Regional Portfolio Marketing

Traditionally, go-to-market strategy and planning occur at a global or headquarters level. However, there are multiple factors driving the need for a regional portfolio marketing function: the increasing complexities of go-to-market strategies, evolving buyer preferences, and the need for better alignment between marketing and sales in the regions. Regional portfolio marketers play a pivotal role in balancing a global go-to-market strategy and regional needs — and in supporting regional teams to target their local audiences more effectively. In this report, we define regional portfolio marketing’s role and describe key skills and interlocks.