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Assessing Your Field Marketing Function

June 17, 2014 | By Meta Karagianni

SiriusDecisions developed a field marketing skill map that contains 52 skills organized in six categories

Field Marketing EvolutionAbout a year ago, based on our conversations with CMOs and feedback from our exclusive CMO events, we identified the need to transform field marketing from a function that supports sales requests to a strategic partner of the local sales and broader leadership teams. Since then, we have done further research to define what this evolution looks like and help marketing leaders transform the function. Click here to see our Field Marketing Evolution Chart.

As field marketing evolves to an impact-focused owner and driver of local go-to-market strategy, new skills must be mastered, but which ones? This is not an easy question to answer, but as these roles becomes more hybrid – blending strategy and execution – the quest for the optimal field marketing skill profile continues. To help with that quest, SiriusDecisions developed a field marketing skill map that contains 52 skills organized in six categories:

  1. Market/customer
  2. Strategy
  3. Execution
  4. Business impact
  5. Business influence
  6. Leadership

With this skill map in place, marketing leaders must address the more important question: How do I know which skills are more important for my organization at a given point in time, and how do I prioritize my improvement efforts? There is no “one size fits all” answer, and directing skill improvement efforts based on “what’s hot” or “gut instinct” is a suboptimal way of spending your efforts and resources.

We have a better suggestion for you. We have developed an online field marketing assessment that allows you to survey your field marketing function to identify which skills are high, medium and low priority for your organization.

Read how Reed Business Information deployed the assessment tool and how it helped them in their journey of transforming the field marketing function in our Marketing Leaders Case Study.

Let me leave you with a few things our clients have told us they have achieved by using the tool:

  1. Articulated a clear vision of where they are and where they want their field marketing team to go
  2. Established a common language they can use to communicate with stakeholders about their ability to drive impact
  3. Ability to identify gaps, then agree on and prioritize efforts to address these gaps
  4. Become more disciplined at allocating budget to develop the field marketing team

Meta Karagianni

Meta Karagianni is Service Director, European CMO Strategies, at SiriusDecisions. Before joining SiriusDecisions, she spent several years working closely with CMOs and commercial leaders in Europe and South Africa, providing strategic advice and implementation support across critical decision areas. As a practitioner, Meta led marketing teams in Europe. She started her career as a strategy/marketing consultant. Meta lives in London.

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