A Product Owner is the person within a Scrum Team responsible for maximizing the value of the product. The Product Owner manages the Product Backlog, determines priorities, and acts as the voice of the customer towards the Development Team. It is a strategic role that combines business insight with a deep understanding of customer needs.
What is a Product Owner?
The Product Owner is one of the three roles within the Scrum framework, alongside the Scrum Master and the Developers. According to the SBOK (Scrum Body of Knowledge), the Product Owner is responsible for defining product requirements, managing the Product Backlog, and making decisions about what the team builds and in what order.
In practice, this means the Product Owner:
- Determines the vision and direction of the product
- Makes decisions about what will and will not be built
- Manages and prioritizes the Product Backlog
- Acts as the bridge between stakeholders and the Development Team
- Defines acceptance criteria for each Product Backlog Item
The Tasks of a Product Owner
The Product Owner has a broad range of responsibilities focusing on three areas: the product, the team, and stakeholders.
Product-Related Tasks
- Develop product vision: Create a clear, inspiring vision that guides all decisions
- Create roadmap: Determine the long-term planning of features and releases
- Manage backlog: Add, refine, prioritize, and remove items from the Product Backlog
- Write User Stories: Create clear, testable descriptions of desired functionality
- Define acceptance criteria: Determine when an item is "done"
Tasks Towards the Development Team
- Backlog Refinement: Refine and estimate items together with the team
- Sprint Planning: Determine the Sprint Goal and explain priorities
- Be available: Answer questions and make decisions during the Sprint
- Sprint Review: Accept or reject work based on acceptance criteria
Tasks Towards Stakeholders
- Manage expectations: Clearly communicate what is and isn't achievable
- Gather feedback: Collect input and translate it into Product Backlog Items
- Demonstrate value: Show what value the team is delivering
- Explain priorities: Justify why certain choices are made
The Product Backlog
The Product Backlog is the Product Owner's most important tool. It is an ordered list of everything needed to improve the product. The Product Owner is the only person responsible for the content and prioritization of the backlog.
A good Product Backlog is:
- DEEP: Detailed appropriately, Estimated, Emergent, Prioritized
- Transparent: Visible to all stakeholders
- Dynamic: Continuously adapted based on new insights
- Ordered: Items at the top are most detailed and have the highest priority
Product Owner vs Product Manager
The roles of Product Owner and Product Manager are often confused, but there are important differences:
| Aspect | Product Owner | Product Manager |
|---|---|---|
| Focus | What the team builds (tactical) | What the product should become (strategic) |
| Time horizon | Sprint level (2-4 weeks) | Quarter/year level |
| Stakeholders | Development Team, direct stakeholders | Market, customers, executives |
| Responsibility | Product Backlog, Sprint Goals | Product vision, roadmap, P&L |
| Decisions | "What do we build this Sprint?" | "Which market do we serve?" |
In smaller organizations, both roles are often combined. In large organizations, the Product Owner works closely with the Product Manager, where the PM determines the strategic direction and the PO translates this into executable backlog items.
Skills of a Product Owner
An effective Product Owner combines diverse skills:
Business Skills
- Market analysis and customer research
- Business case development
- Data-driven decision making
- Financial insight (ROI, TCO)
Communication Skills
- Stakeholder management
- Presenting and persuading
- Conflict resolution
- Active listening
Technical Skills
- User Story mapping
- Backlog management tools (Jira, Azure DevOps)
- Basic knowledge of software development
- UX/UI understanding
Product Owner Salary
The salary of a Product Owner in the Netherlands varies based on experience, sector, and region:
- Junior Product Owner (0-2 years): €45,000 - €55,000 gross per year
- Medior Product Owner (2-5 years): €55,000 - €75,000 gross per year
- Senior Product Owner (5+ years): €75,000 - €95,000 gross per year
Product Owners in the financial sector or at large tech companies earn on average 10-20% more. A Product Owner with CSPO or PSPO certification often has an advantage when applying for jobs.
How to Become a Product Owner?
There are several paths to becoming a Product Owner:
- Take a certified training: Start with an official Product Owner Training from a recognized provider
- Get certified: Obtain a recognized certificate such as CSPO (Certified Scrum Product Owner) or PSPO (Professional Scrum Product Owner)
- Build domain knowledge: Become an expert in a specific market or industry
- Develop stakeholder skills: Learn to communicate effectively with different audiences
- Gain practical experience: Start as a Business Analyst, UX Designer, or in another role close to product development
Frequently Asked Questions About the Product Owner
What does a Product Owner do all day?
A typical day for a Product Owner consists of: backlog refinement sessions, stakeholder meetings, user research, writing and refining user stories, attending Sprint Planning or Review, and making decisions about priorities. The exact distribution depends on where the team is in the Sprint.
What is the difference between Product Owner and Scrum Master?
The Product Owner determines what gets built (priorities and requirements), while the Scrum Master focuses on how the team collaborates (process and team dynamics). The PO maximizes product value, the SM maximizes team effectiveness.
Can a Product Owner support multiple teams?
A Product Owner can support a maximum of 2-3 teams if they are working on the same product. With different products, this becomes virtually impossible due to the required focus and availability. One dedicated Product Owner per product is the ideal situation.
Does a Product Owner need to be technical?
A Product Owner doesn't need to be a developer, but technical understanding helps. You need to be able to assess whether something is technically feasible, understand what impact choices have on architecture, and communicate effectively with developers about technical solutions.
How much does a Product Owner earn?
In the Netherlands, a Product Owner earns on average between €55,000 and €75,000 gross per year. Junior POs start around €45,000, while senior POs in the financial sector can earn up to €95,000 or more.
Start Your Career as a Product Owner
Are you ready to become a Product Owner? Our two-day Product Owner Training fully prepares you for this strategic role. You'll learn not only the theory but also practice with real-world simulations around backlog management and stakeholder communication. Upon completion, you'll receive an official SPOC certificate.
Not sure if Product Owner is right for you? Take our free Scrum Master or Product Owner quiz and discover which role best fits your personality.
Ready to start? Check out the upcoming training dates and register.
Written by
Merijn Visman
Certified Scrum Trainer
For over 15 years, I have been helping professionals and organizations work more effectively with Agile and Scrum. My trainings are practical, interactive, and immediately applicable in your daily work.
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