280 Group Brochure Catalog Data Sheets 2014

The 280 Group is a Product Management and Product Marketing consulting and
training frm located in Silicon Valley, CA. Founded in 1998, the 280 Group helps
companies deliver products that delight their customers and produce massive
profts. Products and services include consulting, contractors, training, certifca-
tions, coaching, templates and books. The 280 Groups methodology is based on
worldwide standards and is used by tens of thousands of customers across the
world.
Clients include small and medium-sized companies as well as Fortune 500
companies such as Adobe, SAP, Cisco, Intel, eTrade, Symantec, Dell, Hewlett
Packard and others. The 280 Group was ranked in the top 10 consulting frms by
the Silicon Valley Business Journal and has won the AIPMM award for Thought
Leadership in Product Management. They have been featured on World Business
Review, the Silicon Valley Business Report and have several books in the top 150
business books on Amazon.com.
The 280 Group consultants were
very experienced and came in
and hit the ground running. They
helped us by prioritizing across a
variety of development projects,
streamlining our internal
processes and also helped us to
build a compelling roadmap.
- Ram Krishnan, Sr. VP Marketing,
GuardianEdge
The 280 Group is the
ONLY company that:
Has the worlds leading team of
experts and thought leaders
in Product Management
Can help your company create
and execute a CUSTOM plan to
transform Product Management
and take it to the next level
Has a comprehensive solution
far beyond just training for
every phase of an individuals
Product Management career
Plan Conceive

Qualify
Run Beta/Pilot

Write launch
plan

Release product,
gather feedback
Perform
post mortem

Write
marketing plan

Roadmap
Generate and
prioritize ideas
Develop Launch Market
Validate concepts
Create roadmap
and strategy
Solidify plans
for product
Deliver fnal
documents
Develop
product
Update
documents
and fnalize
feature list
Write beta plan
Support sales
Communicate
EOL
E X E C U T I ON S T R A T E G Y
Retire
Product
Management
Phases and
Activities
Product
Marketing
Exit Criteria
Plan EOL and
next release
Test messaging
and pricing
Develop preliminary
documents
Plan sunset
or replacement
Perform post
mortem
Run/monitor
marketing
MARKET STRATEGY DOCUMENT
Beta Plan
Launch Plan
Business Case Document
Market Needs Document
Product Description Document
Roadmap Document
Market Strategy Document
Product ready
for shipping
New version or
retire completely
End Of Life Plan Marketing Plan
Approval to
fund planning
Approval to
fund development
Product ready
for testing
Ready for on-
going marketing
280 Group Optimal Product Process
Optimal Product Process:280 Group
Conceive to Retire:AIPMMProduct Management Body of Knowledge (ProdBOK )

Optimal Product
Management
Assessment
To help you dramatically improve Product
Management at your company the 280 Group
ofers an Optimal Product Management Assess-
ment. This is a service where we assess the
Product Management function at your company
(process, people & tools), provide concrete
recommendations for dramatically improving its
efectiveness and assist you with implementing
key changes. By working with the 280 Group you
can ensure that you are implementing best
practices and that Product Management will help
drive your companys overall success.
Consulting
& Contractors
Whether you need a high-level seasoned consul-
tant to help you with your product strategy, your
next industry-changing launch, or an acting
interim Product Manager, the 280 Group can
provide you with the right talent. We take on
both small, short-term, highly focused projects as
well as providing longer-term contracting talent
that can become part of your team for up to
several months if need be.
Typical projects include:
Product Management
Market Analysis
Developing Business
Cases
Proft & Loss Analysis
Customer Research
Market Research
MRDs & PRDs
Product Roadmaps
Working with
Engineering Teams
Reviewing Functional
Specs
Finalizing Product
Requirements
Prioritizing Feature Sets
Feature, Schedule
& Cost Tradeofs
Competitive Analysis
Running Beta Programs
Product Marketing
Competitive Comparisons
Customer Testimonials
Success Stories
Features & Benefts/USPs
Press Tours & Materials
Presentations
Training Materials
Product Launches
Sales Tools
Positioning
Pricing
White Papers
Reviewer's Guides
Product Demos
We chose the 280 Group
because we needed to launch a
product very quickly. They had
an experienced team of people
that we could hire immediately.

