The Strategic Portfolio Marketing Functional Design Toolkit

February 3rd, 2023
With contributors:
Shelby Muschler , Drew Zalucky


Forrester defines portfolio marketing as the function that is responsible for helping organizations drive growth and maximize go-to-market performance through audience-centricity. Portfolio marketing encompasses the varying roles (i.e., product marketing, solution marketing, industry marketing, services marketing, segment marketing) that support an organization’s portfolio of offerings. This toolkit aggregates research, frameworks, and tools that help portfolio marketing leaders build, develop, and manage a best-in-class team in support of achieving growth and innovation goals.

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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.