Vision Report

Portfolio Marketing: At The Intersection Of Market Opportunities And Commercialization

July 20th, 2021
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
John Buten , Katie Fabiszak , Paul Ferron , Amy Hayes , Barry Vasudevan , Barbara Winters

Summary

The needs of a market are amorphous and constantly shifting. They can center around the needs of a particular buyer persona, a functional area, or a set of organizations that create a market segment. The remit of portfolio marketers is to understand both market and buyer needs to successfully commercialize the organization’s offerings and drive revenue. To provide the most value to an organization, portfolio marketers must also leverage this external knowledge to identify opportunities that will yield new vectors for growth. This report outlines how portfolio marketers sit at the nexus of market opportunities and commercialization to propel their organization’s expansion.

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