Summary
Portfolio marketing and product management leaders are under significant pressure to deliver value to the business in 2026. Product management investments in the current year — particularly in generative AI (genAI) capabilities — are expected to yield results. At the same time, Forrester’s Budget Planning Survey, 2025 shows portfolio marketing will outpace product management spending as sales and marketing ramp up go-to-market activities to support these new innovations. In this report, we provide budget insight and strategies, emphasizing the top areas of investment, divestment, and experimentation for success in 2026.
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