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The Product Manager Pathfinder - ProductCamp Toronto - H. Del Castillo, AIPMM


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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.

• 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?

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:/ 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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The Product Manager Pathfinder - ProductCamp Toronto - H. Del Castillo, AIPMM

  1. Hector Del Castillo 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
  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™ 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:© 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. • 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: • LinkedIn: • Articles: • Blogs: • Webinars: • Certification: • Product Management Framework Brochure:© AIPMM 2012
  60. Upcoming Global Product Management Talks Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: Listen: 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 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 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: Follow: @hmdelcastillo Contact: hmdelcastillo [at] Phone: +1-301-523-9478© 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