Paul Ferron

Principal Analyst, Portfolio Marketing

Forrester Bio

Author Insights


Four Steps To Overcome The Audience-centric Transformation Paradox

Paul Ferron April 8, 2021
Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.
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Four Key Considerations for Portfolio Marketers After Brexit

Paul Ferron November 6, 2019
  • Many companies have founded their go-to-market strategies on a single European market
  • Uncertainty continues to exist today about how and when the U.K. will leave the European market
  • This uncertainty creates an opportunity for portfolio marketing leaders to prepare for a post-Brexit go-to-market strategy
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Three Learnings From Leading Sales Knowledge Transfer Programs

Paul Ferron June 4, 2019
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Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales

Paul Ferron February 6, 2019
  • Misalignment between portfolio marketers and sales teams leads to unused collateral and failed launches
  • Portfolio marketers are responsible for adoption of their messaging and sales knowledge transfer is a primary mechanism to do so
  • Sales knowledge transfer should not be a one-way street; use the tribal knowledge within sales to create alignment
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The Hunter and the Pointer Dog: Why Portfolio Marketing Must Understand Sales Personas

Paul Ferron January 8, 2019
  • Sales personas are as diverse as buyer personas – therefore, portfolio marketers must have a deep understanding of their needs
  • Many B2B organizations have global account managers, solution specialists and sales engineers
  • Treating these three sales roles similarly would not produce the right results for sales or portfolio marketing
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