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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
2
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
6 © Copyright 2013 Pragmatic Marketing, Inc.
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
7 © Copyright 2013 Pragmatic Marketing, Inc.
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
8 © Copyright 2013 Pragmatic Marketing, Inc.
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
9
© 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
10
© 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
11
© 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
12
© 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
13 © Copyright 2013 Pragmatic Marketing, Inc.
Understaffing
Waterfall management with Agile development
Still must build trust
Distributed teams make it harder
We must make time to communicate