Summary
When B2B functional leaders fail to leverage how revenue enablement manages communications to and from sales and other customer-facing roles, they miss vital opportunities to achieve their goals. Governance for sales communications involves two disciplines that focus on productivity: delivery, or how to filter, prioritize, and route messages sent to the field; and advocacy, or how to listen to sellers and act on their behalf. In both disciplines, colleagues in product management, portfolio marketing, and sales/revenue operations have multiple avenues to improve cross-functional initiatives, whether their needs involve influencing buyer-facing interactions, supporting deals internally, or empowering sellers.
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