The signs of fall are in the air: cooler weather, leaves beginning to change color and heads down in planning mode. The start of a new year is getting closer every day, so now is a good time to take a look at what we predict for the year ahead. At SiriusDecisions, we talk with hundreds of b-to-b portfolio marketing leaders – which gives us deep insights into the current state of the market and what we expect to change. Around this time every year, we release our Portfolio Marketing Planning Assumptions, and this year we cover the five key areas that will affect this go-to-market functional competency in b-to-b organizations. Whether you’re responsible for portfolio marketing, product marketing, solution marketing, industry marketing or services marketing, we recommend evaluating the following areas as part of your 2017 planning:
If you don’t have these trends in mind for your 2017 planning, you still have time to incorporate them. Join us for our webcast on October 4, in which I’ll discuss the trends in depth. Clients of SiriusDecisions’ Portfolio Marketing service can download the brief “Portfolio Marketing: Planning Assumptions 2017,” and non-clients can access summary details about the full report by downloading the Portfolio Marketing Planning Assumptions Guide.
Christina McKeon is the Service Director of Portfolio Marketing at SiriusDecisions. She has more than 20 years of experience in product and solution marketing, sales enablement, demand generation and social media. Follow Christina on Twitter at @ChristinaMcKeon.