Thanks everyone who attended the PMICVC March dinner meeting. It was an honor to share this discussion about the value of integrating project management within a marketing department. Please feel free to like and share this if this information is beneficial to you. Description Many marketing experts fail to recognize the value of project management because they consider it a function best suited to product development, manufacturing, or as a useful tool to meet web development needs. Most marketers resist the idea of adopting project management methodologies in marketing activities. As a result, most organizations that attempt to gauge the effectiveness of marketing activities struggle to implement the right metrics to measure success. What you will learn: * Know common traits of successful marketing managers and project managers * Appreciate key marketing deliverables that can benefit from project management * Understand what marketing managers and project managers can learn from each other This session focuses on how to collaborate in planning and implementing successful marketing activities that achieve positive results. About Hector Del Castillo Hector Del Castillo helps executives, senior managers and entrepreneurs transform ideas into a great business. He has launched over 30 global products resulting in over $200M of achieved sales revenue. He has over 15 years of experience strengthening the product portfolio, guiding high performing cross-functional teams, and creating new revenue streams within product-driven organizations. As a consultant, trainer and coach, he builds capacity and capability by guiding and training product teams, improving planning processes and deploying best in class tools to make smarter decisions and get better results from product investments. Hector is a Certified Product Manager (CPM®) and Certified Product Marketing Manager (CPMM®). He earned M.S. degrees in Electrical Engineering from the University of California at Santa Barbara and the University of Texas at El Paso and a Bachelor’s Degree in Electrical Engineering from the University of Texas at El Paso. Hector helps founders, entrepreneurs, inventors, makers, investors, business leaders and community leaders connect, share, and learn from each other to create products customers love. Connect with Hector to learn more about how you can get involved: http://linkd.in/hdelcastillo. Interested in bringing this session to your community? Connect with Hector Del Castillo at http://linkd.in/hdelcastillo to schedule a brief introduction call.

1. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Hector Del Castillo
linkd.in/hdelcastillo
This presentation may contain copyright material owned by other authors. I have made an attempt to make
proper attributions. If you feel that I have failed to do so, I would greatly appreciate it if you contact me
directly so I can attempt to correct the matter.

2. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Thanks everyone that attended this event. It was
a pleasure and honor to share this material with
you.
Please like and share this if it’s beneficial to you
and others in your network.
Interested in bringing this topic to your
community?
Contact me and let me know how I can help you.
Special Thanks

3. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Follow: @hmdelcastillo @PMICVC
Use: #Prodmktg
Tweet!

4. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Takeaways
• Appreciate common traits of successful
marketing managers and project managers
• Appreciate key marketing deliverables that
can benefit from project management
• Understand what marketing and project
managers can learn from each other

5. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
What We Will Discuss
• A Brief Comparison
• Key Marketing Activities
• Keys To Integrating Marketing and Project
Management
• Key Takeaways
• Q&A

6. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
A Brief Comparison

7. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Project management and
marketing management are
critical business functions that
empower teams to make
smarter decisions and get
better results.

8. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Market Customer
Business Organization
Product
Source: AIPMM ProdBOK® Knowledge Areas
Customer /Market Development
Product Development/Improvement

9. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Successful products require
teamwork

10. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Common Traits
Marketing
Management
• Quality champion
• Skilled communicator
• Team leader
• Action-oriented
• Knowledgeable
• Efficient
• Decisive
• Customer champion
• Creative
• Team builder
• Value-oriented
• Adaptable
• Revenue focused
• Accountable
VS
Project
Management

11. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Comparison of Key Deliverables
Project Management Marketing Management
• Project Knowledge Base
• Project Portfolio Analysis
• Project Charter
• Project Management Plan
• Work Breakdown Structure
• Earned Value Analysis
• Feasibility Study
• Communications Plan
• Procurement Plan
• Quality Assurance Plan
• Risk Management Plan
• Status Reports
• Lessons Learned
• Competitive Analysis
• Market Analysis
• Marketing Strategy
• Brand Development & Support
• Product Portfolio Analysis
• Market Requirements Document
• Market Segmentation
• Product Positioning
• Channel Management
• Launch Plan
• Marketing Plan
• Marketing Communications
• Content Marketing
• End Of Life Plan

12. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Marketing Activities

13. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo

14. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Manages the Marketing Mix
Target
Market
Product
Price
Place
PromotionPeople
Process
Physical
Proof

15. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Eliminates Confusion
Reasons Why Customers Don’t Buy
• Prospects don’t know who you are
• Your purpose is unclear
• Your offering lacks consistency
• Your offering is incomplete
• You have inconsistent customer experience

16. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Tracks Buyer Behavior
Why buy?
What to buy?
What price?
How often?
Target Customer

17. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Defines Your Value Proposition
Customers
Your BusinessCollaborators
Unique Value
Proposition
Source: Alexander Chernev, Strategic Marketing Management, 2012, 6th Edition

18. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
How you see
yourself
How others
see you
Your expertise Your outcomes
Your
Brand
Builds Brand Awareness

19. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Develops Leads
Prospects
Leads
Suspects
Prospective customers who
don’t know who we are.
Prospective customers who
you have contacted.
Leads who you have requested
information or demo.
People that have bought your
product.
Customers

20. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Spreads Your Message
Content Channels
Target
Prospects

21. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Integrates Marketing Campaigns
Inbound
Marketing
• Advertising
• Direct mail
• Email marketing
• Telemarketing
• Content creation
• Online video/Podcasts
• Social media
• Conferences
• Tradeshows
• Seminars/Workshops
• Demos
Outbound
Marketing

22. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Measures Success
TAM = Total Available Market
SAM = Specific Available Market
Conversion Rate = Sales Conversions / # of Contacts
CAC = Customer Acquisition Costs
ARPU = Average Revenue per User
AOS = Average Order Size
ATSC = Average Time to Sales Conversion
CRC = Customer Retention Costs

23. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Keys To Integrating Both Roles

24. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Source: © 1998-2015, AIPMM, All Rights Reserved.
GatePhase
Embrace Process

25. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Comparison
Project Management
Product Management & Marketing
Initiate Plan Execute
Monitor/
Control
Close
Conceive Plan Develop Qualify Launch Deliver Retire

26. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initiate
Plan
Execute
Monitor
Close

27. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initiate
Plan
Execute
Monitor
Close

28. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initiate
Plan
Execute
Monitor
Close

29. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initiate
Plan
Execute
Monitor
Close

30. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initiate
Plan
Execute
Monitor
Close

31. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Case Study
A community outreach event of unprecedented scale providing
pro bono Project Management services to nonprofits.
Come make history with us!
• Collaborative effort between 5 PMI chapters in DMV area
• Partnered with Taproot Foundation
• All contributions went to a 501(c)(3) organization
• 92 NPOs, 450+ volunteers, acquired 15 sponsors and donors,
raised $65,000+ within 4 months

32. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Tweet The Following
I had a blast @PMICVC March dinner meeting
w/ @hmdelcastillo http://bit.ly/1BWm9BT

33. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Takeaways
• Both roles rely on collaboration1
• Both roles are data driven2
• Use process to integrate roles3
• Focus on customer acquisition4
• Implement success metrics5
• Track customer satisfaction6
• Use metrics to persevere or pivot7

34. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Hector Del Castillo
• 15+ years 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 Product Manager and Certified Product Marketing
Manager
• MS EE, University of California at Santa Barbara
• MS EE & BS EE, University of Texas at El Paso
35

35. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Make a great first impression!
Improve your relationships!
Find your next opportunity!
BuildYour Own Personal Brand
Saturday, May 9th
9 a.m. - 1p.m.
Richmond,VA
Earn 4 PDU’s.
Register by March 26th to take
advantage of promotional
discount.
http://bit.ly/brandingdive

36. Turn your ideas into a great business!
Build A Winning Business
Model Deep Dive
Tuesday, March 31
6-9 p.m.
Refraction
RestonTown Center
Space is limited. Register now!
http://bit.ly/bmdeepdive

37. Upcoming Activities
Lunch & Learn:The PathTo Successful Products
Wednesday, March 25th, Refraction, Reston
RSVP: http://bit.ly/1BQX5MO
DolphinTank Pitch Sessions
Thursday, March 26th, LaunchWorkplaces, Gaithersburg
RSVP: http://bit.ly/1E6rpB6
Certified Product Manager® Prep Course
April 20th-21st –Teqcorner, McLean,VA
RSVP: http://bit.ly/1zaqJJc
Certified Product Marketing Manager® Prep Course
April 22nd -23rd – Teqcorner, McLean,VA
RSVP: http://bit.ly/1EfcSEF
For more information, contact Hector Del Castillo at
hmdelcastillo [at] gmail.com.

38. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Thank You!
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo [at] gmail.com