Ascendle Unscripted: Taming Timelines – Navigating the Question of “When Will It Be Done?”

Software development timelines are a common source of frustration for teams and stakeholders alike. Answering the seemingly simple question, “When will it be done?”, often uncovers deeper issues of misalignment, communication breakdowns, and a lack of clarity about what “it” truly means. In the latest episode of Ascendle Unscripted, Susannah Mitchell, VP of Operations at Ascendle, and Dan O’Keefe, Chief Product Officer at PCMI, dive into strategies to define project scope, align teams, and create predictable, manageable timelines.

Defining “It”: The Foundation of Software Development Timelines

A crucial first step in creating accurate software development timelines is defining the “it” in “When will it be done?” Teams often focus on the timeline for completion without first ensuring clarity about what “it” entails. Dan references the “whole product” concept, which includes everything necessary for a customer to realize value—not just the core software.

For example, consider the iPhone. While the device itself is vital, its entire ecosystem—charger, carrier, the App Store—unlocks its true value. Similarly, software teams need to think beyond code to consider all components required to deliver value to customers. This shift in perspective moves the conversation from “When will the software be done?” to “When will the customer experience value?”

Aligning Teams Around Business Outcomes

Susannah and Dan stress the importance of aligning teams to deliver outcomes, not just outputs. For teams to move in sync, communication must remain a central focus. Everyone, from developers to marketing teams, must understand the purpose behind their tasks.

“More than just defining the value for the customer, it’s ensuring all team members know why they’re building what they’re building,” Susannah says. This alignment ensures the entire organization—not just the development team—collaborates effectively to deliver measurable outcomes.

The Power of a Shared Language

Software development timelines often falter due to miscommunication. One common issue is the misinterpretation of deadlines. Dan suggests introducing a shared organizational language that distinguishes between three key dates:

1. Target date: The ideal date a product manager desires.
2. Forecast date: The realistic estimate based on initial scoping by development teams.
3. Commit date: The finalized date agreed upon after input from all relevant teams, including marketing and support.

By adopting this framework, teams reduce confusion and build trust. “When everyone knows what each type of date represents, it creates predictability,” Susannah explains.

Agile’s Role in Navigating Timelines

Agile methodologies can support or hinder timeline communication, depending on how they are implemented. While agile encourages flexibility and iterative progress, it can lead to reluctance in committing to dates when teams focus solely on short-term sprints.

Susannah notes that frameworks like scaled agile (SAFe) effectively address this challenge by combining lean business planning with quarterly targets. This approach balances long-term goals with agile’s iterative nature, ensuring that software development timelines remain aligned with business objectives.

Dan adds that in commercial software development, external market demands often require teams to define and track scope more rigorously. Agile practices must adapt to these realities, allowing for flexibility while ensuring key milestones are met.

Investing in Product Operations for Predictable Timelines

As organizations scale, the complexity of managing software development timelines increases. This is where product operations (product ops) come into play. Product ops serve as the glue connecting cross-functional teams, enabling consistent communication, alignment, and execution.

Susannah and Dan agree that product ops are especially valuable when an organization has multiple products or requires collaboration across business units. By fostering a culture of trust and ensuring regular cadence meetings, product ops teams accelerate timelines without sacrificing quality.

“When timelines elongate due to lack of coordination, product ops act as an accelerant,” Dan explains. “They bring all functions together, enabling parallel work and reducing delays.”

Key Takeaways

To navigate the complexities of software development timelines, Susannah and Dan highlight three essential strategies:

1. Define “it” clearly: Ensure all stakeholders understand the full scope of what’s being delivered, from software to customer outcomes.
2. Foster communication and trust: Build a shared language for deadlines and maintain regular, cross-functional meetings to keep teams aligned.
3. Commit to product ops: As organizations grow, product ops teams can streamline processes, shorten timelines, and ensure smooth execution.

By adopting these practices, teams can transform unpredictable timelines into structured, collaborative processes that deliver real value.

Conclusion

Software development timelines don’t have to be a mystery. Through clear definitions, consistent communication, and strategic investments in product operations, organizations can overcome common hurdles and bring products to market faster.

As Susannah aptly puts it, “What this approach lends itself to is predictability, more trust, and shortened time to market.” By aligning teams and focusing on delivering customer value, businesses can tame even the most challenging timelines.