Planning Guide Report

Planning Guide 2023: Portfolio Marketing

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

August 23rd, 2022
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Barbara Winters , Barry Vasudevan , Beth Caplow , Katie Fabiszak , Paul Ferron , Kaitlyn Coalson , Drew Zalucky

Summary

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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