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How Engineering Can Work Better with Product
Management
Rich MironovApril 21, 2011
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About Rich Mironov
CEO of a stealth startup Veteran product manager/strategist/exec
Business models, pricing, agile Organizing product organizations “What do customers want?”
Author of “The Art of Product Management” and Product Bytes blog
Founded Product Camp, chaired product stage at annual Agile conferences
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Agenda
Sharing: your good and bad product management experiences
What does a product manager do, anyway? Agile product managers, agile product owners 7 ways to help your product manager
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Sharing Your Good And Bad Product Management Experiences
www.mironov.com5
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Agenda
Sharing: your good and bad product management experiences
What does a product manager do, anyway? Agile product managers, agile product owners 7 ways to help your product manager
www.mironov.com6
What Does a Product Manager Do?
For commercial / revenue software… PM drives delivery and market acceptance
of whole products PM targets market segments, not
individual customers
For strategic internal development… PM resolves competing priorities PM drives acceptance and adoption
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Development Mktg & Sales
Executives
ProductManagement
What Does a Product Manager Do?
market information, priorities,requirements, roadmaps, MRDs,personas, user stories…
software
strategy, forecasts, commitments, roadmaps, competitive intelligence
budgets, staff,targets
Field input,Market feedback
Segmentation, messages, benefits/features, pricing, qualification, demos…
Markets & Customers
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Product Mgmt Planning Horizons
Daily
Sprint
Strategy
Portfolio
Product
Release
Exec
PM
DevTeam
2 wk
2-9 mon
many mons
years
many years
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Pragmatic Marketing® Framework
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Require- ments
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
BusinessMarket ProgramsPlanningStrategy SupportReadinessBusinessMarket ProgramsPlanningStrategy SupportReadiness
Dir, Prod Strategy Prod Mktg Mgr
Tech Prod Mgr
© 1993-2009 Pragmatic Marketing, Inc. All rights reserved
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Nature of PM Role
No natural sequence for PM Must work all aspects in parallel Entire planning onion
Intensely interrupt-driven Bottoms-up shapes top-down,
top-down shapes bottoms-up
Product Management must provide strategy, judgment and integration as well as execution
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Good product managers
drive decisions despite uncertainty and
contradictory goals
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“How Hard Could It Be?”
Imagine that I create a two-day seminar for “Senior Enterprise Software Architects” Anyone can enroll We talk about enterprise architecture
All attendees get a “Senior Enterprise Software Architect” certificate
Are they senior architects?
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Agenda
Participants: good and bad product management experiences
What does a product manager do, anyway? Agile product managers, product owners 7 ways to help your product manager
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Disjoint Communities
Product Managers Agile Community
Nearly empty, very lonely
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Discussions about Agile…
Part philosophy and religion
Part process, tools, techniques, methods
Part organizational design
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Why Not Waterfall?
Requirements and estimates
Coding and unit test
System integration & QA
Operation and maintenance
Design
Waterfall projects rarely deliver
according to plan
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Agile’s Inner Loop (Development)
After: Mike Cohn
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Agile’s Strategic Outer Loop (PM)
•Markets•Customer
s•Biz
Models•Strategy•Portfolios•Funding
•Customers•Sales•Marketin
g•Support•Upgrade
s•EOL/
EOS
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Product Owner’s Calendar
Borrowed from Catherine Connor, Rally
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DevelopmentMarketing/Sales
Customers
Executives
productowner
“small p” product owner
priorities, requirements,personas, user stories…
software
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Product Manager Failure Modes
Solo Product Manager fails the agile team if… Part-timer, not fully engaged in team Lack of detail on stories,
acceptance tests Stale items in backlog Handwaving and bluster Best of intentions, but pulled in
too many directions “Build what I meant”
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Product Owner Failure Modes
Solo Product Owner fails the market if… Weak on real-world value: pricing,
packaging, upgrades, service models, discounting, competitive dynamics
Disconnected from cross-functional teams (Marketing, Sales, Support…)
Belief in rational users and accurate ROI Trading off company-wide product strategy for
product-level features Assuming that a few customers at showcase (demo)
represent the market
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Agenda
Participants: good and bad product management experiences
What does a product manager do, anyway? Agile product managers, product owners 7 ways to help your product manager
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7 Good Ways to Help Your PM
1. Ask about use cases and customer problems
2. Don’t demand PMs as technical as you are
3. Not every user story gets its own ROI
4. Expect PMs to translate features into customer-relevant benefits
5. Ask about forecasts, shipments and revenue
6. QUIETLY sit in on some customer meetings
7. Channel your inner Product Manager
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Contact Information
+1-650-315-7394
rich@mironov.com
www.mironov.com/articles/
@RichMironov
www.linkedin.com/in/richmironov
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How Engineering Can Work Better with Product
Management
Rich MironovApril 21, 2011