Vision Report

Portfolio Marketing: At The Intersection Of Market Opportunities And Commercialization

July 20th, 2021


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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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.