7. Covering Strategy & Execution"
S Investment
Categories
T
5" 30"
R
A
T
“Initiatives” $! F
25"
E 40"
E
E
G D
Y
“Features” $" B
E
A
X C
E K
C
U User Story
T! Hierarchy
I
O
N! Tasks
8. Product Manager Role"
The Product Manager the glue between strategy and execution"
“Building the Right Thing”!
" Product vision and roadmap "
" Customer visits"
" Market trends"
" Competitive intel"
" Customer development / Lean Startup"
" Business cases"
" Build, buy, partner decisions"
" Define features for target market"
" Product “face” to execs, sales, marketing, industry analysts"
" Pricing and packaging "
" Sales and channel enablement"
" Support sales customer calls"
" Create sales tools (demo script, FAQ, ..)"
"
9. Product Owner Role"
The Product Owner is formally part of the development team"
"
" Available to the team" “Building it Right”!
" Daily involvement with team (“daily standups”)"
" Represents the “voice of the customer” to the team"
" Attend engineering meetings (retrospectives, planning,..)"
" Writes user stories (with acceptance criteria)"
" Prioritize user stories "
" Schedule user stories to deliver features"
" Accept user stories"
" Triage defects"
" Performs frequent user validations (“sprint demos”)"
10. Finding the Right Pair"
" Product Manager: external to the Team"
" Product Owner: internal to the Team"
" Obsessive collaboration"
11. Critical Product Manager Skills"
" Available to sales & customers"
" Good communication skills with execs, sales &
customers"
" Good presentation skills"
" “Business” mentality"
" “Big picture”"
" Chunk initiatives into features"
" Focus on customer value"
" Make decisions"
" Delay decisions"
12. Critical Product Owner Skills"
" Must be physically present with the Dev team"
" Good communication skills with developers"
" “Tester” mentality (acceptance criteria)"
" Detail-oriented"
" Timeliness at validating completed stories"
" Empathize with customer needs"
" Chunk features into stories"
"
" Focus on customer value"
" Make decisions"
" Delay decisions"
14. Choke the PM Throat"
" Product misses the mark in target market"
" Product is too expensive to sell"
" Product has no differentiating features"
" Features provide limited value"
15. Choke the PO Throat"
" Poor product usability"
" Buggy product"
" Constant delays in feature delivery"
" Team making many assumptions"
17. Asking One Person to Do It All"
Product Manager ! Product Owner!
Availability: to non-Dev stakeholders (sales, Availability: to the team"
customers, partners, execs)" Must be physically present with the Dev Team"
Communication outside the Dev team" Communication inside the Dev Team"
Focus: yearly, quarterly, monthly" Focus: monthly, weekly, daily"
Track market and technology trends" Feature-level competitive research"
Promote the “product” internally and externally" Represent “voice of customer” to Dev Team"
Identify market needs & events" Identify blocking issues"
Define pricing and packaging" Coordinates engineering documentation"
Sales and channel enablement" Demos sprint progress"
Define product vision" Prioritize weekly backlog"
Define product roadmap" Attend iteration planning"
Identify features & benefits" Write stories (with acceptance criteria)"
Accept stories"
18. With Only One Person"
" Focus on Product Owner role"
– Impact: forego differentiating features"
" Focus on Product Manager role"
– Impact: undermining agile development "
19. More on the PO/PM Topic…"
" Google “Product Manager vs. Product Owner”"
" “How Product Management must change to
enable the agile enterprise” – Catherine Connor"
" Dean Leffingwell’s
Agile Software Requirements"
" Rich Mironov’s
Agile Product Manager Dilemma"
