Vision Report

Portfolio Marketing Leaders Must Drive Audience-Centric Focus and Alignment To Achieve Faster Growth

January 1st, 2018
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , John Buten , Paul Ferron

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 an audience-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. In this report, we introduce how portfolio marketing leaders must influence the culture, knowledge, and processes of the organization to drive growth.

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