Redefining Field Marketing

October 7th, 2018

Isabel Montesdeoca

Meta Karagianni

Summary

For many years, the field marketing role has been a generalist role responsible for a wide range of locally executed tactical marketing activities and acting as a local point of contact for sales and upstream marketing teams. This approach no longer meets the needs of today’s sales leaders using expanded go-to-market strategies to focus their teams on different sales motions such as channel sales, account-based sales, and customer account sales in addition to direct sales. In this report, we take a closer look at how the changes in sales go-to-market strategies are driving changes in field marketing’s roles and responsibilities and discuss the subsequent need for changes to field marketing’s mission, staffing, competencies, and surrounding environment.

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