Forrester Introduces New Forrester Decisions Service for Product Management Leaders


CAMBRIDGE, Mass., October 18, 2021 / PRNewswire / – Forrester (Nasdaq: FORR) today announced Forrester Decisions for Product Management, a new research service that helps product management leaders and their teams take on a growing mission of creating exceptional product experiences . According to Forrester, product stewards in top performing organizations spend at least 25% of their time understanding customer needs. Forrester Decisions for Product Management offers bold vision research, curated tools and frameworks, and practical advice to improve the ability of product managers to quickly and more clearly identify unmet customer needs with a focus on on a coherent and collaborative approach to the management of products throughout their life cycle.

“Today, the success of B2B organizations increasingly depends on the quality of their overall customer experience,” said Sharyn’s departure, senior vice president of research at Forrester. “Therefore, product stewards need to broaden their scope beyond defining the capabilities required, creating a product roadmap and ensuring that their products are usable. We believe that organizations that broaden their vision to manage the entire product experience, meeting the unspoken and evolving needs of customers, continuously deliver more value. This service will help product managers drive growth through innovation, establish best practices for success, and enhance the skills of their team members. “

The product management service is part of a portfolio of 15 Forrester Decisions designed for executives, functional leaders and their teams – across technology, marketing, customer experience, sales and product management – to enable them to act quickly, reduce risk of decisions, and save time and money when addressing their most pressing priorities. Key priorities for product managers include:

  • Discover customer needs that will drive innovation.
  • Product portfolio management.
  • Implementation of value-based pricing.
  • Improve the product lifecycle process.
  • Enable agile product management and engineering alignment.
  • Clarify roles, responsibilities and structure.
  • Improve skills through upgrading the skills of product managers.

Plus, Forrester Decisions offers a personalized digital experience to help users navigate and share content intuitively. Forrester Decisions includes three basic components that help leaders move forward on today’s priorities and plan for the future:

1. Bold vision search showcasing the latest market information, trends, predictions and forecasts to stay ahead of changing customer and market dynamics. Examples include:

  • Forrester’s signature research: Forrester’s take on important trends impacting business today and what’s to come in the future. This includes research such as The Customer-Obsessed Leader, 2021, which explains the five key things customer-obsessed leaders do to guide their teams and organization toward customer obsession.
  • Know the customer: Access to snapshots of data that explore the attitudes, behaviors and technology adoption of business buyers.
  • Landscape assessments of technology and service providers: Discover emerging vendors in the product management tools and technology market space to assess potential partners.

2. Selected tools and frameworks to address priorities with strategic models and plug-and-play models, including:

  • Strategic models: Each Forrester Decisions department contains a set of strategic models designed to help leaders take immediate action on their most pressing priorities. For example, The Forrester Needs Aperture offers a five-phase process to identify, prioritize, and apply customer needs to drive innovation in the product lifecycle and ensure success to market.
  • Benchmarks and peer reviews: Forrester Decisions provides clients with access to operational and performance benchmarks against their peers to help them keep pace with the market and compare their organization’s current state with other high-performing organizations to uncover potential priority areas for improvement.
  • Certifying courses: With Forrester Decisions, product managers can take courses like Leading With Customer Obsession and Building Winning Business Cases to align their teams and understand how to apply frameworks and tools to accelerate their business.

3. Practical advice to apply Forrester’s research to specific needs:

  • Orientation sessions: Executives can work with Forrester experts to apply frameworks, models, and data to specific contexts.
  • Peer discussions: Product stewardship leaders can also engage in collaborative discussions to strategize, validate ideas, and mitigate risk with peers who have similar product stewardship challenges and aspirations.
  • Events: Forrester’s annual events feature the latest research, share best practices, and offer practical tips for driving better business results. The B2B Summit is the premier event for leaders in B2B product management to learn about the latest trends to meet current and future customer needs.


  • Learn more about Forrester Decisions for Product Management.
  • Discover ideas for product managers.
  • Tune in to the podcast, A Look Inside Enterprise Holdings’ Product Development Strategy.

About Forrester
Forrester (Nasdaq: FORR) is one of the world’s most influential research and consulting firms. We help leaders in technology, marketing, customer experience, product and sales use customer obsession to accelerate their growth. Through Forrester’s research, consulting and exclusive events, leaders around the world are empowered to be bold at work, navigate change, and put their customers at the center of their leadership, strategy and of their operations. Our unique knowledge is based on annual surveys of more than 675,000 consumers, business and technology leaders around the world; rigorous and objective research methodologies, including Forrester Wave ™ evaluations; over 52 million real-time feedback votes; and the shared wisdom of our customers. To learn more, visit

Amanda Chordas
[email protected]

SOURCE Forrester

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