What's In a Name?
As the b-to-b world has moved seemingly in unison away from wanting to be viewed as “product-based” to “solution-based,” confusion has grown as to where this leaves product marketing. Even when an organization can complete the difficult journey of moving from product to solution, that doesn't mean that product transactions will disappear; in fact, a “solutions” organization will still likely conduct about a third of its overall business in a purely product-focused manner.
To reflect this mix, I am starting to see organizations refer to their product marketing function as “portfolio marketing,” as it better reflects the reality of the mix of product, solution and even segment-based marketing that will be considered optimal in the quarters and years to come. This subtle move of renaming a product marketing group in this fashion is actually quite significant. It allows existing structures to be placed under a new umbrella, professes that there still is very good reason to continue to do business as they have been doing in the proper circumstances, and demonstrates that the organization is committed to developing a more comprehensive structure and tactical plan where it is warranted.
