Best Practice Report

The PMM Model: Business Case

Templates And Best Practices

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


Investment initiatives for new offerings and enhancements require a comprehensive business case that includes a plan to develop, support, and go to market with an offering. The Forrester Product Marketing And Management (PMM) Model features this deliverable at the end of the align stage. The product manager, working with the product core team is responsible for the business case deliverable and presenting it to the innovation council, which then grants or denies permission and funding to build the new offering. In this report, we provide guidelines for each component of the business case, including examples, that product teams can use to develop and present the business case deliverable.

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