The Product Manager Pathfinder - H. Del Castillo - AIPMM - ProductCamp Boston 2012


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A recent study of experienced product managers from different companies and industries showed that there are common challenges impacting their effectiveness and productivity. This discussion will help you understand key tips to differentiate yourself and accelerate you career. It will help you understand how to position yourself to find a new opportunity or get promoted. We will identify how you can increase your skills to enhance your worth. We will also discuss ways to define and sharpen your value proposition. This discussion is for those of you who want to accelerate your career, obtain a promotion, or find your next job opportunity.

Key Takeaways
1. Organize your search.
2. Expand your professional network.
3. Stand out from the crowd.
4. Market early, market often.
5. Deliver value, success will follow.
7. Expand your knowledge.
8. Find a great workplace.

Connect with me for more information regarding AIPMM membership or training courses in your area.

Let me know how I can help you create and implement a product strategy and product planning process successfully to grow your technology-based business.

Hector Del Castillo, AIPMM

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The Product Manager Pathfinder - H. Del Castillo - AIPMM - ProductCamp Boston 2012

  1. 1. Hector Del Castillo June 9, 2012© AIPMM 2012
  2. 2. I want to thank everyone who selected and attended the AIPMM sessions at PCamp Boston. I also want to thank the 280 Group for their support. I welcome your feedback regarding this topic. Contact me with any comments or questions. I look forward to seeing you again soon.© AIPMM 2012
  3. 3. Tweet About Us! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: @ProdMgmtTalk PCamp Boston: #PCampBoston© AIPMM 2012
  4. 4. Hector Del Castillo • Over 10 years transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 27+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE© AIPMM 2012
  5. 5. © AIPMM 2012
  6. 6. AIPMM Certifications • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) Source: Get Certified, AIPMM Website© AIPMM 2012 6
  7. 7. What We Will Discuss 1. Common challenges 2. How to prosper 3. Key tips to accelerate your career© AIPMM 2012
  8. 8. Common Challenges • Few people understand the role • Roles and responsibilities can be very unclear – Get drawn into too much tactical coordination • Lack the authority to carry out their responsibilities – Little influence on corporate branding, channel selection, or advertising • More common in technology than in consumer goods Source: Rajesh K. Tyagi, Mohanbir S. Sawhney, “High-Performance Product Management: The Impact of Structure, Process, Competencies, and Role Definition,” Journal of Product Innovation Management, Vol. 27, Issue 1, January 2010© AIPMM 2012 8
  9. 9. Why should we hire you?© AIPMM 2012
  10. 10. Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
  11. 11. Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
  12. 12. Process Exceptional Product People Managers cultivate a culture Culture that fosters innovation and collaboration to create successful products.© AIPMM 2012
  13. 13. Exceptional Product Customer Managers create and deliver value-added products Product (Value) to target customers based on their unmet needs. Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011© AIPMM 2012
  15. 15. 1. Organize Your Search© AIPMM 2012
  16. 16. How do you organize your job search? A. Keep records in my computer. B. Use job board tools. C. Use online tool. D. Use spreadsheet to keep records. E. Don’t keep records.© AIPMM 2012
  17. 17. Use Leading Social Media Tools© AIPMM 2012
  18. 18. Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports© AIPMM 2012
  19. 19. AIPMM Career Pathfinder Source: AIPMM Career Pathfinder© AIPMM 2012
  20. 20. 2. Expand Your Professional Network© AIPMM 2012
  21. 21. Join Professional Groups© AIPMM 2012
  22. 22. Join Industry Chats© AIPMM 2012
  23. 23. Follow Thought Leaders© AIPMM 2012
  24. 24. 3. Stand Out From The Crowd© AIPMM 2012
  25. 25. Brand Yourself© AIPMM 2012
  26. 26. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks© AIPMM 2012
  27. 27. Sharpen Your Sales Pitch© AIPMM 2012
  28. 28. 4. Market Early, Market Often© AIPMM 2012
  29. 29. Get The Word Out© AIPMM 2012
  30. 30. Create a Buzz© AIPMM 2012
  31. 31. Create Traffic To Your Profile© AIPMM 2012
  32. 32. Hyperlink Marketing Collateral Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based companies™ Summary Innovative thought leader with over 10 years of experience creating value by transforming products to profit to grow business opportunities. He has directed the product and marketing strategy for over 27 products & solutions that were successfully launched for global deployment.© AIPMM 2012
