2/18/14 copyright Quazarconsulting.com
Understand the role of the Product Owner Understand the role of the Product Manager Compare and contrast the two Recommendations 2/18/14 copyright Quazarconsulting.com
Project Managers need to understand the capabilities of various roles in order to staff projects appropriately Confusion about the roles of Product Owner and Product Manager Companies often have a Product Manager fill the role of the Product Owner, thinking they’re the same thing. Unrealistic expectations lead to failure. 2/18/14 copyright Quazarconsulting.com
Product Management – 15 years Product Owner – 7 years Formal training ◦ “Product Launch Essential”, Pragmatic Marketing ◦ Certified Scrum Product Owner, Scrum Alliance ◦ “Living in an Agile World”, Pragmatic Marketing ◦ ITIL Foundation qualification ◦ “Practical Product Management”, Pragmatic Marketing 2/18/14 copyright Quazarconsulting.com
Source: 2/18/14 copyright Quazarconsulting.com
Source: is-agile-what-is-scrum/ 2/18/14 copyright Quazarconsulting.com
Source: is-agile-what-is-scrum/ 2/18/14 copyright Quazarconsulting.com
Source: is-agile-what-is-scrum/ 2/18/14 copyright Quazarconsulting.com
Source: is-agile-what-is-scrum/ 2/18/14 copyright Quazarconsulting.com
Vision setter Requirements definer Business leader Stakeholder manager User representative 2/18/14 copyright Quazarconsulting.com
Understand business case Define/manage Product Backlog – user stories, acceptance criteria Sprint planning meeting Daily scrum meetings (standups) Sprint review Sprint retrospective 2/18/14 copyright Quazarconsulting.com
Availability Communications Market awareness Technical competence 2/18/14 copyright Quazarconsulting.com
Source: about-us/framework 2/18/14 copyright Quazarconsulting.com
Source: -model.php 2/18/14 copyright Quazarconsulting.com
Vision setter Product definer Evangelist Product expert Market expert Translator 2/18/14 copyright Quazarconsulting.com
Product definition Product positioning Pricing Profitability Vendor management Feature Request management Competitive analysis Market analysis Evangelism 2/18/14 copyright Quazarconsulting.com
Research Communication Persuasion Technical Business 2/18/14 copyright Quazarconsulting.com
Vision Requirements Represent user Stakeholders Acceptance criteria Product Owner 2/18/14 copyright Quazarconsulting.com
Vision Requirements Represent user Stakeholders Acceptance criteria Evangelism Market problems Competitive analysis Pricing Channel Launch Promotion Product Owner Product Manager Personas 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
ChallengeRecommendation The role of Product Manager is not clearly defined nor understood by the other departments Articulate roles and responsibilities, educate other departments The Product Manager is often assumed to be the one to take the Product Owner role Consider other individuals as Product Owner The Product Manager role is very broadConsider aligning responsibilities by capability and interest (Evangelist, Technical Product Manager, Product Owner, Market Manager) Availability (key to success of the Product Owner) conflicts with Market Expertise (key to the success of the Product Manager) Set defined windows of opportunity – time management is critical. Product Owners often play the role of Scrum Master; Product Managers often play the role of Project Manager Do not make the Product people play the role of the Project people 2/18/14 copyright Quazarconsulting.com
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