Hector Del Castillo                 linkd.in/hdelcastillo               May 5, 2012© AIPMM 2012
Thank You to Our Sponsors© AIPMM 2012                               2
Tweet About Us!        Hector:         @hmdelcastillo        AIPMM:          @aipmm        ProdMgmtTalk:   @ProdMgmtTalk  ...
Hector Del Castillo   • Over 10 years transforming products to profit for technology-based     companies   • AIPMM Body of...
© AIPMM 2012
© AIPMM 2012
AIPMM Certifications               Certified Product Manager (CPM®)               Certified Product Marketing Manager     ...
What We Will Discuss   1.    How to organize your search   2.    How to market yourself   3.    How to position yourself t...
Common Challenges   • Few people understand the role   • Roles and responsibilities can be very unclear        – Get drawn...
Why should we hire you?© AIPMM 2012
Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
Process                              Exceptional Product       People                              Managers cultivate a cu...
Exceptional Product                 Customer               Managers create and                                        deli...
TIPS TO PROSPER AS A PRODUCT      MANAGER OR MARKETER© AIPMM 2012
1. Organize Your Search© AIPMM 2012
How do you organize your job search?   A.   Keep records in my computer.   B.   Use job board tools.   C.   Use online too...
Use Leading Social Media Tools© AIPMM 2012
Use Leading Tools   •   Organize your professional contacts   •   Track status of opportunities   •   Follow companies   •...
AIPMM Career Pathfinder                                 Source: AIPMM Career Pathfinder© AIPMM 2012
2. Expand Your Professional Network© AIPMM 2012
Join Professional Groups© AIPMM 2012
Join Industry Chats© AIPMM 2012
Follow Thought Leaders© AIPMM 2012
3. Stand Out From The Crowd© AIPMM 2012
Brand Yourself© AIPMM 2012
Identify Key Differentiators   • Diplomas                • Webcasts   • Certifications          • Blogs   • Certificates  ...
Sharpen Your Sales Pitch© AIPMM 2012
4. Market Early, Market Often© AIPMM 2012
Get The Word Out© AIPMM 2012
Create a Buzz© AIPMM 2012
Create Traffic To Your Profile© AIPMM 2012
Hyperlink Marketing Collateral               Hector Del Castillo, PMP, CPM, CPMM      Transforming products to profit for ...
Think Like a Publisher© AIPMM 2012
5. Deliver Value, Success Will Follow© AIPMM 2012
Cultivate Communities© AIPMM 2012
Coach and Mentor Others© AIPMM 2012
Find Opportunities To Lead© AIPMM 2012
Share Your Knowledge© AIPMM 2012
6. Invest in Your Future© AIPMM 2012
Find Coaches and Mentors© AIPMM 2012
Execute Your Growth Plan© AIPMM 2012
Sample Professional Growth Plan   Steps       Specific Education, Training or Growth Activity                  Planned Dat...
Develop Marketable Skills© AIPMM 2012
Get Certified© AIPMM 2012
7. Expand Your Knowledge© AIPMM 2012
Always Be Learning© AIPMM 2012
Find Training Opportunities© AIPMM 2012
Sharpen Soft Skills© AIPMM 2012
8. Find a great workplace© AIPMM 2012
What Makes A Great Workplace   • Employees trust the people they work for   • Employees take pride in what they do   • Emp...
Top 10 Companies To Work For               Rank    Company                        Job growth   U.S. employees             ...
Local companies to work for                             Company                       City            U.S. employees      ...
Assess An Employer’s Culture   Before an Interview   • Conduct an informational interview.   • Review the companys annual ...
Before You Accept An Offer   During an Interview   • Spend time observing how current employees     interact with each oth...
Ask The Right Questions   •   How are employees valued around here?   •   How are decisions made and how are they communic...
Key Takeaways          1    • Organize your search          2    • Expand your professional network          3    • Stand ...
Useful Links  •   Website: http://www.aipmm.com  •   Articles: http://www.aipmm.com/html/newsletter/article.php  •   Blogs...
Upcoming Training Courses   Upcoming Courses                                                                        Dates ...
280 Group: Optimal Product   Management & Marketing (OPM)        Date:         June 4-6, 2012        Time:         8:30 AM...
Optimal Product Management           Day One: Foundation                                            Day Two: Product Manag...
280 Group: CPM® Exam Intensive Prep      Date:           June 7, 2012      Time:           8:30 AM – 5:00 PM EDT      Plac...
CPM® Exam Intensive Prep Course           Morning                                              Afternoon           Introdu...
Upcoming Training Courses                                                                                          Dates a...
Product Innovation Leadership -   Igniting innovation and business growth (16 PDUs)        Date:             Thursday, Fri...
Product Innovation Leadership -   Igniting innovation and business growth (16 PDUs)           Day 1                       ...
Join AIPMM  • Network with experts and thought leaders in your    profession.  • Learn the latest best practices and metho...
Why Get Certified   •   Bestows internationally recognized credential   •   Enhances opportunities for career advancement ...
For More Information About   • AIPMM membership   • Certification courses in your area   • Help to implement the right pro...
Join My Professional Network!   Hector Del Castillo, PMP, CPM, CPMM   Transforming products to profit for technology-based...
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The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

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Introduction
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.

Objectives
• Understand how to answer the question: Why should I hire or promote you over others?
• What's your value proposition as a product manager or marketing manager?
• What can you do to accelerate your career in product management or product marketing?

Description
This discussion will help you understand key tips to differentiate yourself and accelerate you career. Learn how to convince a prospective employer why they should hire you or why they should promote you over others. We will identify how you can enhance your worth by increasing your transferable skills. We will also discuss ways to identify your unique selling propositions.

