Best Practice Report

What's In Store for Field Marketing?

January 1st, 2018


Increased demand creation complexity and the rise of the demand center is placing the field marketing function at a crossroads. We believe that focusing field marketing on end-of-the-waterfall activities will drive the greatest impact. Field marketing must expand its menu of offerings to sales beyond events; otherwise, it paints itself into a highly tactical corner.

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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.