Portfolio Marketing’s Role In Vertical Strategy

Many B2B organizations believe that going to market with vertical solutions focused on the needs of buyers in specific industries will give them a competitive edge and greater relevance. But how far should they go with this approach? Some mistakenly assume that vertical marketing merely requires a messaging veneer or vertical-specific imagery. Others are tempted to reorganize entire teams into verticals and create vertical sales and product capabilities. In this report, we outline a decision process for portfolio marketing leaders to understand if a verticalized approach is right and how far to take it.