Case Study

CUNA Mutual Group: Leveraging The PMM Model For Improved Customer Focus And Investment Decision Discipline

February 11th, 2020
Sam Somashekar, null
Sam Somashekar
With contributors:
Lisa Singer , Jeff Lash

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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