The Original Product Management Certification: Why AIPMM’s 25 Years of Expertise Matter More Than Ever
By: Paula Gray, Co-Founder AIPMM and CEO Gray Global Consulting
Date: November 15, 2024
In a rapidly evolving field, the choice of certification is more than a career decision—it’s a commitment to excellence and a mark of credibility for any product management professional. Since co-founding the Association of International Product Marketing & Management (AIPMM) in 1998, I’ve witnessed the organization’s pivotal role in defining and elevating product management as a profession. AIPMM’s certifications and contributions over the past 25 years have set the gold standard, empowering professionals across diverse industries with the expertise they need to excel in today’s competitive landscape.
The Genesis of Product Management as a Profession
While the roles associated with creating and marketing products have been around for centuries, Procter & Gamble’s introduction of the “brand man” in 1931 marked the earliest structured approach to product management. This groundbreaking step established a precedent, yet product management roles remained largely informal and inconsistent for decades, lacking a cohesive professional identity.
In 1998, with the founding of AIPMM, we began a journey to create a clear professional pathway for product managers. One of our early highlights at AIPMM was the opportunity to collaborate with the team at Procter & Gamble, where we gained valuable insights into their pioneering approach. We were even given a copy of the original 1931 memo that outlined the “brand man” concept. This document has inspired countless product managers and is a cornerstone of the field’s history. This experience reinforced our mission and underscored the need for a formal structure within product management.
Our goal from the beginning was to bring awareness, structure, and support to this emerging field. AIPMM quickly became a central force in establishing a unified approach, promoting consistency, and helping product managers navigate the evolving demands of their roles. But our mission was about more than setting standards—we aimed to elevate product management from an occupation to a recognized profession.
Establishing Professional Standards
From the start, AIPMM was committed to creating professional standards to guide product managers and address the lack of unified methodologies in the field. We worked hard to promote a standardized framework that could bring clarity and credibility to product management, providing a common language and set of practices that professionals could rely on.
Our focus on professional standards went beyond individual benefits. By creating a structured pathway, AIPMM unified a fragmented field, establishing a foundation of respect for product management in the corporate world. These standards provided a clear professional framework that enabled product managers to contribute more effectively to their organizations.
From Occupation to Profession: AIPMM’s Certification Milestones
In 2004, AIPMM introduced the first official certification credentials for product managers and product marketing managers. The Certified Product Manager® (CPM®) and Certified Product Marketing Manager™ (CPMM™) designations were born out of our commitment to create a benchmark of mastery in product management. These credentials provided product managers with a way to demonstrate their knowledge of best practices, helping both individuals and the profession as a whole.
The CPM® and CPMM™ certifications were based on a vast body of knowledge gathered from product managers worldwide. Earning these credentials represented a commitment to excellence and consistency. For many product managers, these certifications became not only a personal achievement but also a professional affirmation of their skills and dedication. At a time when so many methodologies were emerging, AIPMM’s certifications created a respected standard that companies and individuals could trust.
Publishing the ProdBOK: A Guide to Best Practices
In 2013, nearly a decade after we introduced AIPMM’s first product management certifications, we took a pivotal step to further solidify our influence by publishing the Product Management and Marketing Body of Knowledge® (ProdBOK®). This comprehensive guide represented years of accumulated expertise and was the result of a major collaborative effort, drawing on contributions from over 60 industry experts, including myself, alongside prominent leaders in product management. Under the meticulous editorial guidance of Greg Geracie and Dr. Steven D. Eppinger of MIT, the ProdBOK® encapsulated the most effective strategies and standardized best practices for product management and marketing. More than just a handbook, we envisioned it as a cohesive, reliable reference for professionals at every career stage.
The ProdBOK® filled a critical need for consistency in a field with historically diverse and sometimes conflicting methodologies. This fragmentation often caused inefficiencies and confusion across cross-functional teams. For the first time, product managers from technology to healthcare to consumer goods had a unified, authoritative body of knowledge. This allowed them to align their practices and adopt a common professional language. By offering this structured framework, the ProdBOK® provided a solution to longstanding challenges in the profession, enabling product managers to benchmark their skills against industry standards and validate their expertise within a universally respected framework.
Through the ProdBOK®, AIPMM was able to foster a greater sense of cohesion and professionalism, helping to elevate product management from an occupation to a recognized profession. With its coverage of the entire product lifecycle—from customer discovery and product definition to pricing, market analysis, and lifecycle management—the ProdBOK® provided product managers with the depth and breadth of knowledge necessary to navigate the complexities of today’s competitive landscape. This breadth allowed practitioners to confidently demonstrate a holistic understanding of their craft, which was invaluable for gaining credibility within their organizations.
What also set the ProdBOK® apart was its balance of consistency and adaptability. While it provided a rigorous set of best practices, it was designed with flexibility in mind, allowing product managers to tailor their approach to the specific needs of their industries and markets. This adaptability, combined with the high standard set by over 60 expert contributors and editors such as Geracie and Dr. Eppinger, has enabled the ProdBOK® to remain relevant and trusted as the field continues to evolve. Product managers are empowered to apply its methodologies in a way that fosters innovation within a disciplined framework.
Ultimately, the publication of the ProdBOK® was about more than creating a manual—it was about establishing a shared professional identity for product managers around the world. It stands as a cornerstone of AIPMM’s mission to promote professional excellence, integrity, and unity in the field of product management. With the ProdBOK®, product managers are equipped not only with a guide to best practices but also with a badge of professionalism, reflecting the contributions and commitment of industry pioneers who worked to elevate this dynamic role to the level of a respected profession.
The Concept of Jurisdiction in Product Management
As product management evolved, AIPMM embraced ‘jurisdiction’—the professional authority and ownership of key product lifecycle knowledge areas. Rooted in sociology, this concept is vital for any occupation to become a recognized profession.
Jurisdiction in this context means claiming the expertise required to manage a product from inception to market success. Through AIPMM’s certifications, product managers can claim this authority. They establish themselves as knowledgeable professionals in strategic planning, lifecycle management, and market analysis. By earning AIPMM certifications, product managers reinforce the boundaries of this professional jurisdiction, helping to establish product management as a distinct and vital profession within the business world.
Why AIPMM’s Certification Remains the Gold Standard
AIPMM’s certifications are the gold standard, deeply rooted in 25 years of industry leadership and dedication to professional growth. While new certifications have emerged, AIPMM’s programs stand out for their depth, breadth, and alignment with established best practices. AIPMM-certified product managers are recognized not just for their knowledge but for their ability to apply it strategically, adapting to unique industry challenges.
These certifications don’t just benefit individuals; they benefit organizations. A product manager with AIPMM certification brings a structured, professional approach to managing products and product lines. They are well-prepared to navigate challenges, solve problems, and bring products to market successfully, making them invaluable to their companies. In today’s competitive landscape, where the demand for skilled product managers is at an all-time high, AIPMM-certified professionals are recognized as leaders.
Final Thoughts
For the past 25 years, AIPMM has been at the forefront of defining and advancing product management. Through our certifications and initiatives like the ProdBOK®, we’ve set the standard for professionalism and excellence in this field. Today, as the demand for credible and knowledgeable product managers grows, AIPMM certifications remain a vital asset, offering product managers a distinct advantage in establishing their professional authority and achieving success.
AIPMM’s legacy is both a foundation and a guiding force for the future. For product management professionals serious about advancing their careers and contributing to the profession, choosing AIPMM certification is not just a credential—it’s a commitment to excellence and a proud addition to the legacy of product management as a respected and vital profession.
Find out more at https://aipmm.com/