- Rob Zajac, General Manager,
Duel Systems, Inc.
Training & Certifcation
The 280 Group ofers seven training courses that are available through our public training, private
onsite training or as a self-study curriculum:
Agile Excellence for Product Managers
This one day in-person course teaches students how to be dramatically more efective with teams
using Agile development methods (Scrum, XP, Lean). Includes extensive hands-on exercises and
handouts that prepare you to become an industry-standard Agile Certifed Product Manager. This
course is also available in a self-study format.
Optimal Product Management & Product Marketing
This three day in-person course covers the entire Product Lifecycle. It teaches you how to manage
any product at any stage in the lifecycle efectively and includes the Product Management
Lifecycle Toolkit with corresponding productivity templates.
How to be a Phenomenal Product Manager
This one day in-person course is based on the best-selling book The Phenomenal Product
Manager. It is the only course in the world that teaches you how to dramatically increase your
efectiveness and productivity as a Product Manager. Through hands-on exercises and lecture
students spend the day learning critical skills and developing a corresponding action plan.
Certifed Product Manager Exam Intensive Prep
This two day in-person course consists of a day and a half of class time followed by the Certifca-
tion Exam on the afternoon of the second day. It provides an intensive review of concepts to help
students prepare to take the exam to earn the Association of International Product Marketing and
Management (AIPMM) prestigious Certifed Product Manager (CPM) credential. This course is also
available in a self-study format.
Intro to Product Management
This course is a subset of the three-day Optimal Product Management and Product Marketing
Training Course. It covers some of the same topics, though not at the same level of depth.
Certifed Product Marketing Manager Exam Intensive Prep
This two day in-person course consists of a day and a half of class time followed by the Certifca-
tion Exam on the afternoon of the second day. It provides an intensive review of concepts to help
students prepare to take the exam to earn the Association of International Product Marketing and
Management (AIPMM) prestigious Certifed Product Marketing Manager (CPMM) credential. This
Leadership for Product Managers
This one day in-person course will help transform you into a highly efective and dynamic Product
Management leader in your company. Through a combination of lecture and extensive hands-on
exercises you will learn to apply your specifc strengths as a leader to exert more infuence.
Toolkits & Templates 280 Group Press Books
Coaching
The 280 Groups methodology is available in a
series of toolkits, which contain templates and
narrated training presentations that help you
deliver more efective documents in signifcantly
less time. There are eight toolkits in all:
The toolkits are also bundled together in the PM
Ofce Professional, which includes all seven
toolkits at a discounted price. Toolkits and the
PM Ofce are all single user license volume
licenses are available.
The 280 Group's coaching program helps Product
Managers excel in their job and careers through
expert guidance. Let our expert coaches guide
you through a skills assessment, help you build a
plan and keep you on track and accountable.
@ Copyright 2014, 280 Group, LLC. All rights reserved.
280 Group, 280 Group logo, Product Management LifeCycle Toolkit, Product Roadmap Toolkit,
Product Launch Toolkit and all other toolkits and book names are trademarks of the 280 Group LLC.
All other trademarks and logos are the property of their respective owners.
Product Management Lifecycle Toolkit
Product Roadmap Toolkit
Product Launch Toolkit
Competitive Analysis Toolkit
Beta Program Toolkit
Product Reviews Toolkit
Developer Program Toolkit
Feature Prioritization Toolkit
www.280group.com
contact@280group.com
+1.408.834.7518
280 Group LLC
1901 South Bascom Avenue
Suite 1460
Campbell, CA 95008

280 group LLC. 155 East Campbell Avenue Suite 279 Campbell CA 95008 (408) 834-7518
Opt i mal Pr oduc t Management
Assessment Pr ogr am
Let us help you take your companys Product Management to the next level
Product Management is one of the most important strategic functions in a company. Great Product Management
leads to more successful and more profitable products, happier customers and long-term winning strategies to
conquer markets. It also ensures that your company doesnt waste money developing, marketing and selling
products that dont meet customer needs and should not have been built in the first place.
Optimal Product Management requires that you have the following elements in place:
An effective Product Process (as lightweight as possible for your culture)
A great team who understands their role and is trained to perform at a high level of competence
Excellent standardized tools and templates to ensure that deliverables can be created quickly
Systems in place for ongoing company improvements/learning and leveraged collaboration
To help you take Product Management to the next level at your company the 280 Group offers an Optimal
Product Management Assessment. This is a service where we assess the Product Management function at your
company (process, people & tools), provide concrete recommendations for dramatically improving its
effectiveness and assist you with implementing key changes. By working with the 280 Group you can ensure
that you are implementing best practices and that Product Management will help drive your companys overall
success.
To perform the assessment the 280 Group assigns a team of senior consultants to interface with your company.
The assessment can be completed fairly rapidly, and follows the steps below.
Process used to perform the 280 Group Optimal Product Management Assessment
The deliverable for the assessment is a presentation to stakeholders and/or executive staff covering the
following:
Summary of findings
Recommendations
In-depth plans for additional work to execute the recommendations.
For more information on how the 280 Group can help you assess and optimize Product Management and
Product Marketing at your company visit www.280group.com or contact us at contact@280group.com.
280 Group LLC. 1901 South Bascom Avenue Suite 1460 Campbell CA 95008 +1.408.834.7518
Interviews Surveys GapAnalysis
Present
Findings:Gain
Agreement
Present
Recommendations
Implementation:
PhaseII
www.280group.com Course Catalog 2014 contact@280group.com
Course Catalog
THE WORLD'S MOST EFFECTIVE PRODUCT MANAGEMENT &
PRODUCT MARKETING TRAINING
TM
2014

About The 280 Gr oup
The 280 Group is a Product Management and Product Marketing consulting and training firm located in
Silicon Valley, CA. Founded in 1998, the 280 Group helps companies deliver products that delight their
customers and produce massive profits. Products and services include consulting, contractors, training,
certifications, templates and books. The 280 Groups methodology is based on worldwide standards and
is used by tens of thousands of customers across the world.
Clients include small and medium-sized companies as well as Fortune 500 companies such as Adobe,
SAP, Cisco, Intel, eTrade, Symantec, Dell, Hewlett Packard and others. The 280 Group was ranked in the
top 10 consulting firms by the Silicon Valley Business J ournal and has won the AIPMM award for Thought
Leadership in Product Management. They have been featured on World Business Review, the Silicon
Valley Business Report and have several books in the top 150 business books on Amazon.com.
For more information go to www.280group.com, call (408) 834-7518 or email contact@280group.com.

Cour se Li st i ng & Pr i c i ng
Courses are taught publicly at a number of locations worldwide. All courses can also be delivered
privately on-site and customized for your company's needs.

Optimal Product Management & Product Marketing
Three-day course covering the entire Product Lifecycle. Teaches you how to manage
any product at any stage in the lifecycle effectively and includes the Product
Management Lifecycle Toolkit with corresponding productivity templates. Prepares you
to take the exam to become an industry-standard Certified Product Manager or
Certified Product Marketing Manager.

$1,995
per person for
public training

$2,995*
per person for
private
training


Certified Product Manager (CPM) Exam Intensive Prep Course
This two-day course consists of a day and a half of class time followed by the
Certification Exam on the afternoon of the second day. It provides an intensive review
of concepts to help students prepare to take the exam to earn the Association of
International Product Marketing & Management (AIPMM) prestigious Certified Product
Manager (CPM) credential. It is appropriate for those who have extensive Product
Management experience and/or who have taken the 280 Groups Optimal Product
Management & Product Marketing three-day in-person course. Students review the
key concepts and terminology used in the exam as well as strategy for answering the
exam questions and a Q&A for anything else they want to review (includes $395
exam.) This course is also available in a self-study format.
$1,495
per person for
public training

$1,695*
per person for
private
training

Certified Product Marketing Manager Exam Intensive Prep Course
This two-day course consists of a day and a half of class time followed by the
Certification Exam on the afternoon of the second day. It provides an intensive review
of concepts to help students prepare to take the exam to earn the Association of
International Product Marketing & Management (AIPMM) prestigious Certified Product
Marketing Manager (CPMM) credential. It is appropriate for those who have extensive
Product Marketing experience and/or who have taken the 280 Groups Optimal Product
Management & Product Marketing three day in-person course. Students review the key
concepts and terminology used in the exam as well as strategy for answering the exam
questions and a Q&A for anything else they want to review (includes $395 exam.) This
$1,495
per person for
public training

$1,695*
per person for
private
training

Agile Excellence for Product Managers with Certification Exam
This one-day course teaches students how to be dramatically more effective with
teams using Agile development methods (Scrum, XP, Lean). Includes extensive
hands-on exercises, handouts and includes a copy of the best-selling eBook Agile
Product Management Excellence from the 280 Group. Prepares you to take the exam
(included - $395 value) to become an industry-standard Agile Certified Product
Manager. This course is also available in a self-study format.

$1,295
per person for
public training

$1,495*
per person for
private
training

How to be a Phenomenal Product Manager
This one-day course is based on the best-selling book The Phenomenal Product
Manager by Brian Lawley, 280 Group CEO & Founder, this is the only course in the
world that teaches you how to dramatically increase your effectiveness and productivity
as a Product Manager. Through hands-on exercises and lecture students spend the
day learning critical skills and developing a corresponding action plan to apply in their
jobs. Topics covered include the role of Product Management, how to work more
effectively with sales and engineering, negotiation/mediation, productivity, career
advancement and more.

$695
per person for
public training

$995*
per person for
private
training


Leadership for Product Managers
This one-day course will help transform you into a highly effective and dynamic
Product Management leader in your company. Through a combination of lecture and
extensive hands-on exercises you will learn to apply your specific strengths as a leader
to exert more influence.

$995
per person for
public training

$1,295*
per person for
private
training

*Pricing is dependent on the number of students and client commitment.
Note: Fees may be tax deductible check with your tax professional. All expenses of continuing
education taken to maintain and improve professional skills are tax deductible according to U.S. Treasury
Regulation 1.162-5

Want Mor e I nf or mat i on?
Help Me Decide What's Right for Me
Course Listing and Pricing
Self-Study Courses
Training Calendar
Certifications
Private Custom Training

Intro to Product Management
This one-day course is a subset of the three-day Optimal Product Management and
Product Marketing training course. It covers some of the same topics, though not at
the same level of depth.

$695
per person for
public training

$995*
per person for
private training


280 Gr oup Pr i vat e Wor k shops, Webi nar s & Semi nar s

The 280 Group also offers custom private workshops, training seminars and webinars at companies for
Product Management and Product Marketing teams to help them become more effective. The individual
modules listed below under each category are each approximately one hour in length, and can be
delivered for $2,000 each, or can be combined to create a four module half-day ($6,000) or an eight
module full-day ($10,000).

