How_to_Leverage_Field_Marketing_to_Make_the_Number

Field Marketing has become a corrupted role. Sales often under-utilizes their capabilities and Marketing doesn’t provide adequate support. By reading this post you’ll recognize if this is happening in your organization. You’ll also find out what to do to correct it.

 

In one of my recent posts, “Is Your Product Marketing Manager Good Enough,” I explained the critical role field marketing maintains.  The Field Marketing team also plays a crucial role.  Rarely do marketing leaders leverage field marketing for content.  Yet field marketing managers are closest to the buyer and sales field.  World class marketing organizations leverage field marketing for content development.

 

Here’s a simple list of these content-related responsibilities:

 

  • Messaging alignment across Direct, Channel and Inside Sales
  • Content Lifecycle Management
  • Buyer Intelligence
  • Value Proposition Creation
  • Buyer Process Map (BPM) Content Alignment
  • Geo-specific talk tracks and sales materials

     

Can you really afford to live with a corrupted and ineffective field marketing team?  World class marketing organizations provide content to support the prospect or client buying processes.

 

The Four Keys to Success 

The success of any Lead Generation program relies on 4 critical components:

 

  1. People
  2. Process
  3. Technology
  4. Content

     

I listed Content last because it is the most often overlooked ingredient in this recipe. It’s not just about having content. It’s about having the right amount of content matched to the various buying stages. This supports the ability to move prospects and clients through the process from start to finish. This approach avoids having leads drop out of the funnel.

 

Download the Field Marketer’s Content Audit Tool to determine your content gaps. The Content Audit utilizes an example of a Buyer Process Map (BPM). You’ll need to insert your own BPM with associated buyer macro & micro questions. For more information on how to do this, refer to this blog post

 

What’s a Field Marketer’s Content Audit?

It’s a tool designed to identify the gaps/gulfs in your content Go To Market readiness.

 

What does a Field Marketer’s Content Audit do?

It fulfills 2 primary functions:

 

  1. Forces you to determine where your content gaps/gulfs reside. This is performed relative to the micro questions your buyers are asking themselves.  Micro questions are asked throughout the buying process from “not in the market” to “implementation.”
  2. Provides a dashboard report of the percentage of content missing based on the assessment rating.

     

What does it mean to implement a Field Marketer’s Content Audit?

Completing the Audit means you:

 

  • Have the correct type and quantity of content to support buyers. This is required throughout every phase of the buyer process map.
  • Are answering the micro questions the buyer is asking in order to advance the buyers process.
  • Are effectively prioritizing and assigning content ownership to fill the identified gaps.
  • Can increase the quality and quantity of the leads provided by Marketing to Sales.
  • Can effectively generate a return on your marketing spend.
  • Are putting Sales in the best possible position to be successful.

     

The Field Marketer’s Content Audit helps you identify gaps in your GTM content. Using it will identify the content needed to effectively enable the sales force.  After conducting the content audit you’ll be in position to answer the following questions:

 

  • What questions is the content answering?
  • What content do we have compared with what we need?
  • Where in the buyer process map are we missing content?
  • Is our content pulling the prospects and clients through their buying process?
  • Is our content answering critical macro & micro buyer questions?

     

Getting Started

Download the Field Marketer’s Content Audit Tool here. Review the Content Audit requirements against your current BPM content. The result will be a content gap which prevents field marketing success. Field_Marketer’s_Content_Audit_Tool1Identify those in Marketing responsible for content creation and review the gaps of the audit.

 

If you have any questions on the tool or the application, connect with me via LinkedIn Inmail. We’ll spend 30 minutes to review the Content Audit or the implementation of the results and define next steps.

 

 

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
Learn more about John Staples >

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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