Best Practice Report

The Field Marketing Tiered Service And Support Model

January 1st, 2018

Summary

With wide-ranging requirements and targets, field marketing leaders often struggle to meet the demands of multiple markets. A tiered service and support model aligns field marketing resources to specific markets and helps set sales expectations upfront. The tiered service and support levels must be agreed upon by marketing and sales leaders and documented in service-level agreements.

Field marketing leaders face tough questions, such as how to support demand creation across a wide range of markets, how to avoid spreading their teams too thin and how to manage sales expectations while staying within budget. Using a tiered service and support model as a planning and communications tool at the start of the planning period helps align resources and set expectations between field marketing and regional sales. In this report, we describe the three service and support tiers within the Forrester Field Marketing Tiered Service and Support Model, as well as the service-level agreement (SLA) components that should be defined between field marketing and regional sales to ensure that their alignment is maintained throughout the year.

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