Vision Report

Better Together: Align B2B Product Management And Portfolio Marketing To Drive Customer Value

Forge A Shared Vision To Realize Synergy From Complementary Ecosystems

August 5th, 2024
John Buten, Principal Analyst
John Buten Principal Analyst
Tony Plec, Principal Analyst
Tony Plec Principal Analyst
With contributors:
Amy Hayes , Lisa Singer , Shannon Colford , Drew Zalucky

Summary

Companies that are aligned across departments are more likely to achieve high performance and meet or exceed their goals. Aligning product management and portfolio marketing is particularly critical to driving customer value, as product management directs the value built into the offering and portfolio marketing orchestrates the realization of this value through marketing, sales, and customer success. This report shows B2B leaders how leading companies design these functions with a shared vision of customer value and aligned management with independent responsibilities and structure.

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