The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

70
© AIPMM 2012 Hector Del Castillo linkd.in/hdelcastillo May 5, 2012

description

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. Connect with 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 create and implement a product strategy and product planning process successfully to grow your technology-based business.

Transcript of The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

Page 1: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Hector Del Castillo linkd.in/hdelcastillo

May 5, 2012

Page 2: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Thank You to Our Sponsors

2

Page 3: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Tweet About Us!

Hector: @hmdelcastillo

AIPMM: @aipmm

ProdMgmtTalk: @ProdMgmtTalk

PCampDC: @PCampDC

Page 4: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Hector Del Castillo • Over 10 years 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

Page 5: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Page 6: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Page 7: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

AIPMM Certifications

Source: Get Certified, AIPMM Website

Certified Product Manager (CPM®)

Certified Product Marketing Manager (CPMM®)

Agile Certified Product Manager (ACPM®)

Page 8: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

What We Will Discuss

1. How to organize your search

2. How to market yourself

3. How to position yourself to get hired

4. Key tips to accelerate your career

Page 9: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

9

Page 10: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Why should we hire you?

Page 11: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Creating and delivering value

to customers, executives

and investors is essential

for a successful business.

Page 12: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Exceptional Product

Managers orchestrate the

internal value chain.

Page 13: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Culture

People

Process

Exceptional Product

Managers cultivate a culture

that fosters innovation and

collaboration to create

successful products.

Page 14: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Customer

Business

Product (Value)

Market

Exceptional Product

Managers create and

deliver value-added products

to target customers based on their

unmet needs.

© H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011

Page 15: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

TIPS TO PROSPER AS A PRODUCT MANAGER OR MARKETER

Page 16: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

1. Organize Your Search

Page 17: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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.

Page 18: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Use Leading Social Media Tools

Page 19: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Use Leading Tools

• Organize your professional contacts

• Track status of opportunities

• Follow companies

• Track hiring managers

• Implement marketing campaigns

• Obtain status reports

Page 20: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

AIPMM Career Pathfinder

Source: AIPMM Career Pathfinder

Page 21: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

2. Expand Your Professional Network

Page 22: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Join Professional Groups

Page 23: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Join Industry Chats

Page 24: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Follow Thought Leaders

Page 25: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

3. Stand Out From The Crowd

Page 26: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Brand Yourself

Page 27: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Identify Key Differentiators

• Diplomas

• Certifications

• Certificates

• Conferences

• Books

• Webcasts

• Blogs

• Presentations

• Articles

• eBooks

Page 28: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Sharpen Your Sales Pitch

Page 29: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

4. Market Early, Market Often

Page 30: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Get The Word Out

Page 31: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Create a Buzz

Page 32: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Create Traffic To Your Profile

Page 33: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Hyperlink Marketing Collateral

Hector Del Castillo, PMP, CPM, CPMM

Transforming products to profit for technology-based companies™

linkd.in/hectordelcastillo

[email protected]

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.

Page 34: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Think Like a Publisher

Page 35: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

5. Deliver Value, Success Will Follow

Page 36: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Cultivate Communities

Page 37: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Coach and Mentor Others

Page 38: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Find Opportunities To Lead

Page 39: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Share Your Knowledge

Page 40: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

6. Invest in Your Future

Page 41: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Find Coaches and Mentors

Page 42: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Execute Your Growth Plan

Page 43: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Sample Professional Growth Plan Steps Specific Education, Training or Growth Activity Planned 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: http://slidesha.re/IvnYI3

Page 44: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Develop Marketable Skills

Page 45: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Get Certified

Page 46: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

7. Expand Your Knowledge

Page 47: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Always Be Learning

Page 48: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Find Training Opportunities

Page 49: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Sharpen Soft Skills

Page 50: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

8. Find a great workplace

Page 51: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Page 53: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Local companies to work for

