Best Practice Report

Forrester’s Portfolio Marketing Glossary

Establishing Common Vocabulary And Core Concepts To Drive Understanding And Alignment

October 31st, 2023
With contributors:
Amy Hayes , Katie Fabiszak , Shelby Muschler


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.

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