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Is Product Management still the President of the product as development moves to Agile or Scrum? Why are we so confused? What’s changed, and what has remained the same?
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Keeping your Product Management
ProductCamp2012
Keeping your Product Management
Sanity when moving to Agile
John Milburn jmilburn@pragmaticmarketing.com
www.productcamptoronto.wordpress.com
Pricing
Buy, Build
or Partner
Business
Plan
Product
Profitability
Win/Loss
Analysis
Distinctive
Competence
Market
Problems
Marketing
Plan
Customer
Acquisition
Customer
Retention
Program
Effectiveness
Buying
Process
Buyer
Personas
User
Personas
Positioning
Product
Portfolio
Market
Definition
Distribution
Strategy
Str
ate
gic
Str
ate
gic
Market
Problems
2
InnovationCompetitive
Landscape
Technology
Assessment
Lead
Generation
Thought
Leadership
Referrals &
References
Launch
Plan
Use
Scenarios
Requirements
Status
Dashboard
Product
Roadmap
Presentations
& Demos
Event
Support
“Special”
Calls
Channel
Support
Channel
Training
Sales
Process
Collateral
Sales
Tools
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Str
ate
gic Ta
ctical
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Str
ate
gic Ta
ctical
Pragmatic Marketing Framework™
Pricing
Buy, Build
or Partner
Business
Plan
Product
Profitability
Win/Loss
Analysis
Distinctive
Competence
Market
Problems
Marketing
Plan
Customer
Acquisition
Customer
Retention
Program
Effectiveness
Buying
Process
Buyer
Personas
User
Personas
Positioning
Product
Portfolio
Market
Definition
Distribution
Strategy
Str
ate
gic
Str
ate
gic
3
InnovationCompetitive
Landscape
Technology
Assessment
Lead
Generation
Thought
Leadership
Referrals &
References
Launch
Plan
Use
Scenarios
Requirements
Status
Dashboard
Product
Roadmap
Presentations
& Demos
Event
Support
“Special”
Calls
Channel
Support
Channel
Training
Sales
Process
Collateral
Sales
Tools
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Str
ate
gic Ta
ctical
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Str
ate
gic Ta
ctical
Pragmatic Marketing Framework™
User
Acceptance?
Always
Available?
User Stories?
Use Cases?
UI Design?
Functional
Design?
Iteration
Planning
Working software is the measure of the team’s
progress
� It doesn’t mean “no documentation”
“Design” may be expressed with prototypes
4
“Design” may be expressed with prototypes
� It doesn’t mean “no design”
Testing and quality are the responsibility of the
team
� It doesn’t mean “no QA”
Requirements –> User Stories
MRD / MRT / PRD –> Backlog(s)
Hours/Days/Weeks –> Velocity
5
Status Meetings –> Standups / Scrums
Project Plans –> Burnups, Burndowns
PM / Designer –> PM / PO / Designer
Release Milestones –> Sprints / Iterations
Greater flexibility to deal with change
We know earlier when we are in trouble
We have a greater sense of accomplishment
6
We have a greater sense of accomplishment
Greater Product Management –Development TRUST
Product Mgt is Accountable for Market Requirements
� Writing
� Grouping
� Prioritizing
7
It is impossible to prioritize 100’s of requirements
Prioritization is based on VALUE to the Market
PM owns the WHAT, Dev owns the HOW
Market Problems define the product
We still must balance Scope vs. Time vs. Money
We need to release something
8
We need to release something
We need to make money
People are involved
9
Product
RoadmapBuild / Test
System
Test
Business
Plan
Waterfall Planning
LAUNCH
Marketing
PlanLaunch
Plan
RequirementsProject
Plan
Design
Spec
BusinessGate
ReleaseGate
Master Requirements ListGoals / Themes
StartGate
Market Requirements DocumentMarket Requirements Table
10
Product
RoadmapBuild / Test
System
Test
Business
Plan
Waterfall Planning - Accountability
LAUNCH
Marketing
PlanLaunch
Plan
RequirementsProject
Plan
Design
Spec
-- Product Manager
-- Development
-- Product Marketing Manager
BusinessGate
ReleaseGate
Master Requirements ListGoals / Themes
StartGate
Market Requirements DocumentMarket Requirements Table
11
Product
Roadmap
Business
Plan
Agile Planning
Marketing
Plan
Launch
Plan
User Stories
Overall Project
Arch /Design
LAUNCH
System Sprint
Burnups /
Burndwns
BusinessGate
Product Backlog
Release Backlog
Overall Project
Plan
StartGate(s)
ReleaseGate
System
Test
Sprint Backlogs
Build(s)Sprint
Test(s)Sprint
Plan(s)
Demo(s)
12
Product
Roadmap
Business
Plan
Agile Planning - Accountability
Marketing
Plan
Launch
Plan
User Stories
Overall Project
Arch /Design
Sprint
LAUNCH
System
-- Product Manager
-- Product Owner
-- Development
-- Product Marketing Manager
Burnups /
Burndwns
BusinessGate
Product Backlog
Release Backlog
Overall Project
Plan
StartGate(s)
Sprint Backlogs
Build(s)Sprint
Test(s)Sprint
Plan(s)
Demo(s)Release
Gate
System
Test
Understaffing
Waterfall management with Agile development
Still must build trust
13
Still must build trust
Distributed teams make it harder
We must make time to communicate
Thanks !
jmilburn@pragmaticmarketing.com
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