B2B buyers are not satisfied with the buying experience. According to Forrester’s Buyers’ Journey Survey, 2022, most global purchase influencers reported at least one area of dissatisfaction with the winning vendor at the conclusion of a purchase. At many B2B organizations, customer experience (CX) activities focus on postpurchase engagement — rarely on the buying process. Portfolio marketing is uniquely positioned to fill this gap by integrating the buyer’s point of view to improve the way providers go to market, optimize the buyer experience, and orchestrate improvements across the organization to focus on buyer value.