Portfolio Marketing Is the Whole Enchilada

By  (contrib. Mojified Media)
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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 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. . . .


Mojified Media is the official media outlet of https://mojified.com/ a business platform for enterprise, content marketing.