Sorting Out Portfolio Marketing And Sales Enablement

January 1st, 2018

Barry Vasudevan VP, Principal Analyst

Nancy Maluso

With contributor:

Peter Ostrow

Summary

Portfolio marketing and sales enablement must work together to equip buyer- and customer-facing roles with skills, knowledge, and tools. To establish distinct portfolio marketing and sales enablement functions, organizations must clarify roles and responsibilities. We have identified 12 specific interlock areas, along with recommendations on how the two functions should collaborate in each area. Ultimately, both functions share the goal of delivering the sales effectiveness and results demanded by the organization. In this report, we define portfolio marketing and sales enablement, and we discuss how the two groups must align to increase the effectiveness of the revenue engine.

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