The Field Marketing Maturity Model

November 2nd, 2022

With contributors:

Lisa Nakano , Carrie Rediker , Alaina Ladd , Arianne Burnette

Summary

Maturity models are used to examine the interwoven elements of a business model or framework on a spectrum of expected maturity. They provide executives and functional teams with a high-level view of the organization’s current state of maturity compared to expectations, revealing areas that are not as mature as expected and areas of strength that can be leveraged. In this report, we introduce the Forrester Field Marketing Maturity Model, describe how it can be used to assess the maturity of the field marketing function, and identify areas for continued investment and optimization.

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