Best Practice Report

The Role Of Product Management In Supporting The Sales Process

January 8th, 2021
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director
Jeff Lash, VP, Sr Research Director
Jeff Lash VP, Sr Research Director
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
John Buten, Principal Analyst
John Buten Principal Analyst
Sam Somashekar, null
Sam Somashekar

Summary

Product managers play a key role in providing sales teams with deal-related support and subject matter expertise. Without checks and balances, this support may not only be time consuming for product managers, but also reduce their focus on other required functional activities. Product managers should understand the type of support required and formalize their engagement in the sales process. According to the Forrester 2019 B2B Buying Study, C-level buyers sometimes prefer meetings with product managers as subject matter experts (SMEs). In this report, we explain the right way to provide product management support during the sales process.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.