Summary
It is critical to develop and deliver the right knowledge assets to enable customer-facing roles to acquire, grow, and retain customers. To determine the right knowledge assets, portfolio and customer marketers must first determine the activities that have the greatest influence on revenue and who engages in these activities so that they can prioritize the right knowledge for these roles. This report explains the process for identifying buyer and customer preferences for interactions and content, which is the first step in the Forrester Knowledge Enablement Model.
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