PHASE 13: FIELD MARKETING

Integrate corporate Marketing with Sales by executing marketing tactics in the field.

 

Corporate programs without localization fail to produce revenue. Each region is different, and each message and program need to be adjusted to meet the needs of the different customer types. Field marketing is the connective tissue between corporate and the field. Marketing budgets are best utilized when the field positively influences the corporate Marketing Strategy.

Rapid Diagnostic

1. Field Marketing has a set of revenue-based outcomes they must achieve on a quarterly basis.

2. Field Marketing activities are selected based on the expected Return on Marketing Investment (ROMI).

3. Your Field Marketing team has a defined strategic focus that is aligned with Marketing and Sales.

4. Your Field Marketing team has its own objectives-based budget.

5. Field Marketing play an active strategic role between Corporate, Sales, and Marketing.

6. Field Marketing engages in a two-way dialogue with prospects when executing its tactics.

7. Marketing tailors its messaging on the field level depending upon location and event.

8. Field Marketing actively provides feedback collected in the field back to the Corporate Marketing team.

9. Sales utilizes Field Marketing on a regular basis and is satisfied with the support provided.

10. Underperforming Field Marketing activities are immediately cut from the budget.

Deliverables

• Field Marketing Plan (includes Roles & Objectives)

• Localized Campaign Execution Plan

• Geo/Industry-Specific Content Plan

• Local/Regional Event and Conference Plan

• Local/Regional Association Plan

• Local Sales Enablement Plan

• Field Marketing Scorecard

INDUSTRY
STRATEGY AREA
CONTENT TYPE
Win Strategy Tool
March 19 2019
Win Strategy Tool
VIEW
Partner Prioritization Tool
March 15 2019
Partner Prioritization Tool
VIEW
SBI Workstream Charter Template
March 14 2019
SBI Workstream Charter Template
VIEW
previous
1 of 110
right
Loading...
Marketing Strategy
SBI's February 2019 CMO Newsletter
Should Your Field Marketing Team Own a Number? Of the myriad marketing roles in today’s workforce, none is more widely misunderstood than field marketing. The bad news is marketers tend to have a blind spot to how they’re perceived in the...
Read More
Sales Strategy
How a Chief Growth Officer Can Make or Break Your Year
Today Jill Rowley, former Chief Growth Officer of Marketo, discusses how this emerging role brings together sales and marketing leaders to leverage the power of their best salespeople: their customers. Jill shares key drivers that bring about executive alignment that...
Read More
Sales Strategy
How a Sales Leader Disrupts Their Industry to Crush Their Revenue Number
On today’s show we’re joined by Paul Melchiorre, the Global Customer Officer for Anaplan, a connected planning platform that enables organizations to accelerate decision making by connecting data, people, and plans across the business.   Click here for the podcast version of...
Read More
Sales Strategy
Your Portfolio Companies’ Forecasts Are Unbelievable, But Maybe Not In A Good Way
Sample output of multi-method forecasting: Some say that forecasting is an art and others say it’s a science. The indecisive say that it is a combination, and many board members and PE deal teams say it’s a disaster. In some...
Read More

Stay up to date with our latest insights, benchmarks, strategies & more

CREATE AN ACCOUNT

Join our team of passionate professionals and find your full potential

ALL OPEN POSITIONS