The Updated PMM Model: Injecting Customer Insights and Keeping Stakeholders in Lockstep

In the game of telephone, one person thinks of a phrase to whisper to another person, and that person in turn whispers what he or she heard to the next person in line. This passing of information continues until the last person playing stands up and says the phrase he or she heard aloud. Inevitably, the final phrase sounds nothing like the phrase the first person whispered.

The telephone game is a perfect example of how communications can suffer from distortion without inclusion and alignment of every participant from the start. Imagine bringing new offerings or enhancements to market without proper communication among stakeholders such as product management, product marketing, marketing, sales, customer service, professional services, and finance. This situation would deeply affect the organization’s ability to communicate the right message to the right audience at the right time.

Since its launch in 2012, the SiriusDecisions Product Marketing and Management (PMM) Model has helped hundreds of B2B companies establish a repeatable process for bringing offerings to market effectively. Organizations of all sizes and from all industries have adopted our customer-centric, cross-functional commercialization model to improve their ability to go to market by addressing some of these common issues:

• The product team throws new enhancements over the wall to marketing without much (if any) notice
• The organization lacks a repeatable process that includes all functions and stakeholders
• It’s unclear who should be involved and who’s responsible for specific deliverables
• The time to market is too long

Our new version of the PMM Model continues to provide the details that help organizations develop a repeatable go-to-market process, define roles and responsibilities, and establish standard deliverables to drive faster time to market. At this year’s Summit, we’ll unveil updates to the model that help organizations:

• Understand market problems before defining solutions through modifications to the first stage in the process to focus on opportunities and customer needs
• Build alignment and decision points into each stage of the process so that stakeholders stay in lockstep and make better-informed decisions
• Leverage customer insights throughout the process through the addition of a new lane for customer success
• Adopt a habit of streamlining portfolios through the addition of a sunset stage

Join Lisa Singer and me at our Summit presentation to find out about the changes to the PMM Model and how they can improve your time to market and your offerings’ success.