  33. 33. Think Like a Publisher© AIPMM 2012
  34. 34. 5. Deliver Value, Success Will Follow© AIPMM 2012
  35. 35. Cultivate Communities© AIPMM 2012
  36. 36. Coach and Mentor Others© AIPMM 2012
  37. 37. Find Opportunities To Lead© AIPMM 2012
  38. 38. Share Your Knowledge© AIPMM 2012
  39. 39. 6. Invest in Your Future© AIPMM 2012
  40. 40. Find Coaches and Mentors© AIPMM 2012
  41. 41. Execute Your Growth Plan© AIPMM 2012
  42. 42. Sample Professional Growth Plan Steps Specific Education, Training or Growth Activity Planned Date 1 Bachelor’s degree 1995 2 Master’s degree 1998 3 Obtain project lead position 2001 4 PMI PMP Certification 2005 5 Product Management Training 2007 6 Product Marketing Training 2007 7 Obtain product management role 2008 8 AIPMM CPM/CPMM Certifications 2011 9 PMI Program Management Certification 2011 10 Executive MBA Program 2012 11 Help clients grow their business 2013 Download template:© AIPMM 2012
  43. 43. Develop Marketable Skills© AIPMM 2012
  44. 44. Get Certified© AIPMM 2012
  45. 45. 7. Expand Your Knowledge© AIPMM 2012
  46. 46. Always Be Learning© AIPMM 2012
  47. 47. Find Training Opportunities© AIPMM 2012
  48. 48. Sharpen Soft Skills© AIPMM 2012
  49. 49. 8. Find a great workplace© AIPMM 2012
  50. 50. What Makes A Great Workplace • Employees trust the people they work for • Employees take pride in what they do • Employees enjoy working with each other It’s not all about the perks and extravagant benefits; it’s the relationships at work that matter. Source: Michael Burchell, “Great Places to Work: How Company Culture Affects Company Success,” Jan 2011© AIPMM 2012
  51. 51. Top 10 Companies To Work For Rank Company Job growth U.S. employees 1 Google 33% 18,500 2 Boston Consulting Group 10% 1,958 3 SAS Institute 8% 6,046 4 Wegmans Food Markets 5% 41,717 5 Edward Jones 1% 36,937 6 NetApp 30% 6,887 7 Camden Property Trust -2% 1,678 8 Recreational Equipment (REI) 12% 10,466 9 CHG Healthcare Services 17% 1,312 10 Quicken Loans 20% 3,808 Source: FORTUNE Magazine, 6 Feb 2012© AIPMM 2012
  52. 52. Top Local Companies To Work For Massachusets Company City U.S. Employees Bingham McCutchen Boston (HQ) 598 Boston Consulting Group Boston (HQ) 463 Bright Horizons Family Solutions Watertown (HQ) 351 Hasbro East Longmeadow 844 Millennium: The Takeda Oncology Co. Cambridge (HQ) 1,311 National Instruments Norton 55 PricewaterhouseCoopers Boston 2,085 SAS Institute Middleton 132 SVB Financial Group Newton 124 Source: FORTUNE Magazine, 6 Feb 2012© AIPMM 2012
  53. 53. Assess An Employer’s Culture Before an Interview • Conduct an informational interview. • Review the companys annual report, website and other materials. • provides key information and feedback from company employees. Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  54. 54. Before You Accept An Offer During an Interview • Spend time observing how current employees interact with each other, how they are dressed, and their level of courtesy and professionalism • Ask questions to get a feel for the corporate culture Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  55. 55. Ask The Right Questions • How are employees valued around here? • How are decisions made and how are they communicated? • How does the organization emphasize working in teams? • What are the organizations priorities for the next few years? • How do you know what is expected of you? • What skills and characteristics does the company value most? • How do people get promoted around here? Source: Randall S. Hansen, Ph.D., “Uncovering a Companys Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers© AIPMM 2012
  56. 56. Key Takeaways 1 • Organize your search 2 • Expand your professional network 3 • Stand out from the crowd 4 • Market early, market often 5 • Deliver value, success will follow 6 • Invest in your future 7 • Expand your knowledge 8 • Find a great workplace© AIPMM 2012
  57. 57. Useful Links • Website: • Articles: • Blogs: • Webinars: • Certification: • Product Management Framework Brochure:© AIPMM 2012
  58. 58. Upcoming Training Courses The following training courses from the 280 Group and AIPMM will be offered in Boston in late Sept or early Oct. Contact me if you’re interested in registering for these courses and obtain a special discount as a PCamp Boston participant.© AIPMM 2012
  59. 59. 280 Group Training Courses Upcoming Courses Dates and Location Sep 17-19, 2012 280 Group: Optimal Product Management and Marketing (OPM) Teqcorner, Price: $2,995; Pay only $1,995 when you register by Jul 11th. For more information or to McLean, VA register, contact Hector Del Castillo at 280 Group: Certified Product Management Manager (CPM®) Exam Sep 20, 2012 Teqcorner, Intensive Pre Course McLean, VA Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person when you register in conjunction with the Optimal Product Management course. For more information or to register, contact Hector Del Castillo at© AIPMM 2012
