Vision Report

Portfolio Marketing Leaders Must Drive Customer-Centric Focus And Alignment To Achieve Faster Growth

July 5th, 2024
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Nicky Briggs , John Buten , Brittany Viola , Jenna Santos , Aidan Doyle , Drew Zalucky

Summary

As B2B companies face a multitude of issues — massive market disruptions, changing buyer behaviors and expectations, and a shift to agile practices — they must break down the siloes that exist within the organization and ensure a customer-centric way of thinking. Portfolio marketing leaders have the responsibility to develop a formal, cohesive go-to-market strategy across all audiences and offerings to ensure the company approaches the market in a focused, aligned, and buyer-first way. This report introduces an approach for portfolio marketing leaders to influence the culture, knowledge, and processes of the organization to drive growth.

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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.