Thanks everyone who attended my presentation at the PMIWDC Tyson’s Corner lunch meeting in McLean. This session explains why product-driven organizations should consider implementing the seven-phase product life cycle, which is the basis for the Association of International Product Marketing & Management (AIPMM) Body of Knowledge (ProdBOK®). You can download the presentation worksheet here: http://slidesha.re/13jkk2Z. This session is for project managers, cross-functional managers, and product team leaders who want to understand the process to increase the likelihood of creating products that delight customers, reduce time to market, and create new revenue streams for an organization. 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 grow your technology-based business by implementing a product and innovation strategy and process to create new revenue streams using a sustainable approach. Feel free to favorite this if you like it. I look forward to seeing you again soon. Regards, Hector Del Castillo http:/linkd.in/hdelcastillo

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

2. Tweet!
Hector: @hmdelcastillo
AIPMM: @AIPMM
PMIWDC: #PMIWDC
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

3. The Hub Of All Things Product Management
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

4. 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®)
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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 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
5
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

6. What We Will Discuss
1. ProdBOK® Introduction
2. Why Process Matters
3. The Seven-Phase Product Life Cycle
4. Key Takeaways
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

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

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

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

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

11. Successful products require
teamwork
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

12. Why Process Matters
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

13. Process = Organizational Discipline
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14. Organizational Productivity
Requires Discipline
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15. Increases likelihood for success
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16. Reduces time to market
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17. Aligns Strategy, Structure, People
and Culture With Market Trends
and Customer Needs
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

18. Strategy
Structure
Culture
Trends
& Needs
People
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19. Benefits
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20. Common Language
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21. Product Creation Guideline
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22. Mutual Commitments
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23. Product Teams
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24. Continuous Improvement
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25. The 7-Phase Product
Life Cycle
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26. Phase Gate
Source: © 1998-2013, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

27. Supports any development
methodology
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28. Conceive
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29. Understand Trends and Needs
Better Than Competitors
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

30. Plan
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

31. Why Build It
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32. Develop
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

33. Keep Your Eyes On The Market
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34. Qualify
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

35. Get Customers To Try It Early
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

36. Launch
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

37. Inform Customers About It
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38. Deliver
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39. Improve Best Performers
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

40. Retire
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

41. Withdraw Worst Performers
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

42. Conceive
Retire Plan
Deliver Develop
Launch Qualify
Source: © 1998-2013, H. Del Castillo, AIPMM, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

43. Knowledge Areas
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

44. Business Customer
Product
Market Organization
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

45. A Product Is The Intersection Of
Business, Market, Customer and
Organization
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

46. FRAMEWORK COMPARISON
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

47. Typical Project Life Cycle
These are stages that projects go through from initiation
to closing
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

48. Project Management Framework
Monitor/
Initiate Plan Execute Close
Control
Integrate
Scope
Knowledge Areas
Time
Cost
Source: PMI PMBOK v4
Quality
HR
Communicate
Risk
Procure
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

49. Typical Product Life Cycle
These are stages that products go through from
introduction to withdrawal from the market
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

50. Product Management Framework
Conceive Plan Develop Qualify Launch Deliver Retire
Organization
Knowledge Areas
Market
Business
Customer
Product
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

51. Framework Comparison
Product Management
Conceive Plan Develop Qualify Launch Deliver Retire
Project Management
Monitor/
Initiate Plan Execute Close
Control
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

52. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

53. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

54. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

55. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

56. Framework Integration
Initiate
Plan
Execute
Monitor
Close
Source: AIPMM ProdBOK, © 1998-2011, All Rights Reserved.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

57. Key Takeaways
1 • Adopt the product management role early
2 • Understand market and customer insights
3 • Define the right problem to solve first
4 • Keep your eye on the market and customers
5 • Get customers to try your product early
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

58. Please Join Us Again!
AIPMM Webinar Series: Friday, Mar 1
Product Management Leadership, Brian Lawley
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday, Mar 4
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/
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

59. Upcoming Courses
Course & Location Dates Days Time
CIL® Certification Prep Course & Exam
16 PDUs, McLean, VA Mar 5-6, 2013 T, W 8:30 am – 5 pm
Creating Value Through Collaboration
16 PDUs, McLean, VA Mar 7-8, 2013 Th, F 8:30 am – 5 pm
Use promo code provided to save $ on registration fee. Contact Hector
Del Castillo at http://linkd.in/hdelcastillo for more information.
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

60. For More Information About
• AIPMM membership benefits
• Certification courses in your area
• Growing your business by defining the right
product strategy & process
• Aligning your business model with your
product strategy
• Building and managing a high performing
product team
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo

61. Hector Del Castillo
CPM, CPMM, PMP
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com
+1-301-523-9478
© H. Del Castillo, AIPMM 2013 Linkd.in/hdelcastillo