Model Overview Report

Inside The PMM Model: Align

January 1st, 2021
With contributor:


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.

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