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

Hector Del Castillo
linkd.in/hdelcastillo
© AIPMM 2012
November 3, 2012 www.aipmm.com

I want to thank everyone who attended the
AIPMM sessions at ProductCamp SoCal 2012.
I welcome your feedback regarding this topic.
Contact me with any comments or questions.
I look forward to seeing you again soon.

© AIPMM 2012 www.aipmm.com

Tweet About Us!

Hector: @hmdelcastillo
AIPMM: @AIPMM
ProdMgmtTalk: #ProdMgmtTalk
PC SoCal: #pcSC


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


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 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.

• 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 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®)


Win!
Participate, ask questions and stay until the end to be entered into a drawing
to win one AIPMM Premium Membership (worth $175/year) that includes:
• Eligibility for AIPMM Certification Exams and intensives
• AIPMM Career Pathfinder with Silver Level access (valued at $60/year) and free access to
Premium Level Access for 14 days, followed by opportunity to upgrade for $80/year ($99 value)
• Demand Metric premium level membership for 1 year with access to AIPMM ProdBOK®
Productivity Tools ($497 value)
• Current trainings, workshops, and on-going educational opportunities for career advancement
• Access to private AIPMM LinkedIn® group
• Special offers from AIPMM partners including toolkits, books & research
• 10% tuition reduction & tuition rate lock-in on any courses offered at CSU-Global Campus,
including graduate coursework for Certified Innovation Leader (CIL), via 100% online learning
environment
• and more


FEATURED PRESENTATION


What We Will Discuss
1. Barriers to entry
2. Common challenges
3. Tips to prosper
4. Key takeaways


Why should we hire you?

Product Managers create and
deliver value to customers,
executives and investors to
create new revenue
streams for a business.


What is the greatest barrier to enter a product
management position within your company?

What is the greatest barrier to remain in product
management position within your company?


Barriers To Entry
1. No prior related
management experience


Barriers To Entry
2. Lack formal training


Barriers To Entry
3. Lack understanding of the
product life cycle and
planning process


Barriers To Entry
4. Lack strong leadership and
interpersonal skills


Barriers To Entry
5. Lack knowledge to align
business, market and product
strategies


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 www.aipmm.com 25

Exceptional Product
Managers orchestrate the
internal value chain.


Exceptional Product
Managers create and
deliver value to target
customers based on their
Customer unmet needs.

Product
(Value)

Business Market

© 2011-2012, H. Del Castillo, AIPMM, Product Management Triple Constraint, All Rights Reserved.


Exceptional Product Managers
master and direct the product
planning process.
AIPMM Product Management Framework

Phase Gate
Source: © 1998-2012, AIPMM, All Rights Reserved.

© AIPMM 2012 28 www.aipmm.com

Exceptional Product
Managers cultivate a culture
that fosters innovation and

Process
collaboration to create
successful products.

People

Culture


TIPS TO PROSPER AS A PRODUCT
MANAGER OR MARKETER


1. Organize Your Search


How do you organize your job search?
• Keep records in my computer.
• Use job board tools.
• Use online tool.
• Use spreadsheet to keep records.
• Don’t keep records.


Use Leading Social Media Tools


Use Leading Tools
• Track status of opportunities
• Manage your professional contacts
• Follow target companies
• Track hiring managers
• Plan and manage job search campaigns
• Create and manage tasks
• Obtain status reports


AIPMM Career Pathfinder

Source: AIPMM Career Pathfinder


2. Expand Your Professional Network


Join Professional Groups


Join Industry Chats


Follow Thought Leaders


3. Stand Out From The Crowd


Brand Yourself


Identify Key Differentiators
• Diplomas • Webcasts
• Certifications • Blogs
• Certificates • Presentations
• Conferences • Articles
• Books • eBooks


Sharpen Your Sales Pitch


4. Market Early, Market Often


Get The Word Out


Create a Buzz


Create Traffic To Your Profile


Hyperlink Marketing Collateral
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based companies™
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.


