First 90 Days Report

First 90 Days: Portfolio Marketing Leader

Make An Immediate Impact Through Intelligence Gathering, Interlock, And Strategy Alignment

January 1st, 2018
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Paul Ferron , Amy Hayes , Barry Vasudevan , John Buten

Summary

New portfolio marketing leaders must quickly learn about their organization’s markets, buyers, customers, product portfolio and sales teams. Focusing on the mandate of portfolio marketing — unlocking and encoding buyer needs into the DNA of the business to discover growth opportunities and maximize go-to-market performance — is critical. Become familiar with the organizational landscape before formulating an action plan. Select three to five strategic initiatives where you can make demonstrable progress in the first year. Here, we outline a portfolio marketing leader’s key activities for the first 90 days and reference relevant Forrester research to ease the transition.

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