Have you thought about how you can become an exceptional product team manager? Have you wondered what you can do as a product team manager to stand out from your peers? Have you wondered what you would do in case of a merger or slowdown? Product team manager refers to any of the following functional roles: product manager, product marketing manager, or brand manager. People who end up in these roles tend to arrive from many paths of entry and often come from a wide variety of backgrounds. If your goal is to become an exceptional product team manager within your organization, or land a promotion with a new company you often need to prove to your superiors and prospective employers that you have the passion, skills and abilities to effectively plan, manage, and market successful products. So, how can you gain all of these critical management skills when there's no formal educational path for product team managers? About the Speaker: Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams. Connect with Hector Del Castillo here: linkd.in/hdelcastillo for more information. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, contact us at certification@aipmm.com. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in nearly 70 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: 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 Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
www.aipmm.com
© AIPMM 2014
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2. © AIPMM 2014
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3. 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 2014
www.aipmm.com

4. Tweet!
Use
AIPMM:
Lead Innovation:
#AIPMM
#ProdBOK
Follow
Hector Del Castillo:
AIPMM:
@hmdelcastillo
@AIPMM
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5. Participate and Win!
• Win a free 12-month standard AIPMM
membership
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6. Today’s Speaker
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© AIPMM 2014
www.aipmm.com

7. Hector Del Castillo, CPM, CPMM, PMP
@hmdelcastillo
linkd.in/hdelcastillo
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

8. 1. Set SMART career objectives
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

9. Have a Growth Plan
Steps
1
2
3
4
5
6
7
8
9
10
Specific Education, Training or Growth Activity
Bachelor’s degree
Master’s degree
Obtain project lead position
PMI PMP Certification
Product Management Training
Product Marketing Training
AIPMM CPM/CPMM Certifications
Obtain product management role
PMI Program Management Certification
Executive MBA Program
© 2014, H. Del Castillo. All Rights Reserved.
Planned
Date
1998
2001
2001
2005
2007
2007
2014
2014
2015
2015
Linkd.in/hdelcastillo

10. 2. Expand Your Network
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

11. Cultivate Communities
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

12. 3. Embrace Process
Source: © 1998-2014, AIPMM, All Rights Reserved.
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

13. Align strategies with needs
Focus on creating and
delivering value-added
products to target
Customer
customers based on their
unmet needs.
Product
(Value)
Business
Market
© 2010-2014, H. Del Castillo, AIPMM
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

14. Direct value creation
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

15. 4. Know Market and Customers
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

16. Know Your Competitive Landscape
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

17. Discover Unmet Customer Needs
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

18. Identify Customer Segments
Needs; e.g.,
Problems/pain points
Applications/uses addressed
Key functionality/attributes
Degree of sophistication/quality/…
Drives Product/Solution Strategy
Demographics; e.g.,
Industry
Function
Geography
Age/gender/income
Other personal/business
characteristics
Drives Outreach Strategy
Behaviors and Attitudes; e.g.,
Risk appetite/adoption
Psychographics (lifestyle/personality)
Stated/unstated values
Usage patterns
Vendor/brand loyalty
Drives Adoption Strategy
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

19. 5. Think Differently
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

20. Eliminate silos
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

21. Create Alignment
Align business, marketing and product
strategies with unmet market
needs.
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

22. Use Leading Productivity Tools
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

23. 6. Coach and Mentor Others
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

24. Share Your Knowledge
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

25. 7. Always Be Learning
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

26. Expand Your Skills
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

27. Develop Marketable Skills
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

28. Get Certified
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

29. Key Takeaways
1
2
3
4
5
• Set SMART career objectives
• Expand your network
• Embrace process
• Know market and customers
• Think differently
6
• Coach and mentor others
7
• Always be learning
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

30. Free Consulting Session
• First ten people to submit information via
email
• Must include name, title, company name,
email address, phone number
• Include a brief description of the problem or
issue
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

31. Hector Del Castillo
• Senior consultant with over 15 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 30+ 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
31
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

32. Q&A
Presenter:
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

33. Upcoming Courses
Athens, Greece
Belgrade, Serbia
Athens, Greece
Follow the links above for more information, or contact:
certification@aipmm.com.
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

34. Upcoming Courses
Belgrade, Serbia
Follow the links above for more information, or contact:
certification@aipmm.com.
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

35. Upcoming Courses
Course & Location
CPM® Certification Prep Course & Exam
McLean, VA
Dates
Days Time
Mar 3-4, 2014
M, T
8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA
Mar 5-6, 2014
W, Th 8:30 am – 5 pm
ACPM® Certification Prep Course & Exam
McLean, VA
Mar 7, 2014
F
8:30 am – 5 pm
Follow the links above for more information, or contact:
certification@aipmm.com.
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo

36. Please Join Us Again!
Innovate for Growth and Price for Profits
Improve Product Design Through Gamification
Mar 14th, 12 pm ET
Mar 28th, 12 pm ET
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
Global Product Management Talk:
http://www.blogtalkradio.com/prodmgmttalk
Stay Informed!
Announcements:
http://www.aipmm.com/subscribe
Call For Speakers:
http://www.boldpm.com/call_for_speakers
LinkedIn:
http://www.linkedin.com/company/aipmm
Membership:
http://www.aipmm.com/join.php
Certification:
http://aipmm.com/html/certification/
© 2014, H. Del Castillo. All Rights Reserved.
Linkd.in/hdelcastillo