The Politics of Agile by Barbara Nelson at SVPMA Monthly Event February 2008

1. Pragmatic
Marketing
The Politics of Agile
Barbara Nelson
Pragmatic Marketing
bnelson@pragmaticmarketing.com
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. 1

2. Pragmatic
Marketing
Development methods
Developing products is hard
Feature
Ideas
Completed
Product
© 1993-2008 Pragmatic Marketing, Inc. 2

3. Pragmatic
Marketing
And so we
create more
artifacts
Feature
Ideas
SRS
TSD PRD
MRD BRD
DSD
UDS
FRS FRD
xRD? Completed
Product
Product
management
begins here
Product
development
focuses here
Market
Problems
Completed
Product
© 1993-2008 Pragmatic Marketing, Inc. 3

4. Pragmatic
Marketing
Business Marketing
Positioning
Case Plan
Distinctive Market Sales Customer
Pricing
Competence Sizing Process Acquisition
Market Product Buy, Build Market Customer
Research Performance or Partner Requirements Retention
Market
Market Operational Product Product Launch
Problems
Problems Metrics Portfolio Roadmap Plan
Strategic
Tactical
Market Quantitative Product Product Program Sales Channel
Analysis Analysis Strategy Planning Strategy Readiness Support
Technology Win/Loss User Buyer Channel Presentations
Innovation
Assessment Analysis Personas Personas Training & Demos
Competitive Use Success Collateral & “Special”
Analysis Scenarios Stories Sales Tools Calls
Release Thought White Event
Milestones Leaders Papers Support
Lead Competitive Answer
Generation Write-Up Desk
Living in an Agile World
© 1993-2008 Pragmatic Marketing, Inc. 4

5. Pragmatic
Marketing
Establish clear roles and
responsibilities
Schedule Product Management Day
© 1993-2008 Pragmatic Marketing, Inc. 5

6. Pragmatic
Marketing
Earn credibility by becoming
the market expert
Represent markets of customers
© 1993-2008 Pragmatic Marketing, Inc. 6

7. Pragmatic
Marketing
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. 7

8. Pragmatic
Marketing
Be ready with a prioritized list of
market problems at all times
Protect the team
© 1993-2008 Pragmatic Marketing, Inc. 8

9. Pragmatic
Marketing
Be the voice of market facts against a
sea of emotion
Listen more than you talk
© 1993-2008 Pragmatic Marketing, Inc. 9

10. Pragmatic
Marketing
Earn the right to be the
single voice of priority
What is the product manager’s role?
Single voice of priority
IF
Messenger of the market
Uses facts, not opinions
Leads the company to build
profitable products people
want to buy!
© 1993-2008 Pragmatic Marketing, Inc. 10

11. Pragmatic
Marketing
Friends build products,
enemies only build documents.
How Pragmatic Marketing can help
For tonight’s slides, go to:
www.pragmaticmarketing.com/request
Check out our seminars
Call for onsite assistance
Review our online resources
Read our publications
© 1993-2008 Pragmatic Marketing, Inc. 11

12. Pragmatic
Marketing
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Specialize in training and consulting
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Since 1993, we have trained over 45,000
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Pragmatic Marketing Framework ®
Business Marketing
Positioning
Case Plan
Distinctive Market Sales Customer
Pricing A market-driven
Competence Sizing Process Acquisition
model for managing
Market Product Buy, Build Market Customer
Research Performance or Partner Requirements Retention
and marketing
technology products
Market Operational Product Product Launch
Problems Metrics Portfolio Roadmap Plan
Strategic
Tactical
Market Quantitative Product Product Program Sales Channel
Analysis Analysis Strategy Planning Strategy Readiness Support
Technology Win/Loss User Buyer Channel Presentations
Innovation
Assessment Analysis Personas Personas Training & Demos
Competitive Use Success Collateral & “Special”
Analysis Scenarios Stories Sales Tools Calls
Release Thought White Event
Milestones Leaders Papers Support
Lead Competitive Answer
Generation Write-Up Desk
© 1993-2008 Pragmatic Marketing, Inc. 12