The Forrester Content Model: Sales Enablement's Role

January 1st, 2018

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

Summary

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.

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