Main Responsibilities and Required Skills for Field Marketing Manager

A Field Marketing Manager is a professional who Plans and executes marketing activities and events. They gather and analyse market and customer data to build the company's brand at the local level. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Field Marketing Managers.

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Main Responsibilities of Field Marketing Manager

The following list describes the typical responsibilities of a Field Marketing Manager:

Adjust

Adjust the plans and priorities to stay focused on pipe generation targets.

Aggregate

Aggregate competitive intelligence related to product, promotion and price.

Align

Align with sales leadership on priorities.
Align with the regional sales team on key priorities.

Analyze

Analyze primary and secondary market research.

Assess

Assess challenges of the Field and create solutions to address those challenges.
Assess event performance and use data to drive ROI.

Assist with

Assist in marketing operations reporting, purchase orders and invoicing.
Assist these teams by driving contacts, engagements and Net New and Nurtured leads / opportunities.
Assist with development of strategy for Marketing Sales Segments.
Assist with other marketing activities as applicable.
Assist with the development and delivery of innovative campaigns.

Attend

Attend and support major industry trade shows and scientific conventions.

Balance

Balance budget allocation and reconciliation.
Balance lead volume and quality to achieve a return on Marketing spend and meet budget.

Brainstorm

Brainstorm creative ways for Olive to activate a strong program of field events nationwide.

Build

Build and maintain relationships with customers and prospects.
Build and maintain stakeholder relationships across all regional and global stakeholders.
Build long-lasting relationships with partners and vendors.
Build relationships with local Field team, with a focus on the strategic accounts team.
Build relationship with key eCommerce platform vendors in the region.

Collaborate

Collaborate closely with the channel team to integrate partners into field marketing opportunities.
Collaborate with and provide guidance and coaching to Field Marketing Specialists.
Collaborate with demand gen on lead generation campaigns.
Collaborate with our creative team on program asset specifications and deliverables.
Collaborate with the broader Partner Team to support local partner programs.
Collaborate with the wider marketing team to make events part of integrated campaigns.

Communicate

Communicate internally to the EMEA Marketing organisation and key stakeholders.
Communicate key product development priorities to marketing and R&D teams.

Complete

Complete all internal documents.
Complete quarterly budget reviews and ROI analysis.

Conduct

Conduct post campaign / event evaluations and ROI analysis.
Conduct pre and post event meetings that communicate objectives and prepare staff for events.

Consider

Consider users as important as you.

Contribute to

Contribute to regional event strategy and execution.

Coordinate

Coordinate and support all national events regionally.
Coordinate marketing with partners in the regions.

Create

Create and manage event calendar, budgets, project plans and summaries.
Create a rolling, six month plan for the regional sales teams.
Create, design, implement ideas for regionally relevant content such as blogs, email, videos, etc..

Design

Design and implement internal communication strategies for engagement and buy-in.

Develop

Develop account based marketing plans for target accounts in collaboration with Account Executives.
Develop a complete understanding of our core positioning and messages (KickStart).
Develop a good understanding of our business model.
Develop a good understanding of our existing customer base.
Develop a good understanding of our existing partner ecosystem (VAR, SI, GSI).
Develop a good understanding of the Marketing motions globally, focus on Germany & Austria.
Develop a good understanding of the Marketing resource we have.
Develop and deliver training programs to field and internal personnel.
Develop and execute a sound value proposition for new and existing cardiology products.
Develop and implement pipeline generation and acceleration campaigns and programs jointly with Sales.
Develop and maintain contacts with field, users, and opinion leaders as appropriate.
Develop and maintain relationships with 3rd party organizations and OEM providers.
Develop an understanding of the organisation.
Develop effective relationships with channel partners.
Develop processes to streamline and scale the execution of event campaigns.
Develop program and campaign scorecard, regularly tracking results and providing updates.

Drive

Drive interlock between the sales and marketing organizations.
Drive the strategy for hybrid events while constantly optimizing the funnel.

