The Forrester PMM Model: Business Case Template

August 18th, 2022
With contributors:
Jeff Lash , Beth Caplow , Sam Somashekar , David Morrison , Drew Zalucky


Investment initiatives for new offerings and enhancements require a comprehensive business case that includes a plan to develop, support, and go to market. The product manager, working with the product core team, is responsible for the business case deliverable, which is created at the end of the align stage of the Forrester Product Marketing And Management (PMM) Model. The product core team presents the business case to the innovation council, an executive-level cross-functional team that assesses and scores it and then grants or denies permission and funding to build the new offering. Product teams can use this template to develop and present the business case deliverable.

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