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Cross-Functional Teams: A Product Manager's Nirvana
Levent Gurses, President, Movel@gursesl
MVP Conference 2015
Levent Gurses
@gursesl
Developer, speaker, and entrepreneur, Levent is the founder Movel, an enterprise mobility company. He’s engaged in tech communities on mobile and full-stack development across the Mid-Atlantic. Levent holds a BS in Computer Engineering and is a Certified ScrumMaster and Certified Product Owner.
Imagine
Functional Teams
50 days
Business & Market Research
60 days
MarketingUser
Research (Focus
Groups)
40 days
Business Requirem
ents
30 days
Development
90 days 40 days
TestingRelease
20 days
330 days
Too long.
Cross-Functional TeamsBusiness & Market Research
Marketing
User Research
(Focus Groups)
Business Requirem
ents
Development
Testing
Release
Goal: 60 days
Jack Welch
Assume there is a multifunctional business consisting of engineering, marketing, and manufacturing. The business has the best
manufacturing person it has ever had – someone with excellent numbers, who produces high-quality
goods on time:
"But this person won't talk with people in engineering and manufacturing. He won't share
ideas with them, and won't behave in a boundaryless way with them. Now, let's replace this person with someone who may not be quite perfect, but who is a good team player and lifts
the team's overall performance. Maybe the predecessor was working at 100%, but he didn't talk with team members, didn't swap ideas. As a
result, the whole team was operating at 65%. The new manager now is getting 90% or 100%
from the whole total. That was a discovery."
Functional Teams:Welcome to the Matrix
CrossFunctional Teams: Centered Around the Product
Something missing?● Security● Compliance and assurance● Performance testing● Third-party integrations● Device management● Other specialized roles
CrossFunctional Teams:Ver. 2.0.0
Key Benefits● Improved speed of delivery
● Reduction in cycle times
● Increase in speed of feedback
● Improved product stability
● Risk reduction
Other Benefits
● More accurate estimates● Avoiding the “last mile”● Mainline dev puts product managers in charge● Better release planning● True agility● Expand team skillsets● Reduce the “bus factor”
In a single word...
Cross-Functional Teams = True Agility
But. Like anything else in life...
There are some
drawbacks.
● More time required for budgeting
● Distractions
● Some team members dislike working in x-functional teams
● Calculating and balancing the time needed for advisors
● Political and departmental resistance
Cross-functional teams do not work in all domains
and for all projects.
Success Factors
● Design and development of new products
● Choosing and implementing new technologies throughout an organization
● Improving the service-profit chain
● Control product costs
● Tiger teams (Emergencies)
1 IDENTIFY THE RIGHT PROJECT
● Product Management● UX● Engineering● Project Management● Development Management● Quality Assurance● Product Design● Customer Support● Technical writers● Production / Shipping
● Design● Marketing● Advertising● Product Marketing● Marketing Communications● Field Sales● Inside Sales● Sales Engineering● Professional Services● Legal● Accounting
2 ASSEMBLE THE RIGHT TEAM
● Team members must be open-minded and highly motivated to learn and teach● Team members must come from the all needed functional areas● A strong team leader with communication skills and a position of authority is needed● The team must have the authority and the accountability to accomplish the mission● Management must provide resources and support for the team, both moral and
financial● Greater level of communication across all team members is needed
3 EMPOWER THE TEAM
● Create real metrics such as estimates vs. real data● Gather real user feedback and pass on to the entire team● Improve processes for faster, better customer experience
4 MEASURE [FOR] SUCCESS
In closing...
● Cross-functional teams are product-centered
● Not all teams and projects are fit for cross-functional teams
● Communication is key for success
● True agility is the main outcome of cross-functional teams
Thank you
@gursesl
Resources● http://www.movel.co
● http://www.movel.co/events
● http://en.wikipedia.org/wiki/Cross-functional_team
● http://www.mindtools.com/pages/article/cross-functional-team.htm
● http://www.mindtools.com/pages/article/newTMM_30.htm