How would you define success in your Field Marketing role? This question was posed to me not too long ago, and faster than expected my answer was: I would base it on the quality of my collaboration with sales. Quality and collaboration… let’s come back to that in a moment.
As I made that statement I felt that the expected answer was more in line with “achieve 110% of pipeline target” or “run focused webinars across key verticals”. Yes, that is the job but success, in my opinion, comes from doing the job in a certain way.
Secondly, I am not sure why my response surprised me so much, as I have experienced this really working (and not), and this is where the part about quality and collaboration comes in. It’s not about always saying “yes” or even being mentioned in the internal announcements about closed deals (!) but about taking the time to educate and be educated and make sure you focus on the same end goals, in every day business, beyond the quarterly or annual business plan and QBRs.
As our world and our work has changed over the last year, the power of high quality collaboration between marketing and sales has only increased, and I can see three key areas worth some extra focus:
MEET THE AUTHOR: ANNA PHILIPPEN
Anna has international experience from marketing, alliances and general business management. A native Swede and fluent in German, she is now settled back into Swedish life after more than a decade in the UK, South Africa and Germany. Anna loves to take an idea and run with it, make it happen with a team that cares and exceed expectations (a little competitive, are we?). She has held positions at RSA, Dimension Data and Symantec before working with numerous other IT companies on a project basis.