Model Overview Report

Identify Audience Preferences To Focus On The Enablement Assets That Matter Most

How Portfolio Marketers Execute Step One Of The Knowledge Enablement Model

October 21st, 2021
John Buten, Principal Analyst
John Buten Principal Analyst
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Peter Ostrow , Lisa Nakano

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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