Agile development has changed the face of Product Management and introduced the new role of Product Owner. In its recent “Challenges in Product Management” study, the 280 Group found that 70% of companies doing Agile indicated that their Product Managers are also Product Owners. As such it’s critical that you understand the roles and how it will impact your current position and career future. Join us for this webinar where we’ll clarify the difference in the roles and responsibilities, provide tips and strategies for working more effectively with Agile teams no matter what your role is and help you build a plan for developing the skills and knowledge you need to be an Agile superstar and Product Leader. Join Brian Lawley, CEO and Founder of the 280 Group, the world’s leading Product Management and Product Marketing consulting and training firm, for this webinar. Brian is a Certified Product Manager, Certified Product Marketing Manager and an Agile Certified Product Manager. He is the author of five bestselling Product Management books, former President of the Silicon Valley Product Management Association and is the recipient of the AIPMM Excellence in Product Management Thought Leadership Award.

1. © 2016 280 Group LLC. 1
AIPMM Webinar Series
Product Management and Product Ownership:
How to Succeed with AgileTeams

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During the Webinar
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

4. © 2016 280 Group LLC. 4
Product Management Body Of
Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

5. © 2016 280 Group LLC. 5
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

6. © 2016 280 Group LLC. 6
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

7. © 2016 280 Group LLC. 7
Brian Lawley
CEO & Founder, 280 Group, LLC
Our Speaker

8. © 2016 280 Group LLC. 8
About The PM Challenges Survey…
Download the report: go.280group.com/challenges-aipmm
Download your copy at:
go.280group.com/challenges-aipmm

9. © 2016 280 Group LLC. 9
• About the 280 Group
• About Agile
• Product Manager vs. Product Owner
• Tips and Strategies for Working More
Effectively
• Building a Plan to Become an Agile
Superstar and Product Leader
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

10. © 2016 280 Group LLC. 10
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
Download the report: go.280group.com/challenges-aipmm

11. © 2016 280 Group LLC. 11
Product Management Maturity Scale
Download the report: go.280group.com/challenges-aipmm

12. © 2016 280 Group LLC. 12
280 Group Optimal Product Process™
Download the report: go.280group.com/challenges-aipmm
Approval to fund
business planning
Approval to fund
development
Product ready
for field testing
Product and
organization ready
On-going
marketing ready
New version or
retire completely
Marketing Plan End of Life PlanLaunch Plan
Beta Plan
Market Strategy Document
Roadmap Document
Product Description Document
Market Needs Document
Business Case Document
PM + Engineering (Agile,Hybrid,Waterfall)
PlanConceive Qualify
Run Beta/Pilot
program
Finish launch
plan
Release product,
gather feedback
Finish marketing
plan
Discover
opportunities
Develop Launch Maximize
Validate product/
market fit
Create roadmap
and strategy
Finish business
plans
Solidify
develop plans
Finish beta plan Support sales
Communicate
EOL
Retire
Plan sunset
or replacement
Perform
post mortem
Deliver final
documents
Plan EOL and
next release
Develop preliminary
documents
Perform post
mortem
Test messaging
and positioning
Final
feature list
Run/monitor
marketing
Phases and
Activities
Exit Criteria
Marketing
Product
Product
Management
EXECUTIONSTRATEGY
The OPP framework is completely customizable and
flexible, making it easily adopted by any company
regardless of size, maturity, or development methodology.
Development – Agile, Hybrid,Waterfall
Documentation – None, Lightweight, Formal
Maturity – Startup, Small/Medium, Enterprise
Optimal Product Process™
(OPP)
Optimal Product Process Methodology © 280 Group, 2011-2014
Source: Conceive to Retire from AIPMM Product Management Body of Knowledge®
(ProdBOK®
)
Optimizing Product Management™

13. © 2016 280 Group LLC. 13
• Assessments & Custom Optimization Plans
• Consulting & Contractors
• Training
• Coaching
• Certifications
• Templates
• Recruiting
Comprehensive Solutions for Organizations
Download the report: go.280group.com/challenges-aipmm

14. © 2016 280 Group LLC. 14
• Training
• Certifications
• Templates
• Books
• Coaching
Individuals: Solutions for Every Career Phase
Download the report: go.280group.com/challenges-aipmm

