Summary
Portfolio marketing is an outward-looking function that keeps tabs on market trends, competitors, and buying behaviors — mostly to prioritize opportunities and develop go-to-market strategies. Due to the rapid pace of change in these focus areas, portfolio marketers must light the way for the entire organization to take a holistic, market-driven approach that uses external insights to inform opportunity identification, the innovation process, go-to-market plans, and growth strategies. This report details the external intelligence portfolio marketing should gather how the function can imbue these insights into all of its activities to drive growth.
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