Best Practice Report

Evolving From Product Marketing to Portfolio Marketing

January 1st, 2018


As organizations expand their innovation and go-to-market opportunities, a traditional product marketing team no longer suffices. A portfolio marketing function drives growth across the organization’s offering types and target market segments. Due to its strategic position in the marketing ecosystem, portfolio marketing requires a high degree of flexibility and collaboration.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.