Revenue Enablement: Aligning to the Customer Experience

By Cal Cavness / Strategy

Introduction In May 2021, top research and advisory firm Gartner made a striking prediction — 75% of the highest growth companies in the world will be moving away from sales enablement and toward a revenue enablement model by 2025. This anticipated shift comes in response to fast-changing global buying and selling processes, trends, and consumer…

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The Best of Forrester’s B2B Summit North America 2022

By Cal Cavness / Agency Culture, Marketing

After attending the Forrester B2B Summit North America this past week, I was inspired to share some takeaways from the event.  I’m not going to lie; I was looking forward to this summit!  Not just to immerse myself in the current state of B2B marketing and sales, but to get back to a sense of…

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Why Your Channel Program Needs PRM (Partner Relationship Management)

By Cal Cavness / Data + Analytics, Marketing, Strategy, Technology

What is Partner Relationship Management (PRM)? When seeking new and innovative opportunities for gaining traction in the marketplace, companies often establish channel partner programs. To create, manage, and maintain these channel partner relationships, partner relationship management (PRM) utilizes strategies and software that help companies execute new marketing ideas, reach new customers, and scale quickly. Creating…

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