Planning Guide Report

Portfolio Marketing: Planning Assumptions 2021

September 18th, 2020


Disruptive change has caused entire markets and buyers to change — some are thriving, others are merely surviving. Organizations are under increasing pressure to react quickly to changing market pressures and rapidly evolving buyer needs. Portfolio marketers must help their organizations adapt by reprioritizing and identifying new opportunities. In 2021, portfolio marketers will be asked to lead their organizations to adapt to new conditions during a period of tumultuous change. Identifying new market opportunities and new buyers while reflecting the organization’s values in buyer messaging will be critical. In this report, we define five trends that will affect portfolio marketing leaders in 2021.

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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.