How To Implement Disruptive Change In Portfolio Marketing

June 17th, 2020

Katie Fabiszak Principal Analyst

Amy Hayes VP, Research Director

Beth Caplow VP, Principal Analyst

Paul Ferron VP, Research Director

Barry Vasudevan VP, Principal Analyst

Barbara Winters VP, Principal Analyst

John Buten Principal Analyst

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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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.