Planning Guide Report

Planning Guide 2023: Portfolio Marketing

Portfolio Marketing Needs To Act As The Compass In A Sea of Change

August 23rd, 2022


In the coming year of economic uncertainty, portfolio marketing must help the organization understand and act on changing markets and buyers. By investing in audience-centric practices — in go-to-market strategy, revenue enablement, and buyer experience — portfolio marketers can play a decisive role to make their organizations more efficient and effective. The report provides portfolio marketers with guidance how to steer through the potential crisis that looms in the next year and respond to larger shifts in buying behavior.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.