Best Practices in Field Marketing: Case Studies from Six Industry Leaders

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Best Practices in Field Marketing: Case Studies from Six Industry Leaders

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Research Abstract

As more companies have come to appreciate the value of field marketing for technology services, they are investing more heavily in field-based efforts to work more effectively with the sales force, generate high-quality leads, build deeper relationships with customers, and drive additional revenue. This ITSMA Update highlights a series of best practice examples in field marketing strategy and practice, including cases on sales tools, seminars, internal field marketing, interactive campaigns, “cluster marketing,” and local communication teams. Companies highlighted in this Update include Cisco, Compaq, EDS, First Consulting Group, Infosys, and Sprint.