Decision Tool

The Business Case Retrospective: Identifying The Root Causes Of Missed Product Goals

June 21st, 2024
With contributors:
Beth Caplow , Amy Hayes , Kaitlyn Coalson , Drew Zalucky


Product, marketing, customer success, and sales teams often struggle to identify why a new product or offering enhancement has failed to meet its goals. When faced with a gap between expectations and results, teams often overfocus on the product and its price, and fail to consider the market situation for the offering, the target buyer or segment, the perceived value of the offering, and the execution of the launch plan. This report and its accompanying downloadable checklist provide an approach for these teams to conduct a business case retrospective, identify root causes for missed goals, and pinpoint areas for investment and improvement (see The PMM Model: Business Case).

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