The Forrester PMM Model: Product Growth Plan

After an offering has been launched into the market and has been in market for some time — at least through one full sales cycle or after multiple years of improvements and enhancements — it’s important to review the state of the offering and determine its future direction. If the offering is slated for continued growth, this is the opportunity for the product management and portfolio marketing teams to set expectations for revenue and growth expectations as well as investment levels for the offering in the period ahead. In this report, we explain the purpose of a product growth plan, when it should be created, who creates it, who should be involved, who it’s presented to, and what it should include.