  60. 60. 280 Group: Optimal Product Management & Marketing (OPM) Date: Sep 17-19, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, 1616 Anderson Rd., McLean, VA Price: $1,995* per person (regularly $2,995) Three day course from the 280 Group covering the entire product lifecycle. Teaches you to manage and launch any product at any stage of its lifecycle. This includes the Product Management Lifecycle Toolkit with corresponding productivity templates. Fourth day intensive certification prep course add-on thoroughly prepares you to take the worldwide standard CPM® or CPMM® certification exam. * Must register by Jul 11th.© AIPMM 2012
  61. 61. Optimal Product Management Day One: Foundation Day Two: Product Management Overview Process and Product Life Cycle Day Three: Product Marketing Conceive Market Research Business Cases Competitive Analysis Strategy Requirements Forecasting Roadmaps Pricing Beta Program Launches Marketing End of life© AIPMM 2012
  62. 62. 280 Group: CPM® Exam Intensive Prep Date: Sep 20, 2012 Time: 8:30 AM – 5:00 PM EDT Place: Teqcorner, 1616 Anderson Rd., McLean, VA Price: $795* per person (regularly $1,295) This review course is offered on the morning of the same day of the Certification Exam. It provides an intensive review of the Association of International Product Marketing & Management (AIPMM) body of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology used in the exam as well as strategies for answering exam questions and a Q&A for anything else they want to review. Price includes certification exam fee ($395 savings). * Promotional price applies only when you register for the OPM course simultaneously.© AIPMM 2012
  63. 63. CPM® Exam Intensive Prep Course Morning Afternoon Introduction What is Product Management? Marketing Mix Product Life Cycle Product Positioning Understanding Goods and Services Value Creation Product Decisions Exam Review Strategic Planning Guidelines Q&A CPM® Certification Exam© AIPMM 2012
  64. 64. AIPMM Training Courses Dates and Upcoming Courses Location Product Innovation Leadership - Sep 27-28, 2012 Igniting innovation and business growth (16 PDUs) Teqcorner McLean, VA Price: $1,697 per person; Pay only $1,497 per person when you register by Jul 11th. Group discount of $1,397 per person when you register 5 people. For more information or to register, contact Hector Del Castillo at© AIPMM 2012
  65. 65. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Sep 27-28, 2012 Time: 8:30 AM – 5:00 PM EDT Place: Teqcorner, McLean, VA Price: $1,697 per person This course covers best practices and proven methodologies to lead innovation efforts in order for your company to gain or maintain a competitive advantage using a sustainable approach. You will learn knowledge, skills, and tools to integrate and align strategic objectives with a managed and purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader (CIL) certification exam, which is administered at the end of day two. Price includes training, certification exam fee, AIPMM premium membership, and over 350 templates from Demand Metric. * PCamp Boston participants pay only $1,497 (Save $200) per person when you register by Jul 11th. Group discount of $300 per person when you register 5 people.© AIPMM 2012
  66. 66. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Day 1 Day 2 Introduction & Overview Strategic Innovation Leverage and Phase 2: Plan Alignment (SILA) Phase 3: Develop Project Identification Phase 4: Develop Business Case Development Phase 5: Qualify Phase 1: Conceive Phase 5: Launch Practice Questions Exam Review Certified Innovation Leader (CIL®) Certification Exam© AIPMM 2012
  67. 67. Join AIPMM • Network with experts and thought leaders in your profession. • Learn the latest best practices and methodologies. • Expand your knowledge and soft skills. • Sharpen your leadership and influential skills. • Validate your expertise with internationally recognized certifications. • Obtain latest tools to enhance your productivity.© AIPMM 2012
  68. 68. Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves your earning potential • Validates your expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession Source: All About Product Management Certification Webcast, Jun 2010© AIPMM 2012
  69. 69. For More Information About • AIPMM membership • Certification courses in your area • Implementing the right product strategy & process to grow your business • Aligning your business model with your product strategy© AIPMM 2012
  70. 70. Join My Professional Network! Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director, AIPMM Connect: Follow: @hmdelcastillo Contact:© AIPMM 2012