Model Overview Report

Building A Best-In-Class Portfolio Marketing Function

Apply The Forrester B2B Marketing Ecosystem Model For Portfolio Marketing To Ensure Optimal Performance

April 1st, 2022
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Barbara Winters , John Buten , Paul Ferron , Sara Corey , Drew Zalucky

Summary

Portfolio marketing is an essential B2B function that is responsible for understanding market segments and buyer needs for the purpose of identifying opportunities and bringing offerings to market that help an organization achieve its growth potential. Despite portfolio marketing’s importance to success, leaders often struggle to build a balanced, scalable, and aligned function focused on delivering business impact. In this report, we introduce the Forrester B2B Marketing Ecosystem Model For Portfolio Marketing and define the core components required to build a strategic, best-in-class portfolio marketing function.

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