Establishing A Frontline Marketing Team Charter

September 19th, 2024

With contributors:

Steven Casey , Cristina De Martini , John Arnold , Rani Salehi , Maria Alexandrou , Arianne Burnette

Summary

Frontline marketing (FLM) is a cross-functional working model for leaders of the multiple demand-related marketing subfunctions, such as field, customer, digital, event, account-based, and demand marketing, and revenue development representatives (RDRs). The goal of this approach is to develop a unified growth strategy driven by demand and the aligned subfunctions to deliver customer experience expectations with no overlapping audiences or programs. The frontline marketing charter sets consistent standards and creates reliable expectations for key stakeholders. In this report, we describe the components of the FLM charter and define the team’s purpose within the organization.

Want to read the full report?

This report is available for individual purchase ($1495).

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.