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?

1. ProductCamp
2012
Keeping your Product Management
Sanity when moving to Agile
John Milburn jmilburn@pragmaticmarketing.com
www.productcamptoronto.wordpress.com

2. Business Marketing
Positioning
Plan Plan
Market
Market Market Buying Customer
Pricing
Problems
Problems Definition Process Acquisition
Win/Loss Distribution Buy, Build Buyer Customer
Analysis Strategy or Partner Personas Retention
Distinctive Product Product User Program
Competence Portfolio Profitability Personas Effectiveness
Strategic
Tactical
Tactical
Market Strategy Business Planning Programs Readiness Support
Competitive Product Launch Sales Presentations
Innovation Requirements
Landscape Roadmap Plan Process & Demos
Technology Use Thought “Special”
Collateral
Assessment Scenarios Leadership Calls
Status Lead Sales Event
Dashboard Generation Tools Support
Referrals & Channel Channel
References Training Support
Pragmatic Marketing Framework™
2

3. Business Marketing
Positioning
Plan Plan
Market Market Buying Customer
Pricing
Problems Definition Process Acquisition
Win/Loss Distribution Buy, Build Buyer Customer
Analysis Strategy or Partner Personas Retention
Distinctive Product Product User Program
Competence Portfolio Profitability Personas Effectiveness
Strategic
Tactical
Tactical
Market Strategy Business Planning Programs Readiness Support
Competitive Product Launch Sales Presentations
Innovation Requirements
Landscape Roadmap Plan Process & Demos
Technology UI Design? User Stories? Use Thought “Special”
Collateral
Assessment Scenarios Leadership Calls
User Status Lead Sales Event
Use Cases?
Acceptance? Dashboard Generation Tools Support
Functional Always Iteration Referrals & Channel Channel
Design? Available? Planning References Training Support
Pragmatic Marketing Framework™
3

4. Working software is the measure of the team’s
progress
It doesn’t mean “no documentation”
“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”
4

5. Requirements –> User Stories
MRD / MRT / PRD –> Backlog(s)
Hours/Days/Weeks –> Velocity
Status Meetings –> Standups / Scrums
Project Plans –> Burnups, Burndowns
PM / Designer –> PM / PO / Designer
Release Milestones –> Sprints / Iterations
5

6. Greater flexibility to deal with change
We know earlier when we are in trouble
We have a greater sense of accomplishment
Greater Product Management –Development TRUST
6

7. Product Mgt is Accountable for Market Requirements
Writing
Grouping
Prioritizing
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
7

8. Market Problems define the product
We still must balance Scope vs. Time vs. Money
We need to release something
We need to make money
People are involved
8

9. Waterfall Planning 9
Marketing Launch
Plan Plan
Design
Spec
Product Business
Roadmap Plan Requirements LAUNCH
Project System
Build / Test Test
Plan
Business Start Release
Gate Gate Gate
Master Requirements List
Goals / Themes
Market Requirements Document
Market Requirements Table

10. Waterfall Planning - Accountability 10
-- Product Manager
-- Development
-- Product Marketing Manager Marketing Launch
Plan Plan
Design
Spec
Product Business
Roadmap Plan Requirements LAUNCH
Project System
Build / Test Test
Plan
Business Start Release
Gate Gate Gate
Master Requirements List
Goals / Themes
Market Requirements Document
Market Requirements Table

11. Agile Planning 11
Marketing Launch
Plan Plan
Arch /Design
User Stories
Burnups /
Product Business Burndwns
Roadmap Plan
LAUNCH
Overall Project
Sprint Sprint System
Plan Build(s)
Plan(s) Test(s) Test
Business Start Release
Gate Gate(s) Demo(s) Gate
Product Backlog
Release Backlog
Sprint Backlogs

12. Agile Planning - Accountability 12
-- Product Manager
-- Product Owner
-- Development
-- Product Marketing Manager
Marketing Launch
Plan Plan
Arch /Design
User Stories
Burnups /
Burndwns
Product Business
Roadmap Plan
LAUNCH
Overall Project
Sprint Sprint System
Plan Build(s)
Plan(s) Test(s) Test
Business Start Release
Gate Gate(s) Demo(s) Gate
Product Backlog
Release Backlog
Sprint Backlogs

13. Understaffing
Waterfall management with Agile development
Still must build trust
Distributed teams make it harder
We must make time to communicate
13

14. Thanks !
jmilburn@pragmaticmarketing.com