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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).