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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