How Field Marketing Can Align Marketing and Sales: Nick Bennett

Show notes

In an ideal world, B2B SaaS marketing and sales teams move forward in lock-step.

In reality, they often operate in silos.

The result? Sales complain that marketing gives them crappy leads. Marketing counters that sales can’t close deals.

How do you address this conundrum? The answer may be field marketing.

While it may not be the best-known marketing term, field marketers quarterback sales and marketing activities.

In this episode, Nick Bennett offers insight into field marketing; what it is, how it works, and why it is so effective.

Key takeaways

Field marketing is more than events. The field marketer quarterbacks marketing programs to drive pipeline and revenue for sales, acting as another tool in the sales team's arsenal.

Field marketers sit between HQ and the field, relaying information both ways. They earn sales trust by delivering value instead of pushing more tasks onto busy reps.

Field marketing and ABM are the same thing: driving pipeline for target accounts alongside sales, just at a smaller scale than a national or global effort.

Nailing the target account list is half of ABM. Sales and marketing should build the list and the KPIs together, or the program stays siloed.

Alice picks Tier 1 ABM accounts by growth potential, presence on the sales-built named list, ability to make them successful today, and credibility the brand gains in the enterprise space.

How Field Marketing Can Align Marketing and Sales: Nick Bennett

Show notes

Tell me what's going on with your marketing.