Case Study: Sterling Commerce Increases Alignment Through Product Management
To Achieve Alignment, PMs Need Authority, Accountability, And Resources
May 14, 2010
Why Read This Report
About five years ago, an acquisition spree, coupled with an opportunistic stance on new product development, threw Sterling Commerce's product strategy out of alignment with corporate goals. Sterling fixed the problem by defining a strong and enduring corporate strategy and then doggedly aligning the product strategy to that vision. This new approach consolidated authority over product strategy in the hands of the re-architected product management (PM) team. With authority comes responsibility, so Sterling also defined clear roles, responsibilities, and processes to ensure accountability. Increasing the authority and responsibility of a professional PM organization put product management and marketing at the heart of the company's growth and profitability.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase