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© 1993-2008 Pragmatic Marketing, Inc. 1
PragmaticMarketing
The Politics of Agile
Barbara NelsonPragmatic [email protected]
0802
Politics is the process by which groups of people make decisions.
Wikipedia
To play politics is to deal with people in an opportunistic, manipulative, or
devious way, as for job advancement. Dictionary.com
© 1993-2008 Pragmatic Marketing, Inc. 2
PragmaticMarketing
Development methods
Developing products is hard
FeatureIdeas
CompletedProduct
© 1993-2008 Pragmatic Marketing, Inc. 3
PragmaticMarketing
CompletedProduct
MRD
FRS
BRDFRDUDS
PRDSRS
DSDTSD
xRD?
And so we create more artifacts
FeatureIdeas
CompletedProduct
Product development focuses here
Product management begins here
Market Problems
© 1993-2008 Pragmatic Marketing, Inc. 4
PragmaticMarketing
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Market Problems
Living in an Agile World
© 1993-2008 Pragmatic Marketing, Inc. 5
PragmaticMarketing
Establish clear roles and responsibilities
Schedule Product Management Day
© 1993-2008 Pragmatic Marketing, Inc. 6
PragmaticMarketing
Earn credibility by becoming the market expert
Represent markets of customers
© 1993-2008 Pragmatic Marketing, Inc. 7
PragmaticMarketing
Find compelling problems that people are willing to pay to solve
Articulate the vision of the product: who, what, and why
© 1993-2008 Pragmatic Marketing, Inc. 8
PragmaticMarketing
Be ready with a prioritized list of market problems at all times
Protect the team
© 1993-2008 Pragmatic Marketing, Inc. 9
PragmaticMarketing
Be the voice of market facts against a sea of emotion
Listen more than you talk
© 1993-2008 Pragmatic Marketing, Inc. 10
PragmaticMarketing
Earn the right to be the single voice of priority
Single voice of priority
IF
Messenger of the market
Uses facts, not opinions
Leads the company to build profitable products people want to buy!
What is the product manager’s role?
© 1993-2008 Pragmatic Marketing, Inc. 11
PragmaticMarketing
Friends build products, enemies only build documents.
How Pragmatic Marketing can help
Check out our seminars
Call for onsite assistance
Review our online resources
Read our publications
For tonight’s slides, go to:www.pragmaticmarketing.com/request
© 1993-2008 Pragmatic Marketing, Inc. 12
PragmaticMarketing
!hey software inc.@hand corporation01 Communique Laboratory, Inc.12 Entrepreneuring, Inc.2Vox360Commerce, Inc.3Com Corp.3eTI, Inc.3M Health Information Systems724 Solutions Inc.Aatrix Software, Inc.Abbasoft TechnologiesABC TechnologiesABT CorporationAbvent, Inc.Acadio Corp.Accelerated Technology, Inc.Access 360AccountMate Software Corp.ACCPAC International ManagerAccruent, Inc.AccuWeather, Inc.Ace* CommAcer Internet Services, Inc.Achieve Healthcare Information SystemsACIACOM Solutions, Inc.Acres Gaming IncorporatedAcroprint Time Recorder CompanyACS Software, Inc.ActionPoint, Inc.ActionWareActivCard, Inc.Activerse Inc.ActiveState Corp.AcucobolAcuity CorporationAcumation, Inc.Acxiom CorporationAd OPT Technologies, Inc.adam.comAdaptec, Inc.Adaptive MediaAdaptive Micro Systems, Inc.Adaptivity, Inc.Adexa, Inc.Adobe Systems, Inc.ADPADP - CSGADP CanadaADP Claims Solutions GroupADP Dealer ServicesADP Parts ServicesADP Securities Industry SoftwareADP-HollanderADP/StockvalADS Associates, Inc.Advanced Data SystemsAdvanced Solutions International, Inc.Advanced Visual Systems, Inc.AdvanceMedAdvantage kbs, Inc.Advent Software, Inc.AdventNet, Inc.Advisor Technology ServicesAegis Industrial SoftwareAEgis Technologies Group, Inc.Aether Systems, Inc.Affinnova, Inc.AFSagentGOAgile Software CorporationAgilent Technologies
