Establishing A Portfolio Marketing Team Charter

March 28th, 2019

John Buten Principal Analyst

Barry Vasudevan VP, Principal Analyst

Paul Ferron VP, Research Director

Beth Caplow VP, Principal Analyst

Barbara Winters VP, Principal Analyst

Amy Hayes VP, Research Director

Katie Fabiszak Principal Analyst

Summary

The purpose of portfolio marketing is often defined differently across organizations, so leaders must clarify the team’s role. The portfolio marketing charter provides a raison d’être that the team can rally behind and a clear description for the entire organization of what it should expect from portfolio marketing. By establishing goals and responsibilities across the team, the charter sets consistent standards for the team and creates reliable expectations for key stakeholders. In this report, we describe the key components of the portfolio marketing charter and define the team’s purpose within the organization.

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