Best Practice Report

Aligning Revenue Engine Content With Buying Cycles

January 1st, 2018


Product or solution marketers spend a great deal of time and effort crafting what they believe to be the perfect enablement tools and collateral, then discover that just a small fraction of what’s been created is ever used. A major reason for this lack of use is failure by product and/or solution functions to generate their output based on an understanding of what buyers need to make a decision, and when they need it. In this report, we introduce the Forrester Revenue Engine Content Framework based on our concept of buying cycles that, when employed, will help the revenue engine convey knowledge to buyers more effectively during a complex B2B buying process.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.