Revenue Enablement Should Report To Sales And No Other B2B Function

Although revenue enablement functions were once the purview of content-centric marketing or governance-focused HR teams, they have outgrown these origins. Enablement functions are now 75% more likely to report to sales or operations leadership in high-performing sales organizations, primarily because enablement remits have expanded from point solutions to strategic selling partners. While a CMO hopes sellers succeed in the aggregate, a chief sales officer is more invested in the long-term growth and contribution of individual reps and managers. This snapshot of Forrester data shows that revenue enablement teams in high-performing orgs thrive when under sales or operational leaders.