Best Practice Report

The Forrester Content Model: Sales Enablement's Role

January 1st, 2018
Jennifer Bullock, null
Jennifer Bullock


B2B organizations often struggle with enterprisewide content process breakdowns; the Forrester Content Model guides a cross-functional approach to content. Sales enablement manages and measures content use by reps during each stage of the buyer’s journey and orchestrates feedback from sales to content creators. Content creators must learn to think like reps; by understanding internal seller personas, they can more effectively populate the sales portal with content valued by reps. In this report, we take a deeper dive into sales enablement’s responsibilities during each of the three phases and eight stages of the content process.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.