Executive Seminars
The Seven Phase Standard Optimal Product Process
Building Insanely Great Products Through Optimal Product Management
How Product Management Can Make or Break Your Company

Getting the J ob Done
Compelling Product Roadmaps
High-impact Product Launches
Successful Beta Programs
Phenomenal Product Reviews
How to Tear Apart Your Competition
Optimal Product Process and
Product Life Cycle
Market Research
Market Strategy
Conceive
Business Cases
Requirements
Roadmaps
Forecasting
Pricing
Beta Program
Launches
Marketing
End of life

Soft Skills
The Role (and Non-role) of Product
Management
Product Management Productivity
Negotiation and Mediation for
Product Managers
Working More Effectively with Your
Engineering Team
Getting Sales People on Your Side
Accelerating Your Product
Management Career
Becoming a Phenomenal Product
Manager

Opt i mal Pr oduc t Management and Pr oduc t
Mar k et i ng Tr ai ni ng Cour se and Semi nar
Cour se Desc r i pt i on
Optimal Product Management & Product Marketing is a three-day course that teaches students the
foundation, knowledge and skills that are necessary to be an effective Product Manager or Product Marketing
Manager. Through a combination of lecture, discussion and intensive hands-on exercises, attendees will learn
about all aspects of how to effectively manage products throughout the entire Product Lifecycle and how it
applies to their current and future roles. The course is appropriate for both new Product Managers and Product
Marketing Managers who need to learn the foundational skills and knowledge of their profession as well as more
senior Product Managers and Product Marketers who want to brush up on their knowledge of the profession and
want to learn about the most current trends, best practices and up-to-date methodology.
The course and its methodology are built upon three fundamental concepts:
Association of International Product Marketing & Management (www.aipmm.com) Seven Phase
Worldwide Standard Product Lifecycle
280 Group Product Management Lifecycle Toolkit
280 Group Optimal Product Process

AIPMM Framework
The AIPMM Seven Phase Lifecycle is a vendor independent worldwide Product Management and Product
Marketing standard that takes into account best practices used in a wide range of companies and industries.
This ensures that the most modern and up-to-date challenges faced in Product Management and Product
Marketing are addressed for todays environment. The framework is part of the AIPMM Product Management
Body of Knowledge (ProdBOK) that was developed with the input from over fifty experts and endorsed by over
half a dozen training and consulting companies. The framework includes seven distinct product phases, from
Conceive to End of Life, and covers all aspects during the entire Product Lifecycle (See the Phases and
Activities graphic above for each of the seven phases).
Product Management Lifecycle Toolkit
The 280 Group Product Management Lifecycle Toolkit is a set of corresponding templates that map to the
AIPMM Seven Phase Lifecycle. The toolkit is designed to provide a foundation for all students to use as they
manage their products throughout the lifecycle. Students learn the skills and knowledge required within each
phase, while utilizing the corresponding templates allowing for immediate application of these newly learned
skills upon completion of the training.
The nine core templates (plus over 25 additional supplemental templates) available in the 280 Group Product
Lifecycle Toolkit ensure that:
Every critical aspect of the product is thought through both strategically and tactically
There is no duplication of content when documenting the critical product decisions and
recommendations
Plans and decisions can be documented with as much or as little detail as the company and team
situation requires
Students become very productive as they do not have to create their own templates or documents
The organization gains a way of doing ongoing learning and continuous improvement to ensure they
become closer to excellence with every release

Optimal Product Process
The Optimal Product Management & Product Marketing course combines the AIPMM Lifecycle and 280 Group
Product Management Lifecycle Toolkit to teach what is called the 280 Group Optimal Product Process. The
process builds extensively upon the AIPMM Framework and 280 Group templates to provide a comprehensive
learning experience and ensures that students have a flexible and powerful process that can be applied to their
specific situation. Each phase of the lifecycle that Product Management and Product Marketing are responsible
for is explained thoroughly, the corresponding templates and deliverables that map to the lifecycle are then used
as working exercises in the class with relevant examples presented.

Cour se Lear ni ng Obj ec t i ves
Obtain a deep understanding of how great companies do Product Management and Product Marketing
Learn skills and knowledge necessary to be an excellent Product Manager and/or Product Marketing
Manager in ANY company or industry
Effectively manage and market any product at any stage in the lifecycle
Apply the Product Management process effectively for a specific product
Provide a basic foundation of knowledge for taking the industry-standard Certified Product Manager and
Certified Product Marketing Manager exams to earn the credentials

Af t er Compl et i on of Thi s Cour se St udent s Wi l l :
Work much more effectively with your team and stakeholders
Have a thorough understanding of worldwide standards and how to apply them for current and future
situations
Increase your career opportunities and ability to advance your career
Achieve credibility with your team and stakeholders by having a complete understanding of the entire
Product Lifecycle
Obtain the knowledge and the skills with the corresponding tools to be far more productive and effective
Understand how to effectively manage any product at any phase in the Product Lifecycle

