Published on January 17, 2014
The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) A Conversation with Therese Padilla and Cindy Solomon © AIPMM 2013 www.aipmm.com
The material contained in this presentation is protected under the copyright laws of the United States. This material may not be reproduced in any form or by any means without the express written permission of Actuation Consulting. Any infringement of these copyrights or trademarks will be prosecuted to the full extent of the law. © Actuation Consulting. All rights reserved. The product management body of knowledge (ProdBOK)® is the property of The © Association of International Product Marketing and Management 2 © AIPMM 2013 www.aipmm.com
© AIPMM 2013 www.aipmm.com
AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © AIPMM 2013 www.aipmm.com
Tweet! Today we will be using the hashtags: #ProdBOK & #aipmm You can also reach us at: Paula Gray: @paulagray Therese Padilla: @theresepadilla AIPMM: @AIPMM Cindy Solomon: @cindyfsolomon Global Product Management Talk: @ProdMgmtTalk © AIPMM 2013 www.aipmm.com
Participate and Win! • Two lucky winners will win one Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) © AIPMM 2013 www.aipmm.com
Today’s Topics What is the ProdBOK® Guide? • About Bodies of Knowledge • Other well-known BOKs Why is a ProdBOK Guide Needed? • Blurry boundary lines • Support the profession’s evolution Who was Involved in the BOK’s Development? • Contributors 7 © AIPMM 2013 www.aipmm.com
Our Editors © AIPMM 2013 www.aipmm.com
Greg Geracie • • • • President, Actuation Consulting Author of the global best seller Take Charge Product Management Adjunct Professor at DePaul University’s College of Computing and Digital Media Editor-in-Chief of The Guide to the Product Management and Marketing Body of Knowledge © AIPMM 2013 9 www.aipmm.com
Dr. Steven D. Eppinger • • • • • Professor Management Science and Innovation at MIT Holds the General Motors Leaders for Global Operations Chair Teaches interdisciplinary product development courses Co-author of another leading textbook entitled Product Design and Development (5th edition) McGraw-Hill ProdBOK Guide co-editor © AIPMM 2013 10 www.aipmm.com
What is the ProdBOK Guide? 11 © AIPMM 2013 www.aipmm.com
A Cornerstone Bodies of Knowledge establish: • The language of the profession • Process groups used to accomplish work • Information and tools that help practitioners improve their effectiveness BOKs are living documents that evolve along with the profession. 12 © AIPMM 2013 www.aipmm.com
Universal Prerequisites of a BOK 13 © AIPMM 2013 www.aipmm.com
Three Conditions • A BOK must be sponsored by an industry association • A BOK needs to incorporate a wide variety of industry voices to ensure a representative view of the profession • BOKs typically require multi-year development efforts 14 © AIPMM 2013 www.aipmm.com
Other Well-Known BOKs PMBOK BABOK SWEBOK 15 © AIPMM 2013 www.aipmm.com
The Benchmark for All BOKs Fueled the growth of the project management profession • Dominant standard for the project management profession • Over 3 million copies in circulation • Professional membership has increased to over 334,000 16 © AIPMM 2013 www.aipmm.com
Why is a ProdBOK Guide Needed? Source: Take Charge Product Management © by Greg Geracie. All rights 17 reserved. © AIPMM 2013 www.aipmm.com
Poor Academic Adoption 18 © AIPMM 2013 www.aipmm.com
Rite of Passage: Trial by Fire 19 © AIPMM 2013 www.aipmm.com
Fragmented Profession 20 © AIPMM 2013 www.aipmm.com
Examples • Top ten product management books on Amazon written from one person’s perspective – Haines, Geracie, Cagan, Pichler, Gorchels, Mironov, La wley, McGrath, Dver • Lack of a standard definition for basic things • Rite of passage means practitioners need to continuously reinvent the wheel • Confusion on which product management skills are transferrable (from one vertical to the next) 21 © AIPMM 2013 www.aipmm.com
The Result? Obstacles… Source: Take Charge Product Management © by Greg Geracie. All rights 22 reserved. © AIPMM 2013 www.aipmm.com
Who Was Involved in the Guides Development? Source: Take Charge Product Management © by Greg Geracie. All rights 23 reserved. © AIPMM 2013 www.aipmm.com
Broad Industry Participation A wide variety of contributors: • Sponsor: The Association of International Product Marketing and Management (AIPMM) • Principle Editors: Greg Geracie and MIT professor Dr. Steven D. Eppinger • Contributors: 60 industry participants spanning: – Academics, analysts, associations, authors, bloggers, co nsultants, thought leaders, and practitioners These contributions have come from around the world. 24 © AIPMM 2013 www.aipmm.com
Academic Representation Participation from academics at leading universities • Including: – Cambridge University – DePaul University – The Massachusetts Institute of Technology (MIT) – University of Calgary – University of Wisconsin 25 © AIPMM 2013 www.aipmm.com
Product Management Generous contributions from the global product management community. Greg Cohen Therese Padilla Tom Grant Roman Pichler Linda Gorchels Scott Sehlhorst Steve Johnson Cindy F. Solomon Jeff Lash Adrienne Tan Linda Merrick Don Vendetti And there are many, many more… © AIPMM 2013 26 www.aipmm.com
Cross-Discipline Participation Incorporated thought leaders from the adjoining professions too: • Project Management – Duggal, Goff, Hanley, Heerkens, Lambert, Rothman, Saladis, and Starke • Business Analysis – Brennan, Heidt, Hilty, Larson, and McWhorter • User Experience – Gunther, Smith, and Van Tyne Tremendous participation and support! © AIPMM 2013 27 www.aipmm.com
Contributor Comments “I immediately recognized the value to create an international standard to guide our profession, much as PMBOK has for the field of project management and BABOK has for the discipline of business analysis.” - Greg Cohen, 280 Group “This document will become a vital addition to every project manager’s library and will sit proudly on the shelf next to the PMBOK.” - Lee Lambert, CEO, Lambert Consulting Group “…aligning terms and language between the ProdBOK, BABOK, and PMBOK will help the industry (at large).” - Richard Larson, President, Watermark Learning “ We think that it's very important for the product management community to have a common reference point for the roles and responsibilities of product management. We expect it to help provide additional credibility to the product management function in organizations.” - Nick Coster, Partner, Brainmates 28 © AIPMM 2013 www.aipmm.com
Summary • Honor to have sponsored this industry-wide effort • Thankful for the strong support of so many talented and dedicated professionals • Tackles several of the key challenges facing the profession - Academic adoption - Lexicon - Portability of skills Get your copy. 29 © AIPMM 2013 www.aipmm.com
Questions © AIPMM 2013 www.aipmm.com
Now Available at Amazon! 31 © AIPMM 2013 www.aipmm.com
Our Friends © AIPMM 2013 www.aipmm.com
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Please Join Us Again! AIPMM Webinar Series: McKinsey on Transformation Thursday, Sep 26th, 12 pm 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/ © AIPMM 2013 www.aipmm.com
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