Alignment between sales and field marketing teams is pivotal in maximizing the effectiveness of event marketing. But, a lot of field marketers feel like that alignment is a pipe dream. They either have to ‘babysit’ salespeople during events or chase them for CRM intel and maintenance afterward (or both).

This compounds and affects the overarching field strategy, because, without sales support, it’s nearly impossible to understand the realities of field marketing performance. Did your event influence deals that weren’t properly attributed? Could you have gotten more leads if your salesperson was giving it their all on-site?

In this roundtable, we discussed the challenges posed by varying levels of sales diligence and the proactive approaches field marketers are adopting to secure alignment and enthusiastic participation from their sales counterparts in events.