Market Directions, a brand performance consultancy, recently polled business professionals to better understand needs, issues and opportunities associated with managing their product portfolios. Responses were collected from members of the following associations; American Marketing Association, Business Marketing Association and Marketing Executives Networking Group.
The objectives of the study were to explore:
· Current product portfolio practices
· Processes in managing and reviewing the portfolio
· How often is the portfolio reviewed
· How big of an impact is portfolio management on business/strategic planning
· What factors/measurements are most relevant
The Webcast will highlight key findings of the study, specifically isolating gaps in process, purpose and buy-in. Findings are analyzed in total and by various sub-categories such as position level and job function within an organization, type of organization and size of organization.
Additionally the Webcast will highlight areas of opportunity in terms of more fully utilizing a broader set a metrics beyond the traditional financial metrics to allow for preemptive actions.