Think Like a Publisher


5. Deliver Value, Success Will Follow


Cultivate Communities


Coach and Mentor Others


Find Opportunities To Lead

Share Your Knowledge


6. Invest in Your Future


Find Coaches and Mentors


Execute Your Growth Plan


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


Develop Marketable Skills


Get Certified


7. Expand Your Knowledge


Always Be Learning


Find Training Opportunities


Adopt Leading Productivity Tools

Source: Why AIPMM Membership Boosts Your Productivity


8. Find a great workplace


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


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


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


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



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?



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

Useful Links
• Newsletter: http://bit.ly/News110112
• Website: http://www.aipmm.com
• Ambassador’s Council: http://www.aipmmambassadors.com/
• Articles: http://www.aipmm.com/html/newsletter/article.php
• Blogs: http://aipmm.com/anthropology/
• Webinars: http://bit.ly/AIPMMWebcasts
• Certification: http://aipmm.com/html/certification/
• Product Management Framework Brochure:
http://www.aipmm.com/brochures/AIPMM_PMF.pdf


References
• Why AIPMM Membership Boosts Your
Productivity, http://slidesha.re/LVPotE
• Why Exceptional Product Managers Have
Many Mentors and How to Create Your Own
Mentor Network, http://slidesha.re/OWWuSx
• Why Get CPM® or CPMM® Certification,
http://slidesha.re/QyagYG
• Professional Growth Plan Template,
http://slidesha.re/IvnYI3


Join AIPMM
AIPMM Premium Membership Price: $175 per year
With members in 65 countries, AIPMM is the world’s largest association focused on connecting product team
professionals with each other and providing educational opportunities, reference materials, and tools to make
you more effective and boost your productivity. Here are some key benefits you get by joining:
• Eligible for AIPMM Certification Exams
• Personalized membership certificate
• Eligibility for AIPMM education scholarship
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder powered by JibberJobber
• Premium level membership at DemandMetric.com with access to 350+ templates and videos for 1 year.
(valued at $497 USD)
• Choice of 1 product management toolkit valued at $99 USD from AIPMM partner, 280 Group™
• $100 USD discount on Product Management Office™ Professional (valued at $399 USD) from AIPMM
partner, 280 Group™
• An electronic copy of The Phenomenal Product Manager book from AIPMM partner, 280 Group™
• An electronic copy of The Optimal Product Process book from AIPMM partner, 280 Group™
• Eligible for Mentor Matching program
Join today! PCamp Austin participants pay only $150 (Save $25) when you join by Nov 16th. Use
promo code: 25PCSC12. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at
hmdelcastillo [at] aipmm.com


Please Join Us Again!
AIPMM Webinar Series Fridays
Nov 9 How To Use Agile Ideas For Lean Product Innovation
Nov 16 Torpedo Product Marketing Strategies

Product Talk Podcast & #ProdMgmtTalk Twitter Chat Mondays
Nov 5 Managing The Unmanageable: Rules, Tools, And Insights for Managing Software People
and Teams
Follow http://www.blogtalkradio.com/prodmgmttalk

Newsletter: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/


UPCOMING EVENTS


Upcoming Courses
Dates and
Upcoming Courses
Location
Optimal Product Management & CPM® Certification Exam Spring 2013
from the 280 Group TBD
Course Information: [Information]
Product Innovation Leadership (16 PDUs) Spring 2013
Course Information: [Information] TBD

Creating Value Through Collaboration (16 PDUs) Spring 2013
High Performance Project Management TBD
Course Information: [Information]

For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.


COURSE PREVIEW


Upcoming Training Courses
The following training courses from the 280
Group and AIPMM will be offered in the
Southern California metro area in 2013.
Contact Hector Del Castillo if you’re interested in
registering for these courses and need
additional information.


