Figure 1 B2B Marketers Prioritize Demand Programs Forrester defines six subfunctions for B2B marketing programs: brand and communications, customer experience, demand/frontline marketing, marketing operations, partner ecosystem/channel marketing, and portfolio and product marketing. Not all organizations will have every subfunction.

Mean marketing investment: global/central marketing budget, 74%; regional marketing budget, 13%; and business unit marketing budget,14%.

The regional portfolio marketing manager acts as a subject matter expert on the needs of the region — often across multiple offerings — and a bridge between global marketing and regional marketing and sales. This role may report to regional leadership with a dotted line to the global portfolio marketing function, or vice versa.

This data snapshot is one of a series based on the Forrester’s Portfolio Marketing And Product Management Survey, 2025 .

Portfolio Marketing Leadership Defines the charter for portfolio marketing, negotiating role clarity across functions, and creating accountability for key dependencies. Defines the structure of portfolio marketing, including the roles and responsibilities that best meet the needs of the organization. Attracts and retains a high-performance portfolio marketing team and fosters a positive, collaborative culture with clear expectations and recognition.

Follow The Money: Top Strategic Initiatives Drive Portfolio Marketing Investment In Insights As part of Forrester’s Portfolio Marketing And Product Management Survey, 2025, we asked 540 portfolio decision-makers who work in portfolio/product marketing about the top strategic imitative that their organization’s portfolio/product marketing team is currently working on.

B2B marketing leaders face mounting pressures , including a need to demonstrate business impact. How organizations evaluate marketing matters. When Forrester’s Marketing Survey, 2025 asked B2B marketing leaders about the primary ways that their organization judges marketing, eight of the 12 most cited methods require marketing to prove direct buyer engagement.

This data snapshot is one of a series based on Forrester’s Portfolio Marketing And Product Management Survey, 2025.

B2B Organizations Invest 9% Of Revenue In Marketing, On Average Forrester’s Marketing Survey, 2026 surveyed 624 B2B marketing budget decision-makers. While the average marketing investment in 2025 was 9% of annual revenue, investment levels varied by both annual revenue and industry.

The portfolio marketing director is an experienced professional with at least eight years of experience. This role is expected to be a portfolio marketing expert who can drive best-practice processes within the function and lead cross-functional initiatives. As a key product leader, the director of portfolio marketing needs to be a capable spokesperson for the company internally as well as with influencers, buyers, and customers.