Cour se Agenda
DAY 1: Foundation DAY 2: Product Management DAY 3: Product Marketing
Introduction Conceive Beta Programs
Overview Business Case Product Launches
Process and Product Lifecycle Requirements Marketing
Market Research Roadmaps End of Life
Competitive Analysis Strategy Wrap Up
Forecasting
Pricing

What s I nc l uded
Each attendee receives the following:
Printed copies of all materials and slides used in the course
Optimal Product Process handbook (a reference book with more in-depth information for each
lifecycle phase)
Certificate of completion for Optimal Product Management and Product Marketing
Single user license for the Product Lifecycle Toolkit, which includes the nine core templates that cover
both Strategy and Execution
Pr i c i ng
$1,995 per person for public training
$2,995 per person for private training*
Note: Fees may be tax deductible check with your tax professional. All expenses of continuing education taken
to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5.

Seating is very limited.
Reserve your space now before the next session sells out.

I nt r o t o Pr oduc t Management
Learn the fundamental concepts of Product Management
Introduction to Product Management is a one-day course for new Product Managers, those interested in moving
into the profession or executives or others who want to understand more about it. Through a combination of
lecture and hands-on exercises, attendees get a complete overview of the Product Management role and
corresponding strategic and tactical responsibilities. Attendees will leave the class with a clear understanding of
the role and its importance to business, learn the basic tasks and overall Product Lifecycle that every Product
Manager should follow and gain a foundation for success in the role.
This course is a subset of the three-day Optimal Product Management and Product Marketing Training
Course. It covers some of the same topics, though not at the same level of depth.
Students in this course will learn about the following:
The rising importance of Product Management in great companies
What the role of Product Management is (and isnt)
How Product Management relates to other company functions
The Product Lifecycle and Optimal Product Process
Typical goals and tasks in each phase of the Product Lifecycle
The course outline covers the following topics at a high level:
Overview of Product Management
Roles and Responsibilities
Product Lifecycle
Optimal Product Process
Market Research
Business Case
Roadmaps
Strategy
Pricing
Beta Programs
End of Life
Taught by senior 280 Group trainers and consultants, this course provides the foundational knowledge
necessary to understand Product Management and be setup for success.
What s I nc l uded
Certificate of completion for Introduction to Product Management
280 Group eBook copy of the Optimal Product Process
Pr i c i ng
$695 per person for public training
$995 per person for private training*


280 Group LLC. 1901 South Bascom Avenue Suite 1460 Campbell CA 95008 +1.408.834.7518 280 Group LLC. 1901 South Bascom Avenue Suite 1460 Campbell CA 95008 +1.408.834.7518

Cer t i f i ed Pr oduc t Manager Ex am I nt ensi ve
Pr ep Tr ai ni ng Cour se
Become a Certified Product Manager: Stand out from the crowd and prove mastery of
Product Management
This two-day in-person course consists of a day and a half of class time followed by the Certification Exam on
the afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the
exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified
Product Manager (CPM) credential. It is appropriate for those who have extensive Product Management
experience and/or have taken the 280 Groups Optimal Product Management and Product Marketing three-
day in-person course. Students review the key concepts and terminology used in the exam as well as strategy
for answering the exam questions and a Q&A for anything else they want to review:
Become a Certified Product Manager!
Demonstrate a thorough understanding of theoretical and practical Product Management concepts,
principles and terminology
Establish additional credibility with your team and peers
Stand out from the crowd when looking for your next job opportunity
Make a commitment to becoming a better Product Manager by taking the intensive prep course and earning the
Certified Product Manager (CPM) credential. Its an investment that will pay off for the rest of your career.
The CPM certification crosses both industry and national barriers making those holding the credential uniquely
qualified to lead any product wherever it may be in its lifecycle.
This course helps attendees review the key concepts and terminology used in the Certified Product Manager
exam. The instructor will discuss how to answer exam questions and lead a Q&A session of any content needing
to be reviewed. After a day and a half of review the certification exam will then be administered to the attendees.
Who Should Attend?
The course is appropriate for those who have at least three years of Product Management experience and/or
who have taken the 280 Groups Optimal Product Management three-day course.


Topics Covered:
What is Product Management
Product Lifecycle
Understanding Goods and Services
Product Decisions
Strategic Planning and Useful Tools
Marketing Mix
Product Positioning
Value Creation

About The Certified Product Manager (CPM) Credential
CPM certification is based upon worldwide best practices determined by
analysis of actual practitioners in the field, and continues to evolve with the
profession. It indicates a comprehensive understanding of the functions
responsible for championing new products throughout the Product Lifecycle,
from idea through to end of life. CPM focuses on the functions that orchestrate
internal activities and ensure the best possible outcome for the product.
Becoming a CPM demonstrates that you understand both the strategic and the
tactical functions of Product Management. AIPMM developed the Product
Management Certification program to focus on best practices that break
through industry barriers to set the standard with proven methods and
processes. The CPM course will cultivate the core knowledge and skills that
apply to any product at any time during any phase of the Product Lifecycle.
What s I nc l uded
Intensive preparation course for Certified Product Manager Exam
Online Exam ($395 value included in the price and administered second half of day two)
Q&A session with sample questions and strategies for answering exam questions effectively
eBook copies of The Phenomenal Product Manager, Product Management Excellence and Optimal
Product Process
Pr i c i ng
AIPMM membership (required to take the exam): $125
AIPMM Certified
Product Manager

