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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


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.