The Forrester Portfolio Marketing Assessment Tool

July 15th, 2024

Katie Fabiszak Principal Analyst

Beth Caplow VP, Principal Analyst

Barbara Winters VP, Principal Analyst

With contributors:

Amy Hayes , Barry Vasudevan , Nicky Briggs , John Buten , Brittany Viola , Kaitlyn Coalson , Aidan Doyle , Ellen Lind

Summary

Portfolio marketing leaders should regularly assess the function’s performance to evolve the capabilities of the team to make a more strategic impact on the organization. Having a standardized, defined way to conduct assessments against best-in-class capabilities ensures the function can be evaluated consistently and effectively and that value is delivered to product, marketing, sales, and customer success teams through continuous improvement of key processes and closing of capability gaps. This tool enables portfolio marketing leaders to assess the core capabilities of their function and provides an analysis of results to help them identify areas for improvement.

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