Summary
In high-performing organizations, portfolio marketing takes on the strategic role of influencing the company’s growth and go-to-market strategies. To succeed, portfolio marketers must have strong leadership, communication, and strategic thinking skills — and shoulder responsibilities ranging from capturing market insights to creating winning growth and go-to-market strategies to crafting buyer-focused messaging. 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 five key priority areas portfolio marketers must master.
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