Summary
Field marketing faces a growing misalignment between strategic responsibilities and performance metrics. Field marketers are increasingly accountable for account-based and customer marketing but are still primarily evaluated on short-term demand metrics like pipeline influence. Centralization, generative AI (genAI) adoption, and budget constraints are reshaping operations, but often at the cost of local relevance and efficiency. This report uses data from Forrester’s 2025 State Of B2B Field Marketing Survey to highlight these disconnects and provide insight to help field marketing leaders realign KPIs, optimize resource use, and better integrate emerging tech to drive long-term value.
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