Data Snapshot

Field Marketing Measures Must Include Customer KPI Metrics

Don’t Miss The Opportunity To Drive Revenue And Profitability

August 16th, 2023
Naomi Marr, Principal Analyst
Naomi Marr Principal Analyst
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
With contributors:
Steven Casey , Daryl Wright , Conrad Mills , Terry Flaherty , Ross Graber , Alaina Ladd , Arianne Burnette

Data from Forrester’s 2023 State Of B2B Field Marketing Survey reveals that field marketers don’t consider themselves accountable for improving customer KPIs, such as customer retention, loyalty, and satisfaction. For organizations to become more customer obsessed, marketing reporting must be more closely aligned to customer KPI realization. Enterprise leaders and field marketers must understand how their function directly impacts customer KPIs and measure those KPIs to drive higher revenue and profitability. This is a snapshot of Forrester’s data on field marketers’ KPIs that highlights the low percentages of customer KPIs being evaluated to demonstrate that marketing metrics must change.

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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.