Planning Guide 2024: Portfolio Marketing

August 1st, 2023

With contributors:

Amy Hayes , Barry Vasudevan , Beth Caplow , John Buten , Katie Fabiszak , Brittany Viola , Lisa Gately , Jenna Santos , Kaitlyn Coalson , Drew Zalucky

Summary

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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