Product Management

The product management landscape is rapidly changing. Innovation and agility are key drivers of success — but so is a deep understanding of customer needs. Read our insights to create and implement buyer-centric product development, management, and innovation practices.



Finding The SaaS Goldilocks Zone: Value-Based Pricing That’s Just Right

Ellen Lind October 7, 2020
B2B organizations are increasingly striving to develop a value-based approach to pricing software-as-a-service and subscription offerings, assuming all customers are looking for the same value because they share a requirement for the same type of offering. But every customer has a different idea of what price is “just right.”
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Product Management Leadership For This New Era

Lisa Singer September 25, 2020
This post outlines three key ways product leaders can use customer input and feedback to drive growth in the coming year.
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The SiriusDecisions Product Marketing And Management Model

Discover our best-in-class framework for driving B2B innovation and go-to-market strategy and execution.


Welcome To The Year Of The Customer Marketer

Lisa Nakano September 23, 2020
One major trend we see is an amped-up focus on retention — keeping customers and ensuring they achieve value.
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Roles and Responsibilities for Product Management and Portfolio Marketing: How Much Do They Matter?

Jeff Lash September 21, 2020
“Who should be responsible for competitive analysis?” “Who should own go-to-market strategy?” “Who creates user personas?” These questions aren’t surprising, given that one of the most common topics we help our clients with through our Product Management and Portfolio Marketing research services is establishing or improving the product commercialization and lifecycle process. Companies are trying to be faster and more nimble, more customer-centric, and more consistent in how they innovate and bring offerings to market to drive growth.
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Introducing Planning Assumptions 2021: Seizing Opportunity Amid Disruption

Monica Behncke September 17, 2020
Amid unprecedented uncertainty lies vast opportunity for B2B leaders. Monica Behncke, Vice President, SiriusDecisions Research, explains in her introduction to Forrester’s SiriusDecisions 2021 Planning Assumptions.
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Three Tips for Using Design Thinking in Product Management Activities

Sam Somashekar September 11, 2020
Product managers must integrate design thinking into their product commercialization and lifecycle process to foster a customer-focused approach for offerings. Otherwise they risk being too internally focused and out of touch with the market segments they serve. Sam Somashekar shares the top three tips to help integrate design thinking principles into product management activities to ensure commercial success of your products.
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Kindness Is Sticky

Adele Sweetwood August 18, 2020
  • Nuance Communications’ response to how it could aid customers during COVID-19 was simple — “Kindness before commerce”
  • Delivering specific value based on what your customers requested is possible
  • Demonstrating your company’s values in real time will make a lasting impression
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The Forrester SiriusDecisions Asia Pacific Summit 2020: Tackling Our New B2B Normal

Paul Dolan July 28, 2020
  • The new work-from-home norm has challenged us to create an innovative virtual APAC Summit in Singapore this September
  • For the first time at our the event, we will have a series of track sessions dedicated to the priorities of sales leadership in addition to the usual track sessions aligned to the priorities of marketing leaders
  • We have four Program of the Year winners, showcasing transformative marketing initiatives through a series of fireside chats with our SiriusDecisions analysts
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Existing Products: The Middle Child of the Product Portfolio

Robin Whiting May 6, 2020
  • Many B2B organizations focus mainly on developing and launching new offerings, which starves current offerings of much-needed resources
  • Product managers are often unsure how to manage in-market products to drive financial and market performance
  • Lisa Singer explained how to develop a growth strategy for existing products in her Summit presentation “Managing Products for Growth”
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Four Ways Product Management Can Be Prepared for the Next Stage of the COVID-19 Pandemic

Lisa Singer May 4, 2020
  • Product management leaders will need to lead planning for future offering investment in this environment of uncertainty
  • With many unknowns regarding the easing of social restrictions, government assistance, and new measures to control future outbreaks, customer needs and business opportunities are continually in flux
  • Four actions can help product leaders ensure investments are addressing current and impending needs
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The Updated PMM Model: Injecting Customer Insights and Keeping Stakeholders in Lockstep

