Planning Guide Report

Planning Guide 2024: Portfolio Marketing

August 1st, 2023


In today’s volatile business environment, portfolio marketing can provide much-needed guidance to identify and prioritize opportunities for growth and create value for buyers. Portfolio marketers must improve their skills around insight collection and analysis, challenge go-to-market strategies that have grown stale, and explore new technologies to stay relevant and help their organizations succeed. Additionally, the function should devote resources to gathering buyer insights, gaining competitive intelligence, and set up the organization for success with the use of technologies like generative AI.

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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.