Planning Guide Report

Budget Planning Guide 2025: Portfolio Marketing And Product

August 1st, 2024
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Brittany Viola, Analyst
Brittany Viola Analyst
Tony Plec, Principal Analyst
Tony Plec Principal Analyst
With contributors:
Amy Hayes , Jenna Santos , Kaitlyn Coalson , Drew Zalucky

Summary

In this era of tightened budgets and increased performance expectations, portfolio marketing and product teams can no longer work in inefficient silos. In 2025, marketing and product leaders must align around common product and go-to-market strategies and enhance cross-functional teamwork. They must also leverage technology and insights to meet current customer expectations and anticipate future market and technology shifts. This report highlights benchmarks for spending and the key areas in which portfolio marketing and product leaders should invest, divest, and experiment to improve strategic alignment around customer obsession in the next year.

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