Best Practice Report

Portfolio Marketing: Leading In A Time Of Crisis

April 21st, 2020


The COVID-19 crisis required all organizations to reassess their plans and activities. Portfolio marketers must anticipate changing buyer needs and adjust the organization’s course in messaging, engagement, bringing offerings to market, and supporting sales. By updating go-to-market strategies, portfolio marketers play a key role in shaping a stronger future for the organization. In this report, we detail the short-term and long-term steps that B2B portfolio marketing leaders can take to help their organizations adjust their go-to-market activities in response to any crisis.

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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.