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ARAMARK CorporationArborText, Inc.ARC InternationalArcada Softwarearcplan, Inc.ArcSight, Inc.ARI Network ServicesAriba Technologies, Inc.ARINC, Inc.Aristocrat Technologies, Inc.ARM Ltd.ArmatureArrowsight, Inc.Arsenal Digital SolutionsArtemis Management Systems, Inc.Artesia Technologies, Inc.Arthur AndersenARTISTdirect, Inc.Ascend Communications, Inc.Ascension Technology CorporationAscential SoftwareAsera Inc.ASIAspect Development, Inc.Aspen Technology, Inc.Assentive SolutionsAssessment.comAsset IntertechAstea, Inc.Astrum Software CorporationAtex Media Solutions, Inc.Athene Software, Inc.ATIO Corp.Atlas DMTAtomica CorporationAtraxis North America, Inc.Atreus Systems CorporationAttachmate CorporationAtWork Technologies, Inc.Augeo SoftwareAumtechAurigin Systems, Inc.Aurum Software, Inc.Authentica, Inc.Authoria, Inc.Auto-Soft Corp.Autodesk, Inc.Automation Technology, Inc.AutoSimulationsAutoSiteAutoTester, Inc.AvailantAvantGo, Inc.Avaya, Inc.Aventail CorporationAvenue A, Inc.Aveo, Inc.Avery DennisonAvesta Technologies, Inc.AvolentAVT Corp.Award Software International, Inc.Axent Technologies, Inc.Axiohm Transaction SolutionsAxis CommunicationsAXIS Computer Systems, Inc.Axon Instruments, Inc.Azron, Inc.B&L Associates, Inc.B2eMarkets, Inc.Baan CompanyBackWeb Technologies, Inc.Baker Hill CorporationBaltimore Technologies
BancTec, Inc.Banta Integrated MediaBaranof Software, Inc.Barco Medical Imaging SystemsBarco View, Inc.BardBard Electrophysiology - C.R. Bard, Inc.Barr Systems, Inc.Barra, Inc.Basis International, Ltd.Bass, Inc.BatteryPro Systems, Inc.BAV Software, Inc.Bottomline Technologies, Inc.Bowne Internet SolutionsBradmark TechnologiesBrainbench, Inc.Brainium.comBrickstream CorporationBridgePoint Inc.Bridgeway Corp.Bridgeway Software Inc.Brightmail, Inc.Brightspark Ventures, L.P.Brightware, Inc.Brio TechnologyBristol Technology, Inc.Broadband Services, Inc.BroadJump, Inc.Broadway & Seymour, Inc.Brock International, Inc.Brodart AutomationBrooks Automation, Inc.Brooks-PRI AutomationBrooktrout Technology, Inc.BTIBusiness Engine SoftwareBusiness Objects, Inc.Business Resource SoftwareBusiness Software, Inc.Buystream Inc.Buzzeo, Inc.C-MoldCable & WirelessCabletron Systems, Inc.Cadence Design Systems, Inc.CADKEY CorporationCaere Corp.CalcompCaldera Systems, Inc.Calico Commerce Inc.Calico Technology, Inc.CallWare Technologies, Inc.Camelot-IS2CAMM, Inc.Campbell Services, Inc.Campus Management Corp.Canadian Technology NetworkCandle CorporationCanon Computer Systems, Inc.Canon Information SystemsCanto Software, Inc.Capital Access InternationalCapital Stream, Inc.CAPS Logistics, Inc.Capsoft Development Corp.Capstan Systems Inc.Captaris, Inc.Captiva Software CorporationCardiff SoftwareCardinal Health, Inc.Care InsiteCareer Builder, Inc.CareScience, Inc.
