Resources for the Portfolio Marketing Leader

SiriusDecisions helps portfolio marketing leaders perfect their craft by designing an audience-centric go-to-market strategy, developing deep buyer insights, creating messaging that resonates, taking a strategic approach to launch and driving more revenue with the right sales enablement programs. Explore the content for your role below.

  • Why Are Buyer Insights So Vital for Product, Marketing and Sales Leaders?

    Why Are Buyer Insights So Vital for Product, Marketing and Sales Leaders?

    Product, marketing and sales leaders need buyer insights to support an audience-centric go-to-market strategy. Most B2B companies struggle to gather the knowledge and insights needed to become...

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  • Portfolio Marketing: Planning Guide 2020

    Portfolio Marketing: Planning Guide 2020

    In this guide, we describe six assumptions that portfolio marketing leaders should incorporate into their planning for 2020.

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  • Building B-to-B Buyer Personas: How Personal Should They Be?

    Building B-to-B Buyer Personas: How Personal Should They Be?

    Invest time in talking to buyers and doing research to develop a deep understanding that will drive strong value propositions and help your demand and content teams clearly understand the target...

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  • Three Learnings From Leading Sales Knowledge Transfer Programs

    Three Learnings From Leading Sales Knowledge Transfer Programs

    Today’s sales enablement efforts often make three common mistakes that can impede their success. Having empathy for the sales role and discarding preconceptions helps portfolio marketers enable...

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  • Five Things High-Performing Portfolio Marketers Do Differently

    Five Things High-Performing Portfolio Marketers Do Differently

    Portfolio marketing deserves to have a seat at the strategic table alongside other executives. Results of a recent SiriusDecisions survey show that organizations that give portfolio marketing a...

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  • Portfolio Marketing: The Keys to High Performance

    Portfolio Marketing: The Keys to High Performance

    In this e-book, you will gain an understanding of the attributes of high-performing portfolio marketing teams and how they relate to the key priorities of portfolio marketing leaders.

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  • Check out featured stories from our SiriusStars

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  • Five Ways to Neutralize Emerging Competitors With Buyer Insights

    Five Ways to Neutralize Emerging Competitors With Buyer Insights

    Portfolio marketers have a unique vantage point in the organization as the bridge between product management and sales; they understand how changing market and buyer dynamics can impact upstream...

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  • Moving from Product to Solution Innovation E-book

    Moving from Product to Solution Innovation E-book

    Explore the benefits and challenges of moving to a solution-centered go-to-market strategy

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  • Four Ways to Close Sales Knowledge Gaps

    Four Ways to Close Sales Knowledge Gaps

    Are sales knowledge gaps getting in the way of your sales force’s ability to make quota this year? We’ve researched what works and what doesn’t work when portfolio marketing and sales enablement...

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  • Readsoft Sees 30% Increase in Field Marketing Content Adoption From Buyer Persona Alignment

    Readsoft Sees 30% Increase in Field Marketing Content Adoption From Buyer Persona Alignment

    Understand how Readsoft gained buyer insights and aligned around their audience to improve performance of new content focused on buyer need.

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  • Five Key Benchmarks Every Portfolio Marketer Needs

    Five Key Benchmarks Every Portfolio Marketer Needs

    Portfolio marketers: Do you wish you had a way to benchmark your team? Get the insights you need to achieve high performance by participating in our portfolio marketing benchmark survey.

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  • Marketing Transformation: Dialing Up an Audience-Centric Approach

    Marketing Transformation: Dialing Up an Audience-Centric Approach

    Pursue a go-to-market strategy built around what buyers want, not what the company’s product line or service offerings dictate.

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  • Top Four Signs Your Digital Transformation Is in Trouble

    Top Four Signs Your Digital Transformation Is in Trouble

    Digital transformations are complex journeys that often take companies well outside their comfort zone. As a company enters these unfamiliar territories, how can they gauge whether they are going...

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  • Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales

    Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales

    Unused collateral and failed launches can be prevented by better communication. Paul Ferron of SiriusDecisions discusses how two-way communication between sales and marketing can prevent failure...

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  • SiriusFoundations: Portfolio Marketing Webcast Replay

    SiriusFoundations: Portfolio Marketing Webcast Replay

    Foundations represents the cornerstones of our research and advisory services, proven to help our clients achieve high performance and intelligent growth.

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  • The European Buyer Insights Gap Index

    The European Buyer Insights Gap Index

    In this replay, we identify the gap that exists between how buyers want to interact with sales and marketing vs. how sales and marketing attempt to engage their prospects.

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  • The SiriusDecisions Go-to-Market Architecture Model

    The SiriusDecisions Go-to-Market Architecture Model

    The SiriusDecisions Go-to-Market Architecture Model provides best practice planning exercises for aligning GTM strategy across product, marketing and sales on a clear view of the buyer audience.

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  • Activating Persona and Buyer Insights for European Demand Creation

    Activating Persona and Buyer Insights for European Demand Creation

    In this webcast replay we explore how buyer insights inform the design and activation of demand programs and how to align the sales process to the buying decision process.

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  • Closing Sales Knowledge Gaps Webcast Replay

    Closing Sales Knowledge Gaps Webcast Replay

    Most sales leaders find that knowledge gaps among sales reps are a key reason for not achieving quota. However, b-to-b buyers continue to report that the sales rep from the winning provider has a stro

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  • The SiriusDecisions Messaging Nautilus™: Buyer's Journey

    The SiriusDecisions Messaging Nautilus™: Buyer's Journey

    Transform the way you create effective content and connect with buyers by learning the SiriusDecisions Messaging Nautilus, a systematic approach to messaging.

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