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Implementing The Product Marketing And Management (PMM) Model

A Step-By-Step Process For Implementing A Customer-Focused And Collaborative Commercialization And Lifecycle Process

January 1st, 2021
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributors:
Paul Ferron , Beth Caplow , Jeff Lash , Amy Hayes , Barbara Winters , Katie Fabiszak , Barry Vasudevan , John Buten , Sam Somashekar

Summary

The Forrester Product Marketing And Management (PMM) Model defines a customer-centric, collaborative product commercialization and lifecycle process that drives the creation of customer-focused offerings and ensures offering success. This report provides guidance for implementing the PMM Model, beginning with a current-state evaluation and readiness assessment and following with a step-by-step process to ensure preparedness, customize and pilot the model, execute a broader rollout, and drive adoption.

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