Forrester

Why Read This Report

Software-as-a-service (SaaS) may be a familiar part of the tech industry landscape, but tech vendors are only recently fully realizing the profound changes that SaaS demands. Tech vendors that saw themselves as highly successful innovators suddenly feel the rug pulled from beneath them. SaaS changes the innovation process, while at the same time exposing how poorly vendors understood the adoption necessary to make innovation successful. At the same time, SaaS also changes a tech vendor's business model, forcing reappraisals of pricing, revenue streams, marketing, and other core elements of company strategy beyond product development. Responsible for making sure that the technology and business sides of a technology company both succeed, product managers and product marketers (PMs) play an increasingly critical role in a SaaS world.