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The Product Owner's Role

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Stakeholder Engagement

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The Product Owner's Role

Course Description

This module looks what a stakeholder is and defines the different types of primary and secondary stakeholders. It then defines the Product Owner’s role in effective stakeholder engagement.


Learning Objectives

The objectives of this course are to provide you with and understanding of:

  • What a stakeholder is and what this means in your environment.
  • The importance of stakeholders in the Scrum framework.
  • The importance of the Product Owner’s role in managing stakeholders through a project.


Intended Audience

This course is aimed at Scrum Masters who want to improve their individual knowledge of stakeholder engagement practices in service to their Scrum team and their wider organization.


Prerequisites of the Certifications

There are no specific pre-requisites to study this course.



We welcome all feedback and suggestions - please contact us at qa.elearningadmin@qa.com to let us know what you think.


OK, let’s start with a few quickfire questions. 


  1. First, who is the primary change agent in the organization? 


  1. Next, who has responsibility for stakeholder management? 


  1. And the last one – who works with the ‘business people’ on a daily basis? 


How did you get on?  


The primary change agent in an organization is the Scrum Master but, in Scrum, everybody is responsible for stakeholder engagement. It’s also important to remember that the developers have a key role by working together – and collaborating – with business stakeholders throughout a change project.  


How does stakeholder engagement feed into the SCRUM framework? 

So, if everybody has a responsibility for stakeholder engagement and collaborative working is a fundamental element, how does this engagement support the Scrum framework and help to achieve the Agile Manifesto principles?   


Well, there’s a couple of things to think about here: 

  • Engaging with stakeholders and others in the business helps to control the process, makes the product transparent throughout this process, and sets the expectation – through incremental delivery – that the product is open to inspection and adaptation; and 

  • Good communication through this process provides focus and openness, and facilitates a high level of commitment to the product throughout the organization. 


The bridge 

As Product Owner on a Scrum project, you’re the bridge between the business and the developers – or builders. It’s your job to make sure that the stakeholders and the Scrum Team get what they need to do the best they possibly can. 


Part of your role is to make sure that all stakeholders know why the Scrum Team are working in an agile way and how this benefits them. To do this you need to let them know: 

  • What communication methods you’ll be using; 

  • What the deliverables and artefacts will be; 

  • Which events and meetings they’ll be involved in, and their role in them; 

  • Where they’ll be engaged in the work and product outputs, what you’ll need from then during this engagement and how much of their time you’re likely to need. 


It’s too easy to become engrossed in an agile environment and make assumptions about the experience and commitment of the stakeholders. Critically, as the Product Owner, you must work with the Scrum Master to proactively engage with the stakeholders throughout the entire duration of the work. 


There’s more information about the Product Owner’s role in the’10 tips for Product Owners on Stakeholder Management’ guide. You’ll find the link in the Stakeholder Engagement Resources. 


About the Author
Tony Cotgrave
Agile and Scrum trainer
Learning Paths

Tony has over 20 years’ experience in Business Development, Business Change, Consulting, and Project/Program Management working with public, private, and third sector organizations.

He has helped organizations to design and create processes and procedures to align ways of working with corporate strategy. A highly motivated and detailed solution provider, utilizing a wide range of methods and frameworks to provide structure whilst promoting creativity and innovation.

As a confident and self-motivated professional with excellent communication skills, Tony is able to bring people together and get them working as a team quickly.

Tony is an Agile and Scrum trainer with a vast knowledge spanning IT Systems, Business Change, Program and Project Management. With excellent presentation skills and a solid background, he ensures that all clients gain maximum benefit from his training. He has successfully guided those new to the industry through their initial training, helped experienced staff as they progress in their careers, and worked at the director level advising on best use and practice, as well as tailoring courses to fulfil the exact needs of clients.