Connect with me at http:/linkd.in/hdelcastillo for more information regarding AIPMM membership or certification 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.

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The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

  1. 1. Hector Del Castillo linkd.in/hdelcastillo May 5, 2012© AIPMM 2012
  2. 2. Thank You to Our Sponsors© AIPMM 2012 2
  3. 3. Tweet About Us! Hector: @hmdelcastillo AIPMM: @aipmm ProdMgmtTalk: @ProdMgmtTalk PCampDC: @PCampDC© 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 2012
  7. 7. AIPMM Certifications Certified Product Manager (CPM®) Certified Product Marketing Manager (CPMM®) Agile Certified Product Manager (ACPM®) Source: Get Certified, AIPMM Website© AIPMM 2012
  8. 8. What We Will Discuss 1. How to organize your search 2. How to market yourself 3. How to position yourself to get hired 4. Key tips to accelerate your career© AIPMM 2012
  9. 9. 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 9
  10. 10. Why should we hire you?© AIPMM 2012
  11. 11. Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
  12. 12. Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
  13. 13. Process Exceptional Product People Managers cultivate a culture Culture that fosters innovation and collaboration to create successful products.© AIPMM 2012
  14. 14. 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. TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER© AIPMM 2012
  16. 16. 1. Organize Your Search© AIPMM 2012
  17. 17. 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
  18. 18. Use Leading Social Media Tools© AIPMM 2012
  19. 19. Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports© AIPMM 2012
  20. 20. AIPMM Career Pathfinder Source: AIPMM Career Pathfinder© AIPMM 2012
  21. 21. 2. Expand Your Professional Network© AIPMM 2012
  22. 22. Join Professional Groups© AIPMM 2012
  23. 23. Join Industry Chats© AIPMM 2012
  24. 24. Follow Thought Leaders© AIPMM 2012
  25. 25. 3. Stand Out From The Crowd© AIPMM 2012
  26. 26. Brand Yourself© AIPMM 2012
  27. 27. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks© AIPMM 2012
  28. 28. Sharpen Your Sales Pitch© AIPMM 2012
  29. 29. 4. Market Early, Market Often© AIPMM 2012
  30. 30. Get The Word Out© AIPMM 2012
  31. 31. Create a Buzz© AIPMM 2012
  32. 32. Create Traffic To Your Profile© AIPMM 2012
  33. 33. Hyperlink Marketing Collateral Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based companies™ linkd.in/hectordelcastillo hmdelcastillo@aipmm.com 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
  34. 34. Think Like a Publisher© AIPMM 2012
  35. 35. 5. Deliver Value, Success Will Follow© AIPMM 2012
  36. 36. Cultivate Communities© AIPMM 2012
  37. 37. Coach and Mentor Others© AIPMM 2012
  38. 38. Find Opportunities To Lead© AIPMM 2012
  39. 39. Share Your Knowledge© AIPMM 2012
  40. 40. 6. Invest in Your Future© AIPMM 2012
  41. 41. Find Coaches and Mentors© AIPMM 2012
  42. 42. Execute Your Growth Plan© AIPMM 2012
  43. 43. 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: http://slidesha.re/IvnYI3© AIPMM 2012
  44. 44. Develop Marketable Skills© AIPMM 2012
  45. 45. Get Certified© AIPMM 2012
  46. 46. 7. Expand Your Knowledge© AIPMM 2012
  47. 47. Always Be Learning© AIPMM 2012
  48. 48. Find Training Opportunities© AIPMM 2012
  49. 49. Sharpen Soft Skills© AIPMM 2012
  50. 50. 8. Find a great workplace© AIPMM 2012
  51. 51. 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
  52. 52. 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
  53. 53. Local companies to work for Company City U.S. employees Accenture Reston 4,000 Virginia Balfour Beatty Construction Fairfax 380 Booz Allen Hamilton McLean (HQ) 5,649 Booz Allen Hamilton Herndon 3,204 Capital One Richmond 5,307 Capital One McLean (HQ) 1,377 CarMax Richmond (HQ) 806 Deloitte Arlington 3,437 DPR Construction Falls Church 151 Navy Federal Credit Union Vienna (HQ) 2,924 Navy Federal Credit Union Winchester 475 Rackspace Hosting Blacksburg 107 SRC Chantilly 131 Source: FORTUNE Magazine, 6 Feb 2012© AIPMM 2012
  54. 54. Assess An Employer’s Culture Before an Interview • Conduct an informational interview. • Review the companys annual report, website and other materials. • WetFeet.com 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
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. Useful Links • Website: http://www.aipmm.com • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure: http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2012
  59. 59. Upcoming Training Courses Upcoming Courses Dates and Location Jun 4-6, 2012 280 Group: Optimal Product Management and Marketing (OPM) Teqcorner, Price: $2,995; Pay only $1,995 when you register by May 18th. For more information or McLean, VA to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com. 280 Group: Certified Product Management Manager (CPM®) Exam Jun 7, 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 hmdelcastillo@aipmm.com.© AIPMM 2012
  60. 60. 280 Group: Optimal Product Management & Marketing (OPM) Date: June 4-6, 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. *Register by May 18th.© 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: June 7, 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. Upcoming Training Courses Dates and Upcoming Courses Location Product Innovation Leadership - May 17-18, 2012 Igniting innovation and business growth (16 PDUs) Teqcorner McLean, VA Price: $1,697 per person; Pay only $1,597 per person when you register by May 9th. Group discount of $1,497 per person when you register 5 people. For more information or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.© AIPMM 2012
  65. 65. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Thursday, Friday, May 17-18, 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. * Pay only $1,597 (Save $100) per person when you register by May 9th. Group discount of $200 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 • Help to implement the right product strategy & process to grow your business© 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: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo@aipmm.com© AIPMM 2012

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