Best Practice Report

How To Implement Disruptive Change In Portfolio Marketing

Jun 17, 2020

Summary

Disruptive business changes occur frequently — whether they are global in nature (such as a pandemic) or company specific (such as a merger or an acquisition). When disruptive change occurs, a shift in an organization’s go-to-market strategy is often required. Portfolio marketers must be prepared to deal with these changes and equipped to help their organizations adjust plans accordingly. For each of five portfolio marketing priority areas, this report provides recommended research to support immediate, short-term actions as well as longer-term adjustments.

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