www.mironov.com2
The Agile Product Manager /
Product Owner Dilemma
Rich Mironov
18 January 2012
www.mironov.com3
About Rich Mironov
 Veteran product manager/exec/strategist
 Business models, pricing, agile
 Organizi...
www.mironov.com4
4
Agenda
 What does a product manager do?
 Agile overview
 Agile and product managers/owners
 Conclus...
www.mironov.com5
Disjoint Communities
Product
Managers
Agile Community
Still nearly empty,
very lonely
www.mironov.com6
What Does a Product Manager Do?
 For commercial / revenue software…
 PM drives delivery and market acce...
www.mironov.com7
Development
Mktg &
Sales
Executives
Product
Management
What Does a Product Manager Do?
market information...
www.mironov.com8
Product Management
Planning Horizons
Daily
Sprint
Strategy
Portfolio
Product
Release
Exec
PM
Dev
Team
2 w...
www.mironov.com9
The ideal candidate
for a tough job…
www.mironov.com10
Pragmatic Marketing® Framework
Pricing
Buy, Build
or Partner
Business
Plan
Product
Profitability
Win/Los...
www.mironov.com11
Nature of PM Role
 No natural sequence for PM
 Must work all aspects in parallel
 Entire planning oni...
www.mironov.com12
12
Agenda
 What does a product manager do?
 Agile overview
 Agile and product managers/owners
 Concl...
www.mironov.com13
What is Agile?
 Umbrella term for various software project
management and engineering practices
 Itera...
www.mironov.com14
Agile is an Umbrella
Scrum
Extreme
Programming
(XP)
Agile Project
Management
Framework
(APM)
Crystal
Met...
www.mironov.com15
Discussions about Agile…
 Part philosophy and religion
 Part process, tools, techniques, methods
 Par...
www.mironov.com16
Why Not Waterfall?
Waterfall projects
rarely deliver
according to plan
Requirements
and estimates
Coding...
www.mironov.com17
Fixed Vs. Variable
Fixed
Estimated
Requirements
TimeResources
Time
Features
Plan
Driven
Value
Driven
The...
www.mironov.com18
Agile’s Inner Loop
(Development)
After: Mike Cohn
www.mironov.com19
Agile’s Strategic Outer Loop
(PM)
•Markets
•Customers
•Biz Models
•Strategy
•Portfolios
•Funding
•Custom...
www.mironov.com20
Agenda
 What does a product manager do?
 Agile overview
 Agile and product managers/owners
 Conclusi...
www.mironov.com21
Product Owner, Product Manager
 Most agilists think about “product owners”
 Formal part of agile team
...
www.mironov.com22
Product Owner’s Calendar
Borrowed from Catherine Connor, Rally
www.mironov.com23
Development
Marketing/Sales
Customers
Executives
product
owner
“small p” product owner
priorities, requi...
www.mironov.com24
•Pricing
•Buy, Build
or Partner
•Business
Plan
•Product
Profitability
•Win/Loss
Analysis
•Distinctive
Co...
www.mironov.com25
Product Manager Failure Modes
Solo Product Manager fails the agile team if…
 Part-timer, not engaged wi...
www.mironov.com26
Product Owner Failure Modes
Solo Product Owner fails the market if…
 Weak on market realities
 Pricing...
www.mironov.com27
PO/PM Organizational Map
GM - VP PM - VP Eng/CTO
product owners
Product
Management
Organization
more tec...
www.mironov.com28
Agenda
 What does a product manager do?
 Agile overview
 Agile and product managers/owners
 Conclusi...
www.mironov.com29
Conclusions
 Product management bridges
engineering, markets and
strategic planning
 Agile’s focus is ...
www.mironov.com30
Contact Information
+1-650-315-7394
rich@mironov.com
www.mironov.com
@RichMironov
www.linkedin.com/in/ri...
www.mironov.com31
Agile (Scrum) Model
Plan out 1-4
weeks work
Improve
process
Review
product
Create
product
needs
Meet
dai...
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20120118 The Agile Product Manager - Product Owner Dilemma, Rich Mironov

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20120118 The Agile Product Manager - Product Owner Dilemma, Rich Mironov

