HomeResearch Articles The Pulse: The State of B-to-B Innovation and Go-to-Market Capabilities

The Pulse: The State of B-to-B Innovation and Go-to-Market Capabilities

  • Conduct a gap analysis based on the SiriusDecisions Product Marketing and Management (PMM) Model, which has become the industry standard for identifying organizational and capability gaps across product, marketing and sales functions
  • An aggregate view of the analyses finds that marketing, product and sales tend to be strong in tactical execution but struggle with key strategic activities
  • Comparing an organization’s individual PMM Model gap analysis results to the aggregate view can provide insight into priorities for process and competency improvement
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