#POvsPM. John Milburn, Pragmatic Marketing David West, CEO Scrum.org

Transcription

1 #POvsPM John Milburn, Pragmatic Marketing David West, CEO Scrum.org

2 About Pragmatic Marketing Experts in technology product management and product marketing Specialize in training and coaching Trained hundreds of thousands of people at thousands of companies since 1993

3 About the Presenters John Milburn Pragmatic Marketing instructor with 20-plus years of experience in managing and delivering hardware and software products His perspective and experiences from 10 years at Pragmatic Marketing, and professional experience with companies such as Lane15 Software, Dell, IBM, Texas Instruments, Exxon, and Vtel add insight and real-world examples to his teaching Dave West Product owner (CEO) at Scrum.org where he works with the scrum community and Ken Schwaber,co-creator of scrum, on improving the profession of software Experienced practitioner and researcher on software development including roles as chief product officer, Tasktop; VP & research director, Forrester Research; product manager, RUP

4 The Home of Scrum 90% Agile teams use scrum 850,000+ Assessments taken 150 Professional scrum trainers 59,000+ Professional scrum masters More than 50,000 taught 7,800+ Professional scrum product owners Americas, Europe, Africa, Oceania & Asia 2,500+ Professional scrum developers

5 Pragmatic Marketing Framework

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7 Business Strategy

8 Business Strategy Marketing Execution

9 Business Strategy Marketing Execution Technology Strategy

10 Business Strategy Marketing Execution Technology Strategy Channel Execution

11 Weighing In PM Interviews Validation Competition Win/loss Secondary research Market Sensing Inbound Planning Outbound Go-to-market Launch Though leadership Collateral & tools Ongoing support Business case Numbers Strategy Portfolio fit Roadmap Positioning User personas Goals/themes Epics Requirements Prioritization Acceptance tests Release/sprint planning Demo validation

12 The Scrum Guide Scrum is defined completely in the Scrum Guide by Ken Schwaber and Jeff Sutherland, the originators of scrum 42 available translations

13 Weighing In Maximizes the value of the product and the development team Sole person responsible for managing the product backlog Must be empowered to make decisions about the product No one else may tell the development team what to do Product Owner The what, who, how changes depending on the situation

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18 Backlog Grooming User Stories? User Story Mapping User Acceptance Demo Reviews Done Always Available Iteration Planning 18

19 Key Factors to Consider How many products does the PM manage? How many Scrum teams are developing the product(s)? What activities (on the Framework) is the PM accountable for? Is this a new product or an update/modification to an existing product? What is the Team s level of domain (market) knowledge? Is there mutual trust and open communication with the Team?

20 The product owner is the sole person responsible for managing product backlog. Product backlog management includes: Clearly expressing product backlog items Ordering items in product backlog to achieve goals Optimizing the work of development Ensuring the product backlog is visible, transparent and clear to all, and shows what the scrum team will work on next Ensuring that development understands items in the product backlog to the level needed The product owner may do the above work, or have development do it. However, the product owner remains accountable.

21 Ensure Value is Being Delivered VS. Doing Requirements

22 7 Habits of Highly Successful Product Owners

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24 Where does this person come from? = project manager business analyst product manager relationship manager

25 The Scaled Agile Framework (SAFe) Approach

26 Challenges of Separating the Roles Ownership By having multiple people involved, the development team feels no real ownership Cost of delay Waiting for an answer from the decision maker slows down the team & increases the overhead of booking meetings Miscommunication A game of telephone leads to misunderstood business needs Team becomes less knowledgable Lack of involvement and ownership leads to team not being involved in decisions Order taker Instead of working together on solutions, product management lobs work over the wall and development takes orders

27 Who plays the role? Many Number of Stakeholders This is very hard Product Manager is the PO Empowered, business savvy technologist is the PO Project manager is PO It s not possible to make hard and fast rules. Situations will differ. Few Large Complexity Less

28 The PO s Two Commandments Empowered to make decisions about the product Available to the team to answer questions

29 In complex situations, the PO must be more of a leader and less of a doer Development Decisions Stuff SMEs Stakeholders

30 The building is full of product experts Your company needs market experts

31 Market Problems

32 Strategic Product Planning Portfolio Strategy Product Roadmap Epics Themes User Stories Business Plan Project Kickoff Concept Positioning

33 Develop and Deliver Portfolio Strategy Portfolio Architecture & Dependencies Product Roadmap Concept Business Plan Positioning Epics Themes User Stories Arch /Design Project Plan Sprint Plan Burnups / Burndowns Build / Test / Doc Sprint Review Demo LAUNCH

34 Being the Mini CEO

35 Fight Recap Not responsible for: Writing all tests Creating all requirements Knowing everything about everything Responsible for: Delivering value Managing trade-offs Leading the delivery of a valuable product

36 Fight Recap Not responsible for: Writing all tests Creating all requirements Knowing everything about everything Responsible for: Delivering value Managing trade-offs Leading the delivery of a valuable product Who Does it? Ideally ONE PO Accountable for product decisions Available to the team to make decisions Ideally will be the product manager If can t be then Ensure PM empowers PO to make decisions The PO is responsible for the PRODUCT The PM is responsible for the BUSINESS This requires a healthy, close relationship

37 Contacts #POvsPM John Rebecca

38 Thank you Next month s webinar delves into: Thought Leadership for attending! Download this webinar and sign up for more at pragmaticmarketing.com/live