Summit US Sessions PMKTG_Connecting the Dots The Role of Portfolio Marketing in the Annual Revenue Planning Process

Rocketing Into Orbit: How Portfolio Marketers Help Organizations Discover New Growth Opportunities

Thursday May 7, 2020 | 12:00 PM - 12:20 PM

Speaker(s):  Beth Caplow, Amy Hayes

Track(s): Portfolio Marketing

Portfolio marketers have always been upstream from other marketing teams, providing insights about markets and buyers, developing messaging and leading launches. Portfolio marketers also must identify market opportunities and vectors for growth for the organization’s offerings to contribute to high-level business objectives. This is a critical aspect of their role, especially during annual planning in which revenue targets need to be backed by viable growth strategies. This session will introduce a new model for portfolio marketers to use to identify the optimal growth opportunities for their business areas.

May 4–7, 2020 | Live Virtual Experience

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