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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