Vision Report

Leverage Market And Competitive Intelligence To Ignite Growth

December 26th, 2023
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Shelby Muschler , Drew Zalucky

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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