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AIPMM Webinar Series

www.aipmm.com
© AIPMM 2014

www.aipmm.com
© AIPMM 2014

www.aipmm.com
AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)

• Certified Prod...
Tweet!
Use
AIPMM:
Lead Innovation:

#AIPMM
#ProdBOK

Follow
Hector Del Castillo:
AIPMM:

@hmdelcastillo
@AIPMM

© AIPMM 20...
Participate and Win!

• Win a free 12-month standard AIPMM
membership

© AIPMM 2014

www.aipmm.com
Today’s Speaker

Presenter:

Hector Del Castillo, CPM, CPMM
Product Innovation Consultant

hmdelcastillo@aipmm.com
linkd.i...
Hector Del Castillo, CPM, CPMM, PMP
@hmdelcastillo
linkd.in/hdelcastillo
© 2014, H. Del Castillo. All Rights Reserved.

Li...
1. Set SMART career objectives

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Have a Growth Plan
Steps
1
2
3
4
5
6
7
8
9
10

Specific Education, Training or Growth Activity
Bachelor’s degree
Master’s ...
2. Expand Your Network

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Cultivate Communities

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
3. Embrace Process

Source: © 1998-2014, AIPMM, All Rights Reserved.
© 2014, H. Del Castillo. All Rights Reserved.

Linkd....
Align strategies with needs
Focus on creating and
delivering value-added
products to target

Customer

customers based on ...
Direct value creation

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
4. Know Market and Customers

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Know Your Competitive Landscape

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Discover Unmet Customer Needs

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Identify Customer Segments
Needs; e.g.,
Problems/pain points
Applications/uses addressed
Key functionality/attributes
Degr...
5. Think Differently

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Eliminate silos

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Create Alignment

Align business, marketing and product

strategies with unmet market
needs.

© 2014, H. Del Castillo. All...
Use Leading Productivity Tools

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
6. Coach and Mentor Others

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Share Your Knowledge
© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
7. Always Be Learning
© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Expand Your Skills
© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Develop Marketable Skills

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Get Certified

© 2014, H. Del Castillo. All Rights Reserved.

Linkd.in/hdelcastillo
Key Takeaways
1
2
3
4
5

• Set SMART career objectives
• Expand your network
• Embrace process
• Know market and customers...
Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email...
Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to profit for technology-ba...
Q&A

Presenter:

Hector Del Castillo, CPM, CPMM
Product Innovation Consultant

hmdelcastillo@aipmm.com
linkd.in/hdelcastil...
Upcoming Courses

Athens, Greece
Belgrade, Serbia

Athens, Greece

Follow the links above for more information, or contact...
Upcoming Courses

Belgrade, Serbia

Follow the links above for more information, or contact:
certification@aipmm.com.
© 20...
Upcoming Courses
Course & Location
CPM® Certification Prep Course & Exam
McLean, VA

Dates

Days Time

Mar 3-4, 2014

M, T...
Please Join Us Again!
Innovate for Growth and Price for Profits
Improve Product Design Through Gamification

Mar 14th, 12 ...
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How To Become an Exceptional Product Team Manager

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Have you thought about how you can become an exceptional product team manager?
Have you wondered what you can do as a product team manager to stand out from your peers?
Have you wondered what you would do in case of a merger or slowdown?

Product team manager refers to any of the following functional roles: product manager, product marketing manager, or brand manager. People who end up in these roles tend to arrive from many paths of entry and often come from a wide variety of backgrounds.

If your goal is to become an exceptional product team manager within your organization, or land a promotion with a new company you often need to prove to your superiors and prospective employers that you have the passion, skills and abilities to effectively plan, manage, and market successful products. So, how can you gain all of these critical management skills when there's no formal educational path for product team managers?

About the Speaker:
Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams.

Connect with Hector Del Castillo here: linkd.in/hdelcastillo for more information.

Upcoming Events
Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact us at certification@aipmm.com.

