Model Overview Report

Introducing The Activity-Based Revenue Enablement Model

Six Steps To Ensure That Sellers Are Enabled In Context, And That Enablement Leaders Continuously Improve Their Impact

September 7th, 2022
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Adam Birnberg , Drew Zalucky


All B2B organizations strive to create continuously more productive ways for their sales teams to conduct their business — with contributions from various functions designed to help them access “the right thing, at the right time” as they source, pursue, and close revenue opportunities. With departments such as marketing, revenue enablement, and learning and development providing these assets, however, many salespeople become overloaded with well-intentioned but ineffectively timed support systems. The Forrester Activity-Based Revenue Enablement Model focuses on both the “what” and the “when” for how organizations deliver sales support in a cadence aligned to the flow of sales opportunities and buyer interactions.

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