Summit Europe Sessions Redefining Field Marketing

Redefining Field Marketing

Speaker(s):  Meta Karagianni, Isabel Montesdeoca

Syndicate(s): Demand Creation, Marketing Executive

Focus: Operationalize

Priorities: Demand Functional Design and Development

Critics of field marketing see the function as an assortment of tactical activities that vary across roles with no overarching coherent design. It’s true that this outdated approach makes field marketing difficult to staff and its value hard to quantify. As go-to-market strategies have evolved for many organisations, however, so must field marketing. Forward-looking marketing leaders are transforming their field marketers from tactical partner to strategic resource, and reaping the benefits. This presentation will provide the following benefits:

For marketing:

  • Understand how the charter of field marketing has evolved and why it is critical to revisit how the function is defined
  • Learn about the Field Marketing Job Family, a framework that identifies four discrete specialty areas, and gain clarity on the roles and responsibilities required for each area
  • Understand implementation implications related to adopting a forward-looking view of the field marketing function