Gaining Consensus Around PMM Model Implementation

Successful implementation of a new innovation and go-to-market process, such as the Forrester Product Marketing and Management (PMM) Model, starts with alignment across stakeholders. Identifying the goals and barriers to PMM Model implementation makes consensus building easier and quicker, and results in a more effective implementation. Use a structured approach to assemble information about the potential PMM Model initiative, build support among stakeholders and influencers, and obtain explicit agreement to move forward. In this report, we describe a three-step approach to gaining consensus around implementing the Forrester PMM Model.