Making The Case For Sales Advocacy

March 5th, 2021

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

Summary

Most sales leaders recognize the value of listening to their front-line sellers, but many fail to adopt a formal sales advocacy program. B2B organizations commonly conduct focus-group-style research with buyers, seeking to optimize market effectiveness while controlling the costs of bringing offerings to market, avoiding expensive mistakes, and fostering innovation. In this report, we discuss how B2B revenue enablement leaders can use similar listening mechanisms to maximize efficiencies through sales advocacy programs and demonstrate their value.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.