Enablement Assets And Culture Prove To Be Biggest Areas Of Difference Between High- And Low-Performing B2B Organizations

Enabling the full revenue engine remains a challenge for most organizations. Personas, the critical method of conveying buyer and customer insight within an organization, are grossly underutilized and represent an enormous missed opportunity for practically every organization. However, there are characteristics of high-performing organizations that can prove useful for improving the operationalization of B2B personas. In this report, we show how high-performing organizations have differentiated themselves from their low-performing peers by delivering assets with strategic value to their organizations — and by adopting a culture that seeks to enable more roles that engage with and support buyers and customers.