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© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Hector Del Castillo
linkd.in...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Thanks everyone that attende...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Follow: @hmdelcastillo @PMIC...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Takeaways
• Appreciate c...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
What We Will Discuss
• A Bri...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
A Brief Comparison
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Project management and
marke...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Market Customer
Business Org...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Successful products require
...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Common Traits
Marketing
Mana...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Comparison of Key Deliverabl...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Marketing Activities
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Manages the Marketing Mix
Ta...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Eliminates Confusion
Reasons...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Tracks Buyer Behavior
Why bu...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Defines Your Value Propositi...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
How you see
yourself
How oth...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Develops Leads
Prospects
Lea...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Spreads Your Message
Content...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Integrates Marketing Campaig...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Measures Success
TAM = Total...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Keys To Integrating Both Rol...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Source: © 1998-2015, AIPMM, ...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Comparison
Project...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initia...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initia...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initia...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initia...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Framework Integration
Initia...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Case Study
A community outre...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Tweet The Following
I had a ...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Key Takeaways
• Both roles r...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Hector Del Castillo
• 15+ ye...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Make a great first impressio...
Turn your ideas into a great business!
Build A Winning Business
Model Deep Dive
Tuesday, March 31
6-9 p.m.
Refraction
Rest...
Upcoming Activities
Lunch & Learn:The PathTo Successful Products
Wednesday, March 25th, Refraction, Reston
RSVP: http://bi...
© 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
Thank You!
Hector Del Castil...
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What Marketing Managers and Project Managers Can Learn From Each Other - PMICVC March 2015 Dinner Meeting

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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.

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What Marketing Managers and Project Managers Can Learn From Each Other - PMICVC March 2015 Dinner Meeting

  1. 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. 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. 3. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Follow: @hmdelcastillo @PMICVC Use: #Prodmktg Tweet!
  4. 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. 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. 6. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo A Brief Comparison
  7. 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. 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. 9. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Successful products require teamwork
  10. 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. 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. 12. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Key Marketing Activities
  13. 13. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo
  14. 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. 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. 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. 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. 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. 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. 20. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Spreads Your Message Content Channels Target Prospects
  21. 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. 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. 23. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Keys To Integrating Both Roles
  24. 24. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Source: © 1998-2015, AIPMM, All Rights Reserved. GatePhase Embrace Process
  25. 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. 26. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Framework Integration Initiate Plan Execute Monitor Close
  27. 27. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Framework Integration Initiate Plan Execute Monitor Close
  28. 28. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Framework Integration Initiate Plan Execute Monitor Close
  29. 29. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Framework Integration Initiate Plan Execute Monitor Close
  30. 30. © 2015 Hector Del Castillo, Creative Commons Attribution License http://linkd.in/hdelcastillo Framework Integration Initiate Plan Execute Monitor Close
  31. 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. 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. 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. 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. 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. 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. 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. 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

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