Field Marketing’s Role In Entering New Geographic Markets

October 22nd, 2020

Mavis Liew Executive Partner and Principal Analyst

Summary

Field marketing plays a key role in supporting a business as it enters a new geographic market. Field marketers in the new geography may require specialized knowledge, experience, and language capabilities. Field marketing support for geographic expansion requires research, preparation, communication, and guidance. This report helps field marketers learn how to assess internal capabilities and outlines the specific organizational supports and investments field marketers will need when pursuing direct and/or partner-led geographic expansion.

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