TECH BUYER Apr 2022 - IDC Perspective - Doc # US48958722

The Changing Face of Field Marketing


Laurie Buczek
, Warren Lane

The IDC Perspective contributes ideas and recommendations from analysts and senior marketing executives to assist marketing leaders with adapting field marketing to meet the needs of a digital-first buyer and digital sales. Forward-looking guidance on the evolution of event marketing and the future of marketing and sales roles is provided.

"The digital transformation occurring in field marketing is just the tip of the spear of a larger evolution of marketing and sales. Digital and marketing have shifted from primarily working in the front of the funnel to now acting as a constant throughout the whole buying decision journey. As a result, the team sport that marketing and sales plays is changing. Marketing leaders should utilize this inflection point as an opportunity to incubate a new model." — Laurie Buczek, research vice president, IDC's CMO Advisory Practice



Get More

When you purchase this document, the purchase price can be applied to the cost of an annual subscription, giving you access to more research for your investment.

Related Links

Do you have questions about this document
or available subscriptions?

Contact Us