Inside The PMM Model: Discover

July 2nd, 2024

Lisa Singer VP, Research Director

Barbara Winters VP, Principal Analyst

With contributors:

Amy Hayes , Shannon Colford , Drew Zalucky

Summary

Forrester’s Product Marketing And Management (PMM) Model starts with the discover stage, which brings marketing and product teams together with input from sales and customer success to identify and compare new business opportunities that fit within the company’s overall strategy and are informed by market insights and buyer needs. Product management takes the lead at this stage to synthesize relevant information into a business opportunity proposal for consideration to move forward to verify the needs and business viability. This report describes key activities and deliverables that are completed during the PMM Model’s discover stage by marketing, product, sales, and customer success.

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