agile roadmap requirements - pragmatic institute · agile, roadmaps, and requirements: are they...

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Agile, Roadmaps, and Requirements:Are They Mutually Exclusive?

Conference call: (916)-233-3089Access code: 183-785-444 Steve

Johnson BarbaraNelson

Follow the discussion on Twitter at #PragmaticSlides and other resources available at www.pragmaticmarketing.com/webinars

www.pomegranatephone.com/

PragmaticMarketing


Without market knowledge, we risk killing the product

with a thousand cuts. user stories∧

Executive at a technology company

Pricing

Buy, Build

BusinessCase

SalesProcess

Market

MarketSizing

MarketingPlan

Customer Acquisition

Market

Distinctive Competence

Product Customer

Positioning

A market-driven model for managing and marketing

Pragmatic Marketing Framework

y,or Partner

Operational Metrics

Product Portfolio

Requirements

Product Roadmap

Research

Market Problems

Performance Retention

LaunchPlan

Innovation Presentations & Demos

Win/Loss Analysis

Channel Training

User Personas

Technology Assessment

Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning

Quantitative Analysis

Channel Support

SalesReadiness

Stra

tegi

c Tactical

and marketing technology products

Thought Leaders

Use Scenarios

Success Stories

Competitive Write-Up

EventSupport

Collateral & Sales Tools

WhitePapers

“Special”Calls

Release Milestones

AnswerDesk

Competitive Analysis

Lead Generation

PragmaticMarketing


If you don’t know where you’re going, how will you get there?

How do you pack for your family vacation?

PragmaticMarketing


Where are you going on your next family vacation?

Mystery Spot, Santa Cruz, California

PragmaticMarketing


Largest ball of twine, Darwin, Minnesota

Bubble Gum Alley, San Luis Obispo, Calif

PragmaticMarketing


RequirementsRoadmap qp

Agile

PragmaticMarketing


Roadmap Requirements

Agile

p Requirements

Agile

PragmaticMarketing


1q10 2q10 3q10 4q10 1h11 2h11 beyond

Release Service B S l St k

Internal roadmap

Release Pack Burger Salmon Steak

Theme Mobility Reduced Power Globalization

Market US, Can US, Can US, Can Europe Asia Latin Am

Persona Goals

Improve usability Winterize Alerts

External roadmap

Mobility

Reduced power consumption

Globalize

Winterize

PragmaticMarketing


Roadmap

Just enough detail, just in time

Roadmap


Release

PragmaticMarketing


Roadmap


Release

IterationIteration

RequirementsRoadmap Requirementsp

PragmaticMarketing


Bad example

Buttons too small

The network tester shall have buttons that are 8 mm by 6 mm in size.

What’s the problem?

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Improved example

Wearing gloves

Vince needs to be able to use the handheld network tester while wearing heavy winter gloves.

Requirements That Work™

[Problem]Persona

[Use scenario]

PragmaticMarketing


Pricing

Buy, Build

BusinessCase

SalesProcess

Market

MarketSizing

MarketingPlan


Market


Product Customer

Positioning


y,or Partner

Operational Metrics

Product Portfolio

Requirements

Product Roadmap

Research

Market Problems


LaunchPlan


Win/Loss Analysis

Channel Training

User Personas


Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning


Channel Support

SalesReadiness

Stra

tegi

c Tactical

Market Problems

Thought Leaders

Use Scenarios

Success Stories


EventSupport


WhitePapers

“Special”Calls

Release Milestones

AnswerDesk


Lead Generation

Pricing

Buy, Build

BusinessCase

SalesProcess

Market

MarketSizing

MarketingPlan


Market


Product Customer

Positioning

Connecting strategy and execution

Market y,or Partner

Operational Metrics

Product Portfolio

Requirements

Product Roadmap

Research

Market Problems


LaunchPlan


Win/Loss Analysis

Channel Training

User Personas


Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning


Channel Support

SalesReadiness

Stra

tegi

c Tactical

Requirements

Product Roadmap

User Personas

Market Problems

Thought Leaders

Use Scenarios

Success Stories


EventSupport


WhitePapers

“Special”Calls

Release Milestones

AnswerDesk


Lead Generation

Use Scenarios

PragmaticMarketing


Roadmap


Release

IterationIteration

How Pragmatic Marketing can help

For more resources, go to:www.pragmaticmarketing.com

Free e-books

Free webinars

F b i ti t bli tiFree subscriptions to our publications

Onsite and public seminars

PragmaticMarketing


Pricing

Buy, Build

BusinessCase

SalesProcess

Market

MarketSizing

MarketingPlan


Market


Product Customer

Positioning

A market-driven model for managing and marketing


y,or Partner

Operational Metrics

Product Portfolio

Requirements

Product Roadmap

Research

Market Problems


LaunchPlan


Win/Loss Analysis

Channel Training

User Personas


Buyer Personas

Market Analysis

Product Strategy

Program Strategy

Product Planning


Channel Support

SalesReadiness

Stra

tegi

c Tactical

and marketing technology products

Thought Leaders

Use Scenarios

Success Stories


EventSupport


WhitePapers

“Special”Calls

Release Milestones

AnswerDesk


Lead Generation

Slides and other resources available at www pragmaticmarketing com/webinars

SteveJohnson

BarbaraNelson

www.pragmaticmarketing.com/webinars

Follow the discussion on Twitter at #Pragmatic

PragmaticMarketing


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agile roadmap requirements - pragmatic institute · agile, roadmaps, and requirements: are they...

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