CareTools, Inc.Carlson Wagonlit TravelCartesia SoftwareCasco DevelopmentCASI-RUSCOCass Logistics, Inc.Castek Inc.CastelCatalpa SystemsCatalyst International, Inc.Catalyst USA, Inc.Cayenta Inc.CB Technologies, Inc.CBF Systems, Inc.CBT SystemsCCC Information Services, Inc.CCH IncorporatedCCI/TriadCD Group, Inc.CDA/InvestnetCDC SolutionsCDNOW, INC.Cedara Software Corp.Centerline Software, Inc.Centra Software, Inc.Central Design Systems, Inc.Centrata.comCentraxCentric Software, Inc.Century AssociatesCerent CorporationCeridianCeridian Benefit ServicesCeridian Canada Ltd.Ceridian CorporationCeridian Performance PartnersCeridian TesserAct HRMS Solutions, Inc.Cerner Corp.Certicom Corp.Cerulean TechnologyCES InternationalCEYONIQ, Inc.CFD Research Corp.CFI ProServices, Inc.CHAMPS Software, Inc.Chancery Software, Ltd.Chang ConsultingChangepoint Corp.ChannelPoint, Inc.ChannelWaveCheck Point SoftwareCheckFree CorporationCheckFree Investment ServicesCheckpoint SoftwareChela Financial, Inc.Chemical Abstracts ServiceCheyenne SoftwareChilliware, Inc.Chingari, Inc.Chrome SystemsChrystal Software, Inc.CigitalCIMLINC, Inc.Cincinnati Bell Information Systems, Inc.Cincom Systems, Inc.Cipher Systems, Ltd.Cirris Systems Corp.Cisco SystemsCitadon Inc.CITATION Computer Systems, Inc.Citrix Systems, Inc.CJDSCLAM AssociatesClarify, Inc.
Claritas, Inc.Clarus CorporationClass Software Solutions, Ltd.Classroom ConnectClear Communications Corp.Clear Technology, Inc.ClearOrbit, Inc.Clearway TechnologiesClientSoft, Inc.Clinical Reference Systems, Ltd.Clustra Systems, Inc.CMI-Competitive Solutions, Inc.CMS Information Services, Inc.CMS/Data Corp.CNTCODA, Inc.Cofiniti, Inc.Cogit Corp.Cohera CorporationCoherent Communications Systems CCole-Somers, Inc.Colorado Memory SystemsCoManage CorporationComdisco Professional ServicesCommerce OneCommerce.TVCommercialWare, Inc.Commerx, Inc.CommVault SystemsCompaq Computer Corp.Competitive Automation, Inc.CompInfo, Inc.Comprehensive Software Systems, IncCompucareCompulink Management Center, Inc.Computer AssociatesComputer Dimensions, Inc.Computer I/O Corp.Computer Information ServicesComputer Mail Services, Inc.Computer Network Technology Corp.Computer Sciences Corp.Computerm Corp.ComputerprepComputing Information ServicesCompuTrac, Inc.Computron Software, Inc.Compuware CorporationCOMSAT Mobile CommunicationsComsearchComshare, Inc.Comstock Systems CorporationComuniq Inc.Comverse Network SystemsConcentrexConcept Five TechnologiesConceptual SystemsConceptware AGConcerto Software, Inc.Concord CommunicationsConcur Technologies, Inc.ConexantConnect, Inc.Connected CorporationConnectSouth Communications, Inc.ConneXt, Inc.Consilient, Inc.Consilium, Inc.Consist International, Inc.Constellar Corp.Consul National de Recherches CanadConsul Risk Management B.V.Consul Risk Management, Inc.Content Technologies, Inc.
Experts in technology product management and product marketing
Specialize in training and consulting
Since 1993, we have trained over 45,000 people at thousands of companies
About Pragmatic Marketing, Inc.
Pricing
Buy, Build or Partner
Operational Metrics
BusinessCase
SalesProcess
Product Portfolio
Market Requirements
MarketSizing
MarketingPlan
Product Roadmap
Customer Acquisition
Market Research
Market Problems
Distinctive Competence
Product Performance
Customer Retention
Positioning
LaunchPlan
Thought Leaders
Use Scenarios
Innovation
Success Stories
Presentations & Demos
Win/Loss Analysis
Competitive Write-Up
EventSupport
Channel Training
Collateral & Sales Tools
WhitePapers
User Personas
“Special”Calls
Release Milestones
AnswerDesk
Technology Assessment
Competitive Analysis
Lead Generation
Buyer Personas
A market-driven model for managing and marketing technology products
Market Analysis
Product Strategy
Program Strategy
Product Planning
Quantitative Analysis
Channel Support
SalesReadiness
Stra
tegi
c Tactical
Pragmatic Marketing® Framework