Every time I teach Agile Marketing, I learn something new. Last week, I was teaching a class in Northern Ireland, and one of the students asked me to clarify the difference between the product owner and what she called the “Agile owner”.
I didn’t really understand her question until she clarified that the product owners for the development sprints resided in marketing. She felt, and I think she’s right, that it’s too much to ask these product owners to take on the additional role of setting priorities for the marketing sprints.
Who should take on this role? Let’s call this person the Marketing Owner, to distinguish them from the Product Owner. [Read more…]