Best Practice Report

The Forrester Content Strategy And Portfolio Marketing Collaboration Framework

July 8th, 2019
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Phyllis Davidson, VP, Principal Analyst
Phyllis Davidson VP, Principal Analyst
Christine Polewarczyk, null
Christine Polewarczyk

Summary

Even in B2B organizations with established supporting processes and technology, content alignment and use present ongoing challenges. Key stakeholders, portfolio marketing, and content teams often work in silos, hamstringing content delivery and impeding effectiveness. To collaborate effectively, these teams must combine their unique expertise to achieve shared goals and improve content value. In this report, we present the Forrester Content Strategy and Portfolio Marketing Collaboration Framework, which identifies collaboration opportunities on the basis of shared milestones and insights that are integral to this cross-functional partnership.

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