Ensure

Ensure alignment with the overall region business strategy and plans.
Ensure global consistency to brand guidelines.
Ensure lead generation / pipeline / opportunity creation targets are forecasted.
Ensure plans are being executed on time and on budget.
Ensure region marketing needs are effectively communicated to the global marketing organization.

Establish

Establish your own ‘personal' brand and cadence.

Evaluate

Evaluate and negotiate with vendors including event vendors, venues, and more.

Evolve

Evolve target account strategy to support account-based and value selling.

Execute

Execute against the Marketing Strategy in alignment with business goals.
Execute marketing activities, with a focus on communication and lead generation.

Form

Form a tight partnership with Sales to meet / exceed sales goals.

Gather

Gather market and customer data and insights to inform marketing plan direction.
Gather our community around a common mission.

Generate

Generate leads, drive demand, and generate pipeline.

Identify

Identify, initiate a dialogue and partner with local cross-promotional business opportunities.
Identify effective marketing tools for sales force success.
Identify key audience segments with high return to inform outreach strategies and targeting efforts.

Implement

Implement and executes extensions of national programs for seamless implementation.
Implement existing and / or creates new marketing programs and executes across opportunity areas.

Integrate

Integrate post event reporting and analysis of event activities and ROI.

Lead

Lead a regional marketing budget with an eye on investing in great ideas that produce results.
Lead executive briefing documents and meetings for Executive Events.
Lead external agencies and vendors as well as work with internal teams.
Lead multiple events each quarter successfully in a reciprocal environment.
Lead regular cross-functional Large Enterprise sync, and own go-to-market plan.
Lead the Partner Marketing effort in your region working closely with the EMEA Alliances team.
Lead the strategy and execution of all field marketing, virtual events and trade shows.

Leverage

Leverage data and insights in the development of marketing plans.
Leverage available data, key insights and creative thinking to build the brand at the local level.
Leverage the regional and global functional expertise, as well as global programs and content.

Liaise between

Liaise between the regional sales team and the various functions of corporate marketing.

Listen

Listen and distill feedback and points of view from all levels of the organization.

Maintain

Maintain event and campaign documents - budgets, calendars, checklists, run-of-shows, etc..
Maintain exceptional, internal and external cross-functional relationships.

Manage

Manage account-based marketing activities - working closely with Sales and Customer Success teams.
Manage all related stakeholder communication and expectations for the assigned business segment.
Manage and adhere to budget allocation for assigned territories.
Manage and balance assigned field and partner marketing budget for territory.
Manage a running list / calendar of events that are booked, upcoming and in-pipe for consideration.
Manage, coach, support and mentor event resources where required.
Manage communications with internal and external partners on timeline and project management.
Manage complete Demand Generation Marketing Budget working with Finance to ensure alignment.
Manage conflict effectively.
Manage Legal contracts for all event.
Manage multiple projects with keen attention to detail.
Manage multiple suppliers, vendors and agencies who support campaign plans.
Manage regional program series in its entirety.
Manage team budgets, po creation and reconciliations to ensure accuracy.
Manage the region's marketing budget.
Manage written, oral, and presentation communications to key stakeholders across the business.

Measure

Measure and manage impact of marketing programs on leads / sales cycles.
Measure effectiveness of initiatives and adapt for future success.

Negotiate

Negotiate event packages with event coordinators to receive best pricing.

Nurture

Nurture those who aren't yet ready to make a buying decision.

Offer

Offer follows within 48 hours.
Offer free equity to users to install an unwavering trust.

Oversee

Oversee and assist with content creation for speaking opportunities, as needed.

Own

Own and be responsible for all deliverables and timelines.
Own corporate event strategy and execution.
Own local CRM lead routing and management process for marketing-generated leads.
Own post-event and campaign ROI analysis and maintain and monitor lead flow through the pipeline.
Own the budget for your customer segment to execute the campaigns against the plan.

