Inside The PMM Model: Define

January 1st, 2021

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Summary

The Forrester Product Marketing and Management (PMM) Model lays out seven stages that organizations must complete when creating and marketing B2B offerings. During the define stage, 12 activities should be completed to formulate the new offering idea, and document market requirements and product strategy. Portfolio marketing and product management work together at this stage to define a lean business case that includes an offering definition and go-to-market approach. In this report, we describe the key activities and deliverables that are completed during the define stage by marketing, product, sales, and customer success.

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