Planning Guide Report

Portfolio Marketing: Planning Assumptions 2022

September 7th, 2021


Planning for 2022 has taken on a whole new meaning, as B2B organizations emerge from a global pandemic and its economic impact, with business models and buyer behavior having changed faster than anyone expected. As B2B portfolio marketers plan for 2022, they should exploit this unique opportunity to influence the company’s growth, innovation, and go-to market strategies. This extends to the function’s critical role in gathering buyer insights, building buyer personas, and aligning the product portfolio to business goals. In this report, we identify five trends that will affect the priorities of portfolio marketing leaders in 2022.

Want to read the full report?

This report is not available for purchase at this time.

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.