Gartner Research

3 Steps to Build Collaboration With Field Marketing

Published: 11 April 2022

Summary

Field marketing plays a pivotal role in driving local demand but requires cross-functional collaboration to succeed. Product marketers can take three steps to build collaboration with field marketing by helping to define business priorities, identify key stakeholders and enable team communication.

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Overview

Key Findings
  • Field marketers that focus too much on one region or product over another can create conflict within sales and marketing teams.

  • Identifying and working with multiple stakeholders in the field is difficult to manage as they have a variety of business goals.

  • Field marketing structures can be centralized or decentralized; each poses different communication challenges for marketing stakeholders.

Recommendations

To improve demand generation and build a solid foundation for collaboration with field marketing, product marketers should:

  • Align field marketing objectives to local business objectives. Start with the overall business plan and marketing strategy, and build regional marketing objectives that map

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Analysts:

Susan Graeme

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