Vision Report

Frontline Marketing Emphasizes Unification To Exponentially Drive Growth

Interdisciplinary Orchestration And Workflow Skills Are Required To Meet Buyer Needs

August 5th, 2024
Naomi Marr, Principal Analyst
Naomi Marr Principal Analyst
With contributors:
Steven Casey , Nora Conklin , Renee Irion , Cristina De Martini , Laura Cross , John Arnold , Rani Salehi , Maria Alexandrou , Arianne Burnette

Summary

Marketing must solve the systemic issue of siloed demand marketing subfunctions that create poor customer experience, inefficiencies within marketing, and bad marketing program behaviors focused on marketing qualified leads (MQLs) regardless of customer experience. Frontline marketing (FLM) — a people and process change — is the way to do that. In this report, we introduce the frontline marketing concept and outline a plan for success.

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