Best Practice Report

Five Steps For Defining Your Ideal Revenue Enablement Function

How To Determine, Communicate, And Execute On The Right Swim Lanes For Your Organization

July 31st, 2023
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Mike Pregler , Justin Ferguson , Kate Pierpont

Summary

Revenue enablement has subsumed sales enablement as a crucial discipline — and named function — within most B2B growth engines. This is due to a confluence of trends: the broader application of enablement best practices to additional customer-facing roles; the change management expertise that many enablement leaders brought to pandemic-era sea changes in how sales teams evolved, and the growing complexity of buyer/seller relationships. In this report, we provide step-by-step guidance for defining precisely what your revenue enablement team should — and should not — include in its remit.

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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.