Sorting Out Product Management And Portfolio Marketing

January 1st, 2018

With contributors:

Lisa Singer , Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron , Sam Somashekar

Summary

Product management and portfolio marketing play distinct but highly intertwined roles in B2B organizations. Ten areas related to the product lifecycle and commercialization process tend to cause the most confusion and conflict between the functions. To reduce conflict and improve productivity, organizations should clearly identify how these groups share certain duties. Working collaboratively toward a common purpose, both teams can share credit for the business outcome. In this report, we define product management and portfolio marketing and discuss how they share a series of interlocking responsibilities related to conceiving, launching, sustaining, and growing new offerings.

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