Best Practice Report

Defining And Building Campaign Enablement Programs

Educate And Guide Deployment For Maximum Buyer And Customer Impact In Campaigns

April 10th, 2024
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
With contributors:
Matthew Selheimer , Craig Moore , Peter Ostrow , Barry Vasudevan , Ross Graber , Nicole Bouchie , Kate Pierpont

Summary

Effective campaigns rely on comprehensive enablement programs. These programs equip everyone involved — marketing, sales, partners, product, and even finance teams — with the same understanding of the campaign’s goals, themes, target audience, execution plans, and marketing’s investment strategy. This shared knowledge empowers teams with content, assets, skills, and tools —both in supporting programs of the campaign and in customer-facing roles — to contribute effectively. As a result, buyer and customer interactions with the organization become targeted and more impactful.

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