© 1993-2008 Pragmatic Marketing, Inc. 1

PragmaticMarketing

The Politics of Agile

Barbara NelsonPragmatic Marketingbnelson@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. 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

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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