Summary
B2B buying is undergoing rapid change, demanding a new approach to technology alignment. However, some operations, IT, and enterprise architecture (EA) professionals struggle to articulate the impact of technologies on buyers and revenue teams. This report introduces a comprehensive reference model framework that bridges the gap between customer needs, business capabilities, and technical implementation. Use this framework to drive strategic technology alignment, enable data-driven decision-making, foster cross-functional collaboration, and maximize ROI across your revenue technology ecosystem.
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