Summary
Those who create and manage assets designed to help B2B sellers often operate in a vacuum. In developing and deploying internal content and artifacts intended to ready their constituents to interact with buyers, marketing and enablement teams often take a “spray and pray” approach rather than discover what is and isn’t working. This report summarizes recent Forrester research into sales empowerment content effectiveness, juxtaposing quantity and quality outcomes. It also provides a model that leaders can use to conduct a similar analysis.
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