As a Product Owner, one of the most crucial yet often overlooked aspects of your role is marketing. Yes, you read that right. You’re not just managing a product backlog or guiding a development team—you’re marketing a vision. Whether you’re a new Product Owner or seasoned in the role, this skill is vital for success. You need to effectively communicate that vision to various audiences: the team building the product, the stakeholders consuming it, and the customers paying for it. Each group may have different priorities, but they all need to be aligned and engaged with your story.
In this blog post, we’ll dive into how you can become an effective “Product Marketer” and how mastering this can lead to more successful Sprint Reviews, better feedback loops, and ultimately, a product that resonates with your stakeholders and customers.
Why Marketing Matters in Product Ownership
Marketing in product ownership isn’t about selling a product—it’s about selling a story. You need to craft a narrative that resonates emotionally with everyone involved. Whether it’s your team, your stakeholders, or your end customers, they need to buy into what you’re doing and why you’re doing it. This emotional connection keeps them engaged and invested in the product’s success.
Building Emotional Engagement
Engagement isn’t just about participation—it’s about emotional buy-in. Here’s why:
Team Engagement: Your team needs to be inspired by the product vision. If they’re emotionally invested, they’ll be more motivated to deliver high-quality work.
Stakeholder Engagement: If your stakeholders are emotionally connected to your product’s story, they’ll be more likely to show up at Sprint Reviews and provide meaningful feedback.
Customer Engagement: Ultimately, customers must feel that your product addresses their needs and speaks to their emotions.
💡 Pro Tip: The key to emotional engagement is consistency in your messaging. Make sure every interaction, presentation, or Sprint Review reinforces the same vision.
The Sprint Review Dilemma: Why Stakeholders Don’t Show Up
One of the biggest challenges Product Owners face is getting stakeholders to attend Sprint Reviews. And even when they do show up, there’s often a lack of meaningful feedback. You may be familiar with the scenario—tumbleweeds roll through the room as you ask for input. It’s frustrating and can leave you feeling like you’re not getting the guidance you need to improve the product.
Why Is This Happening?
Lack of Emotional Engagement: If stakeholders don’t feel connected to the product’s vision, they won’t be eager to provide feedback.
Poor Marketing of the Review’s Value: Stakeholders don’t see the value in attending the review because they’re not emotionally invested in what’s being shown.
🔑 Key Insight: Sprint Reviews aren’t just product demonstrations; they’re a continuation of your marketing efforts. The way you “sell” the review can determine whether stakeholders are engaged and eager to contribute.
How to Solve the Problem
Here are some strategies to boost stakeholder engagement during Sprint Reviews:
Sell the Vision Early: Don’t wait until the Sprint Review to communicate your product’s vision. Make sure stakeholders are aligned with the vision from day one.
Make It Interactive: Turn your Sprint Review into a conversation, not a presentation. Encourage stakeholders to participate by asking for their insights early and often.
Show, Don’t Tell: Instead of simply presenting finished features, let stakeholders experience them. Invite them to use the product during the review to foster more engagement.
🎯 Personal Experience: In one of my projects, I realized that stakeholders weren’t attending reviews because they didn’t feel connected to the product. We started making small changes by sending out personalized previews of what we’d cover in the reviews, focusing on how it aligned with their goals. Stakeholder attendance and engagement shot up by 60%!
How Marketing Aligns Teams and Stakeholders
When done effectively, marketing as a Product Owner doesn’t just sell the product to customers; it aligns everyone involved in its creation. From your development team to the C-suite, everyone needs to understand and support your vision. Without that alignment, there will be friction, delays, and missed opportunities.
Key Areas Where Marketing Aligns Teams
Vision and Strategy Alignment: Are your team and stakeholders on the same page regarding the product’s purpose and goals?
Feedback Loops: If stakeholders aren’t providing feedback, you can’t improve the product effectively. Good marketing creates anticipation and excitement, leading to richer feedback.
Value Delivery: Marketing helps everyone involved see the value being delivered at each stage of development, ensuring that they’re all heading in the same direction.
The Product Backlog Funnel: Streamlining Inputs for Maximum Value
Another marketing task for the Product Owner is managing the input funnel that feeds into the product backlog. Each suggestion, idea, or request needs to be aligned with the product’s overall vision. If you’re not careful, this funnel can become clogged with competing priorities and unaligned features, causing friction within your team and among stakeholders.
How to Manage the Funnel
Ensure Consistent Messaging: Every input should align with the product’s overall vision and goals.
Prioritize Based on Value: Regularly assess which items in the backlog deliver the most value, and market that value to your stakeholders to keep everyone aligned.
🛠 Tool Tip: At Naked Agility, we help Product Owners perfect their ability to streamline the backlog funnel, ensuring that everyone is aligned and moving in the same direction. Check out the resources in the description if you need help with this.
Advanced Product Ownership: The Visionary and Collaborator
As you gain more experience as a Product Owner, your role evolves. You’re no longer just managing the day-to-day backlog, but becoming a visionary and collaborator. This is where marketing becomes even more critical.
The Visionary: Selling the Future
As a visionary, your job is to paint a compelling picture of the future for everyone involved in the product’s journey. You’re not just solving problems for today but marketing a future state that excites your team, stakeholders, and customers.
The Collaborator: Aligning Inputs
As a collaborator, you’re responsible for making sure that all the various inputs—whether from customers, team members, or stakeholders—are funneled into a cohesive strategy. This requires strong marketing skills, especially when you need to explain why some ideas are prioritized over others.
Conclusion: The Secret Sauce to Successful Product Ownership
Marketing isn’t just for salespeople—it’s an essential skill for Product Owners. By mastering the art of marketing your product vision, you can engage your team, align your stakeholders, and deliver a product that truly resonates with customers. If you find yourself struggling to get stakeholders involved in Sprint Reviews or aligning your team with the product’s vision, consider reaching out to my team at Naked Agility. We specialize in helping Product Owners perfect these critical skills so that you can maximize the value you deliver to your customers.
