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Welcome to 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Product “Owner”ship 
From Roadmaps to Backlogs 
John Milburn, Pragmatic Marketing, Inc. 
jmilburn@pragmaticmarketing.com 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
3 
Waterfall Planning 
Product 
Roadmap 
Build / Test 
System 
Test 
Business 
Plan 
Business 
Gate 
LAUNCH 
Release 
Gate 
Marketing 
Plan 
Launch 
Plan 
Master Requirements List 
Goals / Themes 
Requirements 
Design 
Spec 
Project 
Plan 
Start 
Gate 
Market Requirements Document 
Market Requirements Table 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
4 
Waterfall Planning - Accountability 
-- Product Manager 
-- Development 
-- Product Marketing Manager 
Product 
Roadmap 
Build / Test 
System 
Test 
Business 
Plan 
Business 
Gate 
LAUNCH 
Release 
Gate 
Marketing 
Plan 
Launch 
Plan 
Master Requirements List 
Goals / Themes 
Requirements 
Design 
Spec 
Project 
Plan 
Start 
Gate 
Market Requirements Document 
Market Requirements Table 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
5 
Agile Planning 
Product 
Roadmap 
Business 
Plan 
Business 
Gate 
Marketing 
Plan 
Launch 
Plan 
Product Backlog 
Release Backlog 
User Stories 
Overall Project 
Plan 
Arch /Design 
Start 
Gate(s) 
LAUNCH 
Release 
Gate 
System 
Test 
Build(s) 
Sprint 
Test(s) 
Sprint Backlogs 
Sprint 
Plan(s) 
Demo(s) 
Burnups / 
Burndwns 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
6 
Agile Planning - Accountability 
Product 
Roadmap 
Business 
Plan 
Business 
Gate 
Marketing 
Plan 
Launch 
Plan 
Product Backlog 
Release Backlog 
User Stories 
Overall Project 
Plan 
Arch /Design 
Start 
Gate(s) 
Build(s) 
Sprint 
Test(s) 
Sprint Backlogs 
Sprint 
Plan(s) 
Demo(s) 
LAUNCH 
Release 
Gate 
System 
Test 
-- Product Manager 
-- Product Owner 
-- Development 
-- Product Marketing Manager 
Burnups / 
Burndwns 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Product Manager: Responsible for analyzing market 
conditions and defining features or functions of a 
product. The role of product management spans 
many activities from strategic to tactical 
Product Owner: the member of the team 
responsible for defining and prioritizing the Team 
Backlog so as to streamline the execution of program 
priorities, while maintaining conceptual and technical 
integrity of the features or components the team is 
responsible for. 
Owner: a person who owns; legal possessor 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Product Backlog 
aka 
Requirements List 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Internal Roadmap 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
External Roadmap(s) 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
User Persona 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Themes/Goals/Epics 
Of a Release 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Writing User Stories 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Prioritizing User Stories 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
User Experience and 
Interaction 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Writing User Acceptance 
Criteria 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Prioritizing Defects 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
List Price 
Discounts 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Portfolio/Solution 
vs. 
Product 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
Project is no longer viable 
(schedule, scope, market) 
© Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. 
Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. 
No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.

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John Milburn - Product Ownership from Roadmaps to Backlogs

  • 1. Welcome to © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 2. Product “Owner”ship From Roadmaps to Backlogs John Milburn, Pragmatic Marketing, Inc. jmilburn@pragmaticmarketing.com © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 3. 3 Waterfall Planning Product Roadmap Build / Test System Test Business Plan Business Gate LAUNCH Release Gate Marketing Plan Launch Plan Master Requirements List Goals / Themes Requirements Design Spec Project Plan Start Gate Market Requirements Document Market Requirements Table © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 4. 4 Waterfall Planning - Accountability -- Product Manager -- Development -- Product Marketing Manager Product Roadmap Build / Test System Test Business Plan Business Gate LAUNCH Release Gate Marketing Plan Launch Plan Master Requirements List Goals / Themes Requirements Design Spec Project Plan Start Gate Market Requirements Document Market Requirements Table © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 5. 5 Agile Planning Product Roadmap Business Plan Business Gate Marketing Plan Launch Plan Product Backlog Release Backlog User Stories Overall Project Plan Arch /Design Start Gate(s) LAUNCH Release Gate System Test Build(s) Sprint Test(s) Sprint Backlogs Sprint Plan(s) Demo(s) Burnups / Burndwns © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 6. 6 Agile Planning - Accountability Product Roadmap Business Plan Business Gate Marketing Plan Launch Plan Product Backlog Release Backlog User Stories Overall Project Plan Arch /Design Start Gate(s) Build(s) Sprint Test(s) Sprint Backlogs Sprint Plan(s) Demo(s) LAUNCH Release Gate System Test -- Product Manager -- Product Owner -- Development -- Product Marketing Manager Burnups / Burndwns © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 7. Product Manager: Responsible for analyzing market conditions and defining features or functions of a product. The role of product management spans many activities from strategic to tactical Product Owner: the member of the team responsible for defining and prioritizing the Team Backlog so as to streamline the execution of program priorities, while maintaining conceptual and technical integrity of the features or components the team is responsible for. Owner: a person who owns; legal possessor © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 8. Product Backlog aka Requirements List © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 9. Internal Roadmap © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 10. External Roadmap(s) © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 11. User Persona © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 12. Themes/Goals/Epics Of a Release © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 13. Writing User Stories © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 14. Prioritizing User Stories © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 15. User Experience and Interaction © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 16. Writing User Acceptance Criteria © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 17. Prioritizing Defects © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 18. List Price Discounts © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 19. Portfolio/Solution vs. Product © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.
  • 20. Project is no longer viable (schedule, scope, market) © Copyright 2014 Pragmatic Marketing, Inc. All rights reserved. Pragmatic Marketing, Inc. considers all information contained herein to represent trade secrets and confidential and proprietary business information. No part of this material may be reproduced, copied, distributed or transmitted in any form or by any means, including photocopying, without the prior written permission of Pragmatic Marketing, Inc.