Trends Report

The State Of Field Marketing In Asia Pacific

Addressing Operational Challenges Will Unleash Growth

March 8th, 2024
Daryl Wright, Principal Analyst
Daryl Wright Principal Analyst
With contributors:
Steven Casey , Nicky Briggs , Conrad Mills , Naomi Marr , Arief Tjitra Salim , Melvin Tan , Bill Nagel

Summary

Field marketing in Asia Pacific (APAC) is supporting strong revenue growth in the region. To unleash further revenue growth, organizations will need to address a wide range of operational challenges and optimizations need to be addressed. This report uses data from Forrester’s 2023 State Of B2B Field Marketing Survey to outline the strengths and weaknesses of the field marketing function in APAC. This report helps B2B marketing leaders understand the areas of opportunity in which they can refine field marketing capabilities, technology, processes, and organization to achieve goals more effectively.

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