Case Study

PAREXEL: Using the PMM Model to Increase Audience Centricity

February 1st, 2018
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
With contributor:
Jeff Lash

Summary

B2B organizations spend about 46% of their development budgets on products targeted to current buyers in their current markets. As a result, marketers, product managers, and sales reps often skip steps focused on understanding the market and the buyer, creating a very product-centric environment. This can lead to marketing efforts that fail to resonate with the buyer audience and, ultimately, products that fail to meet business goals. This report shows how PAREXEL used the Product Marketing and Management (PMM) Model to move to an audience-centric approach that improved product results.

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