Association of International Product Marketing and Management

The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides value to its individual members, corporate members, strategic partners and sponsors by providing valuable content, training, education, certification and professional networking opportunities.

As a friend of mine in business school said to me 20 years ago, “Everyone is always marketing and selling themselves and their work – it is just that most people don’t realize it and suffer as a result!”

One of the biggest mistakes that we see Product Managers and Business Analysts make is that they forget that they have to own and be responsible for marketing their products internally. This is because you can work hard to deliver a great product for your customers (whether external for the product manager or internal for the Business Analyst), but if you don’t make sure that the people inside your company know about your product and are completely behind it, then it may fail anyway.

In the 280 Group’s Optimal Product Process there is a clear phase where you MUST market your products. Many people make the mistake of thinking this just means after launch and only to your customers. However, if you aren’t constantly marketing internally you might not get the support and effort across your company that you will ultimately need.
For product managers you have to get a huge number of groups on your side and excited about what you are doing, including sales, marketing, executives, operations, support and others. Since you have no direct authority over them you will have to rely on being able to influence them. As such it is critical that they understand what your product is all about, why it is important to your company and how it will affect them and allow them to succeed.

For example, you  should market to your salespeople so that they understand why they should sell your product, how they can EASILY make money doing so, what tools you have made available to them to make it easy and what the best approach is. You should also be marketing to your sales executives to ensure the sales compensation plan doesn’t penalize your product – salespeople take the path of least resistance to products that make them a lot of money while meeting customer needs. If your product isn’t worth their time then it doesn’t matter how good it is.

For Business Analysts, it is critical that you inform others in your company about the projects you are working on (and the ones you have already delivered) so that they understand the value that you are delivering. If the end users of the products you are creating don’t understand what the benefits of the product are (saving them time, making their jobs easier, etc.) then your work won’t be appreciated. It is especially critical to make sure that management understands the value you are delivering – otherwise you may not get continued funding or support for your efforts.

Exams & certifications offered

  1. Certified Product Manager (CPM)
  2. Certified Product Marketing Manager (CPMM)
  3. Certified Innovation Leader (CIL)
  4. Agile Certified Product Manager (ACPM)

Certified Product Manager (CPM)

The Certified Product Manager Exam
From Idea To Launch - The Inbound Skills

Since their creation, the CPM® credentials have come to represent an individual’s agreement to adhere to standards of excellence and a way to demonstrate a commitment to the career. Amid the clutter of credentials and certificates that abound in the field, the rigorous competency and practice standards met by those certified by the AIPMM Certifying Board have allowed the CPM® credentials to stand out from the crowd as the highest certification standard.

The CPM® certification differs from an educational or methodology designation in that it is based upon global best practices that have been determined by analysis of actual practitioners in the field, and, therefore, continue to evolve with the profession.

The CPM credentials indicate a thorough understanding of the functions responsible for championing new products throughout the front end of the product lifecycle, from inception through to launch. The CPM focuses on “go-to” functions that orchestrate internal activities and ensure the best possible outcome for the product.

The dual CPM®/CPMM® certification crosses both industry and national barriers making those holding the dual credentials uniquely qualified to lead any product wherever it may be in the life cycle.

Individuals holding the CPM certification validate their product management skills in the areas of:

  1. Building case studies
  2. Writing business plans segmented for each major function
  3. Market planning
  4. Competitive analysis
  5. Project plans for each major activity
  6. Product specifications
  7. Develop product launch plans
  8. Product Life Cycle Project modeling
  9. Phase-Gate Process modeling
  10. Product/Market Data modeling

The Certified Product Marketing Manager Exam
From Launch To Withdrawal - The Outbound Skills

The CPMM® credentials indicate a thorough understanding of the product marketing functions which are responsible for ensuring the success of the product in the marketplace. The CPMM® focus begins with a successful launch and continues as the product moves through growth, maturity and eventual decline. The exam covers pricing actions, product focused marketing communications activities and how the CPMM represents the product to sales people, the channel and customers.

The dual CPM®/CPMM® certification crosses both industry and national barriers making those holding the dual credentials uniquely qualified to lead any product wherever it may be in the life cycle.

The CPMM credentials demonstrate skills in the areas of:

  1. Both strategic and tactical marketing functions throughout the product life-cycle
  2. Creating and executing the marketing plan and budget
  3. Managing the creation of marketing deliverables
  4. Creating marketing campaigns to drive customer acquisition and revenue
  5. Assessing the marketplace, customers, competition, and trends through
  6. Research
  7. Analysis
  8. Evaluation of relevant data
  9. Translating insights into compelling business, product or service opportunities
  10. Measuring and analyzing product and business performance
  11. Recognizing and recommending opportunities for improvement

Certified Innovation Leader Exam
This certification is for professionals who are driven to lead or participate in innovation efforts for gaining and maintaining competitive advantage. In addition to innovation best practices, the CIL® certification provides individuals and organizations with the knowledge, skills, and tools to strategically integrate and align organizational goals with a managed and purposeful innovation culture and process.

Earning the Certified Innovation Leader (CIL) designation requires participants to:

Complete one of the following
The Two-Day Product Innovation Leadership Course or;
The 9 Module Self-Study Online Course or;
The Certified Innovation Leader: Virtual Online Study Group
Receive a passing score on the CIL Exam.

Product Innovation Leadership Course
This AIPMM ProdBOK® Seven Phase Life Cycle approved curriculum features the complete product life cycle, from goods and service ideation to retirement, and demonstrates unlimited opportunities for innovation. Certified Innovation Leaders understand and utilize every phase of the innovation process to produce goods and services that are successful in the global market place and provide maximum return on investment to the organization. The innovation body of knowledge explored in the workshop includes:

  1. Innovation Strategic Alignment
  2. Ideation Management
  3. Business Case Development
  4. Knowledge Creation
  5. Project Planning
  6. Innovation Development
  7. Innovation Qualification
  8. Product Launch

The Agile Certified Product Manager Exam
The ACPM® credentials indicate a thorough understanding of basic and advanced strategic and tactical concepts in agile product management. It ensures that those who pass the exam fully understand agile product management and are able to apply the concepts immediately to be more effective in their jobs.

The ACPM credentials demonstrate skills in the areas of:

  • Agile development (Scrum, XP, Lean)
  • Release management and planning
  • Documentation
  • Organizing around Agile launches
  • Roadmapping
  • Distributed/larger teams
  • Integrating agile within a traditional product process

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