About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in nearly 70 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

Call For Speakers: http://bit.ly/1b006vm
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LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
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Articles: http://www.aipmm.com/html/newsletter/article.ph

Published in: Business
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How To Become an Exceptional Product Team Manager

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2014 www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. 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 2014 www.aipmm.com
  4. 4. Tweet! Use AIPMM: Lead Innovation: #AIPMM #ProdBOK Follow Hector Del Castillo: AIPMM: @hmdelcastillo @AIPMM © AIPMM 2014 www.aipmm.com
  5. 5. Participate and Win! • Win a free 12-month standard AIPMM membership © AIPMM 2014 www.aipmm.com
  6. 6. Today’s Speaker Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo @hmdelcastillo © AIPMM 2014 www.aipmm.com
  7. 7. Hector Del Castillo, CPM, CPMM, PMP @hmdelcastillo linkd.in/hdelcastillo © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  8. 8. 1. Set SMART career objectives © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  9. 9. Have a Growth Plan Steps 1 2 3 4 5 6 7 8 9 10 Specific Education, Training or Growth Activity Bachelor’s degree Master’s degree Obtain project lead position PMI PMP Certification Product Management Training Product Marketing Training AIPMM CPM/CPMM Certifications Obtain product management role PMI Program Management Certification Executive MBA Program © 2014, H. Del Castillo. All Rights Reserved. Planned Date 1998 2001 2001 2005 2007 2007 2014 2014 2015 2015 Linkd.in/hdelcastillo
  10. 10. 2. Expand Your Network © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  11. 11. Cultivate Communities © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  12. 12. 3. Embrace Process Source: © 1998-2014, AIPMM, All Rights Reserved. © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  13. 13. Align strategies with needs Focus on creating and delivering value-added products to target Customer customers based on their unmet needs. Product (Value) Business Market © 2010-2014, H. Del Castillo, AIPMM © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  14. 14. Direct value creation © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  15. 15. 4. Know Market and Customers © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  16. 16. Know Your Competitive Landscape © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  17. 17. Discover Unmet Customer Needs © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  18. 18. Identify Customer Segments Needs; e.g., Problems/pain points Applications/uses addressed Key functionality/attributes Degree of sophistication/quality/… Drives Product/Solution Strategy Demographics; e.g., Industry Function Geography Age/gender/income Other personal/business characteristics Drives Outreach Strategy Behaviors and Attitudes; e.g., Risk appetite/adoption Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drives Adoption Strategy © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  19. 19. 5. Think Differently © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  20. 20. Eliminate silos © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  21. 21. Create Alignment Align business, marketing and product strategies with unmet market needs. © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  22. 22. Use Leading Productivity Tools © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  23. 23. 6. Coach and Mentor Others © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  24. 24. Share Your Knowledge © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  25. 25. 7. Always Be Learning © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  26. 26. Expand Your Skills © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  27. 27. Develop Marketable Skills © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  28. 28. Get Certified © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  29. 29. Key Takeaways 1 2 3 4 5 • Set SMART career objectives • Expand your network • Embrace process • Know market and customers • Think differently 6 • Coach and mentor others 7 • Always be learning © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  30. 30. Free Consulting Session • First ten people to submit information via email • Must include name, title, company name, email address, phone number • Include a brief description of the problem or issue © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  31. 31. Hector Del Castillo • Senior consultant with over 15 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 30+ 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 31 © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  32. 32. Q&A Presenter: Hector Del Castillo, CPM, CPMM Product Innovation Consultant hmdelcastillo@aipmm.com linkd.in/hdelcastillo @hmdelcastillo © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  33. 33. Upcoming Courses Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact: certification@aipmm.com. © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  34. 34. Upcoming Courses Belgrade, Serbia Follow the links above for more information, or contact: certification@aipmm.com. © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  35. 35. Upcoming Courses Course & Location CPM® Certification Prep Course & Exam McLean, VA Dates Days Time Mar 3-4, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam McLean, VA Mar 5-6, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam McLean, VA Mar 7, 2014 F 8:30 am – 5 pm Follow the links above for more information, or contact: certification@aipmm.com. © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo
  36. 36. Please Join Us Again! Innovate for Growth and Price for Profits Improve Product Design Through Gamification Mar 14th, 12 pm ET Mar 28th, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Announcements: http://www.aipmm.com/subscribe Call For Speakers: http://www.boldpm.com/call_for_speakers LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/ © 2014, H. Del Castillo. All Rights Reserved. Linkd.in/hdelcastillo

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