Summary
Sales, marketing, and product leaders recognize that a knowledge gap can affect their organization’s ability to attain revenue. Audience-facing roles must be enabled with the knowledge required to optimize buyer and customer interactions. Portfolio marketing and customer marketing are responsible for gathering and synthesizing the knowledge on markets, buyers, customers, offerings, and competitors. In this report, we describe the five knowledge components included in knowledge enablement, and how they address the specific demands of customers as they engage with the organization.
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