Hector Del Castillo, PMP, CPM, CPMM linkd.in/hdelcastillo ...
Hector Del Castillo • Over 10 years transforming products to profit for technology-based companies • AIPMM B...
© 2012 AIPMM, All Rights Reserved.
© 2012 AIPMM, All Rights Reserved.
AIPMM Certifications Certified Product Manager (CPM®) Certified Product ...
What We Will Discuss • How to organize your search • How to market yourself • How to position your...
Why should we hire you?© 2012 AIPMM, All Rights Reserved.
Creating, and delivering value to customers and investors is essential for a successful business.© 2012 AIPMM, All Righ...
Exceptional Product Managers orchestrate and coordinate the internal value chain.© 2012 AIPMM, All Rights Reserved.
Process PeopleExceptional Product CultureManagers cult...
Exceptional Product Managers align business, product, and marketing strategies with unmet market needs.© 2012 AIPMM,...
Exceptional Product Managers eliminate organizational silos.© 2012 AIPMM, All Rights Reserved.
Product Management triple constraint focuses on creating and delivering value-added products to ...
Focus on creating and delivering value, success wi...
How do you organize your job search? A. Keep records in my computer. B. Use job board tools. C. Use online too...
TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER© 2012 AIPMM, All Rights Reserved.
1. Organize Your Search© 2012 AIPMM, All Rights Reserved.
Use Leading Social Media Tools© 2012 AIPMM, All Rights Reserved.
Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow c...
2. Expand Your Network© 2012 AIPMM, All Rights Reserved.
Join Professional Groups© 2012 AIPMM, All Rights Reserved.
Join Industry Chats© 2012 AIPMM, All Rights Reserved.
3. Stand Out From The Crowd© 2012 AIPMM, All Rights Reserved.
Brand Yourself© 2012 AIPMM, All Rights Reserved.
Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs ...
Sharpen Your Sales Pitch© 2012 AIPMM, All Rights Reserved.
4. Market Early, Market Often© 2012 AIPMM, All Rights Reserved.
Get The Word Out© 2012 AIPMM, All Rights Reserved.
Create a Buzz© 2012 AIPMM, All Rights Reserved.
Create Traffic To Your Profile© 2012 AIPMM, All Rights Reserved.
Hyperlink Marketing Collateral Hector Del Castillo, PMP, CPM, CPMM Transforming products to prof...
Think Like a Publisher© 2012 AIPMM, All Rights Reserved.
5. Deliver Value, Success Will Follow© 2012 AIPMM, All Rights Reserved.
Cultivate Communities© 2012 AIPMM, All Rights Reserved.
Coach and Mentor Others© 2012 AIPMM, All Rights Reserved.
Find Opportunities To Lead© 2012 AIPMM, All Rights Reserved.
Share Your Knowledge© 2012 AIPMM, All Rights Reserved.
6. Invest in Your Future© 2012 AIPMM, All Rights Reserved.
Find Coaches and Mentors© 2012 AIPMM, All Rights Reserved.
Execute Your Growth Plan© 2012 AIPMM, All Rights Reserved.
Sample Professional Growth Plan Planned Steps ...
Develop Marketable Skills© 2012 AIPMM, All Rights Reserved.
Get Certified© 2012 AIPMM, All Rights Reserved.
7. Expand Your Knowledge© 2012 AIPMM, All Rights Reserved.
Always Be Learning© 2012 AIPMM, All Rights Reserved.
Find Training Opportunities© 2012 AIPMM, All Rights Reserved.
Sharpen Soft Skills© 2012 AIPMM, All Rights Reserved.
Key Takeaways 1 • Organize your search 2 • Expand your network 3 ...
Join AIPMM • Network with experts and thought leaders in your profession. • Learn the latest best practices and ...
Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement ...
Useful Links • Website: http://www.aipmm.com • Articles: http://www.aipmm.com/html/newsletter/article.php • Blog...
For More Information About • AIPMM membership information • Certification courses in your area • Training cour...
Join My Professional Network! Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-b...
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The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012

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Objectives
• Understand how to answer the question: Why should I hire or promote you over others?
• What are your key differentiators 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 as a product manager or marketing manager. 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.