Cer t i f i ed Pr oduc t Mar k et i ng Manager Ex am
I nt ensi ve Pr ep Tr ai ni ng Cour se
Become a Certified Product Marketing Manager: Stand out from the crowd and prove
your mastery of Product Marketing
This two-day in-person course consists of a day and a half of class time followed by the certification exam on the
afternoon of the second day. It provides an intensive review of concepts to help students prepare to take the
exam to earn the Association of International Product Marketing and Management (AIPMM) prestigious Certified
Product Marketing Manager (CPMM) credential. It is appropriate for those who have extensive Product
Marketing experience and/or who have taken the 280 Groups Optimal Product Management and Product
Marketing three-day in-person course. Students review the key concepts and terminology used in the exam as
well as strategy for answering the exam questions and a Q&A for anything else they want to review.
Become a Certified Product Marketing Manager!
Show an in-depth understanding of theoretical and practical Product Marketing methods
Gain additional credibility with your peers and team
Stand out from the crowd and open up a new career opportunities
Make a commitment to becoming a better Product Marketing Manager by taking the intensive prep training
course and earning the Certified Product Marketing Manager (CPMM) credential. Its an investment that will pay
off for the rest of your career.
The Certified Product Marketing Manager credential shows that you can:
Understand processes and key roles to discover customer insights
Identify market trends
Create demand for a companys goods and services in the marketplace
Assess licensing opportunities
Determine appropriate enhancements to goods or services
Make recommendations for mergers and acquisitions, or withdrawing the goods or services from the
portfolio
Attendees review the key concepts and terminology used in the exam. The instructor will discuss how to answer
exam questions and lead a Q&A session of any content needing to be reviewed.


Topics Covered:
1. Optimizing Commercialization
2. Developing Strategic Marketing Functions Throughout the Product Lifecycle
3. Creating and Executing the Marketing Plan and Budget
4. Managing Deliverables and Campaigns
5. Driving Customer Acquisition and Revenue
6. Assessing the Market, Competition and Trends
7. Translating Insights into Compelling Business Opportunities

Course Outline:
1. Introduction
2. Product Marketing
3. Marketing Mix
4. Seven Phase Product Management Framework
5. Understanding Goods and Services
6. Understanding Brands
7. Strategy
8. Market Research
9. Buyer Behavior
10. Marketing Process
11. Marketing Communications
12. Integrated Marketing Communications
13. Distribution Channels
14. Certification Exam

Who Should Attend?
It is appropriate for those who have extensive Product Marketing experience and/or who have taken the 280
Groups Optimal Product Management and Product Marketing three-day course. For those with less than three
years of experience, we recommend attending this three-day course prior.

About The Certified Product Marketing Manager Credential
The CPMM
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 CPMM credential indicates a
thorough understanding of the functions responsible for championing products
throughout the back end of the Product Lifecycle, from launch to end of life.
The CPMM focuses on go-to functions that orchestrate internal activities and
ensure the best possible outcome for the product.
The CPMM
certification crosses both industry and national barriers making

those holding the credential uniquely qualified to lead any product wherever it
may be in the lifecycle.

AIPMM Certified
Product Marketing Manager

AIPMM Certification Exam
The AIPMM certification exam assesses the Product Marketing Managers expertise in understanding processes
and key roles to discover customer insights, identify market trends, and create demand for a companys goods
and services in the marketplace. The ability to assess licensing opportunities, goods or service enhancements,
make recommendations for mergers and acquisitions or withdrawing the goods or services from the portfolio is
also measured. The certification exam is comprised of 120 multiple-choice and essay questions that measure
Product Marketing skills and knowledge in the following key areas:
1. Tools and Measurements [5%]
2. Strategy [10%]
3. New Product Development Methodology [10%]
4. Teams, People and Organizational Issues [15%]
5. Marketing Research, Business Plans and Documentation Processes [25%]
6. PLM with an Emphasis on Effective, Real-World Decision-Making [35%]
The CPMM
certification exam is two hours long. A score of 85% or higher is required to pass. The certification
exam will be administered at the end of the last day of this course.
What s I nc l uded
Intensive preparation course for the Certified Product Marketing Manager Exam
Online Exam ($395 value included in the price and administered second half of day two)
Q&A session with sample questions and strategies for answering exam questions effectively
eBook copies of The Phenomenal Product Manager, Product Management Excellence and Optimal
Product Process
Pr i c i ng


