Case Study

Nuance Document Imaging: Leveraging The PMM Model To Drive New Product Growth

January 1st, 2018
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director

Summary

B2B organizations that have undergone multiple mergers and acquisitions often end up with multiple product innovation and go-to-market processes. This can lead to a misunderstanding of roles and responsibilities across product, marketing, and sales, impeding their ability to reach their full revenue potential. Leaders at Nuance Document Imaging (NDI) recognized this and sought our help to create a standardized process. In this case study, we describe how NDI adopted and operationalized Forrester’s Product Marketing and Management (PMM) Model to solidify the role of product management as a strategic driver of the business and standardize its innovation and go-to-market process.

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