As far as Forrester is concerned:
“[O]nly a quarter of firms employ a launch process even vaguely approaching best-in-class…”
But I take this with a grain of salt, because Forrester has a product it is marketing.
“We began by introducing attendees to our proprietary Product Marketing And Management (PMM) Model (client login required).”
I’m not a client, so I don’t have a login. But Forrester’s PMM Model appears to cover some important topics.
- Proposals.
- Market requirements.
- Dashboards.
- Defining your hungry people, although Forrester uses the legacy term target audience. (Hey, I try.)
- Sales targets.
- Competitive differentiation.
And that was just the beginning, because Forrester is certainly comprehensive.
Although it sounds like the full Forrester PMM Model process may be completely mystifying and overwhelming if you have no model at all. I know.
Better to start off moving from Level 1 to Level 2 in a maturity model rather than trying to jump to Level 5.
(Imagen 3)
Bredemarket 