Understand pipeline goals and demand waterfall concepts in order to appropriately map territory programs to drive marketing-qualified opportunities (MQOs), sales-accepted opportunities (SAOs), sales-qualified opportunities (SQOs), and closed-won deals.
Work with solution marketing and sales leadership to align on roadmaps and go-to-market strategies for key solutions with which territory programs should drive pipeline against.
Foster tight alignment between field marketing and internal stakeholders through strong interpersonal communications and relationship management skills.
Manage and execute quarterly territory programs with integrated tactics supporting quarterly opportunity creation goals. Align marketing mix with account engagement strategies.
Work closely with the demand generation manager to ensure proactive and successful execution of localized campaigns to support territory pipeline needs. Personalize existing broadbase campaigns or create new campaigns to run into named accounts and whitespace segments.
Plan efforts and timing in conjunction with demand generation and event management team members.
Work with sales to build agreed upon named account lists and whitespace market segments for campaigns.
Build with solution marketing and sales the account, market segments and buyer profiles. Align solutions, messaging, content and engagement strategies to these profiles.
Work with outbound business development representatives to apply buyer profiles and build out account contacts for named accounts or segments without identified buyers.
Identify contacts from named accounts and whitespace segments attending events and work with outbound business development representatives to set up meetings.
Execute email programs in marketing automation platform, including list segment creation, email content, email design and deployment.
Conduct regular A/B testing across as many tactics as possible to establish performance benchmarks and optimize results on an ongoing basis.
Work closely with event management to incorporate regional events into field marketing plans.
Work closely with the marketing shared services teams to architect complex personalized and variable data programs.
Matrix management with marketing teams and shared services for content and asset creation, messaging platforms, web strategies, industry relations, tactical delivery, reporting, best practices and playbooks.
Maintain the documentation required for internal alignment (budgets, program plans, activity calendars and more).
Manage vendor relationships and purchasing for third party services as needed according to program needs (data, digital services, media and more).
Employ marketing technologies for end-to-end campaign and project management, including but not limited to CRM, marketing automation, website analytics, A/B testing, performance and ROI reporting.
Facilitate marketing and sales stakeholder meetings as needed.
Measure, report and optimize across all efforts.
A Bachelor’s degree
10+ years of experience working in marketing, with software, information technology or other high technology company experiencepreferred
5+ years of experience working in demand generation, with software, information technology or other high technology company experiencepreferred
5+ years of experienceworking with product/solution and sales stakeholders
1+ yearexperience in account based marketing (ABM)
Experience with CRM and marketing automation systems, Salesforce and Marketo a plus
Analytical mindset with ability to track and report on leading campaign performance metrics as well as lagging pipeline attribution, revenue influence and ROI
Proven success in pipeline creation from multi-channel demand generation campaigns, as well as complex and variable ABM execution using both automated and disruptive technologies via inbound and outbound channels
Proven mastery of marketing mix optimization and tactical best practices, including A/B testing
Excellent grasp of demand waterfall, revenue lifecycle and sales quota concepts
Proven project manager with the ability to synthesize information, motivate others, and clearly set goals and strategies while driving results with a strong sense of urgency and decisiveness
Excellent relationship management skills and high emotional intelligence with ability to build rapport, influence and deepen relationships with stakeholders, and communicate effectively and with confidence
Polished interpersonal and presentation skills suitable for an executive audience
Strong and disciplined project management and process improvement capabilities
Other soft skills: Customer-focused, goal-focused, self-starter, problem solver, detail-oriented, organized, ability to multi-task and effectively manage time, excellent verbal and written communication skills, team player, emotionally intelligent, confident