How to keep your Product Management sanity and perspective: John Milburn (Pragmatic Marketing)
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How to keep your Product Management sanity and perspective: John Milburn (Pragmatic Marketing)

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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?

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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  • 1. ProductCamp 2012Keeping your Product ManagementSanity when moving to AgileJohn 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 EffectivenessStrategic 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 EffectivenessStrategic 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’sprogress 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 theteam It doesn’t mean “no QA” 4
  • 5. Requirements –> User StoriesMRD / MRT / PRD –> Backlog(s)Hours/Days/Weeks –> VelocityStatus Meetings –> Standups / ScrumsProject Plans –> Burnups, BurndownsPM / Designer –> PM / PO / DesignerRelease Milestones –> Sprints / Iterations 5
  • 6. Greater flexibility to deal with changeWe know earlier when we are in troubleWe have a greater sense of accomplishmentGreater Product Management –Development TRUST 6
  • 7. Product Mgt is Accountable for Market Requirements Writing Grouping PrioritizingIt is impossible to prioritize 100’s of requirementsPrioritization is based on VALUE to the MarketPM owns the WHAT, Dev owns the HOW 7
  • 8. Market Problems define the productWe still must balance Scope vs. Time vs. MoneyWe need to release somethingWe need to make moneyPeople are involved 8
  • 9. Waterfall Planning 9 Marketing Launch Plan Plan Design SpecProduct BusinessRoadmap Plan Requirements LAUNCH Project System Build / Test Test Plan Business Start Release Gate Gate GateMaster 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 SpecProduct BusinessRoadmap Plan Requirements LAUNCH Project System Build / Test Test Plan Business Start Release Gate Gate GateMaster 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 BurndwnsRoadmap Plan LAUNCH Overall Project Sprint Sprint System Plan Build(s) Plan(s) Test(s) Test Business Start Release Gate Gate(s) Demo(s) GateProduct 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 / BurndwnsProduct BusinessRoadmap Plan LAUNCH Overall Project Sprint Sprint System Plan Build(s) Plan(s) Test(s) Test Business Start Release Gate Gate(s) Demo(s) GateProduct Backlog Release Backlog Sprint Backlogs
  • 13. UnderstaffingWaterfall management with Agile developmentStill must build trustDistributed teams make it harderWe must make time to communicate 13
  • 14. Thanks !jmilburn@pragmaticmarketing.com