Summary
Portfolio marketers and product managers share responsibility for the commercial success of the organization’s offerings. They must be outward-looking and keep abreast of market trends, competitor moves, and buying behaviors. With the rapid pace of change across all these areas, portfolio and product teams must light the way for a holistic market- and customer-driven approach to business, using external insights to inform the innovation process, go-to-market plans, and growth strategies. This report details the internal and external information portfolio and product teams should gather to offer strong market, competitive, and customer intelligence.
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