all product team professionals who want to distinguish themselves, accelerate their
careers by mastering strategies, methodologies and tools to plan, manage and market successful
products, improve their productivity, and fully prepare to sit for and successfully pass the CPM®
or CPMM® Certification Exam.
© AIPMM 2012

25. Upcoming Webcast
How To Prepare For The AIPMM Certified Product Manager (CPM®)
Certification Exam
Date: Wednesday, August 29, 2012
Time: 12noon EDT/ 9:00 a.m. PDT
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

26. Upcoming Courses
Dates and
Upcoming Courses
Location
Optimal Product Management & CPM® Certification Exam Sep 2012
from the 280 Group Austin, TX
Course Information: [Information] Dallas, TX
McLean, VA
Product Innovation Leadership (16 PDUs) Sep 24-25, 2012
Course Information: [Information] McLean, VA
Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012
High Performance Project Management McLean, VA
Course Information: [Information]
For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.
© AIPMM 2012

27. COURSE PREVIEW
© AIPMM 2012

28. Upcoming Training Courses
The following training courses from the 280
Group and AIPMM will be offered in the Austin,
Dallas and DC metro areas in Sept and Oct.
Contact me if you’re interested in registering for
these courses and need additional information.
© AIPMM 2012

29. 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

30. 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

31. 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

32. 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

33. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Date: Sep 24-25, 2012
Time: 8:30 AM – 5:30 PM EDT
Place: Teqcorner, McLean, VA
Price: $1,697 per person
This course covers best practices and proven methodologies to lead innovation efforts in order
for your company to gain or maintain a competitive advantage using a sustainable approach. You
will learn knowledge, skills, and tools to integrate and align strategic objectives with a managed
and purposeful innovation culture. This course fully prepares you to take the Certified Innovation
Leader (CIL) certification exam, which is administered at the end of day two. Price includes
training, certification exam fee, AIPMM premium membership, and access to over 350 templates
from the AIPMM ProdBOK® Productivity Tools.
* PCamp Austin participants pay only $1,497 (Save $200) per person when you register by Sep
7th. Use promo code: 200PCA9. Group discount of $300 per person when you register 5 people.
For information: http://bit.ly/CILCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com
© AIPMM 2012

34. Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)
Day 1
Day 2
Introduction & Overview
Strategic Innovation Leverage and Phase 2: Plan
Alignment (SILA)
Phase 3: Develop
Project Identification
Phase 4: Develop
Business Case Development
Phase 5: Qualify
Phase 1: Conceive
Phase 5: Launch
Practice Questions
Exam Review
Certified Innovation Leader (CIL®)
Certification Exam
© AIPMM 2012

35. Creating Value Through Collaboration -
High Performance Project Management (16 PDUs)
Date: Sep 26-27, 2012
Time: 8:30 AM – 5:30 PM EDT
Place: Teqcorner, McLean, VA
Price: $997 per person
This course is designed by Lee Lambert of the Lambert Consulting Group and Greg Geracie of
Actuation Consulting.
This course teaches project managers what to expect from product management and vice versa,
how to discover blind spots and risks within the product development process, and how to
change the critical product management relationship from a collision course to a powerful
partnership. This course offers 16 PDUs for PMI® certified Project Management Professionals
(PMP®).
* PCamp Austin participants pay only $897 (Save $100) per person when you register by Sep 7th.
Use promo code: 100PCA9. Group discount of $200 per person when you register 5 people.
For information: http://bit.ly/CVCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com
© AIPMM 2012

36. Creating Value Through Collaboration -
High Performance Project Management (16 PDUs)
Learning Objectives
• Clearly illustrate how the project lifecycle integrates with and compliments the
overall product management lifecycle. This will help you:
– Increase your value by making you a more strategic project manager and give you a deeper
understanding of the core business needs
– Become aware of risks and “blind spots” that can negatively impact your project and the
success of the product
– Understand the factors that improve your odds for project and product success
• Demonstrate how aligning product and project management leads to more
effective teamwork and increased efficiency. This will help you:
– Understand that the product management and project lifecycles are deeply intertwined
– Define your company’s production process and ensure that the major product and project
deliverables are in place
– Deploy shared incentives, performance objectives, an success criteria
• Increase your ability to control project and product results by:
– Expanding your product “domain” knowledge
– Improving your core team’s performance and collaboration
– Ensuring robust and thoughtful planning, risk mitigation, and communication
© AIPMM 2012

37. 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

38. 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
+1-301-523-9478
© AIPMM 2012