Planning Guide Report

Portfolio Marketing: Planning Assumptions 2022

September 7th, 2021
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
John Buten , Beth Caplow , Katie Fabiszak , Paul Ferron , Amy Hayes , Barry Vasudevan

Summary

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.

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