Summary
Forrester’s Portfolio Marketing And Management (PMM) Model has long been the industry standard for bringing an offering to market, outlining product lifecycle and commercialization activities and responsibilities that ensure standardized repeatable processes and faster time to market. With the shift to broader solutions, platforms, and portfolios, however, additional stakeholders and activities are needed to create the impact and growth these solutions can produce. This report introduces a lifecycle and commercialization process for platforms and portfolios, showcasing the inclusion of more teams, additional activities, and stronger alignment to market and sell these more expansive solutions.
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