Portfolio Marketing Service

Portfolio marketers lead the charge to bring your organization’s new products to market and develop the go-to-market strategy to ensure success. All too often, if your organization isn’t sufficiently buyer focused, the portfolio marketer’s efforts to maintain cross-functional alignment between product, sales, and the rest of the marketing team can fall flat and lapse into fractured strategy and product-based messaging.

Through research and advice combined with a unique blend of buyer and market insights, Forrester partners with portfolio marketing leaders to rally their teams around an audience-first approach, helping them identify and understand the right buyers so they can create product messaging and programs that attract customers.

Align Your Go-To-Market Strategy

Become A Buyer Audience Expert

Understand the competitive landscape to identify and size buyer audiences and design go-to-market approaches to reach your organization’s prioritized buyer personas.

Create Distinctive Messaging

Use an established process to map the buyer’s journey and create messaging and value propositions that resonate with buyers.

Enable Sales Effectively

Bring new products to market with precision and drive more revenue for the business by initiating successful sales knowledge transfer programs.

Key Priorities

As a portfolio marketer, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access and signature research on your top priorities, including:

  • Identifying and sizing buyer audiences
  • Go-to-market architecture
  • Personas and buyer’s journey mapping
  • Portfolio messaging and content
  • Bringing offerings to market
  • Sales knowledge transfer
  • Portfolio marketing functional design and development

Available Research

Types of research available through the Portfolio Marketing Service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

The keys to our success were to quickly define a new launch process using the Strategic Launch Framework and to leverage templates for launch plans, checklists, roles and responsibilities, activities and deliverables.

Director of product marketing
emerging technology company

Research Spotlight

Messaging Nautilus​

The Messaging Nautilus is a logical, sequential methodology used to create audience-centric B2B messaging. As a proven process to develop and activate messaging that resonates with buyers, the Messaging Nautilus replaces ​
internally-focused perspectives and vernacular with topics, vocabulary, and value propositions that reflect market trends and buyer needs. ​

  • Target: Isolate and gain understanding of the target market segments and buyer personas for an offering.​
  • Strategize​: Define the messaging strategy and value of the offering​
  • Build​: Catalog the questions and answers buyers need to support a purchase decision.​
  • Activate​: Enable downstream functions to activate messaging in content, programs, and campaigns.​

Featured Insights


Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.
Read More

Fall Is The Best Time For Planting Seeds And Planning For Growth

Barbara Winters October 8, 2020
Portfolio marketing teams can play a key role in annual planning efforts by analyzing new markets and new buyers for growth opportunities.
Read More

The Show Must Go On For Portfolio Marketers In 2021

Barry Vasudevan September 24, 2020
Portfolio marketers today are being asked to lead. They must help their organizations find the new opportunities, identify the trends that can give their organizations lasting success, and ensure that buyers are kept top of mind.
Read More

Let’s discuss your goals and how we can help.

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