Introducing The Portfolio Marketing Range Of Responsibilities Model

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 — and 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.