Politics of Agile

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The Politics of Agile by Barbara Nelson at SVPMA Monthly Event February 2008

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Politics of Agile

  1. 1. Pragmatic Marketing The Politics of Agile Barbara Nelson Pragmatic Marketing bnelson@pragmaticmarketing.com 0802 Politics is the process by which groups of people make decisions. Wikipedia To play politics is to deal with people in an opportunistic, manipulative, or devious way, as for job advancement. Dictionary.com© 1993-2008 Pragmatic Marketing, Inc. 1
  2. 2. Pragmatic Marketing Development methods Developing products is hard Feature Ideas Completed Product© 1993-2008 Pragmatic Marketing, Inc. 2
  3. 3. Pragmatic Marketing And so we create more artifacts Feature Ideas SRS TSD PRD MRD BRD DSD UDS FRS FRD xRD? Completed Product Product management begins here Product development focuses here Market Problems Completed Product© 1993-2008 Pragmatic Marketing, Inc. 3
  4. 4. Pragmatic Marketing Business Marketing Positioning Case Plan Distinctive Market Sales Customer Pricing Competence Sizing Process Acquisition Market Product Buy, Build Market Customer Research Performance or Partner Requirements Retention Market Market Operational Product Product Launch Problems Problems Metrics Portfolio Roadmap Plan Strategic Tactical Market Quantitative Product Product Program Sales Channel Analysis Analysis Strategy Planning Strategy Readiness Support Technology Win/Loss User Buyer Channel Presentations Innovation Assessment Analysis Personas Personas Training & Demos Competitive Use Success Collateral & “Special” Analysis Scenarios Stories Sales Tools Calls Release Thought White Event Milestones Leaders Papers Support Lead Competitive Answer Generation Write-Up Desk Living in an Agile World© 1993-2008 Pragmatic Marketing, Inc. 4
  5. 5. Pragmatic Marketing Establish clear roles and responsibilities Schedule Product Management Day© 1993-2008 Pragmatic Marketing, Inc. 5
  6. 6. Pragmatic Marketing Earn credibility by becoming the market expert Represent markets of customers© 1993-2008 Pragmatic Marketing, Inc. 6
  7. 7. Pragmatic Marketing Find compelling problems that people are willing to pay to solve Articulate the vision of the product: who, what, and why© 1993-2008 Pragmatic Marketing, Inc. 7
  8. 8. Pragmatic Marketing Be ready with a prioritized list of market problems at all times Protect the team© 1993-2008 Pragmatic Marketing, Inc. 8
  9. 9. Pragmatic Marketing Be the voice of market facts against a sea of emotion Listen more than you talk© 1993-2008 Pragmatic Marketing, Inc. 9
  10. 10. Pragmatic Marketing Earn the right to be the single voice of priority What is the product manager’s role? Single voice of priority IF Messenger of the market Uses facts, not opinions Leads the company to build profitable products people want to buy!© 1993-2008 Pragmatic Marketing, Inc. 10
  11. 11. Pragmatic Marketing Friends build products, enemies only build documents. How Pragmatic Marketing can help For tonight’s slides, go to: www.pragmaticmarketing.com/request Check out our seminars Call for onsite assistance Review our online resources Read our publications© 1993-2008 Pragmatic Marketing, Inc. 11
  12. 12. Pragmatic Marketing !hey software inc. Agilera, Inc. ARAMARK Corporation BancTec, Inc. CareTools, Inc. Claritas, Inc. @hand corporation Agilisys, Inc. ArborText, Inc. Banta Integrated Media Carlson Wagonlit Travel Clarus Corporation 01 Communique Laboratory, Inc. Agillion Inc. ARC International Baranof Software, Inc. Cartesia Software Class Software Solutions, Ltd. 12 Entrepreneuring, Inc. AgilQuest Arcada Software Barco Medical Imaging Systems Casco Development Classroom Connect 2Vox AgilTech, Inc. arcplan, Inc. Barco View, Inc. CASI-RUSCO Clear Communications Corp. 360Commerce, Inc. AGRIS Corp. ArcSight, Inc. Bard Cass Logistics, Inc. Clear Technology, Inc. 3Com Corp. 3eTI, Inc. About Pragmatic Marketing, Inc. 3M Health Information Systems 724 Solutions Inc. Aatrix Software, Inc. AIFP Akamai Technologies Aladdin Systems, Inc. Alamode, Inc. Alcatel Network Systems ARI Network Services Ariba Technologies, Inc. ARINC, Inc. Aristocrat Technologies, Inc. ARM Ltd. Bard Electrophysiology - C.R. Bard, Inc. Barr Systems, Inc. Barra, Inc. Basis International, Ltd. Bass, Inc. Castek Inc. Castel Catalpa Systems