Beth Caplow April 13, 2020
  • The SiriusDecisions Product Marketing and Management (PMM) Model has become the gold standard to help B2B organizations effectively bring offerings to market
  • SiriusDecisions updates the PMM Model periodically to reflect market changes and new customer needs, ensuring its continued relevance and applicability
  • As organizations seek to be more agile and market responsive, their need for a repeatable go-to-market process has never been greater
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Four Tips for Succeeding With Productizing Your Services

Sam Somashekar April 9, 2020
  • Many companies provide services as part of their portfolio of offerings, but few manage them with the same rigor as products
  • Companies often miss out on commercial opportunities when they offer ad hoc services and one-off implementations that could be delivered more consistently and profitably if productized
  • Organizations have the opportunity to improve the quality and profitability of their services by following the SiriusDecisions Service-as-a-Product Framework
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Five Pricing and Packaging Steps for Selling in the Age of Pandemic

Lisa Singer March 31, 2020
  • Customers still must solve many standard problems in age of the COVID-19 pandemic, but also face new complexities such as economic uncertainty and a remote workforce
  • Organizations must update their offerings’ packaging and pricing to address new needs that have surfaced as a result of the virus and to help lower costs for buyers and sellers
  • Organizations must consider more flexibility around their products and packaging offerings that can help those who feel the most impact from COVID-19
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Healthcare Spotlight: Healthcare Pricing and Packaging — Moving to Value-Based Subscription Pricing

Alan Gonsenhauser February 6, 2020
  • Healthcare organizations realize higher revenue and profit when their pricing and packaging reflect value offered to their buyers
  • Most organizations lack a consistent, repeatable process to develop value-based pricing and packaging
  • The SiriusDecisions Pricing and Packaging Blueprint is a four-phase process for developing pricing and packaging that supports organizational growth and profitability goals
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Calling All Waterfall Product Managers — You Can Still Be Agile!

Sam Somashekar January 30, 2020
  • The premise of agile is to integrate continuous improvement of usable chunks of a project through an iterative approach
  • Opportunities to apply agile practices exist in product management even when product development operates within waterfall methodologies
  • Operationalizing agile practices will turn product management leaders into agile change agents and promote further adoption within product development
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Healthcare Spotlight: Product Marketing and Management: Moving from Product to Audience-Centricity

Alan Gonsenhauser January 21, 2020
  • B2B organizations often over-rotate on existing buyers and market segments and miss the steps needed to understand new buyers and segments and improve growth and customer-centricity
  • The SiriusDecisions Product Marketing and Management (PMM) Model provides a best-in-class framework to improve marketing, sales and product alignment and commercial success
  • The SiriusDecisions PMM Model can be used as a diagnostic tool to identify crucial missing steps in the innovation, go-to-market and product launch processes to achieve new product financial goals
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What Are the Top Product Management Leadership Priorities for 2020?

Jeff Lash January 17, 2020
  • In a recent SiriusDecisions survey, we asked product management leaders about their top challenges and the skills their product managers need to improve
  • Major challenges included the quality and consistency of the product innovation and lifecycle process, portfolio management, focusing on solutions, and clarifying roles
  • Common skill gaps include understanding customer needs, developing business cases, collecting customer feedback, and market sizing and segmenting
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SiriusDecisions’ Top 10 Research Articles of 2019

Drew Zalucky December 18, 2019
  • SiriusDecisions clients look to us to provide guidance on bringing offerings to market, understanding buyers, marketing measurement and a host of other priorities
  • This year-end blog post reveals the 10 most read pieces of research from 2019
  • Our most popular research includes classics of the SiriusDecisions research canon, along with a couple newer additions expounding on core concepts
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Should You Make Your Prices Public on Your Website?

Lisa Singer December 4, 2019
  • B2B customers are increasingly expecting consumer-like experiences, such as immediate access to a product’s pricing clearly stated on an organization’s website
  • There is a strong argument for publishing prices, as such transparency can often accelerate the sales process and increase sales productivity
  • Organizations should consider six elements when determining whether or not to publish prices
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Strategies Product Management Leaders Use to Drive Success

Lisa Singer November 15, 2019
  • Product management leaders often ask what actions they can take to promote high-performance in their product management functions
  • Among other goals, product management leaders are seeking to drive greater product success by achieving revenue goals
  • SiriusDecisions has identified key actions most correlated with the achievement of product success
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