A framework to understand the roles of product management and product ownership presented at Pcamp Silicon Valley 2016

1. © 2011-2016 280 Group LLC.
Greg Cohen, Principal Consultant and Trainer
greg@280group.com
April 23, 2016
Are you a Product Manager or a
Product Owner?

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We help companies and
individuals do GREAT Product
Management and Product
Marketing using our Optimal
Product Process™ framework.
Mission
280 Group Overview

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• Training
• Certifications
• Templates
• Books
• Coaching
Individuals: Solutions for Every Career Phase
280 Group Overview

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Greg Cohen
• Twenty years of PM Experience
– Medical diagnostics and devices
• Chiron
• Smith & Nephew
– Pandesic (SAP and Intel)
– IdealLab!
– Instill
– Althea Health
• Principal Consultant, 280 Group
• Certified Scrum Master
• SVPMA Board Member and former President
About Us

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What is the difference
between a PM and PO?

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Roles
Titles

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• Market expert
– Customer and market research
– Identifies customer needs
– Voice of the customer
• Strategy
– Owns vision and roadmap
– Portfolio management
– Manages product lifecycle
– Bridges engineering and marketing
• Business Case development and
realization
• Presents “needs”
– Not the problem solver
– Does not design features
• Feature, schedule, and cost tradeoffs
– Minimum Viable Product
• Brings products to market
– Valuable and differentiated
– Whole product definition
– Beta programs
– Market plan realization
• Responsible for value delivery
through business ecosystem
– Internal value chain
– Suppliers, partners, and 3rd party
vendors
Product Management – Any of these
Roles and Responsibilities

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The Scrum Guide,JeffSutherlandand KenSchwaber,2014
• Responsible for maximizing the value of the product and
the work of the development team
• Sole person responsible for managing the Product
Backlog
– Clearly Expressing the Product Backlog items
– Ordering the items in the Product Backlog to best achieve goals and
missions
– Optimizing the value of the work the Development Team performs
– Ensuring that the Product Backlog is visible, transparent, and clear to
all, and shows what the Scrum Team will work on next
– Ensuring the Development Team understands items in the Product
Backlog to the level needed
Product Ownership – All of these
Roles and Responsibilities

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Visualization of roles
Roles and Responsibilities
PO
PM
• Ensure user stories
are ‘Ready’
• Backlog grooming
• Close collaboration
with dev. team
• Release tracking
• Story Acceptance
• Vision/Roadmap
• Release Planning
• Personas
• Needs definition
• Feature definition
• Customer advocate in dev.
• Defect management
• Positioning
• Business case
• Portfolio Management
• Segmentation
• Buy vs. Build
• Competitive analysis
• Pricing, Promotion,
Place
• Whole product
• Forecasting
• End of Life

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Deliver desirable
and profitable
products to market

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Achieve product-market fit
Roles and Responsibilities

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Two sides to achieving fit
Product
Features Priority
Business
Positioning Place Price Services
Roles and Responsibilities

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PO = product, PM = Product + Business
Product
Features Priority
Business
Positioning Place Price Services
Roles and Responsibilities

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Product Manager Product Owner
•Business case
realization
•Building the
right product
•Product driven
metrics
Measuring Success
Roles and Responsibilities

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Where do you fit in?

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Product Manager Product Owner
Mindset
Roles and Responsibilities
If you give me this money, I will
deliver you this business result.
If you are going to spend this
money, I will make sure you
get the most value from your
development investment.

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Market Engineering
Business Focus
• Market expert
• Voice of the customer
• Competitive analysis
• Positioning strategy
• Business strategy
• Portfolio management
• Market requirements
Market or Technology Facing
Roles and Responsibilities
Technology Focus
• Product/technology expert
• Design and scoping
• Architectural vision
• Defect management
• Feature definition
• User Stories
• Usability

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Span of Requirements
Roles and Responsibilities
• Market
segments
• Personas
Who
• Customer
needs
• Scenarios
• Constraints
Why • Features
• Infrastructure
• Technology
What
• Design
specifications
• Implementation
details
• User Interface
How

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What type of products do you
manage or own?

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Product Types
http://www.mironov.com/pm-skills4po/
Roles and Responsibilities
Internal
• Internal App
• Core Service
• e.g., HR, CRM
Supporting
• Supports
interaction with
customer
• e.g., commerce
site,
independent
sales agent
tools
Commercial
• Generates
Direct Revenue
• Used by
customer
Constituent View Market View

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Sub-Product
• Component of
product
• Feature
• Shared
infrastructure
• e.g., payment
gateway, single sign
on, reports, search,
shopping cart
Product
• Stand alone good or
service
Portfolio
• Collection of
products for a
market segment or
segments
• Multiple products
targeted at different
markets or
segments of the
market
Product Level
Roles and Responsibilities
Technology View Business View

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Business Business Business
Tech/Business Business/Tech Business/Tech
Tech Tech Tech
Technology Business Matrix
Roles and Responsibilities
Portfolio
Product
Sub-Product
Internal Supporting Commercial
TechnologyViewBusinessView
Constituent View Market View

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Business Business Business
Tech/Business Business/Tech Business/Tech
Tech Tech Tech
Do you have gaps in coverage?
Roles and Responsibilities
Portfolio
Product
Sub-Product
Internal Supporting Commercial
TechnologyViewBusinessView
Constituent View Market View
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Strategic Product Leader or Product Janitor?
Roles and Responsibilities

28. Agenda
Q & AGreg@280group.com

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