Best Practice Report

Introducing The Forrester Portfolio Marketing Range Of Responsibilities Model

January 1st, 2018
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Amy Hayes , Beth Caplow , Barry Vasudevan , Barbara Winters , Paul Ferron , John Buten

Summary

In high-performing organizations, portfolio marketers take on the strategic role of influencing the company’s growth, innovation, and campaign strategies. Therefore, portfolio marketers must have strong leadership, communication, and strategic thinking skills to drive business alignment. They must also shoulder responsibilities ranging from identifying opportunities for growth to creating winning go-to-market strategies. Portfolio marketing leaders should regularly assess the function’s performance and evolve the maturity of the team to make a more strategic impact on the organization. In this report, we identify seven key priority areas portfolio marketers must master to unlock and encode buyer needs into an organization’s DNA to discover growth opportunities and maximize go-to-market performance.

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