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Hector Del Castillo, PMP, CPM, CPMM
                                              linkd.in/hdelcastillo



               ...
Hector Del Castillo
     • Over 10 years transforming products to profit for technology-based
       companies
     • AIPM...
© 2012 AIPMM, All Rights Reserved.
© 2012 AIPMM, All Rights Reserved.
AIPMM Certifications

                          Certified Product Manager (CPM®)

                          Certified Prod...
What We Will Discuss
     •     How to organize your search
     •     How to market yourself
     •     How to position y...
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, ...
Exceptional Product
  Managers orchestrate and
  coordinate the internal
  value chain.
© 2012 AIPMM, All Rights Reserved.
Process



                                     People


Exceptional Product                                 Culture
Manag...
Exceptional Product Managers align
    business, product, and marketing
    strategies with unmet market needs.

© 2012 AI...
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 ...
How do you organize your job search?

     A. Keep records in my computer.
     B. Use job board tools.
     C. Use online...
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
     •     Follo...
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 pr...
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 advancemen...
Useful Links
   • Website: http://www.aipmm.com
   • Articles:
     http://www.aipmm.com/html/newsletter/article.php
   • ...
For More Information About
     • AIPMM membership information
     • Certification courses in your area
     • Training c...
Join My Professional Network!




     Hector Del Castillo, PMP, CPM, CPMM
     Transforming products to profit for techno...
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The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 1 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 2 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 3 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 4 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 5 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 6 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 7 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 8 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 9 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 10 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 11 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 12 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 13 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 14 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 15 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 16 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 17 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 18 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 19 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 20 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 21 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 22 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 23 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 24 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 25 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 26 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 27 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 28 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 29 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 30 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 31 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 32 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 33 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 34 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 35 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 36 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 37 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 38 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 39 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 40 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 41 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 42 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 43 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 44 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 45 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 46 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 47 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 48 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 49 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 50 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 51 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 52 The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012 Slide 53
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The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012

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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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 People Exceptional Product Culture Managers cultivate a culture that fosters innovation and collaboration to create successful 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.
  • YoheiTotsuka

    Feb. 23, 2014
  • sureshmadhuvarsu

    Feb. 20, 2013

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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