HomeResearch Articles Building the B-to-B Portfolio Architecture

Building the B-to-B Portfolio Architecture

  • During the discovery stage of our Product Marketing and Management Model, product managers must “fit” a new offering into a broader portfolio architecture
  • Creating a hierarchical mapping of products and solutions under the organization’s master brand is critical to this process step
  • Organizations may use one or more of four key architecture models: product/service, vertical solution, horizontal solution and hybrid

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