Therese Padila
President, Association of International Product Marketing & Management (AIPMM)





About the Webinar: Ryma's June 10 webinar will be presented by Therese Padila. She will discuss all things product management. The webinar will focus on the 10 trends she sees emerging in the product management discipline from her vantage point as the president of the product management industry association. She will touch on global trends in addition to specific industry trends.

Background: For more information about AIPMM visit their website, or participate in the Twitter conversation on hashtag #Prodmgmt

About the Presenter: Therese Padilla is co-founder and president of AIPMM and is also a former product manager for Quarterdeck, Symantec and other small companies. She is the recipient of the Star Award for her work on the Norton Anti-Virus.


mack_mccoy: Attending Therese Padila's Product Management, and the Meaning of Life: http://bit.ly/1wN9xs (expand#AIPMM #PMV
michaelrhopkin: RT @HakanKilic: #pmv #prodmgmt Product Management View webinar starting soon http://bit.ly/1wN9xs (expand)
  empoprises: oops, i guess i should be using the #pmv hashtag also in addition to #prodmgmt - other hashtag of course is #aipmm
empoprises: #pmv we can now hear Therese Padilla find - her volume was low earlier but is fine now.
ValWorkman: Therese has now started the #PMV webinar.
ByronWorkman: Webinar started going to discuss, PM trends, Myths, and PM Certification #pmv
ValWorkman: #PMV Why is certification important to the role of Product Management? I believe it is.
ByronWorkman: @ValWorkman Certification gives a foundation and language for people to rely on in conversation and execution #pmv
ValWorkman: #PMV 4 "C"s of AIPMM: Careers for product managers, Certification, Community, and Conferences.
ByronWorkman: AIPMM belives that the "we" is smarter then the "me" can't think of anyone disagreeing #pmv
empoprises: #pmv therese padilla now talking about trends in #prodmgmt
empoprises: hmm..."Trends build slowly. A fad won't last." -Therese Padilla in #pmv webinar on #prodmgmt
ValWorkman: #PMV AIPMM wants to remain relevant, the organization is willing and ready to adopt.
michaelrhopkin:#aipmm product management trends: 'trends' endure, fads come and go quickly #pmv #prodmgmt
ValWorkman: #PMV #1 Trend, Compartmentalizing PM
ByronWorkman: Trend #1 compartmentalizing product management processes #pmv
empoprises: trend 1 "compartmentalizing product managers" isolating several levels below ceo #pmv (no, padilla doesn't like it)
michaelrhopkin: #aipmm product management trends: #1 Compartmentalizing PM ("bad trend") #pmv #prodmgmt
trevorrotzien: #promgmt Is _not_ a department, it is a core business function, should be close to the senior management. #pmv
ByronWorkman: Therese says PM is not a department, it is cross-functional. I agree #pmv
empoprises: #pmv @valworkman spoke on #prodmgmt the role vs the activity
trevorrotzien: #aipmm is seeing a trend of orgs compartmentalizing product managers into narrow depts and narrow roles, misunderstanding the activity #pmv
ByronWorkman: @trevorrotzien Agree, closeness to management is one of the only ways to become cross-functional, management should have a similar view #pmv
ByronWorkman: @trevorrotzien Is AIPMM sees this as a trend, what do "we" PM community do to change the trend? #pmv
trevorrotzien: #AIPMM: product managers are partly to blame if they get tactical and lose connection to the market vision and the org leadership. #pmv
empoprises: padilla quoted jack welch on being a visionary - could someone @valworkman ? reproduce quote or link to it? #pmv
trevorrotzien: Example of a product manager attitude at the highest level: Steve Jobs of APPL. Some companies embrace #prodmgmt #pmv
michaelrhopkin: Product managers: accept responsibility for their products and clearly articulate the vision of their products #pmv #prodmgmt
trevorrotzien: @ByronWorkman #pmv As @ValWorkman mentions, we need to own the problem, and demonstrate our strategic value to the org.
mack_mccoy: @empoprises Here's the Jack Welch quote: http://bit.ly/yOAWI  #pmv
ByronWorkman: Another PM trend, #2 Transition from transaction based marketing to relationship based #pmv
empoprises: #pmv padilla trend 2 in #prodmgmt - moving from transaction marketing to relationship marketing
empoprises: therese padilla was initially concerned about companies with heavy acquisition paths, but eventually admired strategy #pmv #openworld09
ValWorkman: #Pmv Trend 2: Transaction based marketing moving to Relationship Marketing
michaelrhopkin: #AIPMM product management trends:#2 A shift from transaction based marketing to relationship marketing #pmv #prodmgm
empoprises: @mack_mccoy thank you for jack welch quote #pmv
ValWorkman: @mack_mccoy Thanks for posting the Jack Welch quote http://bit.ly/yOAWI #pmv
trevorrotzien: #pmv @theresepadilla is speaking about the challenges of acquisition heavy companies for product managers. Customer relationships are key.
