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Portfolio Marketing Roles, Responsibilities and Structure

SiriusDecisions invented the portfolio marketing function to help marketers gain the skills and competencies they need to better align with their buyer audiences. We provide a customized agenda for training and upskilling teams to empower marketers to influence content, campaign and even innovation strategies – and demonstrate their impact on the business.

How SiriusDecisions Helps

  • We pinpoint areas for improvement and provide methods to make improvement happen
  • We set the standards for skills and competencies
  • We show value of the function and its fit in the marketing ecosystem
  • We clear up confusion about how to measure
  • We make it easy to define and train for roles

Key Issues

Need to level the playing field for the team through best practices

Need to optimize portfolio marketing

Need to define the portfolio marketing team

Need more team training

Success Stories


"Product marketers needed to evolve...to add strategic value upstream during the business and product and strategy development portion of the go-to-market process."

Cameron van Orman, Senior VP of Product and Solution Marketing

Read client story here

"I think SiriusDecisions does a really good job of trying to understand our plans and what I’m trying to accomplish. They are flexible when providing expertise, even if it’s outside of the specific area I'm typically engaged in."

Former VP Product Marketing

Read client story here

The SiriusDecisions Advantage

We invented portfolio marketing, which reflects the deep expertise and research we bring to our clients.


Results You Can Expect

Greater upstream go-to-market impact

Portfolio marketing’s impact showcased across the business

Go-to-market strategies with more strategic clout among sales and product

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