Rethinking Enablement for the Future: The Power of Commercial Effectiveness Integration
Mike Kunkle
OCTOBER 8, 2023
I call out the Demand Gen engine, even though it’s part of the larger Marketing function. It shifts the focus from “revenue enablement” (which – I’m sorry – is internal, seller- and company-centric) to the broader functions of the commercial organization, in a more buyer- and customer-centric paradigm.
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