Role Connections Report

Sorting Out Portfolio Marketing And Frontline Marketing Teams

August 20th, 2024
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Amy Hayes , Naomi Marr , Chantelle Fynn , Drew Zalucky

Summary

Portfolio marketing and frontline marketing are critical to a high-functioning B2B marketing ecosystem. Portfolio marketing operates upstream while frontline marketing operates alongside sales using the combined strength of demand, account-based, customer, and field marketing. Leaders from portfolio marketing and frontline functions must define clear roles, responsibilities, and interlocks to set clear expectations and ensure efficient handoffs that facilitate a smooth working relationship. In this report, we define both functions and identify 14 key points of interlock between them.

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