Summary
Portfolio marketing leaders are partners for growth, orchestrating key activities and participants to guide audience-centricity across teams, and ensuring buyer and customer needs are understood and embedded into crucial processes. To drive business value, these leaders need to go beyond establishing the team’s responsibilities and determine how the function interacts with the rest of organization. In this report, we introduce orchestration, one of the essential elements of the Forrester B2B Marketing Ecosystem Model For Portfolio Marketing.
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