Abstract

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

Coverage