Enterprise engagement is a sub-discipline of marketing and management that focuses on achieving long-term financial results by strategically fostering the proactive involvement and alignment of customers, distribution partners, salespeople, and all human capital outside and inside of an organization.
Organizations run on the basis of enterprise engagement work collaboratively across departments and divisions to collectively find the best way to achieve long-term financial results by maximizing all human capital, from customers and distributors, agents, or other value-added resellers, to salespeople, employees, and even vendors and shareholders.
[5] In their 1993 book, The One to One Future, Don Peppers and Martha Rogers were among the early proponents of customer-focused rather than product- and process-focused marketing,[6] and identified the necessity to address the human element of relationships between customers and an organization.
The principles and standards include the concept of an enterprise approach to engagement; i.e., a consideration of the need to address customers, employees, vendors, distribution partners, etc., in an integrated way to ensure alignment of priorities and expectations.
In August 2019, the Business Roundtable changed its definition of the corporation to focus on the need to benefit all stakeholders – customers, employees, suppliers, communities and shareholders.
[12] In November 2020, the Securities & Exchange Commission required publicly held companies in the US to report on their human capital practices to the extent they are material to their businesses.
A comprehensive study of what motivates people in business conducted in 2002 by the International Society of Performance Improvement for the Incentive Research Foundation identified the following key factors: Businesses use a wide array of tactics to address the above issues, including: The expertise, products, and services related to these various practices comprise the emerging field of Enterprise Engagement.