Role Connections Report

The Content Model: Portfolio Marketing's Role

January 1st, 2018
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Phyllis Davidson , Lisa Gately , Katie Fabiszak , Paul Ferron , Amy Hayes , Beth Caplow , Christine Polewarczyk

Summary

Moving toward buyer-centric marketing requires an audience-based approach to creating content. The Content Model is a best-in-class process framework for optimizing a company’s enterprisewide content workflow with a lens that focuses on the audience. Portfolio marketers are primarily responsible for content insights and ideation based on knowledge of what buyers demand and that occurs early in the content process. In this report, we take a deeper dive into the role of portfolio marketing during the four phases and nine stages of the content model.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.