280 Group: Optimal Product
Management & Marketing (OPM)
Date: Spring 2013 (3 Days)
Time: 8:30 AM – 5:30 PM EDT
Place: TBD
Price: $1,995* per person (regularly $2,995)
This three day training course from the 280 Group allows participants to master the core knowledge and
skills that are necessary to be highly effective. It also provides students with the foundation to prepare
for the worldwide-standard AIPMM Certified Product Manager (CPM®) exam.
The course price includes printed course materials and slides, a reference handbook, certificate of
completion, single user license for nine templates that cover strategy and execution and option to
register to take the Certified Product Manager (CPM®) exam.
Register for the optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you
order with Optimal Product Management & Product Marketing. This will help you review strategies
and concepts to increase your chance of passing the exam.
For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com


Optimal Product Management

Day One: Foundation
Day Two: Product Management
Overview
Process and Product Life Day Three: Product Marketing
Conceive
Cycle
Business Cases
Market Research Strategy
Requirements
Competitive Analysis Forecasting
Roadmaps
Pricing
Beta Program
Launches
Marketing
End of life


280 Group: CPM® Exam Intensive Prep
Date: Spring 2013
Place: TBD
Price: $795* per person (regularly $1,295)
This review course is offered on the morning of the same day of the Certification Exam. It provides an
intensive review of the Association of International Product Marketing & Management (AIPMM) body
of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious
Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology
used in the exam as well as strategies for answering exam questions and a Q&A for anything else they
want to review. Price includes certification exam fee ($395 savings).
Register for this optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when
you order with Optimal Product Management & Product Marketing. This will help you review
strategies and concepts to increase your chance of passing the exam.
For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com


CPM® Exam Intensive Prep Course

Morning
Afternoon
Introduction
What is Product Management? Marketing Mix
Product Life Cycle Product Positioning
Understanding Goods and Services Value Creation
Product Decisions Exam Review
Strategic Planning Guidelines
Q&A
CPM® Certification Exam


Product Innovation Leadership -
Igniting innovation and business growth (16 PDUs)

Date: Spring 2013
Place: TBD
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 access to over 350 templates
from the AIPMM ProdBOK® Productivity Tools.

For information: http://bit.ly/CILCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com


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


Creating Value Through Collaboration -
High Performance Project Management (16 PDUs)

Date: Spring 2013
Place: TBD
Price: $997 per person
This course is designed by Lee Lambert of the Lambert Consulting Group and Greg Geracie of
Actuation Consulting.
This course teaches project managers what to expect from product management and vice versa,
how to discover blind spots and risks within the product development process, and how to
change the critical product management relationship from a collision course to a powerful
partnership. This course offers 16 PDUs for PMI® certified Project Management Professionals
(PMP®).
* PCamp Austin participants pay only $897 (Save $100) per person when you register by Sep 7th.
Use promo code: 100PCA9. Group discount of $200 per person when you register 5 people.
For information: http://bit.ly/CVCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com


Creating Value Through Collaboration -
High Performance Project Management (16 PDUs)
Learning Objectives
• Clearly illustrate how the project lifecycle integrates with and compliments the
overall product management lifecycle. This will help you:
– Increase your value by making you a more strategic project manager and give you a deeper
understanding of the core business needs
– Become aware of risks and “blind spots” that can negatively impact your project and the
success of the product
– Understand the factors that improve your odds for project and product success
• Demonstrate how aligning product and project management leads to more
effective teamwork and increased efficiency. This will help you:
– Understand that the product management and project lifecycles are deeply intertwined
– Define your company’s production process and ensure that the major product and project
deliverables are in place
– Deploy shared incentives, performance objectives, an success criteria
• Increase your ability to control project and product results by:
– Expanding your product “domain” knowledge
– Improving your core team’s performance and collaboration
– Ensuring robust and thoughtful planning, risk mitigation, and communication


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


Hector Del Castillo, PMP, CPM, CPMM
Transforming products to profit for technology-based organizations.TM
Product Marketing Director
@hmdelcastillo
hmdelcastillo [at] aipmm.com


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

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