Attention to customer engagement and retention is as important a growth driver as acquiring new logos. The more customers an organization retains, the more potential advocates it has that can help grow the brand, and drive new business. Emerging companies with limited resources must focus on the foundations of customer engagement to grow. In this report, we introduce the seven “stars” that represent the seven foundational steps required to navigate customer engagement at emerging companies.
The goal of revenue enablement is to maximize every buyer and customer interaction by making sure that audience-facing roles have the required skills, knowledge, and process expertise. The audience-facing roles that receive revenue enablement include the traditional sales roles (e.g., quota-bearing reps) as well as other roles directly or indirectly involved with buyer and customer interactions (e.g., event speakers, content creators). In this report, we describe the revenue enablement ecosystem, which has four primary participants — sales enablement, channel marketing/partner enablement, portfolio marketing, and customer engagement — that collaborate in the steps of The Forrester Revenue Enablement Framework .
When enabling key functions in the revenue engine such as sales, demand teams, channel partners, and others that engage with or create content for buyers and customers, an organization must focus on many potential roles. While everyone in the revenue engine will likely need some knowledge, enablement is more effective when it prioritizes the highest-impact roles. This maximizes the impact of revenue enablement efforts and ensures the right knowledge components are built and aligned to the way that people prefer to learn. In this report, we describe four attributes that should be used to prioritize knowledge enablement for roles in the revenue engine.
This Forrester B2B Role Profile provides a job description and competencies for the online community manager role. This marketing role is responsible for the development, maintenance, and growth of an organization’s online communities.
The necessity of taking a structured approach to customer engagement has become widely accepted, yet B2B marketing leaders often struggle to articulate the business rationale. Organizations that formalize their customer engagement efforts often can achieve significant business impact with minimal initial investment. In this report, we describe key benefits that can be highlighted when communicating the value of investing in customer engagement to key stakeholders.
After B2B deals close, multiple functions within the selling organization, including sales and customer success, guide the transition from buyer’s journey to customer. A consistent process for knowledge transfer and establishing clear ownership of post-sale interactions reduces friction and enables the delivery of value. This report describes three building blocks that are required for sales and customer success to provide a smooth transition for new buyers into the post-sale customer lifecycle and open an ideal path to adoption, value achievement, retention, and growth.
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