Decision Tool

The Portfolio Mapping Tool

Connect Customer Needs To Ideal Offerings

 and  four contributors
Jul 30, 2025

Summary

Many B2B go-to-market strategies are product focused and don’t consider the needs of buyers. To support go-to-market leaders in using a customer-centric go-to-market approach, Forrester developed a consistent step-by-step method to align audience needs to the best-fit offering(s) within a portfolio. This tool helps portfolio marketing leaders guide cross-functional teams through the portfolio mapping process.

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