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For B2B Marketing Professionals

Make Business And Customer Intelligence Sales-Ready Using Forrester's Framework

Engineering Valuable Content For Sales Enablement Success

January 31, 2011

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  • By Dean Davison
  • with Bradford J. Holmes,
  • Scott Santucci,
  • Brian Lambert,
  • Daniel Feldman

Why Read This Report

Today, business and customer intelligence (BCI) leaders and teams at tech vendors gather information about target companies and key decision-makers, and their deliverables consist of data — facts, figures, and tables of standalone information. This approach puts the burden on sales managers and reps to interpret this data, determine the implications, and find ways to build it into customer conversations. To elevate the value and usability of BCI content, Forrester created our customer conversation framework (CCF) — a model for BCI leaders and other non-sales professionals to follow to align their deliverables with sales conversations.

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Table of Contents

  • BCI Research Isn't Creating The Expected Value
  • Forrester's Customer Conversation Framework
  • Using Forrester's Framework To Create Sales-Ready BCI

  • Stepping Up Your BCI Game
  • Supplemental Material
  • Related Research Documents

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