This document provides information about an upcoming training event on product management. It begins with contact information for Hector Del Castillo. It then thanks attendees of previous AIPMM sessions at PCamp Boston and acknowledges support from the 280 Group. The document invites feedback and questions. It lists social media accounts to follow for updates. Biographical information is provided about Hector Del Castillo. An overview of AIPMM certifications is given. Common challenges for product managers are outlined. Tips are provided on how to prosper as a product manager, including organizing your search, expanding your network, standing out, marketing yourself, delivering value, investing in your future, expanding knowledge, and finding a great workplace. Useful links and upcoming training courses are listed

1. Hector Del Castillo
linkd.in/hdelcastillo
June 9, 2012
© AIPMM 2012

2. I want to thank everyone who selected and
attended the AIPMM sessions at PCamp Boston.
I also want to thank the 280 Group for their
support.
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
PCamp Boston: #PCampBoston
© AIPMM 2012

4. 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
© AIPMM 2012

5. © AIPMM 2012

6. AIPMM Certifications
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager (CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)
Source: Get Certified, AIPMM Website
© AIPMM 2012 6

7. What We Will Discuss
1. Common challenges
2. How to prosper
3. Key tips to accelerate your career
© AIPMM 2012

8. 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 8

9. Why should we hire you?
© AIPMM 2012

10. Creating and delivering value
to customers, executives
and investors is essential
for a successful business.
© AIPMM 2012

11. Exceptional Product
Managers orchestrate the
internal value chain.
© AIPMM 2012

12. Process
Exceptional Product
People
Managers cultivate a culture
Culture that fosters innovation and
collaboration to create
successful products.
© AIPMM 2012

13. Exceptional Product
Customer Managers create and
deliver value-added products
Product
(Value)
to target customers based on their
unmet needs.
Business Market
© H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011
© AIPMM 2012

14. TIPS TO PROSPER AS A PRODUCT
MANAGER OR MARKETER
© AIPMM 2012

15. 1. Organize Your Search
© AIPMM 2012

16. 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

17. Use Leading Social Media Tools
© AIPMM 2012

18. Use Leading Tools
• Organize your professional contacts
• Track status of opportunities
• Follow companies
• Track hiring managers
• Implement marketing campaigns
• Obtain status reports
© AIPMM 2012

19. AIPMM Career Pathfinder
Source: AIPMM Career Pathfinder
© AIPMM 2012

20. 2. Expand Your Professional Network
© AIPMM 2012

21. Join Professional Groups
© AIPMM 2012

22. Join Industry Chats
© AIPMM 2012

23. Follow Thought Leaders
© AIPMM 2012

24. 3. Stand Out From The Crowd
© AIPMM 2012

25. Brand Yourself
© AIPMM 2012

26. Identify Key Differentiators
• Diplomas • Webcasts
• Certifications • Blogs
• Certificates • Presentations
• Conferences • Articles
• Books • eBooks
© AIPMM 2012

27. Sharpen Your Sales Pitch
© AIPMM 2012

28. 4. Market Early, Market Often
© AIPMM 2012

29. Get The Word Out
© AIPMM 2012

30. Create a Buzz
© AIPMM 2012

31. Create Traffic To Your Profile
© AIPMM 2012

32. 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

33. Think Like a Publisher
© AIPMM 2012

34. 5. Deliver Value, Success Will Follow
© AIPMM 2012

35. Cultivate Communities
© AIPMM 2012

36. Coach and Mentor Others
© AIPMM 2012

37. Find Opportunities To Lead
© AIPMM 2012

38. Share Your Knowledge
© AIPMM 2012

39. 6. Invest in Your Future
© AIPMM 2012

40. Find Coaches and Mentors
© AIPMM 2012

41. Execute Your Growth Plan
© AIPMM 2012

42. 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 template: http://slidesha.re/IvnYI3
© AIPMM 2012

43. Develop Marketable Skills
© AIPMM 2012

44. Get Certified
© AIPMM 2012

45. 7. Expand Your Knowledge
© AIPMM 2012

46. Always Be Learning
© AIPMM 2012

47. Find Training Opportunities
© AIPMM 2012

48. Sharpen Soft Skills
© AIPMM 2012

49. 8. Find a great workplace
© AIPMM 2012

50. 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

51. 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

52. Top Local Companies To Work For
Massachusets
Company City U.S. Employees
Bingham McCutchen Boston (HQ) 598
Boston Consulting Group Boston (HQ) 463
Bright Horizons Family Solutions Watertown (HQ) 351
Hasbro East Longmeadow 844
Millennium: The Takeda Oncology Co. Cambridge (HQ) 1,311
National Instruments Norton 55
PricewaterhouseCoopers Boston 2,085
SAS Institute Middleton 132
SVB Financial Group Newton 124
Source: FORTUNE Magazine, 6 Feb 2012
© AIPMM 2012

53. 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

54. 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

55. 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

56. 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

57. 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
© AIPMM 2012

58. Upcoming Training Courses
The following training courses from the 280
Group and AIPMM will be offered in Boston in
late Sept or early Oct.
Contact me if you’re interested in registering for
these courses and obtain a special discount as a
PCamp Boston participant.
© AIPMM 2012

59. 280 Group Training Courses
Upcoming Courses Dates and Location
Sep 17-19, 2012
280 Group: Optimal Product Management and Marketing (OPM) Teqcorner,
Price: $2,995; Pay only $1,995 when you register by Jul 11th. For more information or to McLean, VA
register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
280 Group: Certified Product Management Manager (CPM®) Exam Sep 20, 2012
Teqcorner,
Intensive Pre Course McLean, VA
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
hmdelcastillo@aipmm.com.
© AIPMM 2012

60. 280 Group: Optimal Product
Management & Marketing (OPM)
Date: Sep 17-19, 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.
* Must register by Jul 11th.
© AIPMM 2012

61. Optimal Product Management
Day One: Foundation
Day Two: Product Management
Overview
Process and Product Life Cycle Day Three: Product Marketing
Conceive
Market Research
Business Cases
Competitive Analysis Strategy
Requirements
Forecasting
Roadmaps
Pricing
Beta Program
Launches
Marketing
End of life
© AIPMM 2012

62. 280 Group: CPM® Exam Intensive Prep
Date: Sep 20, 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.
© AIPMM 2012

63. 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
© AIPMM 2012

64. AIPMM Training Courses
Dates and
Upcoming Courses
Location
Product Innovation Leadership - Sep 27-28, 2012
Igniting innovation and business growth (16 PDUs) Teqcorner
McLean, VA
Price: $1,697 per person; Pay only $1,497 per person when you register by Jul 11th.
Group discount of $1,397 per person when you register 5 people. For more information
or to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
© AIPMM 2012

65. 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

66. 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

67. 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.
© AIPMM 2012

68. 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

69. For More Information About
• AIPMM membership
• Certification courses in your area
• Implementing the right product strategy &
process to grow your business
• Aligning your business model with your
product strategy
© AIPMM 2012

70. 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
© AIPMM 2012