Data Overview Report

Understanding The Effectiveness Of Sales Empowerment Content

Each Phase Of The B2B Buyer’s Journey Requires Unique Seller Assets

November 15th, 2022
Peter Ostrow, VP, Research Director
Peter Ostrow VP, Research Director
Eric Zines, Principal Analyst
Eric Zines Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Adam Birnberg , Justin Ferguson , Robin Whiting

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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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.