Role Connections Report

Distributing Responsibilities Between An Account-Based Marketing Center Of Excellence And Field Marketing

February 28th, 2019
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

As account-based marketing (ABM) programs mature and expand globally, organizations are inevitably faced with questions about the role that field marketers play in delivering these programs. Field marketers can add significant value to ABM programs thanks to their proximity to local accounts and reps, as well as their deep knowledge of local markets. Relying heavily on field marketing rather than a centralized office makes more sense in some ABM scenarios than in others. In this report, we outline important considerations that determine what ABM activities field marketers should conduct and describe four approaches to designing an ABM center of excellence (COE).

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.