applying the right tools and techniques

Enablers are the tools at your disposal for executing your marketing plan.

A common misperception is to think of Enablers as being technology-oriented. But from an outcome-driven perspective, it best to think of Enablers, in broader terms, as being "capabilities." This is important because:

1. While technology may be vital to deploying a particular capability (such as e-Learning), it minimizes a "technology for technology's sake" mentality.

2. As the outsourcing trend evolves toward "outcome-sourcing," it allows decision makers to evolve from the traditional Return on Investment (ROI) approach toward a Total Cost of Ownership (TCO) approach to evaluating Enablers.

At MarketViz, we use a simple two-dimensional framework to illustrate the "universe of enablers" that can be deployed at various stages in the pipeline:

Each "cell" or category shown above must be weighed in terms of costs and benefits to achieve the desired business outcome.