Summary
The COVID-19 crisis required all organizations to reassess their plans and activities. Portfolio marketers must anticipate changing buyer needs and adjust the organization’s course in messaging, engagement, bringing offerings to market, and supporting sales. By updating go-to-market strategies, portfolio marketers play a key role in shaping a stronger future for the organization. In this report, we detail the short-term and long-term steps that B2B portfolio marketing leaders can take to help their organizations adjust their go-to-market activities in response to any crisis.
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