The Marketing Enablement Process Model

In recent years, marketing organizations have seen the rise of completely new teams (e.g., customer experience, demand centers), new roles (e.g., data analysts, content operations), and new competencies (e.g., technology, analytics), all of which have created widespread skills gaps. As a result, marketing enablement is an increasingly complex and important responsibility for all B2B organizations to address. In this report, we introduce the Forrester Marketing Enablement Process Model, a structured approach to operationalizing marketing enablement within B2B organizations.