Summary
The Forrester Product Marketing and Management (PMM) Model is a product innovation and lifecycle management workflow framework. It requires organizations to conduct market- and customer-focused activities early in the innovation process to ensure that products can address customer needs before they are funded. This process helps identify and develop the business opportunities with the greatest potential. This report shows how CUNA Mutual Group adopted the PMM Model and used it to make the organization more customer-focused and its investment decisions more disciplined.
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