Getting Close to the Customer: Adventures in Field Marketing

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Getting Close to the Customer: Adventures in Field Marketing

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Research Abstract

The best performing IT services marketers centralize marketing strategy and processes, but build strong field capabilities to execute locally. Striking the right balance between headquarters and the field is not easy. But all the electronic tools in the world mean little if you don’t continue to get as close as possible to your customers.
This online briefing, led by Rob Leavitt, ITSMA’s director of member advocacy, focused on best practices and benchmarks for field marketing strategies and tactics. Rob presented new ITSMA research findings on field marketing, and highlighted specific examples of how IT services marketers are working to increase field marketing efficiencies and returns amid the current economic slowdown.