Insights (or lack thereof) represent a top challenge and a top strategic initiative for portfolio marketers in 2026. A third of portfolio marketing decision-makers say that while they have access to relevant data, they struggle to draw conclusions from it, and more than a quarter struggle to know what data is available for them. Fortunately, these decision-makers are investing heavily to address this challenge. On average, 32% of the overall portfolio and product marketing programs budget is dedicated to insights, through interviews or market and competitive intelligence gathering. This data snapshot is one of a series based on Forrester’s Portfolio Marketing And Product Management Survey, 2025.