Vision Report

Portfolio Marketers Must Seize The Opportunity To Unlock Deeper Insights

Move From Raw Data And Disjointed Insights To Holistic Business Understanding

March 28th, 2023
Brittany Viola, Analyst
Brittany Viola Analyst
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Barry Vasudevan , John Buten , Amy Hayes , Beth Caplow , Jenna Santos , Shelby Muschler , Drew Zalucky

Summary

In today’s changing B2B landscape, technology proliferates, markets shift, and buyer journeys and interactions grow more complex. To adapt successfully, portfolio marketers must increasingly look to their growth engine systems and data sets to unlock insights that enable insight-driven action and decision-making. Therefore, portfolio marketing must work with technology owners, data stewards, and business leadership to assess the organization’s current state against five variables to effectively develop and activate insights about buyers, products, markets, and the partner ecosystem.

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