Portfolio Management

Managing collection of programs and projects. A working definition from the RGM marketing glossary.

Schematic — Portfolio Management

Managing collection of programs and projects.

Pitfalls in practice

One idea, plainly put.Most mistakes with Portfolio Management share a root: the term gets reported as if it were exact when it is not.

One blanket rule. Applying Portfolio Management the same way everywhere. Split it by audience, channel, and business model.
No context. Reporting Portfolio Management with no baseline. A bare number cannot be judged.
Chasing the word. Optimizing Portfolio Management for its own sake. Check it tracks a real outcome.
Apples to oranges. Comparing Portfolio Management across firms raw. Adjust for pricing and cycle before you read it.

How is Portfolio Management defined?

Managing collection of programs and projects. Agree the scope of Portfolio Management before the planning starts.

Why does Portfolio Management matter for marketers?

Portfolio Management matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.

Where does Portfolio Management get used?

Teams put Portfolio Management to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.

What is the most common mistake with Portfolio Management?

Treating Portfolio Management as one blanket rule and reporting it with no baseline. Both hide a soft assumption.

What should I read next on Portfolio Management?

Begin with the linked terms below, then study what growth marketing is, plus CAC payback periods.

How is Portfolio Management defined?: Managing collection of programs and projects. Agree the scope of Portfolio Management before the planning starts.
Why does Portfolio Management matter for marketers?: Portfolio Management matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.
Where does Portfolio Management get used?: Teams put Portfolio Management to work on a spend split, a metric, or a head-to-head call. See the Duolingo walk-through above.