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< Blogs
Home > Featured Blogs > Portfolio Marketing Is the Whole Enchilada


PORTFOLIO MARKETING IS THE WHOLE ENCHILADA

Marisa Kopec, Senior Vice President, Research Product Management

May 30 2013
 * 
 * 
 * 
 * 

“The full monty” is British slang for “the works.” American equivalents might be
“the whole nine yards,” “the whole ball of wax,” “the whole enchilada” or “the
whole shebang.” As B2B companies have shifted their focus from product to
solution, the traditional role of product marketing has evolved into a “full
monty” function. We observe industry, solution, service, product and business
unit aligned marketing professionals all working under the guise of a competency
commonly referred to as “product marketing.”

The problem is that the term “product marketing” no longer accurately
categorizes the function if the organization is doing more than marketing
discrete products. Companies are trying to fix this naming issue by bolting on
the terms “solution,” “industry,” “service,” “segment” and so on, within the
umbrella category of “product marketing.” This results in a complex and
grammatically incorrect set of naming conventions.

Products, and solutions, and industries…oh my!

SiriusDecisions’ perspective is that the traditional catch-all term “product
marketing” cannot encapsulate the go-to-market functional competency of a B2B
company – the categorization is too narrow. Though product marketing is still an
absolutely necessary role in the marketing ecosystem, the term doesn’t
accurately describe the holistic high-level marketing competency required to
bring a B2B organization’s portfolio to market. And bolting on “solution,”
“segment” etc. within the “product marketing” category is not the right answer.

How does this internal naming problem get solved? We recommend that “portfolio
marketing” become the new umbrella functional categorization term representing
all job roles focused on marketing segmentation/sizing, persona definition,
content ideation, launch, sales enablement and go-to-market planning for all
elements of an organization’s portfolio across products, services, industries,
audiences and solutions.

Let’s be clear. We are not advocating that product marketing, solution marketing
or industry marketing go away, or that those folks’ job roles or titles change.
All we are suggesting is that when these roles come together under one
functional unit, that unit should be referred to as “portfolio marketing.”

“Product marketing” is about marketing products. “Solution marketing” is about
marketing solutions. “Portfolio marketing” is the term that captures “all of the
above” and accurately reflects a company’s full monty of go-to-market
strategies, no matter what the offering portfolio is. This naming convention
helps ensure that all roles encompassed by portfolio marketing are dedicated to
architecting and optimizing the organization’s entire offering portfolio to
deliver customer value and drive growth.

View our archived Webcast to learn more about the evolving function of Portfolio
Marketing.

CATEGORIES

 * B2B Research
 * Portfolio Marketing


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Blog


GETTING BUYER EXPERIENCE RIGHT IS A MUST FOR B2B ORGANIZATIONS

Barbara Winters 7 days ago
B2B organizations excel at customer experience (CX), but they don’t apply the
same discipline to the buyer experience. And with B2B buyers more savvy and
demanding than ever, taking a CX approach to understanding and managing the
buyer experience can be a competitive advantage. This blog post covers three
things to consider when thinking through how to manage the buyer experience at
your organization.
Read More
Blog


ADDING A PRODUCT-LED GROWTH STRATEGY TO A TRADITIONAL B2B ORGANIZATION

Lisa Singer May 16, 2023
As the benefits of a product-led growth strategy become clear, many B2B
organizations that have long leveraged traditional sales motions are seeking to
integrate this strategy. While the traditional B2B approach relies on the sales
team to move customers through their buying journey, product-led growth focuses
on the product as the primary driver. Benefits Of […]
Read More


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