HomeResearch Articles Conducting Portfolio Mapping Based on Buyer Need

Conducting Portfolio Mapping Based on Buyer Need

  • Adopting an audience-centric go-to-market approach requires aligning offerings to buyer needs, rather than aligning needs to offerings
  • Use portfolio mapping to identify potential gaps in the organization’s portfolio and opportunities for innovation
  • The output of a portfolio mapping exercise is a visual diagram that illustrates how the organization will merchandise the portfolio in a buyer-centric manner
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