Audience
This discussion is for those of you who want to accelerate your career, obtain a promotion, or find your next job opportunity.

For more info, connect with Hector Del Castillo at http:/linkd.in/hdelcastillo.

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  • I help technology-based companies transform products to profit. I also share career advice with experienced professionals.Product Marketing Director, Association of International Product Marketing and Management (AIPMM) where he creates various products and provides thought leadership and practical training.10+ years experience planning, managing and marketing products throughout the development life cycle and directing strategic planning. Launched 25 high technology products and features resulting in over $20M in achieved global sales revenue. Certified Product Manager (CPM), Certified Product Marketing Manager (CPMM)Passion: Transforming products into profit for technology-based companies
  • 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.
  • Recommended Reading:Harvard Business Review April 2004The Ambidextrous Organizationby Charles A. O’Reilly III and Michael L. TushmanThe Roman god Janus had two sets of eyes—one pair focusing on what lay behind, the other on what lay ahead. General managers and corporate executives should be able to relate. They, too, must constantly look backward, attending to the products and processes of the past, while also gazing forward, preparing for the innovations that will define the future.
  • A key function is to act as a conductor to orchestrate and coordinatethe internal value chain to maximize value delivered to customers.
  • Recommended Reading:Harvard Business Review April 2004The Ambidextrous Organizationby Charles A. O’Reilly III and Michael L. TushmanThe Roman god Janus had two sets of eyes—one pair focusing on what lay behind, the other on what lay ahead. General managers and corporate executives should be able to relate. They, too, must constantly look backward, attending to the products and processes of the past, while also gazing forward, preparing for the innovations that will define the future.
  • 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
  • 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 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • AIPMM offers three internationally recognized certifications: Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree and passing a certification examination. Certification announces that you have recognized knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.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.
  • AIPMM offers three internationally recognized certifications: Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree and passing a certification examination. Certification announces that you have recognized knowledge and expertise in Product Management, Product Marketing Management and Agile Product Management.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 - AIPMM Presentation - ProductCamp SV Spring 2012

