Planning Guide Report

Portfolio Marketing: Planning Assumptions 2019

July 27th, 2018


SiriusDecisions has identified six planning assumptions that should drive the agenda of portfolio marketing leaders in 2019. The portfolio marketing function requires a renewed focus on becoming more audience-centric as organizations search for ways to drive innovation and expansion. Audience-centricity is expanding beyond personas to include understanding buying groups and mapping portfolios to buyer needs.

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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.