Vision Report

Portfolio Marketing And Product Management: A Potent Partnership

New Partnership Terms Will Improve Customer Value And Business Impact

July 30th, 2024
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Lisa Singer, VP, Principal Analyst
Lisa Singer VP, Principal Analyst
With contributors:
Srividya Sridharan , Katie Fabiszak , Nicky Briggs , Aidan Doyle , Drew Zalucky

Summary

Product management and portfolio marketing teams must forge an alliance to thrive in today’s competitive B2B markets and drive customer business value. Unfortunately, most B2B organizations are missing the opportunity to integrate the essential responsibilities of these two functions. By tapping into the natural synergy across teams, organizations ensure their offerings’ value propositions, positioning, and messaging are cohesive and continually optimized based on customer feedback and fast-changing market dynamics. This report provides a vision for maximizing customer and business value through the combined strength and insights from product management and portfolio marketing.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.