    1. 1. Hector Del Castillo, PMP, CPM, CPMM linkd.in/hdelcastillo March 24, 2012© 2012 AIPMM, All Rights Reserved.
    2. 2. Hector Del Castillo • Over 10 years transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Product management and marketing training instructor • 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© 2012 AIPMM, All Rights Reserved.
    3. 3. © 2012 AIPMM, All Rights Reserved.
    4. 4. © 2012 AIPMM, All Rights Reserved.
    5. 5. AIPMM Certifications Certified Product Manager (CPM®) Certified Product Marketing Manager (CPMM®) Agile Certified Product Manager (ACPM®) Source: Get Certified, AIPMM Website© 2012 AIPMM, All Rights Reserved.
    6. 6. What We Will Discuss • How to organize your search • How to market yourself • How to position yourself to get hired • Key tips to accelerate your career© 2012 AIPMM, All Rights Reserved.
    7. 7. Why should we hire you?© 2012 AIPMM, All Rights Reserved.
    8. 8. Creating, and delivering value to customers and investors is essential for a successful business.© 2012 AIPMM, All Rights Reserved.
    9. 9. Exceptional Product Managers orchestrate and coordinate the internal value chain.© 2012 AIPMM, All Rights Reserved.
    10. 10. Process PeopleExceptional Product CultureManagers cultivate a culturethat fosters innovation andcollaboration to createsuccessful products.© 2012 AIPMM, All Rights Reserved.
    11. 11. Exceptional Product Managers align business, product, and marketing strategies with unmet market needs.© 2012 AIPMM, All Rights Reserved.
    12. 12. Exceptional Product Managers eliminate organizational silos.© 2012 AIPMM, All Rights Reserved.
    13. 13. Product Management triple constraint focuses on creating and delivering value-added products to Customer target customers. Product (Value) Business Market© 2012 AIPMM, All Rights Reserved.
    14. 14. Focus on creating and delivering value, success will follow.© 2012 AIPMM, All Rights Reserved.
    15. 15. 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.© 2012 AIPMM, All Rights Reserved.
    16. 16. TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER© 2012 AIPMM, All Rights Reserved.
    17. 17. 1. Organize Your Search© 2012 AIPMM, All Rights Reserved.
    18. 18. Use Leading Social Media Tools© 2012 AIPMM, All Rights Reserved.
    19. 19. Use Leading Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports© 2012 AIPMM, All Rights Reserved.
    20. 20. 2. Expand Your Network© 2012 AIPMM, All Rights Reserved.
    21. 21. Join Professional Groups© 2012 AIPMM, All Rights Reserved.
    22. 22. Join Industry Chats© 2012 AIPMM, All Rights Reserved.
    23. 23. 3. Stand Out From The Crowd© 2012 AIPMM, All Rights Reserved.
    24. 24. Brand Yourself© 2012 AIPMM, All Rights Reserved.
    25. 25. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks© 2012 AIPMM, All Rights Reserved.
    26. 26. Sharpen Your Sales Pitch© 2012 AIPMM, All Rights Reserved.
    27. 27. 4. Market Early, Market Often© 2012 AIPMM, All Rights Reserved.
    28. 28. Get The Word Out© 2012 AIPMM, All Rights Reserved.
    29. 29. Create a Buzz© 2012 AIPMM, All Rights Reserved.
    30. 30. Create Traffic To Your Profile© 2012 AIPMM, All Rights Reserved.
    31. 31. 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 experience transforming products to profit for technology-based companies. He has directed the product and marketing strategy for over 27 products and solutions, resulting in over $25M of achieved global sales revenue. He provides services as a consultant, contractor, coach, or trainer to organizations that need to create and effectively market value-added products that customers demand.© 2012 AIPMM, All Rights Reserved.
    32. 32. Think Like a Publisher© 2012 AIPMM, All Rights Reserved.
    33. 33. 5. Deliver Value, Success Will Follow© 2012 AIPMM, All Rights Reserved.
    34. 34. Cultivate Communities© 2012 AIPMM, All Rights Reserved.
    35. 35. Coach and Mentor Others© 2012 AIPMM, All Rights Reserved.
    36. 36. Find Opportunities To Lead© 2012 AIPMM, All Rights Reserved.
    37. 37. Share Your Knowledge© 2012 AIPMM, All Rights Reserved.
    38. 38. 6. Invest in Your Future© 2012 AIPMM, All Rights Reserved.
    39. 39. Find Coaches and Mentors© 2012 AIPMM, All Rights Reserved.
    40. 40. Execute Your Growth Plan© 2012 AIPMM, All Rights Reserved.
    41. 41. 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 CISSP Certification 2011 11 Executive MBA Program 2012© 2012 AIPMM, All Rights Reserved.
    42. 42. Develop Marketable Skills© 2012 AIPMM, All Rights Reserved.
    43. 43. Get Certified© 2012 AIPMM, All Rights Reserved.
    44. 44. 7. Expand Your Knowledge© 2012 AIPMM, All Rights Reserved.
    45. 45. Always Be Learning© 2012 AIPMM, All Rights Reserved.
    46. 46. Find Training Opportunities© 2012 AIPMM, All Rights Reserved.
    47. 47. Sharpen Soft Skills© 2012 AIPMM, All Rights Reserved.
    48. 48. Key Takeaways 1 • Organize your search 2 • Expand your 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 skills and knowledge© 2012 AIPMM, All Rights Reserved.
    49. 49. 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.© 2012 AIPMM, All Rights Reserved.
    50. 50. 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© 2012 AIPMM, All Rights Reserved.
    51. 51. 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© 2012 AIPMM, All Rights Reserved.
    52. 52. For More Information About • AIPMM membership information • Certification courses in your area • Training courses in your area • AIPMM Career Pathfinder© 2012 AIPMM, All Rights Reserved.
    53. 53. 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© 2012 AIPMM, All Rights Reserved.

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