introducing the product mgmt framework (pmf)

© AIPMM

Introducing the AIPMM Product Management

Framework (PMF)

© AIPMM 1998 - 2011Product Management Framework (PMF)

Agenda

1. What is Product Management?

2. The State of Product Management

3. The Definition of a Profession

4. How PM Stands up as a Profession

5. Who is AIPMM?

6. What is a Framework? What is PMF?

7. Why is PMF useful?

8. Product & Project Management Roles

9. Who should use the PMF?

10. When/Where should the PMF be used?


1. What is Product Management?

• Cross-functional discipline in an organization

• Management of a product thru its entire lifecycle

• Responsibility for Planning, Realization, Marketing

• Products: – Tangible goods

– Intangible services

• Management of products exist – All industries, all companies

– Products don’t release themselves

– Some individual or group of individuals perform the work

• But no all companies have Product Manager titles


2. The State of Product Management

• Important but often misunderstood discipline

• No common job descriptions

• No mobility across industries

• No accepted standards, practices, framework

• No universally accepted Body of Knowledge (BOK)

• Each supply chain vendor offers their own BOK

• Each vendor offers their framework as “the standard”

– Becoming the “defacto standard” is great for profit

Little/No recognition of product management as a profession


Main milestones (Wikipedia)1. It became a full-time occupation2. The first training school was established3. The first university school was established4. The first local association was established5. The first national association was established6. The codes of professional ethics were introduced7. State licensing laws were established

Primary Characteristics (Wikipedia)1. Skill based on theoretical knowledge - Body of knowledge2. Professional associations - Local, national, international3. Extensive period of education - Undergraduate, graduate4. Testing of competence - Certification5. Institutional training - Continuing professional education6. Indeterminacy of knowledge - acquired thru experience, apprenticeships 7. Mobility - Standardized across industries

3. The Definition of a ProfessionA calling requiring specialized knowledge and often long and intensive academic preparation (Merriam-Webster)


Main milestones (Wikipedia)1. It became a full-time occupation2. The first training school was established3. The first university school was established4. The first local association was established5. The first national association was established6. The codes of professional ethics were introduced7. State licensing laws were established

Primary Characteristics (Wikipedia)1. Skill based on theoretical knowledge - Body of knowledge2. Professional associations - Local, national, international3. Extensive period of education - Undergraduate, graduate4. Testing of competence - Certification5. Institutional training - Continuing professional education6. Indeterminacy of knowledge - acquired thru experience, apprenticeships 7. Mobility - Standardized across industries

4. Product Management as a Profession A calling requiring specialized knowledge and often long and intensive academic preparation (Merriam-Webster)

In process

Complete

Legend


5. Who is AIPMM?

• Association of International Product Marketing & Management

• Founded in 1998

• Goal– Support Development of the Product Management Profession

• Strategy – Provide an international association to advance the profession of Product

Management across all industries

– Develop the Product Management Framework (PMF) to standardize the product management Body of Knowledge (ProdBOK) for all industries

– Provide Global Certification of Product Management (distinct from training course certificates)

– Work with academic institutions to develop undergrad/graduate level product management programs


6.1 What is a Framework?

• Scaffolding

– Manpower

– Raw materials

• Enables construction of wide variety of projects


6.2 What is the AIPMM PMF?• Cross-industry standard framework for managing products

• Created by AIPMM - a non-profit association

• Conceptual outline for Product Management BOK (ProdBOK)

• X-Y matrix mapping key parameters over time – Inputs, processes, outputs required to bring products to market

– Key parameters unique to product management profession

KE

Y P

AR

AM

ET

ER

S

TIME


6.3 AIPMM PMF Matrix

5 Major Knowledge Areas (KA)

4 unique to Prod. Mgmt: Business, Customer, Product, Market

Product

X-Axis: Product Management Life Cycle (PMLC)

Y-Axis: Product Mgmt Knowledge Areas

Project/

Program

1 overlap w/ Proj / Prog Mgmt: Organization (cross-functional matrix projects & programs)


6.4 PMF Spreadsheet ToolProduct Management Life Cycle (PMLC)

Pro

du

ct

Man

ag

em

en

t K

no

wle

dg

e A

reas

• Simple structure – not rocket science – easy to copy

• You can do it yourself or use an AIPMM tool


7. Why is PMF Useful?• Simple

– X-axis = time, Y-axis = knowledge areas

• Comprehensive, Concise– WHAT activities are required, and WHEN– Independent of WHO

• Common lexicon– Commonly accepted terms for activities, deliverables, milestones to allow product

teams to effectively communicate efforts

• Universal– Cross industry standard for managing goods & services over entire lifecycle– Independent of company size– Indisputable– Expandable

• Tool development– Provides training industry w/ common terminology to foster development of tools

to help product teams deliver profitable, quality products

• Professional– Promotes product management as a recognized profession on par w/ doctors,

lawyers, project managers, …


• Product, Project (as well as Program) Managers are all critical functions required to bring products to market profitably and successfully

• Each impacts the Profit/Loss Statement for the product

• Product Managers maximize Profit

• Project/Program Mgrs minimize risk and thus Loss

8.1 Product & Project Mgmt Comparison


8.2 Project Management Framework*Time

Key P

ara

mete

rs

• 9 Knowledge Areas (KA): Integration, Scope, Time, Cost, Quality, HR, Comm, Risk, Procure

