Katie Fabiszak
Principal Analyst
Speaking At
Author Insights
Blog
Data And Insights For Smart Go-To-Market Decision-Making
Learn how the Forrester Go-To-Market Architecture can help portfolio marketers find the right mix of data and insights for smarter go-to-market decisions.
Blog
Four Steps To Creating Collaborative GTM Playbooks
There's no one-size-fits-all playbook design because every organization is unique. Yet there is a process you can follow.
Blog
Spring-Cleaning And Assessing B2B Go-To-Market Strategies
This blog post introduces Forrester’s Go-To-Market Maturity Assessment, an assessment that helps B2B leaders assess their go-to-market capabilities by evaluating across four key areas: business context, market strategy, buyer strategy, and engagement strategy.
Blog
The Core Tenets That Set High-Performing Portfolio Marketing Teams Apart
Results from Forrester’s Portfolio Marketing Survey, 2023, reveal that high-performing portfolio marketing teams prioritize strategic activities and take an audience-focused approach to their work. This blog post reveals the top three practices we see high-performing portfolio marketing teams doing differently.
Blog
Go-To-Market Strategy: The Three Core Engagement Elements Needed For Successful Execution
This blog post dives into the engagement strategy layer of the Forrester Go-To-Market Architecture framework. This layer details a go-to-market strategy approach that allows portfolio marketers to build the critical deliverables needed to ensure successful execution.
Blog
Go-To-Market Strategy: Three Steps To Connecting Buyer Needs To Ideal Offerings
This blog post dives into the buyer strategy layer of the Forrester Go-To-Market Architecture model. This layer details a go-to-market strategy approach that aligns the needs of a particular buying audience with the best solution that will meet those needs.
Blog
Go-To-Market Strategy: Three Steps To Intentional Segmentation And Route-To-Market Decisions
A one-size-fits-all go-to-market strategy is nonexistent, but B2B organizations need a methodology in place to support the creation of an audience-focused go-to-market strategy. This blog post dives into the market strategy layer of the Forrester Go-To-Market Architecture, which guides B2B leaders on how to think through the decisions about segmentation and routes to market.
Blog
Breakthrough Go-To-Market Strategies Require Three Components
It’s more important than ever for B2B organizations to make sound strategic decisions. Yet if you ask each member of your executive leadership team how they define go-to-market strategy, you will likely get a different answer from each of them. Not only does this create confusion internally, but it’s also an inhibitor to growth, as […]
Blog
Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy
It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.
Blog
Lighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market Insights
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.
Blog
Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.
Blog
Portfolio Marketing Spotlight: Kodak Alaris Wins Program of the Year at Summit 2020
- At Forrester SiriusDecisions Summit 2020, two organizations that exemplify best-in-class portfolio marketing were recognized
- This blog post follows one winner, Kodak Alaris, as it implemented a new worldwide product launch process
- Through implementing best practices, Kodak Alaris saw global adoption and tangible results as it brought a new solution to market
Blog
Portfolio Marketing Spotlight: Atlassian Wins Program of the Year Award at Summit 2020
- This year’s Forrester SiriusDecisions Summit recognized two organizations that exemplify best-in-class portfolio marketing
- One of those winners, Atlassian, evolved successfully to an audience-centric go-to-market approach
- Through implementing best practices, Atlassian saw tangible results as it tested buyer-focused messaging
Blog
The Portfolio Marketer’s Guide to Surviving Disruptive Go-to-Market Change
- Disruptive go-to-market change is inevitable and is a factor constantly affecting B2B organizations
- Changes often lead to siloed interpretations that can have a negative impact on the revenue engine’s performance
- When disruptive changes occur, portfolio marketers must take responsibility for determining the impact on markets, buyers, and go-to-market activities
Blog
Responding to Coronavirus: A Playbook for Portfolio Marketing
- The coronavirus outbreak will affect all types of businesses — no organization will be immune to its impact
- Portfolio marketers must take action to identify required changes in go-to-market plans
- Key areas for portfolio marketers to prioritize include target audiences, sales impact, buyer’s journey maps, messaging and product launches
Blog
How Merrill Built a Common Language Around Personas to Support Audience-Centricity
- B2B organizations understand that buyer persona development is a critical component of an audience-centric go-to-market strategy
- By implementing best practices, Merrill was able to drive consistency across the product, sales and marketing teams and develop a pipeline of opportunities that represented the right audience
- Merrill successfully established a common language around personas
Blog
Why Are Buyer Insights So Vital for Product, Marketing and Sales Leaders?
- Product, marketing and sales leaders need buyer insights to support an audience-centric go-to-market strategy
- Most B2B companies struggle to gather the knowledge and insights needed to become audience-centric
- SiriusDecisions’ Buyer Insights Reports help B2B organizations better understand buyer behaviors and preferences
Blog
Five Things High-Performing Portfolio Marketers Do Differently
- Portfolio marketing deserves to have a seat at the strategic table alongside other executives
- Results of a recent SiriusDecisions survey show that organizations that give portfolio marketing a strategic role to lead go-to-market strategy outperform their peers significantly
- Portfolio marketers should own the alignment of product, sales and marketing for go-to-market efforts
Blog
The Product Manager and Portfolio Marketer . . . A Valentine’s Love Story
- Valentine’s Day is a great opportunity to assess and measure the relationship between product management and portfolio marketing
- Standard processes, role clarifications and consistent communication are key elements of a great relationship between portfolio marketers and product managers
- Collaboration improves innovation and the leaders’ ability to successfully bring offerings to market
More posts