Agi l e Pr oduc t Management Ex c el l enc e

Become a Certified Agile Product Manager: Learn how to be highly effective with Agile
development teams
Cour se Over vi ew
This one-day course teaches the necessary practices for working in an
Agile environment. The course covers multiple Agile development
methods (Scrum, XP and Lean) and is focused on practical application
to make participants more effective the moment they return to their
desks. This course will prepare participants for the industry standard
AIPMM Agile Certified Product Manager (ACPM
) exam. A testing time

may be scheduled upon completion of this course for those participants
interested in receiving certification. Material covered and schedule:
Why Agile is Good for Product Management (Part 1) -
covers the benefits of Agile and what to expect. Learn why Agile
can work better than waterfall and whats in it for you.
A Look at Scrum (Part 2) covers how Scrum (a popular Agile
method) works, the development teams process, and your role
as a Product Manager.
Agile Release Management (Part 3) covers how to take
advantage of Agile visibility to track the progress of your release
and adjust as new requirements emerge.
Agile Release Planning (Part 4) covers how to move from a
high-level product vision and break it down into releases and
development iterations.
Agile Documentation (Part 5) covers how to convey requirements in Agile using story cards.
Organizing Around Agile (Part 6) covers different strategies for team organization from small, co-
located teams to large distributed teams.
Starting Out with Agile (Part 7) brings the previous sessions together with practical tips on how to
start out with Agile and set your team up for success.
XP and Lean (Part 8) covers two other Agile methods, Extreme Programming and Lean Software
Development, which provide further perspectives on Agile thinking.
Wrap-up (Part 9) looks at Agile in the context of traditional process models and traditional serial
development.
Agile Release Planning Workshop (Part 10) a hands-on workshop to introduce the Agile technique
of Story Mapping as a way to plan and visualize a release.

What s I nc l uded
$395 exam and the ability to take the Agile Certified Product
Manager Exam (online exam is scheduled by the student at
a later date)
A copy of Greg Cohens Agile Excellence for Product
Managers eBook
Certificate of completion for Agile Product Management Excellence
About t he Aut hor
Greg Cohen, Principal Consultant and Trainer for the 280 Group, is a 15 year Product Management veteran with
extensive experience and knowledge of Agile development, a member of the Agile Alliance and former President
of the Silicon Valley Product Management Association. He has worked and consulted to venture start-ups and
large companies alike and has trained Product Managers on Agile development methods across the country. As
a practitioner and frequent commentator on Product Management issues, he has written and spoken on varied
topics such as embracing Agile development, the benefits of open sourcing your product, and recession proofing
your Product Management career.
Greg has a background in B2B software and Software-as-a-Service (SaaS) including
spend analysis, business analytics, contract management, network security, and
medical technology. Prior to consulting, he managed over a dozen products from
concept through deployment and end of life for Silicon Valley Companies such as Instill
(acquired by iTradeNetworks,) Idealab!, and Pandesic (a joint venture between Intel
and SAP.)
Greg earned an MBA with honors from Babson College and a Bachelor of Science in Mechanical Engineering
with second major in Electrical Engineering from Tufts University. Greg is also an AIPMM Agile Certified Product
Manager.
Pr i c i ng

The 280 Group is an Agile
Alliance Corporate Member
How t o Be a Phenomenal Pr oduc t Manager

Learn the people, communication, productivity, negotiation and other soft skills you
need to be highly effective as a Product Manager
Cour se Over vi ew
Have you ever wondered what makes one Product Manager good, yet another one truly phenomenal? Have you
noticed that in many organizations there seem to be one or two Product Managers that stand out FAR above the
crowd? What is it that they do that is different than their peers? And as a Product Manager, or a manager with a
team of Product Managers, how can you understand the key to rising above the crowd and significantly
increasing the influence you have over your products success?
How to Be a Phenomenal Product Manager is an intensive one-day
hands-on seminar based on the best-selling book that teaches you
how to be dramatically more effective and productive as a Product
Manager.
Key Sk i l l s Lear ned
Create earned authority
Effectively prioritize your time
Tailor messages for each stakeholder
Develop excellent influencing and negotiation skills
This set of key skills will help you create great outcomes for your
product and your company.
The course consists of 11 modules, each with lectures, extensive
discussions and hands-on exercises. Additionally, throughout the day,
students will be creating an action plan for how to apply what they
have learned when they leave the course. The result is that they have
the skills and plan in place to immediately be more effective in their
day-to-day Product Management work.