Source: FORTUNE Magazine, 6 Feb 2012

Company City U.S. employees

Accenture Reston 4,000

Balfour Beatty Construction Fairfax 380

Booz Allen Hamilton McLean (HQ) 5,649

Booz Allen Hamilton Herndon 3,204

Capital One Richmond 5,307

Capital One McLean (HQ) 1,377

CarMax Richmond (HQ) 806

Deloitte Arlington 3,437

DPR Construction Falls Church 151

Navy Federal Credit Union Vienna (HQ) 2,924

Navy Federal Credit Union Winchester 475

Rackspace Hosting Blacksburg 107

SRC Chantilly 131

Virginia

Page 54: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 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

Page 55: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Page 56: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Page 57: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Key Takeaways • Organize your search 1 • Expand your professional network 2 • Stand out from the crowd 3 • Market early, market often 4 • Deliver value, success will follow 5 • Invest in your future 6 • Expand your knowledge 7 • Find a great workplace 8

Page 58: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Page 59: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Upcoming Training Courses

Upcoming Courses Dates and Location

280 Group: Optimal Product Management and Marketing (OPM) Price: $2,995; Pay only $1,995 when you register by May 18th. For more information or to register, contact Hector Del Castillo at [email protected].

Jun 4-6, 2012 Teqcorner, McLean, VA

280 Group: Certified Product Management Manager (CPM®) Exam Intensive Pre Course Price: $1,295 per person; Includes exam fee ($395 savings). Pay only $795 per person when you register in conjunction with the Optimal Product Management course. For more information or to register, contact Hector Del Castillo at [email protected].

Jun 7, 2012 Teqcorner, McLean, VA

Page 60: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

280 Group: Optimal Product Management & Marketing (OPM)

Date: June 4-6, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, 1616 Anderson Rd., McLean, VA Price: $1,995* per person (regularly $2,995)

Three day course from the 280 Group covering the entire product lifecycle. Teaches you to manage and launch any product at any stage of its lifecycle. This includes the Product Management Lifecycle Toolkit with corresponding productivity templates. Fourth day intensive certification prep course add-on thoroughly prepares you to take the worldwide standard CPM® or CPMM® certification exam.

*Register by May 18th.

Page 61: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Optimal Product Management

Day One: Foundation

Overview

Process and Product Life Cycle

Market Research

Competitive Analysis

Day Two: Product Management

Conceive

Business Cases

Requirements

Roadmaps

Day Three: Product Marketing

Strategy

Forecasting

Pricing

Beta Program

Launches

Marketing

End of life

Page 62: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

280 Group: CPM® Exam Intensive Prep Date: June 7, 2012 Time: 8:30 AM – 5:00 PM EDT Place: Teqcorner, 1616 Anderson Rd., McLean, VA 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).

* Promotional price applies only when you register for the OPM course simultaneously.

Page 63: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

CPM® Exam Intensive Prep Course

Morning

Introduction

What is Product Management?

Product Life Cycle

Understanding Goods and Services

Product Decisions

Strategic Planning

Afternoon

Marketing Mix

Product Positioning

Value Creation

Exam Review

Guidelines

Q&A

CPM® Certification Exam

Page 64: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

Upcoming Training Courses

Upcoming Courses Dates and Location

Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Price: $1,697 per person; Pay only $1,597 per person when you register by May 9th. Group discount of $1,497 per person when you register 5 people. For more information or to register, contact Hector Del Castillo at [email protected].

May 17-18, 2012 Teqcorner McLean, VA

Page 65: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Date: Thursday, Friday, May 17-18, 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.

* Pay only $1,597 (Save $100) per person when you register by May 9th. Group discount of $200 per person when you register 5 people.

Page 66: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Day 1

Introduction & Overview

Strategic Innovation Leverage and Alignment (SILA)

Project Identification

Business Case Development

Phase 1: Conceive

Practice Questions

Day 2

Phase 2: Plan

Phase 3: Develop

Phase 4: Develop

Phase 5: Qualify

Phase 5: Launch

Exam Review

Certified Innovation Leader (CIL®) Certification Exam

Page 67: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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.

Page 68: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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

Page 69: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

For More Information About

• AIPMM membership

• Certification courses in your area

• Help to implement the right product strategy & process to grow your business

Page 70: The Product Manager Pathfinder - Product Camp DC - H. Del Castillo, AIPMM

© AIPMM 2012

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: [email protected]