How To Report

Putting Revenue Enablement Into Action

July 27th, 2020
Jennifer Bullock, null
Jennifer Bullock



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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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.