Forrester Decisions for Portfolio Marketing

Products that fail in the market often do so for one simple reason: They don’t demonstrate how they meet buyers’ needs. To discover growth opportunities and maximize go-to-market performance, you must unlock and encode buyer needs into the DNA of your business.

Forrester Decisions for Portfolio Marketing helps portfolio marketing leaders create deep market and buyer understanding throughout the organization, driven by a proven strategic approach. With a combination of bold vision, curated tools and frameworks, and hands-on guidance, you’ll bring distinctive solutions to the right audiences and convert new business into long-term customers.

Base Your Business On Buyer Needs

Pinpoint Market Opportunities

Stimulate growth by identifying the market segments and buyers most likely to spend on your solutions.

Create Messaging That Resonates

Develop messages that resonate with your unique audience at every stage of their journey.

Improve Go-To-Market Momentum

Bring new products to market with precision through a strategic, repeatable approach to launch and enablement activities.

Key Priorities

As a portfolio marketer, you’re under constant pressure to deliver on today’s priorities while staying one step ahead of what’s coming tomorrow. Forrester Decisions for Portfolio Marketing is tailored to help you focus on your most pressing priorities:

  • Identify new market opportunities to drive growth.
  • Align the organization with winning go-to-market strategies.
  • Sharpen insights to attract and engage buyers and customers.
  • Craft messaging that motivates buyers.
  • Commercialize offerings.
  • Equip buyer- and customer-facing roles.
  • Build a strategic portfolio marketing team.

What’s Included In This Service

Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:

 

Stay ahead of changing customer and market dynamics, plan for the future, and set your strategy with leading research. ​

  • Customer obsession research
  • Customer insights
  • Trends and predictions
  • Market forecasts
  • Technology and service provider landscapes

Empower your team to conquer your priorities with proven strategic models and plug-and-play templates. ​

  • KPIs and peer benchmarks​
  • Assessments​
  • Strategic models​
  • Strategy templates​
  • Forrester Wave™ evaluations for your function
  • Certification courses

Accelerate progress and de-risk decisions with best practices tailored to you and your team​.

  • Guidance sessions​
  • Peer discussions
  • Event attendance​
  • Dedicated relationship management

This process pushes us to investigate and validate what’s important to our buyers and get everyone aligned.

— Marketing Director, global technology firm

Service Model Spotlight

The Forrester Buyer Needs Helix

The Buyer Needs Helix helps portfolio marketers take their market and buyer knowledge and encode buyer needs across the organization to discover growth and maximize go-to-market performance.

Support For Leaders And Team Members

Forrester Decisions for Portfolio Marketing offers multiple levels of service to ensure the right expertise and degree of support for you and your team.  All service levels offer access to research, tools, data, and certification courses.

Leader 

Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs.

Team 

Develop a common language and toolset to strengthen your team’s expertise and skill sets with access to relevant certification courses and insights.

Meet A Few Of Our Portfolio Marketing Analysts

Looking for more time with experts? 

Get in touch with our consultants to jump-start your initiative, execute on your B2B transformational strategies, or anything in between.


Blog

Lighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market Insights

Katie Fabiszak April 20, 2021
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for Forrester, Katie Fabiszak highlights her upcoming B2B Summit North America session with Barbara Winters.
Read More
Blog

The Three Reasons Portfolio Marketers Must Enable All Buyer- And Customer-Facing Roles

Barry Vasudevan April 19, 2021
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.
Read More
Blog

Positioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage

John Buten April 16, 2021
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.
Read More

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