Product, Solution, And Industry Marketing: Roles And Responsibilities

Increasingly, organizations are addressing market opportunities via solution or industry approaches. Product, solution, and industry marketing all play different roles in the go-to-market process with solution and industry marketing roles often required to marshal internal resources around an achievable solution vision with a more complex buying process. In this report, we focus on nine activities along the Forrester Product Management And Marketing (PMM) Model where product, solution, and industry roles overlap or differ in order to illustrate the proper areas of focus for each function.