Pivot

Pivot strategy to align with findings.

Plan

Plan and execute field marketing events / tradeshows that deliver ROI to the business.
Plan, create and execute all field marketing activities for the western region and report results.
Plan, create, and execute all marketing activities for the region and report results.
Plan, organize, and execute marketing and sales programs.
Plan while prioritizing the customer and segment needs.

Present

Present program results to regional and global management.
Present convincingly to executives, partners, and customers.
Present strategies to internal stakeholders, ensured successful alignment of priorities and metrics.

Produce

Produce weekly reports and monthly dashboards to demonstrate campaign progress and regional success.
Produce weekly reports and monthly dashboards to demonstrate campaign progress and region success.

Promote

Promote best practices and creative experiences for optimal virtual event engagement.

Provide

Provide compelling compensation packages – benefits, competitive pay, and equity.
Provide input and feedback to corporate on planned marketing campaigns and results.
Provide onsite event support, registration management and other.
Provide research on accounts and account contacts to evaluate the best location for events.
Provide virtual event support.

Report

Report and communicate your marketing activity progress and outputs.
Report and share results and recommendations with sales team and marketing teams.
Report on campaign success and business contribution.

Research

Research and gather lead and account data intelligence to facilitate account-based selling.
Research, prioritize and negotiate event participation and sponsorship levels.
Research, recommend and execute field-based marketing plans.

Shadow

Shadow and train with the Director of Demand and soak up knowledge and get ready to learn!.

Share best-practices across the regions.

Stay current with

Stay current with industry literature, emerging applications, and market demographics.

Support

Support and drive ABM initiatives.
Support logistics and content for events in Europe.
Support speakers and event / webinar speakers / participants as needed.
Support the regional localisation strategy and content development.
Support the Salesforce in creating and spreading Abbotts Value Proposition.
Support the team in delivery sales communications & regular performance updates.

Track

Track and anticipate competitive developments.
Track and manage budget / spend.
Track and measure event marketing effectiveness and ROI.
Track campaigns and report metrics and ROI to internal stakeholders.
Track campaigns and report metrics as well as overall ROI to the internal stakeholders.
Track, monitor and analyze results and optimize based on results and customer needs.
Track, monitor and analyze results and optimize iteratively based on results and customer needs.
Track record of hitting aggressive pipeline targets and generating revenue.

Understand

Understand customer, campaign & pipeline analysis and dashboard.
Understand how to use email, website and social media in an overall demand creation approach.
Understand the application of the Quality Policy through daily activities.

Uphold

Uphold the Company's core values of Integrity, Innovation, Accountability, and Teamwork.

Use

Use campaign and pipeline data to identify trends and opportunities.
Use data to make real-time adjustments and proactively identify trends and opportunities.

Utilize

Utilize best-in-class marketing tactics to maximize ROI and to hit pipeline targets.

Work

Work across multiple functional areas to create high impact, thorough product launches.
Work closely with the rest of the marketing team in the coordination of programs and activities.
Work well with agencies and partners to deliver outstanding and creative marketing execution.
Work with Customer Success on building engagement.
Work with sales and the Digital Workspace virtual team to support Quarterly Business Reviews.
Work with Sales to develop metrics for tracking ROI.
Work with Sr. Manager to develop co-op media plans and manage co-op budgets.
Work with the regional PR team to develop internal win stories and external case studies.

Write

Write and drive the sales and marketing plans implementation.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Field Marketing Manager:

Most In-demand Soft Skills

The following list describes the most required soft skills of a Field Marketing Manager:

Written and oral communication skills
Attention to detail
Interpersonal skills
Creative
Analytical ability
Collaborative
Organizational capacity
Innovative
Self-starter
Communications
Priority management
Can-do attitude
Organized
Positive
Presentation
Team player
Confident
Work independently with little direction
Detail-oriented
Networking