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

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.