Keeping Product Management Sanity when Moving to Agile

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© Copyright 2013 Pragmatic Marketing, Inc. Keeping your Product Management Sanity when moving to Agile John Milburn [email protected] ProductCamp 2012 www.productcamptoronto.wordpress.com

Transcript of Keeping Product Management Sanity when Moving to Agile

© Copyright 2013 Pragmatic Marketing, Inc.

Keeping your Product Management

Sanity when moving to Agile

John Milburn [email protected]

ProductCamp 2012

www.productcamptoronto.wordpress.com

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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

Requirements

Status Dashboard

Product Roadmap

Presentations & Demos

Event Support

“Special” Calls

Channel Support

Channel Training

Sales Process

Collateral

Sales Tools

Stra

tegy

Executio

n

Pragmatic Marketing Framework™ © Copyright 2013 Pragmatic Marketing, Inc.

Market Problems

3

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

Requirements

Status Dashboard

Product Roadmap

Presentations & Demos

Event Support

“Special” Calls

Channel Support

Channel Training

Sales Process

Collateral

Sales Tools

Stra

tegy

Executio

n

Pragmatic Marketing Framework™ © Copyright 2013 Pragmatic Marketing, Inc.

User Acceptance?

Always Available?

User Stories?

Use Cases?

UI Design?

Functional Design?

Iteration Planning

4 © Copyright 2013 Pragmatic Marketing, Inc.

Working software is the measure of the team’s

progress

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 the

team

It doesn’t mean “no QA”

5 © Copyright 2013 Pragmatic Marketing, Inc.

Requirements –> User Stories

MRD / MRT / PRD –> Backlog(s)

Hours/Days/Weeks –> Velocity

Status Meetings –> Standups / Scrums

Project Plans –> Burnups, Burndowns

PM / Designer –> PM / PO / Designer

Release Milestones –> Sprints / Iterations

Goals/Themes Epics

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Greater flexibility to deal with change

We know earlier when we are in trouble

We have a greater sense of accomplishment

Greater Product Management –Development TRUST

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Product Mgt is Accountable for Market Requirements

Writing Grouping Prioritizing

It is impossible to prioritize 100’s of requirements

Prioritization is based on VALUE to the Market

PM owns the WHAT, Dev owns the HOW

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Market Problems define the product

We still must balance Scope vs. Time vs. Money

We need to release something

We need to make money

People are involved

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© Copyright 2013 Pragmatic Marketing, Inc.

Product

Roadmap Build / Test

System

Test

Business

Plan

Business

Gate

Waterfall Planning

LAUNCH

Release

Gate

Marketing

Plan Launch

Plan

Master Requirements List

Goals / Themes

Requirements Project

Plan

Design

Spec

Start

Gate

Market Requirements Document

Market Requirements Table

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© Copyright 2013 Pragmatic Marketing, Inc.

Product

Roadmap Build / Test

System

Test

Business

Plan

Business

Gate

Waterfall Planning - Accountability

LAUNCH

Release

Gate

Marketing

Plan Launch

Plan

Master Requirements List

Goals / Themes

Requirements Project

Plan

Design

Spec

Start

Gate

Market Requirements Document

Market Requirements Table

-- Product Manager

-- Development

-- Product Marketing Manager

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© Copyright 2013 Pragmatic Marketing, Inc.

Product

Roadmap

Business

Plan

Business

Gate

Agile Planning

Marketing

Plan

Launch

Plan

Product Backlog

Release Backlog

User Stories

Overall Project

Plan

Arch /Design

Start

Gate(s)

Release

Gate

LAUNCH

System

Test

Sprint Backlogs

Build(s) Sprint

Test(s) Sprint

Plan(s)

Demo(s)

Burnups /

Burndwns

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© Copyright 2013 Pragmatic Marketing, Inc.

Product

Roadmap

Business

Plan

Business

Gate

Agile Planning - Accountability

Marketing

Plan

Launch

Plan

Product Backlog

Release Backlog

User Stories

Overall Project

Plan

Arch /Design

Start

Gate(s)

Sprint Backlogs

Build(s) Sprint

Test(s) Sprint

Plan(s)

Demo(s) Release

Gate

LAUNCH

System

Test

-- Product Manager

-- Product Owner

-- Development

-- Product Marketing Manager

Burnups /

Burndwns

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Understaffing

Waterfall management with Agile development

Still must build trust

Distributed teams make it harder

We must make time to communicate

Thanks !

[email protected]