Topi c s t hat ar e c over ed i nc l ude:
1. The Role (and Non-Role) of Product Management
2. Achieving Excellent Results as a Product Manager
3. Becoming a Phenomenal Product Manager
4. Influence and Negotiation for Product Managers
5. Working More Effectively with Your Engineering Team
6. Getting Sales People on Your Side
7. Leadership and Making a Difference for the Executive Team
8. Accelerating Your Product Management Career
What You Get Fr om t he Cour se
Intensive lectures with real-world examples from experienced instructors
Tips to avoid common mistakes and leverage solutions and approaches that have already been
developed and proven to succeed
Hands-on exercises, role plays and in-class development of personal action plans
A plan of action to apply your new skills and continue improving in critical areas after the class
Highly-interactive, small classes with extensive feedback from the instructor and other students
An increased level of confidence about how to do your job, along with concrete and specific strategic
and tactical action items to apply
Cour se Syl l abus

Module One The Role of Product Management
Develop an in-depth understanding of the importance of the role of Product Management, how it relates to other
roles, and how to create an effective distribution of tasks to increase accountability and deliver tangible results.
Module Two Product Management Productivity: How to Get Twice as Much Done in
Half the Time
The nature of Product Management is that there is always too much to do. However, by focusing on what is
really important and changing the way they work, Product Managers can get more done with less stress. It
requires a transformation to think about their time as a critical resource that needs to be focused on company-
critical work. Then they have more time to focus on improving the quality of their work, thinking and decisions.
Module Three Foundation PM Skills for Influence and Leadership
Product Managers are the leaders of tomorrow. For them, the link between the hard and soft skills is very
important. They will achieve much better outcomes when they combine the quality of their task-based work with
specific interpersonal skills and organizational awareness. In this section, we emphasize those skills that will
make the most difference to the quality of their work overall, with a focus on the soft skills aspect.
Modules Four and Five Communications and Challenging Situations
The first section is a review of the key communication skills they may have learned elsewhere, specifically
focused on improving outcomes by adding more emotional content into active listening. This is followed by a
discussion of how change often generates stress and discomfort in others. Understanding underlying causes of
stress will make Product Managers more comfortable making difficult decisions.
Module Six Stakeholders
A Product Managers role involves many, many stakeholders. Here we work to identify stakeholders and develop
a process for building collaborative relationships with them by understanding their point of view.
Module Seven Influence and Negotiation
Product Managers rely on indirect authority. Here the instructor breaks down the steps in developing influence,
and the process and underpinnings of successful negotiations. Using this knowledge and the in-class exercises,
Product Managers find that they are more capable of creating a positive environment for product development
and innovation with their teams. Their teams are able to allocate resources more efficiently and with less conflict.
Module Eight Working More Effectively with Your Engineering Team
The Product Managers relationship with his or her engineering team is key to being effective and bringing out
successful products. The role play allows Product Managers to experiment with new skills learned earlier in the
class.
Module Nine How to Work More Effectively with Your Sales Team
Next to engineering, the most important relationships for Product Managers are with members of the sales force.
However, different skills are needed for working with the sales force than with engineering. The role play
encourages Product Managers to get inside the heads of sales people.
Module Ten Leadership and Working with Executives
To advance in their careers, Product Managers need to learn how to be leaders. By discussing appropriate
leadership styles and how best to work with leaders in their organization, they will begin the process of becoming
leaders. By understanding how their executives look at the world and the best methods of communicating with
them, Product Managers will set up winning career paths for themselves.
Module Eleven Personal Brand and Plan for the Future
Students will integrate an understanding of who they are, their growth goals and the key markers of their future
success. This planning process forms the basis of future excellence.
What s I nc l uded
Certificate of completion for How to Be a Phenomenal Product Manager
Electronic copy of the Amazon Top 50 business book, The Phenomenal Product Manager
Pr i c i ng
$995 per person for private training*
to maintain and improve professional skills are tax deductible according to U.S. Treasury Regulation 1.162-5

Leader shi p f or Pr oduc t Manager s
Leading your teams and stakeholders to achieve maximum success
This one-day course will help transform you into a highly effective and dynamic Product Management leader in
your company. Through a combination of lecture and extensive hands-on exercises you will learn to apply your
specific strengths as a leader to exert more influence in your organization. Youll learn how to more effectively
lead those you have no formal authority over and youll leave the course with a concrete plan of action to apply
what you have learned.
Course Objectives
Understand how leadership can be more effectively applied based on your unique situation, using
insights about yourself, your stakeholders and the overall Product Management system and function at
your company
Learn foundational leadership techniques that you can immediately apply to be more effective in your
role
Develop a plan for how you are going to utilize your specific leadership strengths and how you will be
extending your knowledge and skills to be a better leader and accelerate your career
Who Should Attend?
Any Product Manager who wants to learn how to lead more effectively
Product Management Managers, Directors and Vice Presidents who wish to increase their leadership
capacity and skills
Course Agenda
The Critical Importance of Product Management to Your Companys Success
Leadership Defined
Leadership Challenges Specific to Product Management
Outcome Creation from Self
Exercise 1: Identifying Your Limiting Beliefs and Reactive Tendencies
Exercise 2: Identifying Your Passion and Strengths
Outcome Creation from Stakeholders
Exercise 1: Creating Ownership and Alignment with a Difficult Stakeholder
Exercise 2: Leadership Presence
Finding Leverage in the System
Finalizing Your Leadership Plan
Course Summary


What s I nc l uded
Course workbook for creating a personal leadership plan
Certificate of completion for Leadership for Product Managers
Pr i c i ng


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The 280 Group is a Product Management and Product Marketing consulting and

certification differs from an educational or methodology

certification crosses both industry and national barriers making

) exam. A testing time

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