Vision Report

Leverage A Product Innovation And Commercialization Process To Drive Organic Growth

Modernize Your Organization’s Approach To Product Success With An Aligned, Agile, And Customer-Oriented Practice

May 17th, 2021
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributors:
John Buten , Katie Fabiszak , Paul Ferron , Amy Hayes , Barry Vasudevan , Barbara Winters , Jeff Lash , Sam Somashekar

Summary

Product innovation and commercialization are the lifeblood of B2B organic growth. Growth-oriented organizations deliver new and enhanced offerings, target new buyers, and enter new markets to expand the company’s footprint and increase market and wallet share. With numerous avenues for growth and the involvement of multiple functions, a repeatable, collaborative process ensures that innovations meet customer needs and commercialization efforts result in increased customer satisfaction, higher revenue, and long-term growth. In addition to market success, a best-in-class process paves the way for efficiencies and faster time to market, which then drives increased revenue and higher profits. In this report, we explain why an aligned, agile, and customer-oriented process is critical in today’s market conditions.

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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.