2/18/14 copyright quazarconsulting.com. understand the role of the product owner understand the...
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2/18/14 copyright Quazarconsulting.com
February 18th, 2014
Proper Product Management in
an Agile Development Environment
Understand the role of the Product Owner Understand the role of the Product Manager Compare and contrast the two Recommendations
Objectives
2/18/14 copyright Quazarconsulting.com
Why is this important?
Project Managers need to understand the capabilities of various roles in order to staff projects appropriately
Confusion about the roles of Product Owner and Product Manager
Companies often have a Product Manager fill the role of the Product Owner, thinking they’re the same thing.
Unrealistic expectations lead to failure.
2/18/14 copyright Quazarconsulting.com
Qualifications / History
Product Management – 15 years Product Owner – 7 years Formal training
◦ “Product Launch Essential”, Pragmatic Marketing◦ Certified Scrum Product Owner, Scrum Alliance◦ “Living in an Agile World”, Pragmatic Marketing◦ ITIL Foundation qualification◦ “Practical Product Management”, Pragmatic
Marketing
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Product Owner
Scrum / Agile
Source: http://www.scrumalliance.org/why-scrum
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Scrum
Source: https://www.cprime.com/resources/what-is-agile-what-is-scrum/
2/18/14 copyright Quazarconsulting.com
Scrum
Source: https://www.cprime.com/resources/what-is-agile-what-is-scrum/
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Scrum
Source: https://www.cprime.com/resources/what-is-agile-what-is-scrum/
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Scrum
Source: https://www.cprime.com/resources/what-is-agile-what-is-scrum/
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Product Owner Roles
Vision setter Requirements definer Business leader Stakeholder manager User representative
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Product Owner Activities
Understand business case Define/manage Product
Backlog – user stories, acceptance criteria
Sprint planning meeting Daily scrum meetings
(standups) Sprint review Sprint retrospective
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Product Owner Skills
Availability Communications Market awareness Technical competence
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Product Manager
Pragmatic Marketing Framework
Source: http://www.pragmaticmarketing.com/about-us/framework2/18/14 copyright Quazarconsulting.com
Product Management Life Cycle Model
Source: http://www.sequentlearning.com/pm-model.php2/18/14 copyright Quazarconsulting.com
Product Manager
Sales
Marketing
Operations
Customer Service
Technical Support
Executive Management
Industry Analysts /
Press
Customers
Business within a Business
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Product Manager Roles
Vision setter Product definer Evangelist Product expert Market expert Translator
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Product Manager Activities
Product definition Product positioning Pricing Profitability Vendor management Feature Request management Competitive analysis Market analysis Evangelism
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Product Manager Skills
Research Communication Persuasion Technical Business
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Comparison
Comparison – Key Responsibilities
Vision
Requirements
Represent user
Stakeholders
Acceptance criteria
Product Owner
2/18/14 copyright Quazarconsulting.com
Comparison – Key Responsibilities
Vision
Requirements
Represent user
Stakeholders
Acceptance criteria
EvangelismMarket problems
Competitive analysis
Pricing
Channel
Launch
Promotion
Product Owner
Product Manager
Personas
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
The D.N.A. Solutions™
Challenge RecommendationThe role of Product Manager is not clearly defined nor understood by the other departments
Articulate roles and responsibilities, educate other departments
The Product Manager is often assumed to be the one to take the Product Owner role
Consider other individuals as Product Owner
The Product Manager role is very broad Consider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager)
Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager)
Set defined windows of opportunity – time management is critical.
Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager
Do not make the Product people play the role of the Project people
2/18/14 copyright Quazarconsulting.com
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