Marketing - Marketing
Head of Field Marketing
Manager
Independently auditedCreates the demand, the message, and the market position the business sells into. Owns a team, its output, its hiring, and its development.
Audited package
Built, independently audited role package. Everything on this page is written for this seat.
Your Stack (Swappable)
This role works against whatever tools you already run. We list the tool categories the role operates in, never a named vendor, so you are never asked to replace a system that works.
- CRM / pipeline system
- Marketing Automation
- Event management
- ABM / account platform
- Attribution / analytics
- Budget & planning
- Collaboration & reporting
Deliverables
- Campaign briefs and copy
- Content calendar
- Positioning and messaging docs
- Performance and attribution reporting
Responsibilities
- Own the global field-marketing strategy - the standard field play, the portfolio of motions (events, ABM,
- Own the field-to-pipeline compact with Sales leadership - the two-way agreement on what field commits to
- Own and allocate the total field budget across regions, segments, and program types - fund opportunity
- Design the field org and set its standards - the shape (Directors, regional Managers, segment / motion
- Lead the function through the leaders - hire, coach, level, and grow the Directors and Managers, and grow
- Define field-marketing success and how it is measured - sourced and influenced pipeline, cost per
- Own the portfolio's return - prune the low-return programs the activity metrics hide, protect a floor for
- Carry the field function's story to the CMO, the VP of Marketing, and the CRO, and to the board - framed as
The essence of this seat
The Head of Field Marketing owns a company's field-marketing function at company scale - the senior-most seat accountable for field marketing as a pipeline and revenue engine, the leaders who run it, and the strategy, budget, and standards behind it.
Signature move
Start from pipeline and the compact, not the event. On any field request, first name the pipeline outcome it must ladder to and the region / segment it serves - a program that advances no agreed pipeline goal and no plank of the compact is the gap to fix before a dollar is committed
What good looks like
reframes activity into pipeline return; gets sourced / influenced / CPO truth with
Decision rights
- - the global field-marketing strategy and the standard field play
- - the field-to-pipeline compact with Sales leadership (what field commits to source / influence and what Sales commits back)
- - the allocation of the total field budget across regions, segments, and program types
- - the field org design, leveling, and succession for the Directors and Managers you lead
- - the events / ABM / regional-play portfolio mix and the standards regions execute to
Working vocabulary
What this role does
The Head of Field Marketing owns a company's field-marketing function at company scale - the senior-most
seat accountable for field marketing as a pipeline and revenue engine, the leaders who run it, and the
strategy, budget, and standards behind it. The scope is the field discipline specifically: in-region,
in-person, and account-based marketing that supports Sales - the events and roadshows, executive programs,
trade-show and conference presence, regional campaigns, and account-based marketing (ABM) field plays that
generate pipeline where Sales sells. Core ownership is the global field strategy (the standard play and
the portfolio of motions), the field-to-pipeline compact with Sales leadership (what field commits to
source and influence, and what Sales commits back), the total field budget and its allocation across
regions and segments, and the field org design and standards - how the function is shaped into
Directors, regional Managers, and segment or motion leads, how they are leveled, and the standard every
region runs the play to. This is a senior functional-head, leader-of-leaders seat reporting to a VP of
Marketing or CMO, leading a function that runs from a handful of regional marketers to a global field
organization led through Directors, and partnering as an equal with Sales leadership (the CRO / VP of
Sales), Demand Gen, Product Marketing, Marketing Ops / RevOps, and - where they are separate seats - Partner
Best-fit customer
teams that need marketing output to be consistent, on-message, and measurable
Need more than one role?
Buying the whole team or the complete department lowers your effective cost per role at every tier of the ladder.