Forrester’s recent portfolio marketing survey has good news to tell: more than half of portfolio marketing decision-makers report that marketing most often leads the process for launching new offerings. This is a best practice, as opposed to leaving launch to a product management or strategy team. In bad news, the processes behind the launch in most cases are either ad hoc, non-existent, or resemble a cookie-cutter approach that simply replicates the previous launch. This data snapshot is one of a series based on Forrester’s Portfolio Marketing And Product Management Survey, 2025.