ByronWorkman: Tred 2 is focused on marketing changes, but it definitely spans to sales, pre-sales, consultants, and customer relations #pmv
michaelrhopkin: #aipmm product management trends: #3 Hanging out with developers in the Agile way #pmv #prodmgmt
ByronWorkman: Trend #3 one reason I see Agile failing, really good at executing in the wrong direction #pmv
trevorrotzien: #pmv Trend: hanging out with the devs. Some devalue the role of #prodmgmt in Agile. Title changes, but activities still have to get done.
empoprises: #pmv padilla 3 - hanging with developers the agile way (i.e. no need for #prodmgmt in agile environment) - padillla: may have diff names
empoprises: Therese Padilla shared a Jack Welch quote in a #pmv #prodmgmt seminar (h/t @mack_mccoy)... http://ff.im/-3OvpO
burlee: @theresapadilla in my role, the product owner acts as a product manager, so i do "hang" with the developers in our environment #agile #pmv
pjmasi: #PMV Important to recognize that "#agile" is one of the most misunderstood words around. Ask 10 people its meaning,you'll get 10 answers.
ValWorkman: @burlee I believe this is the right way to go. Maybe we could talk about your experiances #agile #pmv
trevorrotzien: #pmv @theresepadilla: #prodmgmt is a process not a role (certainly not a title). Engagement w/ the customer must still happen, Agile or not.
ByronWorkman: @burlee When considering PM being cross functional, it makes sense that someone needs to "hang" with developers. Someone needs to not. #pmv
trevorrotzien: #pmv @theresepadilla: Trend: going native: 1 aspect of anthropological approach w/ intense customer focus (Yay! #aopm
empoprises: padilla #pmv trend 4 - "going native" #prodmgmt - she's speaking on anthropology - immersing, not observing, customer experience.
michaelrhopkin: @pjmasi Agreed; #agile is misunderstood. It's great to be involved in #prodmgmt now and have the opportunity to define PM's role. #pmv
ValWorkman: #PMVTrend 4 "Going Native" Great plug for the http://bit.ly/10cnGz  PM Anthropology CoP. Join and get involved
trevorrotzien: @ValWorkman Wow, we need to connect with @theresepadilla more on the anthropology emphasis in inbound #prodmgmt. #pmv
pjmasi: If it isnt there yet, @pragmaticmkting could help by adding an #Agile Support box to the framework. It's necessary. #PMV#prodmgmt
empoprises: @valworkman will you tweet the url for the going native webinar when you get it? #pmv #prodmgmt
burlee: @ValWorkman Absolutely! It's more of a necessity, I'm a PO, but acting as a PM out of necessity #pmv
empoprises: padilla trend 5 #pmv grass root organizing - padilla mentioned unconferences, but referred to them as product camps
empoprises: product camp austin link http://barcamp.org/ProductCampAustin #pmv #prodmgmt
ValWorkman: @empoprises Sure will post the Going Native #pmv #prodmgmt My guess so will the PM Anthropology CoP
empoprises: product camp nyc link http://barcamp.org/ProductCampNYC #pmv #prodmgmt
burlee: @ValWorkman We're cross-site, so I don't official spend every waking moment with them, we talk daily thru scrums, etc #pmv
trevorrotzien: #pmv Trend 5: grass-roots organizing within the #prodmgmt community, for example Product Camps (very positive experiences)
ByronWorkman: @empoprises Do you know when the next product camp Austin is? #prodmgmt #PCA #pmv
empoprises: trend 6 active twitter/microblogging channels #pmv #prodmgmt
trevorrotzien: #pmv Trend 6: Microblogging explosion in #prodmgmt, inbound, outbound, and community participation.
michaelrhopkin: RT @trevorrotzien: #pmv Trend 5: grass-roots organizing within the #prodmgmt community, e.g. Product Camps (very positive experiences)
ValWorkman: #PMV Another Grass Roots efforts is the explosion of Product Management Communities
empoprises: #pmv #prodmgmt twitter only effective if stakeholders are using it - see 2nd point in http://bit.ly/q8Kfd 
empoprises: myth 1 - travel will no longer be necessary #pmv #prodmgmt - i think this generated some laughs.
gander2112: #pmv #prodmgmt amen Sister. Travel will never be supplanted. I am living the 50% life right now
MattShandera: @empoprises #pmv #prodmgmt agreed Its still good for communication with other PMs but as far as gathering market data you need stakeholders
trevorrotzien: #pmv Myth 1: w/ new tech, travel is no longer necessary. Sorry, Finance, can't succeed in #prodmgmt without face-to-face.
pjmasi: #prodmgt travel - necessary but budget can be difficult. Hitch a ride with sales, do a demo, then sneak away and find the users. #pmv
empoprises: myth 2 - single path to product success #pmv #prodmgmt
sjohnson717: #pmv "You'll learn more by meeting a real, live customer and spending an hour with him...
