Inside The PMM Model: Align

January 1st, 2021

With contributor:

Summary

Many new B2B offerings fail to attain goals because organizations bring them to market without a standard process that includes cross-functional alignment and interlock. In the align stage of Forrester’s Product Marketing and Management (PMM) Model, a cross-functional team works together to ensure alignment on product, marketing, sales, and customer success strategies and business goals. This report defines the key activities and the final deliverable — the business case — that are completed during the align stage by marketing, product, sales, and customer success.

Want to read the full report?

This report is not available for purchase at this time.

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.