Summary
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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