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For B2B Marketing Professionals

Applying Sales Enablement Best Practices

Reference Customers For The Sales Enablement Automation Systems Forrester Wave™ Reveal Lessons That They've Learned

March 8, 2017


  • By Steven Wright,
  • Jacob Milender
  • with Peter O'Neill,
  • Matthew Camuso,
  • Kara Hartig

Why Read This Report

In the first Forrester Wave on sales enablement automation (SEA) systems, we used 33 criteria to evaluate nine vendors. This report compiles the best practices, use cases, and struggles that SEA customers shared in conversations with Forrester during the evaluation process. Highlights include detailing various implementation processes, the benefits of recommendations when integrating SEA with the CRM, and strategies for helping business-to-business (B2B) marketing professionals adopt these systems.

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Table of Contents

  • Practitioner Interviews Reveal Best Practices And Traps To Avoid
  • Recommendations

  • Beyond Selection And Implementation, Plan For SEA Success
  • Supplemental Material
  • Related Research Documents