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.

1. Hector Del Castillo
linkd.in/hdelcastillo
May 5, 2012
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2. Thank You to Our Sponsors
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3. Tweet About Us!
Hector: @hmdelcastillo
AIPMM: @aipmm
ProdMgmtTalk: @ProdMgmtTalk
PCampDC: @PCampDC
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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
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5. © AIPMM 2012

6. © AIPMM 2012

7. AIPMM Certifications
Certified Product Manager (CPM®)
Certified Product Marketing Manager
(CPMM®)
Agile Certified Product Manager
(ACPM®) Source: Get Certified, AIPMM Website
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8. 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
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9. 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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10. Why should we hire you?
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11. Creating and delivering value
to customers, executives
and investors is essential
for a successful business.
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12. Exceptional Product
Managers orchestrate the
internal value chain.
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13. Process
Exceptional Product
People
Managers cultivate a culture
Culture that fosters innovation and
collaboration to create
successful products.
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14. 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
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15. TIPS TO PROSPER AS A PRODUCT
MANAGER OR MARKETER
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16. 1. Organize Your Search
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17. 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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18. Use Leading Social Media Tools
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19. 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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20. AIPMM Career Pathfinder
Source: AIPMM Career Pathfinder
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21. 2. Expand Your Professional Network
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22. Join Professional Groups
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23. Join Industry Chats
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24. Follow Thought Leaders
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25. 3. Stand Out From The Crowd
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26. Brand Yourself
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27. Identify Key Differentiators
• Diplomas • Webcasts
• Certifications • Blogs
• Certificates • Presentations
• Conferences • Articles
• Books • eBooks
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28. Sharpen Your Sales Pitch
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29. 4. Market Early, Market Often
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30. Get The Word Out
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31. Create a Buzz
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32. Create Traffic To Your Profile
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33. 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.
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34. Think Like a Publisher
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35. 5. Deliver Value, Success Will Follow
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36. Cultivate Communities
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37. Coach and Mentor Others
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38. Find Opportunities To Lead
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39. Share Your Knowledge
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40. 6. Invest in Your Future
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41. Find Coaches and Mentors
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42. Execute Your Growth Plan
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43. 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
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44. Develop Marketable Skills
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45. Get Certified
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46. 7. Expand Your Knowledge
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47. Always Be Learning
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48. Find Training Opportunities
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49. Sharpen Soft Skills
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50. 8. Find a great workplace
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51. 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
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52. 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
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53. Local companies to work for
Company City U.S. employees
Accenture Reston 4,000
Virginia
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
Source: FORTUNE Magazine, 6 Feb 2012
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54. 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
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55. 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

56. 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

57. 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
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58. 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

59. Upcoming Training Courses
Upcoming Courses Dates and Location
Jun 4-6, 2012
280 Group: Optimal Product Management and Marketing (OPM) Teqcorner,
Price: $2,995; Pay only $1,995 when you register by May 18th. For more information or McLean, VA
to register, contact Hector Del Castillo at hmdelcastillo@aipmm.com.
280 Group: Certified Product Management Manager (CPM®) Exam Jun 7, 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: 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.
© 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: 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.
© 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. Upcoming Training Courses
Dates and
Upcoming Courses
Location
Product Innovation Leadership - May 17-18, 2012
Igniting innovation and business growth (16 PDUs) Teqcorner
McLean, VA
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 hmdelcastillo@aipmm.com.
© AIPMM 2012

65. 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.
© 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.
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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
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69. For More Information About
• AIPMM membership
• Certification courses in your area
• Help to implement the right product strategy
& process to grow your business
© 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