The Product Manager Pathfinder - ProductCamp Toronto - 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.

Contact 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 accelerate your career, or create and implement a product strategy and product planning process successfully to grow your business.

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  • Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.
  • The world’s largest professional organization of product managers, brand managers, product marketing managers and others responsible for Goods and Services.The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industryCurrently over 8,000 membersPresently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. Membership benefits include (in addition to eligibility for the Certification Programs): discounts to AIPMM conferences, the Career Center, peer Forums, tools, templates and publications.
  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
  • IntroductionAre you currently looking for a new job? Are you a contractor or consultant in between engagements? This presentation is for current job seekers, independent contractors and independent consultants. It is for those of you who are looking for new job, contract, or consulting opportunities. It is also for those of you who are frustrated in your current job.I’ll discuss how to accelerate your job search using LinkedIn, Twitter and other social media.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • You must keep careful records of everything, including contacts, dates, interviews and follow-ups. Web sites such as JobFiler.com or JibberJobber.com offer tools to make your search easier. Read more: How to Organize Your Job Search | eHow.com
  • Use Social Media as alternate distribution channels to reach target companies and hiring managers.Article: Use Facebook, Twitter, and LinkedIn to Network Your Way Into a Job.By Alexis Grant, US News and World ReportEveryone’s talking about using social media for job-hunting. But how, exactly, should you do that? Here are 10 smart and strategic ways to network your way into a job using three popular online tools: Facebook, Twitter, and LinkedIn.LinkedIn is a website to find and be found. It is the world's largest professional network with over 100 million members and growing rapidly. It’s the most widely used tool to network and find job leads.Twitter is a real-time information network that connects you to what is happening right now with people, groups or companies that you want to follow.Facebook is a social media tool that allows you to connect with people, groups or companies that you want to follow.Use Facebook and Twitter to complement your networking using LinkedIn.Use YouTube to find career advice and track companies.Seek out job-search advice.All four of these networks are great places to find advice on job-hunting and mingle with other job seekers. Join LinkedIn groups that focus on job search. Follow career experts on Twitter, and “like” their pages on Facebook. That way you’ll get tips for your search even when you’re not looking for them.
  • Discuss the AIPMM Job Board and Career Pathfinder.Organize your professional contactsTrack status of opportunitiesFollow companiesTrack hiring managersImplement marketing campaignsObtain status reports
  • Discuss the AIPMM Job Board and Career Pathfinder.Organize your professional contactsTrack status of opportunitiesFollow companiesTrack hiring managersImplement marketing campaignsObtain status reports
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • Join professional or industry groups.
  • Join industry chats on LinkedIn and Twitter.Look for chats that revolve around your industry, or better yet, the industry you want to work in. Joining online conversations helps you keep up-to-date on the industry, meet helpful contacts, and showcase your expertise in your field. You may also want to network with other job seekers through weekly conversations like #jobhuntchat or #careerchat.
  • Join industry chats on LinkedIn and Twitter.Look for chats that revolve around your industry, or better yet, the industry you want to work in. Joining online conversations helps you keep up-to-date on the industry, meet helpful contacts, and showcase your expertise in your field. You may also want to network with other job seekers through weekly conversations like #jobhuntchat or #careerchat.
  • Tips to Stand Out: PositioningIdentify key differentiatorsBrand yourselfPosition yourselfCreate a compelling sales pitchContinually sharpen your message
  • Identify your key differentiators.
  • Your sales pitch should be compelling and concise.You should be able to deliver it in 30 seconds or less.
  • Hyperlink your marketing collateral.Add the URL for your Twitter handle and LinkedIn profile to your contact information on your resume. (But don’t add your Facebook profile, since that’s private.) Not only does this offer the employer another way of getting in touch with you and seeing how you interact online, it also shows that you’re social media-savvy, a skill valued by many employers.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • Use your career plan as a professional development roadmap.
  • You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
  • Questions To Ask:How are decisions made and how are they communicated to the staff?What role does the person who gets this position play in decision-making?How does the organization emphasize working in teams?What are the organization's priorities for the next few years?What are the established career paths for employees in this position?
  • Questions To Ask:What 10 words would you use to describe your company? What's it really like to work here? Do you like it here?Around here what's is really important? How are employees valued around here?What skills and characteristics does the company value?Do you feel as though you know what is expected of you?How do people from different departments interact?Are there opportunities for further training and education?How do people get promoted around here? Around here what behaviors get rewarded? Do you feel as though you know what's going on?How effectively does the company communicate to its employees?
