Missing The Mark: Portfolio Marketers Struggle With Product Launches

Launching offerings is always a hot topic for portfolio marketing teams — still, this critical area is being neglected. Forrester’s Portfolio Marketing Survey, 2024, clearly shows that portfolio marketers must step up their product launch game. When respondents were asked to describe their organization’s launch process, only 25% indicated they have best-in-class launch processes in place. Portfolio marketing leaders must champion a well-defined launch process by adopting a strategic launch framework with specific best practices that include: an ordered set of activities with standard deliverables, consistent ownership, and routine cross-functional and executive reviews.