• Multiple Projects roll up into Programs* Source: PMI PMBOK®)


8.3 Product vs Project FrameworkTime

Product, Project, Program Mgmt

Frameworks all based on the same

structure: X-axis: Time , Y-axis: KA

Kn

ow

led

ge A

rea


9. Who Should Use the PMF?

• Product Management Professionals– Enable industry standard, recognized certification for Product Mgmt professionals– Expand opportunities across industries for certified Product Mgmt professionals

• Project Management Professionals– Provide growth path for Project Mgmt professionals

• Product Team Members– Common set of planning, measurement and implementation tools to help product

teams deliver quality products to market• Training vendors

– Increase demand for training thu universal, standard Product Mgmt framework• Company Executives

– Increase quality, effectiveness of product management professionals– Increase quality, predictability of product development efforts– Provide clarity - anticipate uncertainty, avoid disjointedness– Provide accountability - clear understanding of roles, responsibilities & deliverables.– Increase credibility - provide predictable results

• Academics– Provide standardized undergrad/grad course material across all industries– Provide practical “how to”, process education to increase student’s hiring chances– Provide pragmatic subset of MBA knowledge areas to PM professionals


10. When/Where should PMF be used?

• At every point in the product development lifecycle – Conceive, Plan, Develop, Qualify Launch, Deliver, Retire

– Logical structure for new product development

– Orientation tool for products already under development

– Avoid losing track of products once announced

– Retire with continuity

• By all cross functional groups & departmentsimpacting product creation and deployment

– Use to communicate with all cross functional groups

– Use to inform all stakeholders of project/product progress


In Closing…• Product Management Framework (PMF)

– Provides Simple, comprehensive framework for managing products

– Avoids wasting time reinventing the (process) wheel

– Universal framework across all industries, all size companies

– Simplifies, empowers product mgmt

• To Quote Dr. W. Edwards Demming (1982):“ Use standards (guidelines/processes) as the liberator that relegates

the problems that have already been solved to the field of the routine, and leaves the creative faculties free for the problems that are still unsolved.”

• Thus, PMF can empower innovation in 5 dimensions of organization, business, customer, product and market to provide powerful competitive advantages


Call to Action• How you can help promote the use of PMF:

– Join AIPMM

– Join AIPMM Ambassador Group

– Adopt and promote PMF to your colleagues

• To join AIPMM, go to www.aipmm.com

– Networking opportunities, Training, Ambassador Program, On-line forums, PM data base

– Product Management certification

• If interested in the PMF Excel Spreadsheet tool:

– Available free to members

– First of many such PMF tools

http://www.aipmm.com/


Agenda Recap/”Cliff Notes version”1. What is Product Management?

Cross-functional discipline in an organizationManagement of a product thru its entire lifecycle, including Planning, Realization, Marketing

2. The state of Product ManagementLittle/no recognition of product management as a profession

3. The Definition of a ProfessionA calling requiring specialized knowledge and often long and intensive academic preparation

4. How PM Stands up as a ProfessionWork in progress

5. Who is AIPMM?Non-profit Association dedicated to advancement of the Product Management profession

6. What is PMF?Standard framework for Product Management Body of Knowledge (ProdBOK)

7. Why is PMF useful?Establish common activities, deliverables: all industries, all size companiesImprove ability to develop profitable productsEstablish Product Management as a recognized, respected profession

8. How does PMF relate to Project Mgmt?Project Management is a subset of the Product Management Organization KA

9. Who should use the PMF?PM, PMM, Project mgrs, Trainers, Dev Managers

10.When/Where should the PMF be used?Entire product development lifecycle All groups & departments impacting product creation or deployment


Useful Links

• Main web page: www.aipmm.com

• PMF Whitepaper: www.aipmm.com/pmf

• Articles: www.aipmm.com/html/newsletter/article.php

• Blogs: www.aipmm.com/anthropology/

• Webinars: www.aipmm.com/aipmm_webinars/

• Certification: www.aipmm.com/html/certification/

• PMF Brochure: www.aipmm.com/brochures/AIPMM_PMF.pdf

* Italics may require update on the web site if not done already

http://www.aipmm.com/

http://www.aipmm.com/pmf

http://www.aipmm.com/html/newsletter/article.php

http://www.aipmm.com/anthropology/

http://www.aipmm.com/aipmm_webinars/

http://www.aipmm.com/html/certification/

http://www.aipmm.com/brochures/AIPMM_PMF.pdf


AIPMM Core Team• Therese Padilla - President, Co-Founder AIPMM• Paula Gray - VP, Co-Founder, Anthropologist-in-Residence• Steve Wells – Senior Product Manager

– BEE, MEE, MBA– International Business certificate; ex-pat experience– PMP & CPM certifications– Process focus (5W’s)– Passion to make PM a recognized profession– 30+ years in product management– 30+ technologies (HW/SW/Apps/Net)– 10+ industries (12+ mobile/wireless)– Standards experience– Recognized need/ proposed framework for Product Management BOK

• Hector Del Castillo - Senior Product Marketing Manager– BS EE, MS EE– CPM, CPMM & PMP certifications– IEEE Standards experience– 10+ years in product management– 20+ technologies (HW/SW/Apps)– 10+ industries (12+ mobile/wireless)– Launched over 15 hardware and software products– Passion for transforming products into profit

introducing the product mgmt framework (pmf)

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