Best Practice Report

Leveraging The Right Data To Support Portfolio Marketing Decisions

February 10th, 2020
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
John Buten, Principal Analyst
John Buten Principal Analyst

Summary

Portfolio marketers are responsible for defining target markets and understanding buyers to support audience-centric go-to-market strategies. However, many portfolio marketers struggle to determine what data is needed to support good decision-making — and where to get it. In this report, we examine the key business questions that portfolio marketers must consider and describe the required data along with the relevant interlocks to ensure access.

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