  • Additional Questions To AskWhat 10 words would you use to describe our company? How do people from different departments interact? Are there opportunities for further training and education? Around here what behaviors get rewarded? Do you feel as though you know what's going on? How effectively does the company communicate to its employees?
  • Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.
  • Certification validates your knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.Certification evaluates your expertise regarding the product management and marketing body of knowledge.Certification provides a mark of distinction that sets you apart. Certification provides external validation of your knowledge and competence among others not familiar with the profession, improving your marketability. Certification shows your commitment to the profession and your own professional growth.Certification improves your opportunity for professional advancement, including your professional marketability, salary increases, job role and promotions.Certification requires a dedication to continuing education, promoting your continued growth and development as a professional. Certification may persuade your employer to underwrite educational activities that support your professional development and your company's continuous improvement efforts. Certification links youwith experts and thought leaders in your profession.
  • Here is an upcoming training opportunity that I will lead.
  • The Product Manager Pathfinder - ProductCamp Toronto - H. Del Castillo, AIPMM

    1. Hector Del Castillo linkd.in/hdelcastillo July 28, 2012© AIPMM 2012
    2. I want to thank everyone who attended the AIPMM sessions at ProductCamp Toronto. 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. Tweet About Us! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: #ProdMgmtTalk PC Toronto: @PCToronto© AIPMM 2012
    4. Hector Del Castillo • Senior consultant with over 10 years of experience 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 4
    5. © AIPMM 2012
    6. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
    7. AIPMM Overview • With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. • The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. • Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.© AIPMM 2012
    8. • Network with experts Why Our Members Join and thought leaders • Learn best practices, proven strategies and methodologies • Expand their knowledge and soft skills. • Sharpen their leadership and influential skills • Validate their expertise with internationally recognized certifications. • Obtain tools to enhance their productivity© AIPMM 2012
    9. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)© AIPMM 2012
    10. What We Will Discuss 1. Common challenges 2. How to prosper 3. Key tips to accelerate your career© AIPMM 2012
    11. 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 11
    12. Why should we hire you?© AIPMM 2012
    13. Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
    14. Exceptional Product Managers orchestrate the internal value chain.© AIPMM 2012
    15. Exceptional Product Managers cultivate a culture that fosters innovation and Process collaboration to create successful products. People Culture© AIPMM 2012
    16. Exceptional Product Managers create and deliver value-added products to target customers based on their Customer unmet needs. Product (Value) Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011© AIPMM 2012
    17. TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER© AIPMM 2012
    18. 1. Organize Your Search© AIPMM 2012
    19. 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
    20. Use Leading Social Media Tools© AIPMM 2012
    21. Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports© AIPMM 2012
    22. AIPMM Career Pathfinder Source: AIPMM Career Pathfinder© AIPMM 2012
    23. 2. Expand Your Professional Network© AIPMM 2012
    24. Join Professional Groups© AIPMM 2012
    25. Join Industry Chats© AIPMM 2012
    26. Follow Thought Leaders© AIPMM 2012
    27. 3. Stand Out From The Crowd© AIPMM 2012
    28. Brand Yourself© AIPMM 2012
    29. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks© AIPMM 2012
    30. Sharpen Your Sales Pitch© AIPMM 2012
    31. 4. Market Early, Market Often© AIPMM 2012
    32. Get The Word Out© AIPMM 2012
    33. Create a Buzz© AIPMM 2012
    34. Create Traffic To Your Profile© AIPMM 2012
    35. 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
    36. Think Like a Publisher© AIPMM 2012
    37. 5. Deliver Value, Success Will Follow© AIPMM 2012
    38. Cultivate Communities© AIPMM 2012
    39. Coach and Mentor Others© AIPMM 2012
    40. Find Opportunities To Lead© AIPMM 2012
    41. Share Your Knowledge© AIPMM 2012
    42. 6. Invest in Your Future© AIPMM 2012
    43. Find Coaches and Mentors© AIPMM 2012
    44. Execute Your Growth Plan© AIPMM 2012
    45. Sample Professional Growth Plan Planned Steps Specific Education, Training or Growth Activity 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: http://slidesha.re/IvnYI3© AIPMM 2012
    46. Develop Marketable Skills© AIPMM 2012
    47. Get Certified© AIPMM 2012
    48. 7. Expand Your Knowledge© AIPMM 2012
    49. Always Be Learning© AIPMM 2012
    50. Find Training Opportunities© AIPMM 2012
    51. Adopt Leading Productivity Tools© AIPMM 2012
    52. 8. Find a great workplace© AIPMM 2012
    53. 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
    54. 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
