HomeResearch Articles The Rise of the Portfolio Marketing Leader

The Rise of the Portfolio Marketing Leader

  • Portfolio marketing has grown in importance as b-to-b organizations move to audience-centric go-to-market approaches
  • Portfolio marketing leaders now provide significant input into marketing leadership and strategy, and play a critical role by orchestrating cross-functional alignment
  • Portfolio marketing is an umbrella category that coordinates job roles focused on go-to-market strategy, personas and buyer insights, messaging and content, bringing offerings to market, and sales knowledge transfer
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