ProductCamp Boston April 2011 ********* Tips to help you accelerate your career - Key principles to succeed in Product Management and Product Marketing - Key practices and tools to help you progress in your career - Audience testimonials sharing career path stories

1. Steve Wells
AIPMM
www.linkedin.com/in/stevewellsnh
steve@aipmm.com
© AIPMM 2010

2. What is the most important task for a
Product Manager?
A. Maximize revenue for products.
B. Lead product development activities.
C. Reduce development cost for products.
D. Maximize profit for products.
E. Serve as the product CEO.
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3. Where have
you been?
What has it
been like?
Where are
you going??
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4. What is your career path?
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5. Fortune’s Most Innovative Companies
Rank Company Industry Industry
Rank
1 Apple 1 Computers
2 Google 1 Internet Services & Retailing
3 Nike 1 Apparel
4 Amazon.com 2 Internet Services & Retailing
5 Goldman Sachs Group 1 Megabanks
6 Procter & Gamble 1 Soaps & Cosmetics
7 McDonald's 1 Food Services
8 Intel 1 Semiconductors
9 UPS 1 Delivery
10 FPL Group 1 Electric & Gas Utilities
Source: FORTUNE Magazine, 22 Mar 2010
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6. Global Demand
2011
Product Professionals WW 11.7M
Product Managers US 800K
CEOs US ~300K
Total Companies WW 316M
US 7.5M
EUR 9.7M
Asia‐Pacific 147.7M
Latin America 120.6M
ROW 25.8M
New Products (WW) >300K/yr
© AIPMM 2010

7. Engineering
Undergraduate Studies
Development
Developer
Management
Not Transferable Engineer Career Path
Understand domain,
technology, and
company culture.
Graduate Studies
Professional Training
Transferable
Understand value/supply
chain, business models,
Engineering various technologies, identify
Undergraduate Studies market trends Certification
Developer Product
Management
Product Manager Career Path
© AIPMM 2010

8. What is Product Management?
A process for
conceiving, planning,
developing, testing,
launching, delivering,
and withdrawing
products in the market.
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9. Augmented Product Levels
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10. Identify Market Trends
Customer
Bargaining Power
Threat of Competitive
Threat of New
Substitute Industry
Entrants
Products Rivalry
Supplier
Bargaining Power
M. Porter, Five Forces Model
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11. Typical Product Life Cycle
Product Life Cycle –the stages that products go through
from development to withdrawal from the market
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12. Product Management Life Cycle
Source: AIPMM, © 1998-2011, All Rights Reserved.
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13. Product Management Framework
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14. What are typical responsibilities?
• Leads cross‐functional teams.
• Influences peers and executive team.
• Makes decisions regarding products.
• Leads financial planning and analysis.
• Evaluates the industry and competition.
• Identifies target customers and markets.
• Forecasts market share and revenue.
• Creates product and marketing strategies.
• Leverages the Product Management Life Cycle.
© AIPMM 2010

15. What are key deliverables?
Product Management Product Marketing Marketing
Market Trends Product Launch Positioning & Messaging
Business Cases Sales Tools Websites
Profit & Loss Analysis Positioning Collateral
Customer & Market Research Pricing Presentations & sales tools
MRDs & PRDs White Papers Increased web traffic
Product Roadmaps Reviewer’s Guides Search Engine Optimization
Lead Engineering Teams Product Demos AdWords Campaigns
Functional Specifications Competitive Comparisons Demand Generation Programs
Prioritizing Feature Sets Customer Testimonials Direct Mail/email Campaigns
Constraint Tradeoffs Success Stories Print Advertising
Competitive Analysis Features & Benefits/USPs Corporate & Product Branding
Beta Programs Presentations Customer Surveys & Feedback
© AIPMM 2010

16. How do you develop vital PM traits?
• Create a career development plan.
• Network, network, network.
• Ask for opportunities to lead.
• Expand your knowledge and soft skills.
• Find mentors; mentor others.
• Get certified; validate your expertise!
• Join AIPMM, PMAs, and Prof. Associations.
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17. Conclusion
• Demand will increase in the next 5 years
• Development plan accelerates your career
• Understand product management process
• Focus on customer insights to maximize profit
• Practice continuous learning
© AIPMM 2010

18. Join AIPMM!
• Network with experts and thought
leaders in your profession
• Expand your knowledge and soft skills.
• Learn best practices and methodologies.
• Opportunities to lead activities.
• Get certified; validate your expertise!
• Execute your professional career plan.
© AIPMM 2010

19. AIPMM Certifications
AIPMM offers 3 internationally recognized
certifications for Product Managers,
Product Marketing Managers and Brand
Managers to validate your expertise:
• Certified Product Manager (CPM)
• Certified Product Manager (CPMM)
• Agile Certified Product Manager (ACPM)
© AIPMM 2010

20. Why Get Certified?
• Internationally recognized across industries
• Provides mark of distinction that set you apart
• Provides external validation of your expertise
• Demonstrates commitment to your profession
• Improves opportunity for career advancement
• Connects you with experts and thought leaders
• May persuade your company to provide or
expand professional development
opportunities
© AIPMM 2010

21. Useful Links
Association of International Product Marketing & Management
• Presentation Slides: http://www.aipmm.com/MexEEdev
• Website: http://www.aipmm.com
• 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 2010

22. Steve Wells
AIPMM
www.linkedin.com/in/stevewellsnh
steve@aipmm.com
© AIPMM 2010