Model Overview Report

The Product Marketing And Management (PMM) Model

January 1st, 2021


In a recent Forrester research study, 56% of B2B companies reported that more than half of their new offerings fail to meet their performance and financial targets. The costs of a product failure in the marketplace can be enormous — in dollars, misplaced resources, and brand reputation. The Forrester Product Marketing And Management (PMM) Model depicts the series of best-practice activities and key deliverables required to bring a product or solution to life and achieve ongoing commercial success. In this report, we introduce the Forrester PMM Model, which defines a best-in-class process for customer-centric and collaborative product commercialization and lifecycle management.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.