    55. 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
    56. 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
    57. 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
    58. 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
    59. Useful Links • Website: http://www.aipmm.com • LinkedIn: http://www.linkedin.com/company/2614343 • 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
    60. Upcoming Global Product Management Talks Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: http://www.prodmgmttalk.com Listen: http://www.blogtalkradio.com/prodmgmttalk July 30 Why Exceptional Product Managers Have Many Mentors w/ Hector Del Castillo @hmdelcastillo 4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston Aug 6 How to Deal with Product Obsolescence – the end of the Product Lifecycle w/ John Newbury @johnnewbury 2:00 PM Pacific Time, 4 PM CST Chicago, and 10 PM in London, UK Aug 13 Talking Scrum and Kanban Live from Agile 2012 in Austin, Texas w/ Nick Muldoon @nickmuldoon 4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston© AIPMM 2012
    61. AIPMM Webcast Series How To Prepare For An AIPMM CPM® and/or CPMM® Certification Exam Date: Wednesday, August 1, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register here] This webcast will discuss all you need to know about the CPM® and CPMM® preparation courses and certification exams. The courses provide a thorough review of key strategies, concepts and terminology to help participants prepare to take an AIPMM certification exam. They cover the strategy for answering the exam questions and a Q&A for anything else participants want to review. They fully prepare participants to take the Certified Product Marketing Manager (CPM®) or Certified Product Marketing Manager (CPMM®) certification exam. Who Should Attend This is for all product team professionals who want to distinguish themselves, accelerate their careers by mastering strategies, methodologies and tools to plan, manage and market successful products, improve their productivity, and fully prepare to sit for and successfully pass the CPM® or CPMM® Certification Exam.© AIPMM 2012
    62. Upcoming Webcast Innovation: The Result of the Intersection of Invention and Value Date: Friday, August 3, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register here] One of the biggest problems that a product manager encounters when starting an innovation program is to reach consensus on the definition of innovation. This is more than a semantics issue. Without agreement on exactly what the goal is - the team is unlikely to achieve it. The traditional definition of innovation has been simply "a new method, idea or product". Join us for an informative webinar to learn: — a new definition of innovation that applies not just to products but to services, business models or business processes — why being new is not enough for something to be called innovative — what is necessary to define the innovation as incremental, radical or disruptive — how different types of innovations must be managed differently within the development process.© AIPMM 2012
    63. Upcoming Webcast Why Exceptional Product Managers Have Many Mentors and How to Create Your own Mentor Network Date: Friday, Aug 10, 2012 Time: 12:00 PM – 1:00 PM EDT Register/Archive: [Register Here] AIPMM helps you build your own product professional mentor network with access to member-only mentor matching, mentor/mentee facilitation, leadership trainings and opportunities for continuing education, as well as the potential to join the distinguished AIPMM Product Management Ambassadors Council. Who Should Attend This discussion is open to current premium Level AIPMM members in good standing who are seeking to forward their product professional career, distinguish themselves as leaders and contribute to the success of other product professionals and product team members.© AIPMM 2012
    64. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Sep 17-20, 2012 from the 280 Group Teqcorner Course Information: [Information] McLean, VA Product Innovation Leadership (16 PDUs) Sep 24-25, 2012 Course Information: [Information] Teqcorner McLean, VA Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012 High Performance Project Management Rockville, MD Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
    65. Upcoming Courses Dates and Upcoming Courses Location Private Live Online Certified Product Manager (CPM®) Prep Aug 13-17, 2012 Course & Exam Five 2-hour Course Information: [Information] online sessions Private Live Online Certified Product Marketing Manager Aug 13-17, 2012 (CPMM®) Prep Course & Exam Five 2-hour Course Information: [Information] online sessions For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
    66. For More Information About • AIPMM membership benefits • Certification courses in your area • How to prepare to take a certification exam • Defining the right product strategy & process to grow your business • Aligning your business model with your product strategy© AIPMM 2012
    67. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director Connect: linkd.in/hdelcastillo Follow: @hmdelcastillo Contact: hmdelcastillo [at] aipmm.com Phone: +1-301-523-9478© AIPMM 2012
    68. COURSE PREVIEW© AIPMM 2012
    69. 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
    70. 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
    71. 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

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