Gartner Research

3 Core Ingredients to Drive Successful Portfolio Messaging

Published: 23 July 2019

ID: G00403328

Analyst(s): Paul Brunet


Technology and service providers build portfolios of offerings to capture the maximum share of wallet. Product marketers should adopt three core ingredients to successfully shift to an impactful portfolio message supporting a go-to-market strategy to achieve business goals.

Table Of Contents
  • Key Challenges



  • Taking the Broader View
  • Ingredient 1 — Develop an Updated Segmentation and Positioning Foundation
  • Ingredient 2 — Be Prescriptive in Positioning and Adoption
    • Product Positioning Across Your Portfolio
    • Adoption and Maturity Models
  • Ingredient 3 — Extend the Value
    • Portfolio of Portfolios (Uberplatform)
    • Repurpose by Industry
    • Don’t Go It Alone — Include Partners
  • Summary

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