Trends Report

The State Of Field Marketing, 2023

Field Marketing Must Change To Become Future-Fit

August 4th, 2023
Daryl Wright, Principal Analyst
Daryl Wright Principal Analyst
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Naomi Marr, Principal Analyst
Naomi Marr Principal Analyst
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Chantelle Fynn , Melvin Tan , Bill Nagel

Summary

Field marketing remains a key front-line marketing function that sits at the intersection between sales and territories and directly influences business revenue. This research explores key findings from Forrester’s 2023 State Of B2B Field Marketing Survey to help B2B marketers understand the state of field marketing globally and what this means for organizing and operating a future-fit field marketing team. Read the report to better understand field marketing teams’ focus, the effect that centralization and decentralization have on performance, how well-aligned leaders and their teams are, and how technology use affects the achievement of marketing goals.

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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.