  1. 1. www.mironov.com2 The Agile Product Manager / Product Owner Dilemma Rich Mironov 18 January 2012
  2. 2. www.mironov.com3 About Rich Mironov  Veteran product manager/exec/strategist  Business models, pricing, agile  Organizing product organizations  “What do customers want?”  5 startups, including as CEO/founder  Author of “The Art of Product Management” and Product Bytes blog  Founded Product Camp, chaired first product stage at annual Agile conference
  3. 3. www.mironov.com4 4 Agenda  What does a product manager do?  Agile overview  Agile and product managers/owners  Conclusions
  4. 4. www.mironov.com5 Disjoint Communities Product Managers Agile Community Still nearly empty, very lonely
  5. 5. www.mironov.com6 What Does a Product Manager Do?  For commercial / revenue software…  PM drives delivery and market acceptance of whole products  PM targets market segments, not individual customers  For strategic internal development…  PM resolves competing priorities  PM drives acceptance and adoption
  6. 6. www.mironov.com7 Development Mktg & Sales Executives Product Management What Does a Product Manager Do? market information, priorities, requirements, roadmaps, MRDs, personas, user stories… software strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Segmentation, messages, benefits/features, pricing, qualification, demos… Markets & Customers
  7. 7. www.mironov.com8 Product Management Planning Horizons Daily Sprint Strategy Portfolio Product Release Exec PM Dev Team 2 wk 2-9 months many months years many years
  8. 8. www.mironov.com9 The ideal candidate for a tough job…
  9. 9. www.mironov.com10 Pragmatic Marketing® Framework Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competence Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Innovation Competitive Landscape Technology Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Require- ments Status Dashboard Product Roadmap Presentations & Demos Event Support “Special” Calls Channel Support Channel Training Sales Process Collateral Sales Tools BusinessMarket ProgramsPlanningStrategy SupportReadinessBusinessMarket ProgramsPlanningStrategy SupportReadiness Dir, Prod Strategy Prod Mktg Mgr Tech Prod Mgr © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
  10. 10. www.mironov.com11 Nature of PM Role  No natural sequence for PM  Must work all aspects in parallel  Entire planning onion  Intensely interrupt-driven  Bottoms-up shapes top-down, top-down shapes bottoms-up  Product Management must provide strategy, judgment and integration as well as execution
  11. 11. www.mironov.com12 12 Agenda  What does a product manager do?  Agile overview  Agile and product managers/owners  Conclusions
  12. 12. www.mironov.com13 What is Agile?  Umbrella term for various software project management and engineering practices  Iterative and collaborative  More frequent delivery of smaller increments  Building quality in, not adding it at the end  Goal of potentially shippable at every iteration  Active user involvement (or customer proxy)  Self-managing teams  Incremental process improvements
  13. 13. www.mironov.com14 Agile is an Umbrella Scrum Extreme Programming (XP) Agile Project Management Framework (APM) Crystal Methods Dynamic Systems Development Model (DSDM) Rational Unified Process (RUP) Feature Driven Development (FDD) Lean Development Rapid Application Development (RAD) Agile Methods Test Driven Development (TDD)
  14. 14. www.mironov.com15 Discussions about Agile…  Part philosophy and religion  Part process, tools, techniques, methods  Part organizational design
  15. 15. www.mironov.com16 Why Not Waterfall? Waterfall projects rarely deliver according to plan Requirements and estimates Coding and unit test System integration & QA Operation and maintenance Design
  16. 16. www.mironov.com17 Fixed Vs. Variable Fixed Estimated Requirements TimeResources Time Features Plan Driven Value Driven The Plan creates cost/schedule estimates Release themes and feature intent drive estimates Waterfall Agile Resources
  17. 17. www.mironov.com18 Agile’s Inner Loop (Development) After: Mike Cohn
  18. 18. www.mironov.com19 Agile’s Strategic Outer Loop (PM) •Markets •Customers •Biz Models •Strategy •Portfolios •Funding •Customers •Sales •Marketing •Support •Upgrades •EOL/EOS
  19. 19. www.mironov.com20 Agenda  What does a product manager do?  Agile overview  Agile and product managers/owners  Conclusions
  20. 20. www.mironov.com21 Product Owner, Product Manager  Most agilists think about “product owners”  Formal part of agile team  Needs to be physically present  Driving user stories and sub-iteration decisions  Showcases are primary method of customer input  Most product managers are not agilists  Majority of work to deliver products (revenue) happens outside Engineering  Interacts with markets directly, not filtered through Sales or Marketing  Servicing multiple inbound and outbound queues
  21. 21. www.mironov.com22 Product Owner’s Calendar Borrowed from Catherine Connor, Rally
  22. 22. www.mironov.com23 Development Marketing/Sales Customers Executives product owner “small p” product owner priorities, requirements, personas, user stories… software
  23. 23. www.mironov.com24 •Pricing •Buy, Build or Partner •Business Plan •Product Profitability •Win/Loss Analysis •Distinctive Competence •Market Problems •Marketing Plan •Customer Acquisition •Customer Retention •Program Effectiveness •Buying Process •Buyer Personas •User Personas •Positioning •Product Portfolio •Market Definition •Distribution Strategy •Innovation •Competitive Landscape •Technology Assessment •Lead Generation •Thought Leadership •Referrals & References •Launch Plan •Use Scenarios •Require ments •Status Dashboard •Product Roadmap •Presentation s & Demos •Event Support •“Special” Calls •Channel Support •Channel Training •Sales Process •Collateral •Sales Tools •Busines s •Market •Programs •Plannin g •Strategy •Support •Readines s •Busines s •Market •Programs •Plannin g •Strategy •Support •Readines s Adapted Pragmatic Marketing® Framework product owner
  24. 24. www.mironov.com25 Product Manager Failure Modes Solo Product Manager fails the agile team if…  Part-timer, not engaged with team  Lack of detail on stories  Stale backlog  Handwaving and bluster  Best of intentions, but pulled in too many directions  “Build what I meant”
  25. 25. www.mironov.com26 Product Owner Failure Modes Solo Product Owner fails the market if…  Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competitive dynamics  Missing from outbound teams: Marketing, Sales, Support  Trades off company-wide strategy for product features  Confuses showcase customers with broader market
  26. 26. www.mironov.com27 PO/PM Organizational Map GM - VP PM - VP Eng/CTO product owners Product Management Organization more technicalmore market-focused
  27. 27. www.mironov.com28 Agenda  What does a product manager do?  Agile overview  Agile and product managers/owners  Conclusions
  28. 28. www.mironov.com29 Conclusions  Product management bridges engineering, markets and strategic planning  Agile’s focus is on improving development processes  Success requires strongly technical but market-oriented product managers  …who mentor product owners
  29. 29. www.mironov.com30 Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov
  30. 30. www.mironov.com31 Agile (Scrum) Model Plan out 1-4 weeks work Improve process Review product Create product needs Meet daily Strategic planning After: Gabrielle Benefield

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