15. © 2016 280 Group LLC. 15
• Two day foundation course
• Based on best-selling book
• Agile Certified Product Manager and Product
Owner exam
• Covers:
– All Certified Product Owner content
– Business Strategy
– Agile Product Management
– Agile methodologies: Scrum, XP, Kanban – and Hybrid
– Influencing and inspiring Agile teams
Agile Product Management and Product Ownership Excellence

16. © 2016 280 Group LLC. 16
• About the 280 Group
• About Agile
• Product Manager vs. Product Owner
• Tips and Strategies for Working
More Effectively
• Building a Plan to Become an Agile
Superstar and Product Leader
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

17. © 2016 280 Group LLC. 17
Gate Gate Gate Gate Gate Gate
• Development method
• Many shorter development cycles
• Less documentation
• Several types: Scrum, XP, Lean, Kanban
Agile Product Process
Source: Conceive to Retire from AIPMM Product Management Body of Knowledge® (ProdBOK®)

18. © 2016 280 Group LLC. 18
• About the 280 Group
• About Agile
• Product Manager vs. Product Owner
• Tips and Strategies for Working More
Effectively
• Building a Plan to Become an Agile
Superstar and Product Leader
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

19. © 2016 280 Group LLC. 19
• Market expert
– Customer and market research
– Identifies customer needs
– Voice of the customer
• Strategy
– Owns vision and roadmap
– Portfolio management
– Manages product lifecycle
– Bridges engineering and marketing
• Business Case development and
realization
• Presents “needs”
– Not the problem solver
– Does not design features
• Feature, schedule, and cost tradeoffs
– Minimum Viable Product
• Brings products to market
– Valuable and differentiated
– Whole product definition
– Beta programs
– Market plan realization
• Responsible for value delivery through
business ecosystem
– Internal value chain
– Suppliers, partners, and 3rd party
vendors
Product Manager
Roles and Responsibilities

20. © 2016 280 Group LLC. 20
The Scrum Guide, JeffSutherlandand Ken Schwaber,2014
• Responsible for maximizing the value of the product and
the work of the development team
• Sole person responsible for managing the Product Backlog
– Clearly Expressing the Product Backlog items
– Ordering the items in the Product Backlog to best achieve goals and missions
– Optimizing the value of the work the Development Team performs
– Ensuring that the Product Backlog is visible, transparent, and clear to all, and
shows what the Scrum Team will work on next
– Ensuring the Development Team understands items in the Product Backlog to
the level needed
Product Owner
Roles and Responsibilities

21. © 2016 280 Group LLC. 21
• About the 280 Group
• About Agile
• Product Manager vs. Product Owner
• Tips and Strategies for Working More
Effectively
• Building a Plan to Become an Agile
Superstar and Product Leader
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

22. © 2016 280 Group LLC. 22
Anti-Patterns
• Team is “ad hoc” instead of Agile
• Product Owner lacks influence and authority
• No product vision
• Team doesn’t understand ‘why’
• PM and PO roles being combined
• Overly engaged or disengaged POs
• Too little as well as over reliance on documentation
• Management has unrealistic expectations of Agile
Strategies to deal with common Agile issues
Agile Excellence

23. © 2016 280 Group LLC. 23
• About the 280 Group
• About Agile
• Product Manager vs. Product Owner
• Tips and Strategies for Working More
Effectively
• Building a Plan to Become an Agile
Superstar and Product Leader
• Giveaway + Q&A
Agenda
Download the report: go.280group.com/challenges-aipmm

24. © 2016 280 Group LLC. 24
• What type of Agile will your team be using
• Becoming an expert on best practices
– Training courses
– Certifications
– Books
• Increase influencing skills
– “How to be a Phenomenal Product Manager”
– Negotiation courses
• Educate and evangelize
Plan Components

25. © 2016 280 Group LLC. 25
• Two day foundation course
• Based on best-selling book
• Agile Certified Product Manager and Product
Owner exam
• Covers:
– All Certified Product Owner content
– Business Strategy
– Agile Product Management
– Agile methodologies: Scrum, XP, Kanban – and Hybrid
– Influencing and inspiring Agile teams
Agile Product Management and Product Ownership Excellence

26. © 2016 280 Group LLC. 26
Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members
Download the PM Challenges Survey Results: go.280group.com/challenges-aipmm

27. © 2016 280 Group LLC. 27
Product Management Body Of
Knowledge One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

28. © 2016 280 Group LLC. 28
“Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white
mug
made in the USA!!!

29. © 2016 280 Group LLC. 29
AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

30. © 2016 280 Group LLC. 30
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