Violating the Laws of Physics: When the Business Imposes both Release Date and Features

Managing an Engineering team, when the company imposes both features to be delivered and the release date

Advertisements

In all the companies where I have worked, the business side has been “supportive” of Agile software development methodologies – in its own way J. They like the story, agree it makes total sense … except for the part where we talk about adjusting priorities and not committing ahead of time to delivering specific features by a certain date – even whilst recognizing that historically, priorities have significantly changed in the midst of a release.

 

Given that, for all practical purposes, headcount is fixed (budgets are rarely elastic), and quality is non-negotiable, this combination of fixing features of the release and the release date violates the laws of physics!  Only Engineering can estimate how long it will take to develop a certain of features (given fixed resources and without impacting quality). The Business team (product managers, VP Marketing, CEO, etc) cannot estimate the amount of effort a given release will take. Just like we don’t tell our contractor how long (or how much) it will take to remodel your kitchen, the business team must let Engineering scope the effort, and time, required for a release.

 

In this multi-part blog, I will present my recommendations on how to best manage a team in this environment. I hasten to say that I have not found the perfect solution and I am still working hard at f refining it daily.

 

Three important aspects drive the management techniques:

  1. Understanding, and communicating to the Engineering team, the “Why”: why the business needs to impose both dates and features … and why this is unlikely to change materially
  2. Communicating to the business teams what they can expect from the Engineering team, and establishing “rules of engagement”
  3. Understanding, and implementing, the Agile principles that are most helpful in this environment.

The (Legitimate) Reasons for Formal Release Processes

To be clear, a continuous release process, where new features are deployed as soon as they are developed and tested is ideal. Unfortunately, this is only possible in specific environments, e.g. self-hosted web-apps, and does not work for ISVs.

 

Most ISVs which sell to enterprises need to publish their 18-24 month product roadmap. Customers don’t just buy today’s product, but also tomorrow’s. This 2-year product roadmap is most critical  for startup whose buyers accept the risk of buying from a fledgling company because of the promise the continuous stream of benefits committed in the product roadmap. “Committed” is the operative word: because of its startup status the company must meet every single one of its promises in order to maintain the fragile trust of its customers.

 

Here are some common (legitimate) reasons that prevent “continuous” release, and require formal release:

  • The software is installed on customers’ premises. In this case, it is important to “version” the code. It would be impossible to manage communications, installation, or support, if each customer installed a different version
  • The overhead of introducing new features makes it too costly to release one feature at a time. Any function can cause this overhead to be too dear – even in the case of a hosted (SaaS) web-app:
    • QA – if a bug cannot be afforded (e.g. financial applications, regulatory conditions),
    • End-user communications & training: when the usage paradigm is changed significantly, deliberate communications and user training will be necessary. Similarly, some environments have seasonality that limit the opportunities to introduce something new (e.g. schools, retail)
    • Integration with 3rd party partners, and/or customer systems: will require a phase of joint testing upon any change in our software
    • Customer release processes: even in a SaaS environment, customers (e.g. in  mission critical applications such as e-mail, and/or sensitive applications like finance) will impose their own pace of deployment, and limit the number of upgrades to 1 or 2 a year
    • Marketing: the business may be such that opportunities to communicate to customers, partners and analysts are rare and costly, and consequently, it is necessary to group features in a release to maximize the excitement about product announcement.
    • Customer commitments: As the CEO, VP of Sales, and sales team scour the country, or the globe, in search of orders, they make commitments to customers in order to win deals, as to features being available by a certain date.

 

In all the situations listed above, one could argue that there is no reason why Engineering should not be involved in setting dates before commitments are made. And the point is correct. It is in everyone’s interest to involve Engineering before making commitments. This is called the Product Roadmap process … which we will discuss in a subsequent blog

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s