Building The Business Case For Marketing Enablement

January 1st, 2018

Marcia Trask

Summary

While marketing leaders know that improving functional competencies is critical, building a financial case for enablement investment can be challenging. To defend funding requests and determine financial return, quantify the expected benefits from marketing enablement and compare to the estimated program costs. Leverage external vendors, marketing teams, finance, and human resources as data sources to perform the cost/benefit analysis. In this report, we define a three-step process for creating a marketing enablement business case.

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