Putting Revenue Enablement Into Action

July 27th, 2020

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

Summary

B2B organizations increasingly recognize the need to deploy a customer-driven cadence of interactions. Revenue enablement is an emerging concept in B2B organizations that, when properly executed, creates desirable outcomes for organizations and their employees, partners, and customers. Revenue enablement focuses on breaking down barriers between internal corporate functions whose staff members interact with buyers and customers, and more holistically enabling these roles by asking “What’s best for the customer?” In this report, we move from the definition of revenue enablement to the operationalization of this concept and explain how it fits into an organization.

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