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.

1. Hector Del Castillo
linkd.in/hdelcastillo
July 28, 2012
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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.
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3. Tweet About Us!
Hector: @hmdelcastillo
AIPMM: @AIPMM
ProdMgmtTalk: #ProdMgmtTalk
PC Toronto: @PCToronto
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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
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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
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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.
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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®)
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10. What We Will Discuss
1. Common challenges
2. How to prosper
3. Key tips to accelerate your career
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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
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12. Why should we hire you?
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13. Creating and delivering value
to customers, executives
and investors is essential
for a successful business.
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14. Exceptional Product
Managers orchestrate the
internal value chain.
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15. Exceptional Product
Managers cultivate a culture
that fosters innovation and
Process
collaboration to create
successful products.
People
Culture
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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
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17. TIPS TO PROSPER AS A PRODUCT
MANAGER OR MARKETER
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18. 1. Organize Your Search
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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.
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20. Use Leading Social Media Tools
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21. Use Leading Tools
• Organize your professional contacts
• Track status of opportunities
• Follow companies
• Track hiring managers
• Implement marketing campaigns
• Obtain status reports
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22. AIPMM Career Pathfinder
Source: AIPMM Career Pathfinder
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23. 2. Expand Your Professional Network
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24. Join Professional Groups
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25. Join Industry Chats
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26. Follow Thought Leaders
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27. 3. Stand Out From The Crowd
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28. Brand Yourself
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29. Identify Key Differentiators
• Diplomas • Webcasts
• Certifications • Blogs
• Certificates • Presentations
• Conferences • Articles
• Books • eBooks
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30. Sharpen Your Sales Pitch
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31. 4. Market Early, Market Often
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32. Get The Word Out
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33. Create a Buzz
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34. Create Traffic To Your Profile
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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
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37. 5. Deliver Value, Success Will Follow
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38. Cultivate Communities
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39. Coach and Mentor Others
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40. Find Opportunities To Lead
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41. Share Your Knowledge
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42. 6. Invest in Your Future
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43. Find Coaches and Mentors
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44. Execute Your Growth Plan
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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
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46. Develop Marketable Skills
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47. Get Certified
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48. 7. Expand Your Knowledge
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49. Always Be Learning
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50. Find Training Opportunities
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51. Adopt Leading Productivity Tools
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52. 8. Find a great workplace
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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 company's annual report, website
and other materials.
• WetFeet.com provides key information and
feedback from company employees.
Source: Randall S. Hansen, Ph.D., “Uncovering a Company's 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 Company's 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 organization's 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 Company's 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