Vision Report

Resolving The Audience-Centric Paradox With Revenue Enablement

Portfolio marketing’s participation in revenue enablement helps drives a company-wide audience-first focus

April 30th, 2021
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten

Summary

Portfolio marketing’s insight into markets, buyers, offerings, the value the company provides to each segment, and the competition are critical knowledge components that buyer- and customer-facing roles require to maximize the impact of every interaction. Buyers gain value through human interactions (from sellers and other roles) and interact with assets created by a variety of roles within the provider organization throughout the buyer’s journey. Revenue enablement’s goal is to maximize the impact of every buyer and customer interaction by ensuring that audience-facing roles have the required skills, knowledge, and process expertise. In this report, we show how portfolio marketing’s participation in the revenue enablement ecosystem drives audience-centricity and organizational growth.

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