Traditional product managers have broad inbound and outbound responsibilities including segmentation, requirements, positioning and pricing - often shortchanging their teams. Product owners are always available and own backlogs/stories - but often lack real market experience. Both roles have challenges. PO/PM discussions are short on context and clarity. How can agile address the broader product mgmt challenge? How to agilize waterfall PMs? Do technical POs need marketing/sales/pricing skills? We’ll look at roles and organizational models that work for commercial software companies.