Vision Report

Preparing Portfolio Marketing For The Future

From Tactical Execution To Strategic Business Impact

July 13th, 2022
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , John Buten , Barbara Winters , Paul Ferron , Kaitlyn Coalson , Drew Zalucky

Summary

Respondents to Forrester’s 2021 Portfolio High-Performance Survey ranked messaging, content development, and launch as top portfolio marketing responsibilities. Although these activities are important, the responses don’t account for more strategic activities needed to fuel revenue growth. Given rapidly changing market and technology conditions, portfolio marketing leaders must redirect their teams’ emphasis, building capabilities to understand market dynamics, identify opportunities for growth, and prioritize go-to-market efforts. In this report, we set forth a vision for the portfolio marketing function, identify the challenges that portfolio marketers face, and highlight key future activities required for building a more strategic team.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.