ByronWorkman: Myth 1- travel will never go away... Really? Never? Have you know faith in Innovation? :) #pmv
sjohnson717: #pmv ... than you can learn from fifty research studies or analysts' reports. " Adrian Slywotsky, "The Art of Profitability"
empoprises: @ByronWorkman i am not in austin, just did quick search for links to product camps to see what they're doing #prodmgmt #pca #pmv
gander2112: @MattShandera #pmv #prodmgmt in my experience, stakeholders in the field color the data too much. Need verification too often
burlee: Myth #1: Travel will no longer be necessary. Would like to explain this to our CEO who put the kibbash on travel this year #pmv #prodmgmt
trevorrotzien: #pmv Myth 2: Single path to product success: A "best practice" is generally helpful, but context always trumps generic advice.
empoprises: therese padilla is a #lakers fan - most important part of #pmv presentation :) but she has good points on clippers
ValWorkman: RT @trevorrotzien: #pmv Single path to product success: A "best practice" is generally helpful, but context always trumps generic advice.
pjmasi: Therese, thanks for reminding me about my Detroit Lions. Perhaps the same as the Clippers - only a change in leadership can fix this. #PMV
gander2112: #pmv #prodmgmt Wow, I wonder if the writer worked in my business unit...(article @thresepadilla discussing)
empoprises: general discussion on benefits of certification #pmv #prodmgmt- point 4 of 4, proof of commitment
trevorrotzien: #AIPMM arguments for #prodmgmt certification: mastery of the material, portable credentials, differentiation, evidence of commitment. #pmv
sjohnson717: #pmv Certification often matters on the resume. Search monster.com for #AIPMM or #pragmatic marketing.
trevorrotzien: #pmv However, I've not seen statistical evidence for the ROI of certification in #prodmgmt. Anyone out there who has?
ValWorkman: @trevorrotzien I have never read a book that I didn't get an ROI from #pmv #prodmgmt
empoprises: @trevorrotzien re roi of certification, i assume you're talking about roi to organization. roi to person is positive. #pmv #prodmgmt
ValWorkman: @trevorrotzien Isn't that the reader's responsibility, they must find the ROI #pmv #prodmgmt
MattShandera: @trevorrotzien Great question. I have seen several job posts requesting #prodmgmt certs and the value personally for me #pmv
Iain_Wilson: #pmv experience counts far more than cert. But it will always help.
pjmasi: #pmv Something doesn't seem to line up here, though. Accidental profession==strategic function? Explain that to the CEO.
mack_mccoy: @trevorrotzien I've not seen stats either, but I have a good discussion about PM certification: http://bit.ly/3OTlc (expand) #pmv #prodmgmt
trevorrotzien: @DavidWLocke It would be more compelling if there was a single, unified cert for #prodmgmt. #pmv
trevorrotzien: @mack_mccoy #pmv #prodmgmt Thanks for the cert discussion link!
mack_mccoy: @Iain_Wilson I agree about exp. vs. cert. This discussion http://bit.ly/3OTlc (expand) makes a point about HR screening that's valid. #pmv
ByronWorkman: @trevorrotzien A certifing body could never adapt to changing best-practices in product management quick enough. #pmv
ByronWorkman: @trevorrotzien I think getting certification is only as good as what material you have to study and learn to get it. #pmv
ByronWorkman: @trevorrotzien I participate in CoPs because I know that I am studying the most up-to date practices in that discipline #pmv
ByronWorkman: I will stop seeking certifications from organizations when they stop having valuable information for me to learn, or I already know it #pmv
trevorrotzien: @ByronWorkman #pmv I think the body could be responsive to reality if it was structured to be that way. Non-traditional org.
michaelrhopkin: @pjmasi Classic comparison: the Detroit Lions and the Clippers...lot's of lessons to learn. #pmv
AgileProductMgr: RT @sjohnson717: #pmv "You'll learn more by meeting a real, live customer and spending an hour with him...
trevorrotzien: @ByronWorkman #pmv To your point, the Communities of Practice are exaclty the orgs I refer to.
trevorrotzien: @theresepadilla Re: #prodmgmt education, the UW Certificate Program in Software Product Management (http://bit.ly/vOeVv looks solid. #pmv
empoprises: From #pmv #prodmgmt seminar, preliminary thoughts on the returns on investment on certification http://ff.im/-3OD7A
lisacrymes: RT @sjohnson717:#pmv ... than you can learn from fifty research studies or analysts' reports. " Adrian Slywotsky, "The Art of Profitabi ...
mckenziematt: Product Managers - Philosophical questions - Are MRDs really worth the time? Only in a agile environment. #prdmgt #pmv