HomeResearch Articles Portfolio Marketing: Organizational Design Considerations

Portfolio Marketing: Organizational Design Considerations

  • Companies with dedicated portfolio marketing functions may choose a centralized, decentralized or hybrid organizational structure
  • The size of the organization, business model, markets served and resources available should be inputs into organizational design decision-making
  • Portfolio marketing structures may evolve on the basis of external market shifts or internal changes such as mergers, acquisitions or different business models
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