Frontline Marketing Emphasizes Unification To Exponentially Drive Growth

Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.

A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.

Key takeaways:

• Learn what frontline marketing is and why it is needed.
• Understand why frontline marketing is important to the future of demand marketers.
• Learn what an orchestration manager is and why the role is needed.
• Discover how ignoring frontline marketing will expose marketing's inability to transform alongside the other revenue-generating functions.
• Uncover what good looks like with a unified demand marketing strategy and plan.