Catalyst International, Inc. Catalyst USA, Inc. ClearOrbit, Inc. Clearway Technologies ClientSoft, Inc. Clinical Reference Systems, Ltd. Clustra Systems, Inc. Abbasoft Technologies Alerts.com, Inc. Armature BatteryPro Systems, Inc. Cayenta Inc. CMI-Competitive Solutions, Inc. ABC Technologies Alfa Laval Inc. Arrowsight, Inc. BAV Software, Inc. CB Technologies, Inc. CMS Information Services, Inc. ABT Corporation Alias|Wavefront Arsenal Digital Solutions Bottomline Technologies, Inc. CBF Systems, Inc. CMS/Data Corp. Abvent, Inc. Alis Technologies Artemis Management Systems, Inc. Bowne Internet Solutions CBT Systems CNT Acadio Corp. Allaire Corp. Artesia Technologies, Inc. Bradmark Technologies CCC Information Services, Inc. CODA, Inc. Access 360 Experts in technology product management Accelerated Technology, Inc. AccountMate Software Corp. ACCPAC International Manager ALLDATA LLC Allegis Corporation Allen Systems Group Allenbrook, Inc. Arthur Andersen ARTISTdirect, Inc. Ascend Communications, Inc. Ascension Technology Corporation Brainbench, Inc. Brainium.com Brickstream Corporation BridgePoint Inc. CCH Incorporated CCI/Triad CD Group, Inc. CDA/Investnet Cofiniti, Inc. Cogit Corp. Cohera Corporation Coherent Communications Systems C Accruent, Inc. Alliance Data Systems Ascential Software Bridgeway Corp. CDC Solutions Cole-Somers, Inc. AccuWeather, Inc. Ace* Comm and product marketing Acer Internet Services, Inc. Achieve Healthcare Information Systems ALLTEL Information Services, Inc. Alogent Corp. Alpha Software Corporation AlphaBlox Corporation, Inc. Asera Inc. ASI Aspect Development, Inc. Aspen Technology, Inc. Bridgeway Software Inc. Brightmail, Inc. Brightspark Ventures, L.P. Brightware, Inc. CDNOW, INC. Cedara Software Corp. Centerline Software, Inc. Centra Software, Inc. Colorado Memory Systems CoManage Corporation Comdisco Professional Services Commerce One ACI Alta Vista Assentive Solutions Brio Technology Central Design Systems, Inc. Commerce.TV ACOM Solutions, Inc. Altamar Networks Assessment.com Bristol Technology, Inc. Centrata.com CommercialWare, Inc. Acres Gaming Incorporated Altaworks Corporation Asset Intertech Broadband Services, Inc. Centrax Commerx, Inc. Acroprint Time Recorder Company Altris Software, Inc. Astea, Inc. BroadJump, Inc. Centric Software, Inc. CommVault Systems ACS Software, Inc. Alventive, Inc. Astrum Software Corporation Broadway & Seymour, Inc. Century Associates Compaq Computer Corp. ActionPoint, Inc. ActionWare ActivCard, Inc. Activerse Inc. Specialize in training and consulting AMCI Amdahl Corp. Amdocs Limited American Arium Atex Media Solutions, Inc. Athene Software, Inc. ATIO Corp. Atlas DMT Brock International, Inc. Brodart Automation Brooks Automation, Inc. Brooks-PRI Automation Cerent Corporation Ceridian Ceridian Benefit Services Ceridian Canada Ltd. Competitive Automation, Inc. CompInfo, Inc. Comprehensive Software Systems, Inc Compucare ActiveState Corp. American Fundware, Inc. Atomica Corporation Brooktrout Technology, Inc. Ceridian Corporation Compulink Management Center, Inc. Acucobol American International Facsimile Prods. Atraxis North America, Inc. BTI Ceridian Performance Partners Computer Associates Acuity Corporation American Internet Corp. Atreus Systems Corporation Business Engine Software Ceridian TesserAct HRMS Solutions, Inc. Computer Dimensions, Inc. Acumation, Inc. American Software, Inc. Attachmate Corporation Business Objects, Inc. Cerner Corp. Computer I/O Corp. Acxiom Corporation Ameritech Library Services AtWork Technologies, Inc. Business Resource Software Certicom Corp. Computer Information Services Since 1993, we have trained over 45,000 Ad OPT Technologies, Inc. Ameritrade Augeo Software Business Software, Inc. Cerulean Technology Computer Mail Services, Inc. adam.com Amicus, Inc. Aumtech Buystream Inc. CES International Computer Network Technology Corp. Adaptec, Inc. Amplitude Software Corp. Aurigin Systems, Inc. Buzzeo, Inc. CEYONIQ, Inc. Computer Sciences Corp. Adaptive Media AMR Research Aurum Software, Inc. C-Mold CFD Research Corp. Computerm Corp. Adaptive Micro Systems, Inc. Amtec Engineering, Inc. Authentica, Inc. Cable & Wireless CFI ProServices, Inc. Computerprep Adaptivity, Inc. Adexa, Inc. Adobe Systems, Inc. ADP people at thousands of companies Amteva Technologies Analytical Graphics, Inc. Ancestry.com Andale, Inc. Authoria, Inc. Auto-Soft