Summary
While global portfolio marketing teams typically coordinate activities such as go-to-market strategy and messaging globally from headquarters, multiple factors often indicate a need for additional regional capabilities. These include the increasing complexity of go-to-market strategies, evolving buyer preferences, and the need for better alignment between marketing and sales in the regions. Regional portfolio marketers can play a pivotal role in balancing a global go-to-market strategy and regional needs and helping regional teams target their local audiences more effectively. This report describes why and when regional portfolio marketing is needed and how to set it up.
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