Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023
Forrester, Tuesday, August 8,2023
Five years ago, we published research calling for an urgent reevaluation of the role of field marketing. The generalist role of old was not keeping up with the needs of the sales organization or the customer.
Evidence from our recent engagement with clients suggested that the continued evolution of buyer behavior was fomenting a growing crisis with the purpose and effectiveness of these teams.
In that earlier research, we made several recommendations. These included investing in specialist skills that we predicted would be needed, identifying help that needs to be provided from other parts of marketing and the changes needed to resolve an issue that we dubbed field marketing 'pollution' (i.e., where field marketing becomes a dumping ground for everything that doesn't get done elsewhere). We were keen to uncover what had changed in subsequent years and how well field marketing teams had managed to adapt to continued change.