Thanks everyone who participated in this highly engaging discussion at ProductCamp Boston. I also want to thank the Association of International Product Marketing and Management (AIPMM), LogiAnalytics, and the 280 Group for their support. Feel free to favorite this if you like it. I welcome your comments regarding this topic. Visit http:/linkd.in/hdelcastillo. Description Most companies strive to be better and more efficient; few understand that Product Management is a critical function to make this happen. In my experience, companies often confuse and misuse Product Management. These companies risk building the wrong product, adopt the wrong strategy or implement ineffective marketing approaches. A recent study of experienced product managers and marketing managers from different companies and industries identified common challenges impacting their effectiveness and productivity. This session will identify ways to deal with these challenges and will explain why a collaborative environment is essential for the success of product management teams. This session explains why you need to build and effectively manage a product management team. It identifies ways to empower your product management team to lead cross-functional product teams effectively. It also provides insights on why growing high performing product management teams is critical for product-driven organizations. Who Should Attend This discussion is for CXOs, VPs and Directors of Product Management and Product Marketing, experienced product managers, and product team leaders who want to accelerate their careers by managing other product managers. About the Speaker: Hector Del Castillo, a senior product innovation strategy consultant, has over 15 years of experience directing the product strategy for companies to create new revenue streams and reduce risk by growing high-performing product teams and implementing a product life cycle management process. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow and create value-added products that delight customers and create demand. 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. Visit www.aipmm.com. Event: ProductCamp Boston Date: Saturday, May 4, 2013 Website: http://bit.ly/10jQ9RT Video: http://slidesha.re/159f3Hr Slideshare: http://slidesha.re/10xOHeW

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

2. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
I want to thank everyone who attended this
webcast.
I welcome your feedback regarding this topic.
Contact me with any comments or questions.
I look forward to seeing you again soon.

3. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hector: @hmdelcastillo
AIPMM: @AIPMM
LogiAnalytics: @LogiAnalytics
280 Group: @the280group
Tweet!

4. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
• Two Cosí gift cards
• One 12-month AIPMM premium
membership ($175 value)
Participate and Win!

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

6. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
What We Will Discuss
1. Why product management matters
2. Growing high performing product managers
3. Key Takeaways

7. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
What is most important to
conceive, build, and market
successful products?

8. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
High Performing PM Team

9. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Why Product Management
Matters

10. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management aligns
activities performed by cross-functional
teams with strategic objectives.

11. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management
orchestrates key activities
and manages key
deliverables.

12. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Product Management guides
key decisions to maximize
value and create new
revenue streams.

13. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Vital Function Within Any
Product-Driven Organization

14. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Aligns Strategy, Structure, People
Style, Systems and Value With
Market Trends and Customer
Needs

15. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Value
Strategy
Trends
&
Needs
Source: © 2013, H. Del Castillo, AIPMM, All Rights Reserved.

16. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Tactical
Internally
Focused
Product
Management
Team
Strategic
Externally
Focused

17. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Common Challenges

18. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Few People Understand The Role
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010

19. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Unclear Roles & Responsibilities
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010

20. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Lack Authority To Perform
Their Duties
Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure,
Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010

21. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Growing High Performing
Product Management Teams

22. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Customer
Business
Product
(Value)
Market
Product Managers
maximize value based on
unmet market and
customer needs.
Source: H. Del Castillo, AIPMM, © 1998-2013, All Rights Reserved.

23. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Maximize
Opportunity
Minimize
Risk
Benefits

24. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
1. Adopt a supportive
organizational strategy.

25. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Use change management plan to
implement the function

26. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Provide the reward system, the
human resource system, and the
knowledge base system

27. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Encourage teamwork

28. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
2. Set a compelling direction.

29. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hire managers with strong influential
and collaborative skills

30. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Allow team to define its own
objectives for collective work
products

31. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
3. Create an enabling
structure.

32. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Source: © 1998-2013, AIPMM, All Rights Reserved.
GatePhase
Implement a Product Life Cycle
Management process

33. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Provide expert PLM training

34. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Allow team to define individual
and team work products

35. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
4. Provide expert training,
coaching, and mentoring.

36. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Reinforce a collaborative culture

37. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Establish shared leadership roles

38. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Empower team to work together
to make critical product decisions

39. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
5. Specify role clarity and
allow task ambiguity.

40. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Assign individual and team
accountability

41. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Encourage open-ended discussions
and active problem-solving

42. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Measure performance directly by
assessing collective work products

43. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Key Takeaways
• Adopt strategy to implement the function1
• Set a compelling direction as a team2
• Create an enabling structure3
• Provide expert coaching and mentoring4
• Specify role clarity and allow task ambiguity5

44. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Questions?
Speaker:
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

45. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA May 13, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pm
ProductCamp Boston Promo: Get $150 off for registering for CPM or CPMM prep
course in McLean, VA; contact Cynthia Petti, cynthia@280group.com for more
information. Additional courses are available in Austin, San Jose, and Seattle.

46. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Kuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Amman, Jordan
Singapore
Kuala Lumpur, Malaysia
May 6-7, 2013
May 27-29, 2013
Jun 3-4, 2013
8 am – 5 pm
8 am – 5 pm
9 am – 6 pm
CPMM® Certification Prep Course & Exam
Amman, Jordan
Singapore
May 8-9, 2013
May 30-Jun 1, 2013
8 am – 5 pm
8 am – 5 pm
Follow the links provided to get more information
regarding these courses.

47. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Please Join Us Again!
AIPMM Webinar Series:
Building and Growing an Amazing Product Management Team, May 10, 12 p.m. ET
Five Product Roadmap Traps (And How To Avoid Them), May 17, 12 p.m. 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/

48. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
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
• Certified instructor for AIPMM and the 280 Group
• 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
48

49. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
For More Information About
• AIPMM membership benefits
• Certification courses in your area
• Defining the right product strategy and process
to grow your business
• Building and managing a high performing
product management team to improve
product results

50. Linkd.in/hdelcastillo© H. Del Castillo, AIPMM 2013
Hector Del Castillo
CPM, CPMM, PMP
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com