Take A Structured Approach To Enabling Key Roles With Knowledge

Every role in the B2B revenue engine must be supported by specific knowledge. Sellers must understand what markets and buyers are demanding. Demand marketers must know what messaging to use and how to deliver it. Customer success managers must leverage personas to recognize which signals indicate that a customer is ready to become a buyer again. Content teams must use buyer’s journey maps to identify which assets to produce and deliver to improve the buying experience. Partners require insight into how best to position offerings with buyers. Unfortunately, organizations often deliver this knowledge unevenly and with little thought to what those being enabled need to be successful. In this report, we introduce the Forrester Knowledge Enablement Model, which helps B2B organizations identify the right roles to enable with knowledge and then build and deliver that knowledge.