For Technology Marketing Professionals

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	February 8, 2010 B2B Tech Field Marketers Must Adapt To Remain Relevant New Challenges Emerge As Field And Marketing Definitions Change by Peter O'Neill with Peter Burris, Laura Ramos, Jennifer Belissent, Ph.D., Madiha Ashour	Average: 9  (2 ratings)

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Executive Summary

Field marketers in the technology industry are challenged as their corporate colleagues introduce more marketing automation and increasingly leverage the digital marketing opportunity for business-to-business (B2B) communications. The more traditional field marketer role of being a local subject matter expert, sometimes known as the local product champion, is diminishing. Additionally, the Web tends to promote a global strategy with little consideration of international differences in technology adoptions and culture. With this background, field marketing professionals, responsible for specific territories, need to ensure that their territory is addressed appropriately by their corporate colleagues, as well as ensure that they are not disintermediated by these shifts. Successful field marketers will re-define their role for the new decade to become even more empowered to influence company sales growth.

TABLE OF CONTENTS

• The Relevance Of Tech Vendor Field Marketing Is Changing
• A Field Marketer Wears Many Hats
• Time To Re-Engineer Field Marketing For 2010 And Beyond

WHAT IT MEANS

• A New Role For Field Marketing
• Related Research Documents

This is an excerpt

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