Vision Report

Using The PMM Model To Drive Intelligent Growth

January 1st, 2021
Sam Somashekar, null
Sam Somashekar
With contributor:
Monica Behncke


The Product Marketing And Management (PMM) Model can provide high-level benefits to an organization and specific advantages to marketing, product, customer success, and sales. Many organizations have no formal, documented process; they create a new process each time they create or iterate on an offering. Standardizing a product commercialization and lifecycle management process not only provides benefits to the functions involved but also helps ensure key financial benefits for the organization. In this report, we describe four types of benefits that an organization can get from the PMM Model, a customer-centric and collaborative product commercialization and lifecycle process.

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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.