The Gatepoint Research Field Marketing Optimization survey results shows marketers spend much of their time creating so called “one-off” personalized and localized marketing materials for their field reps. Research result include:

• Customizing collateral is overwhelmingly (69%) the most common type of support headquarters’ marketing staff provides for local field reps.

• The most commonly cited concern about field marketing (67%) is the misuse of brands, logos and messages in locally-developed programs.

• The most common way field marketers boost effectiveness of their programs is to personalize (64%) or localize (55%) their marketing elements.

• Over half of the responders have needed to create personalized or localized “one-off” materials for field reps

The report, sponsored by Luma, surveyed marketing executives from companies generating more than $1 billion in revenue. 61% of the responders are employed at the vice president level or higher and 8% hold C-level titles. Register below to see the complete survey results.

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