Template

Forrester’s Portfolio Marketing Glossary

Establishing Common Vocabulary And Core Concepts To Drive Understanding And Alignment

October 31st, 2023
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Katie Fabiszak , Drew Zalucky

Summary

Portfolio marketing has six major areas of responsibility: identifying new market opportunities, developing go-to-market strategies, understanding buyers, crafting messaging, bringing offerings to market, and enabling customer-facing roles. In this capacity, the team sits at the core of the business and must align with other marketing teams, executives, product management, sales, and customer success. To help orchestrate its efforts, the team should adopt and share a common language of concepts and terms. In this report, we provide portfolio marketers with a glossary that forms a knowledge base as they drive the team’s core priorities.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

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.