Leveraging Field Input And Feedback For Innovation

January 1st, 2018

With contributor:

Summary

B2B organizations that rely on field sales to reach buyers should use the unique perspective and insight of this customer-facing function (including front-line sales reps, account managers and related field roles like field marketing) to help shape new products and improve existing products. Input from field sales is a key ingredient in creating and enhancing B2B offerings. Sales should be involved throughout the innovation and go-to-market process to ensure that offerings are tailored to buyer needs. In this report, we provide recommendations for gathering and applying insights from the field force during the innovation and go-to-market process.

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.