Corp. Autodesk, Inc. Automation Technology, Inc. Cabletron Systems, Inc. Cadence Design Systems, Inc. CADKEY Corporation Caere Corp. CHAMPS Software, Inc. Chancery Software, Ltd. Chang Consulting Changepoint Corp. Computing Information Services CompuTrac, Inc. Computron Software, Inc. Compuware Corporation ADP - CSG Andersen AutoSimulations Calcomp ChannelPoint, Inc. COMSAT Mobile Communications ADP Canada Andersen Consulting AutoSite Caldera Systems, Inc. ChannelWave Comsearch ADP Claims Solutions Group Andromedia, Inc. AutoTester, Inc. Calico Commerce Inc. Check Point Software Comshare, Inc. ADP Dealer Services Annuncio Software Availant Calico Technology, Inc. CheckFree Corporation Comstock Systems Corporation ADP Parts Services Anritsu Company AvantGo, Inc. CallWare Technologies, Inc. CheckFree Investment Services Comuniq Inc. ADP Securities Industry Software AnswerSoft, Inc. Avaya, Inc. Camelot-IS2 Checkpoint Software Comverse Network Systems ADP-Hollander AOL Mobile Aventail Corporation CAMM, Inc. Chela Financial, Inc. Concentrex ADP/Stockval APAC Customer Services, Inc. Avenue A, Inc. Campbell Services, Inc. Chemical Abstracts Service Concept Five Technologies ADS Associates, Inc. Aperture Technologies, Inc. Aveo, Inc. Campus Management Corp. Cheyenne Software Conceptual Systems Advanced Data Systems Apollo Group, Inc. Avery Dennison Canadian Technology Network Chilliware, Inc. Conceptware AG Advanced Solutions International, Inc. Appfluent Technology Avesta Technologies, Inc. Candle Corporation Chingari, Inc. Concerto Software, Inc. Advanced Visual Systems, Inc. Apple Computer, Inc. Avolent Canon Computer Systems, Inc. Chrome Systems Concord Communications AdvanceMed Applied Automation Techniques, Inc. AVT Corp. Canon Information Systems Chrystal Software, Inc. Concur Technologies, Inc. Advantage kbs, Inc. Applied Biosystems Award Software International, Inc. Canto Software, Inc. Cigital Conexant Advent Software, Inc. Applied Digital Access, Inc. Axent Technologies, Inc. Capital Access International CIMLINC, Inc. Connect, Inc. AdventNet, Inc. Applied Systems Intelligence, Inc. Axiohm Transaction Solutions Capital Stream, Inc. Cincinnati Bell Information Systems, Inc. Connected Corporation Advisor Technology Services Applied Visions, Inc. Axis Communications CAPS Logistics, Inc. Cincom Systems, Inc. ConnectSouth Communications, Inc. Aegis Industrial Software Applied Voice Technology, Inc. AXIS Computer Systems, Inc. Capsoft Development Corp. Cipher Systems, Ltd. ConneXt, Inc. AEgis Technologies Group, Inc. Apply Technology Axon Instruments, Inc. Capstan Systems Inc. Cirris Systems Corp. Consilient, Inc. Aether Systems, Inc. APPRO Systems, Inc. Azron, Inc. Captaris, Inc. Cisco Systems Consilium, Inc. Affinnova, Inc. apps4biz, Inc. B&L Associates, Inc. Captiva Software Corporation Citadon Inc. Consist International, Inc. AFS AppWorx B2eMarkets, Inc. Cardiff Software CITATION Computer Systems, Inc. Constellar Corp. agentGO Apricorn, Inc. Baan Company Cardinal Health, Inc. Citrix Systems, Inc. Consul National de Recherches Canad Agile Software Corporation Aprisma Management Technologies BackWeb Technologies, Inc. Care Insite CJDS Consul Risk Management B.V. Agilent Technologies APTEX Baker Hill Corporation Career Builder, Inc. CLAM Associates Consul Risk Management, Inc. Aqueduct Software, Inc. Baltimore Technologies CareScience, Inc. Clarify, Inc. Content Technologies, Inc. Pragmatic Marketing Framework ® Business Marketing Positioning Case Plan Distinctive Market Sales Customer Pricing A market-driven Competence Sizing Process Acquisition model for managing Market Product Buy, Build Market Customer Research Performance or Partner Requirements Retention and marketing technology products Market Operational Product Product Launch Problems Metrics Portfolio Roadmap Plan Strategic Tactical Market Quantitative Product Product Program Sales Channel Analysis Analysis Strategy Planning Strategy Readiness Support Technology Win/Loss User Buyer Channel Presentations Innovation Assessment Analysis Personas Personas Training & Demos Competitive Use Success Collateral & “Special” Analysis Scenarios Stories Sales Tools Calls Release Thought White Event Milestones Leaders Papers Support Lead Competitive Answer Generation Write-Up Desk© 1993-2008 Pragmatic Marketing, Inc. 12

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