2019 Planning Assumptions: Portfolio Marketing

Portfolio marketers act as b-to-b midfielders, positioned between product groups and marketing and sales to determine the best route to the market. Responsible for go-to-market strategies, buyer insights, messaging, bringing offerings to market and sales knowledge transfer, they set up plays for sales, marketing and product so they can achieve the team goal of successful commercialization. In this replay, we share six assumptions that portfolio marketing leaders should incorporate into their planning for 2019.