Product Focus Webinar Product Manager vs Product Owner who does what?

Transcription

1 Product Focus Webinar Product Manager vs Product Owner who does what? Product Focus 1 of X 1

2 Agenda Introductions Product Manager vs Product Owner who does what? Questions & Answers A link to a recording of this webinar will be sent to you Andrew Dickenson Founding Director 2

3 Product Focus who are we? Europe s leading product management & product marketing training business with a focus on technology-based products 3

4 Product Management Resources 4

5 Our public course runs every two weeks Product Management and Product Marketing for technology-based products Gives a thorough grounding in all aspects of the roles 3 day courses run across Europe Learn industry best practice Tools, templates and checklists to take away Certification Network with peers Independently reviewed Date Location Action July Berlin Book now July London Full Aug London Book now 5-7 Sep London Book now 5-7 Sep Amsterdam Book now Sep Dusseldorf Book now Sep London Book now 3-5 Oct Paris Book now 5

6 We also offer Private on-site training Tailored to your objectives and delivered when and where you want Completely confidential Cost effective Reviews and assessments Practical recommendations on how to implement world class product management Product Management Leadership Forum An exclusive 1-day workshop for product management leaders focused on how to develop world class product management On 11 th October 2018 in London and run every 6 months 6

7 Upcoming webinars 3 rd & 14 th Sep Competitor Analysis tools, tips and tricks 1 st & 4 th Oct Stakeholder Management getting it right 2 nd & 5 th Nov Product Portfolio Analysis for dummies Find out more and register at: 7

8 Product Manager vs Product Owner Who does what? Product Focus 8 of X 8

9 So why is it important? The Product Owner is an essential role in Scrum but how different is it to being a Product Manager? Unfortunately, in many companies, there is not a clear understanding of what the differences are This is unsurprising as there is not a consistent view across the industry on what both roles do! Many Product Managers are also Product Owners and many Product Owners do product management activities 9

10 Why is this important? Source : Product Focus Product Management Survey

11 What does a Product Owner do? Retrospective Product Owner Development Team Scrum Master 11

12 What does a product manager do? 12

13 What does a product manager do? 13

14 So what goes wrong? Product Focus 14 of X 14

15 Lots of different product roles Strategic Product Activities Product Marketing Manager Product Director Propositions Manager Portfolio Manager Product Manager Inbound Activities Outbound Activities Product Owner Technical Product Manager Product Marketing Manager Product Focus 15 of X 15

16 Scenario 1 An existing Product Manager is asked to take on being the Product Owner They say yes because they want to help get something delivered and it s expected that the product person should do this Their workload dramatically increases as they get drawn into the details of requirements They become so busy that other parts of their product management role suffer 16

17 Scenario 2 Companies who don t have a product management function start using Scrum Scrum requires a Product Owner so internal staff are seconded into the role from roles such as Business Analysis, Project Management or Development They go on a 2-day course to learn about the Agile rituals of stand-up meetings and grooming the backlog They or their companies now think they can do the full product management role Guess what it doesn t work. They don t understand the full scope of the role or have the skills to deliver. Somehow it s a surprise to everyone 17

18 To add to the confusion What is common about a starfish, a peanut and a panama hat? They re all misnomers. A word or term that suggests a meaning that is wrong. A starfish is not a fish, a peanut is not a nut and panama hats come from Ecuador. Another misnomer is Product Owner. Does the Product Owner own the product or is it more appropriate to say the Product Manager owns the product? 18

19 The perfect Product Manager for Development the Product Owner Product Focus 19 of X 19

20 How to sort it out Product Focus 20 of X 20

21 The different ways things are set up PM = Product Manager PO = Product Owner Product Manager Product Manager Product Manager Product Owner Product Product Owner Owner There is no PO The PM role includes being the PO The PM role gives direction to the PO (who sits in Development) There is no PM 21

22 Product Activities Framework Strategic Product Activities working out what the right product is for the business Getting Insight Market research Customer & sales feedback Competitive research Product performance Analysis Market analysis Developing propositions Business cases Pricing Giving Direction Product & portfolio strategy Roadmaps Evangelising Resolving issues Inbound Activities helping the business to deliver the product Writing requirements Supporting development Project & supplier management Rollout & trials Outbound Activities helping the business to sell the product Launch (go-to-market) Product promotion Developing sales support material Supporting sales channels 22

23 As a Product Manager should you choose to be the Product Owner? Yes but only if you have sufficient time/resource to cover the rest of your responsibilities. The best option may be to have someone working within the Development organisation as the Product Owner but taking direction from you However if you re working on the development of a new product with no customers yet it may be best to combine the roles 23

24 And if you are told you have to be the Product Owner Sometimes Scrum is implemented by Development without much consultation with the rest of the business and you are asked to be the Product Owner Use our Product Activities Framework to delegate some of your current activities to others in the business (or explain the need for more resource) but try and keep an overseeing role so you re on top of what s happening across the product A major area that we often see suffer is market insight work. Don t neglect the importance of being the voice of the market Mentor other people e.g. a BA in development, to take over some of your work so you can write high-level requirements and get someone else to flesh them out 24

25 The key challenges One person to make the key product decisions (with a balanced view) Enough resource (time/people) to get things done A clear view of what existing roles do our Product Activities Framework (free from our website) can help 25

26 Summary who does what A Product Owner s primary focus is the delivery of software products by working closely with a development team in a project A Product Manager s primary focus is the delivery, marketing and management of any product over it s full life-cycle by working with the whole company The roles are different and both are needed if you re developing software with Scrum However the reality is that there is lots of room for confusion. You could consider the Product Owner role as just part of being a Product Manager Companies define the roles in different ways. You need to be clear what the two roles mean in your organisation 26

27 How we can help? Private on-site training Tailored to your objectives and delivered when and where you want Public Courses Run every couple of weeks in cities across Europe Reviews and assessments Practical recommendations on how to implement world class product management Product Management Leadership Forum An exclusive 1-day workshop for product management leaders focused on how to develop world class product management On 11 th Oct in London run every 6 months 27

28 Q&A (0)