How To Report

Better Buyer Enablement Content: Help Your Champions Build The Business Case

January 10th, 2021
With contributors:
Phyllis Davidson , Lisa Gately , Christine Polewarczyk


When justifying medium-to-high-complexity B2B purchases, champions — the key advocates for change — must gain sponsorship and buy-in at multiple stages of the buyer’s journey. Creating a business case that convinces multiple decision-makers and ratifiers takes time and skill, and often puts the champions’ reputation on the line. B2B companies can reduce purchasing delays by delivering business-case-ready materials through their website and sales reps. In this report, we describe how companies can make it easier and faster for champions to sell their ideas internally by developing tools and content that feed directly into business cases.

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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.