Best Practice Report

Mapping Competencies: Field Marketing

October 13th, 2022
With contributors:
Lisa Nakano , Alaina Ladd , Arianne Burnette


A field marketing team must demonstrate competencies across six core disciplines to fulfill its assigned responsibilities. Mapping the required competencies for field marketing enables an objective assessment of the team’s current state. Field marketing competencies are evolving from tactical to a hybrid of strategy and execution. In this report, we introduce the Forrester Field Marketing Competency Map to define basic, intermediate, and advanced competencies across six core disciplines of field marketing.

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