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Field Marketing Manager Duties and Responsibilities
Based on postings that we analyzed, most field marketing managers share several essential responsibilities:
Analyze Marketing Needs and Opportunities
One of the primary responsibilities of a field marketing manager is analyzing marketing needs and business goals based on current performance, anticipated sales, and desired outcomes. This process typically takes place early in the strategy development process and involves using a variety of means, such as software and direct conversations with customers and sales teams, to gather and analyze data.
Develop Field Marketing Plans
Field marketing managers take the lead in developing effective field marketing plans. This aspect of the role can comprise many tasks, ranging from assessing personnel needs for campaigns and efforts to defining the scope and budget for each campaign to determining how to leverage technology and direct marketing to support the goals of each campaign.
Coordinate Marketing and Sales Teams
Throughout campaign development and execution, field marketing managers coordinate sales and marketing teams to ensure that they support one another and work in tandem toward organizational goals. For example, a field marketing manager may collaborate with sales teams to gather customer data and pain points, then provide this information to field marketers to tailor their messaging.
Assess Campaign Results
Field marketing managers utilize marketing analytics software and anecdotal information to assess and measure the impact of their campaigns. They may collaborate with sales leaders to gather sales and engagement data, comparing the sales and leads generated during each campaign with the costs to develop and enact it.
Plan and Host Events
In many cases, field marketing managers plan and host in-person events to generate sales and leads. The field marketing manager proposes an event, determines its potential impact on sales and other organizational goals, and works with planners to ensure that the event stays within budget. Additionally, the field marketing manager may also plan recurring events such as annual conferences.
Present Marketing Reports
Finally, field marketing managers prepare and present reports on their campaigns and strategies to management and executives. These reports typically collect data related to campaigns and measure them against sales to illustrate the return on investment for specific field marketing efforts or for a specified time period.
Field Marketing Manager Skills and Qualifications
Field marketing managers develop and enact strategies for direct and in-person marketing events and promotions. Most workers in this role have at least a bachelor's degree, marketing experience, and the following skills:
- Analytical thinking – field marketing managers frequently assess data to develop effective marketing strategies and measure return on investment, so effective analytical skills are central to this role
- Team leadership – because they lead and coordinate teams of field marketers, field marketing managers should be strong team leaders, able to coordinate activities and place personnel where they will be most effective
- Communication skills – field marketing managers should also be effective written and verbal communicators, since they help develop marketing collateral and prepare reports and presentations for management
- Time management and planning – effective planning and time management are both necessary skills for field marketing managers, since they need to ensure that marketing campaigns begin on time and that they successfully organize their personnel
- Financial skills – field marketing managers should also be able to manage their department and team budgets, determining how to allocate funds and resources to achieve the highest return
Field Marketing Manager Education and Training
Most field marketing managers have at least a bachelor's degree in a related field, such as advertising, communications, or business. Additionally, field marketing managers tend to have significant experience with building and launching marketing and promotional campaigns, and they should be able to use this experience to develop and optimize strategies. There are few opportunities for on-the-job training in this role.
Field Marketing Manager Salary and Outlook
According to the Bureau of Labor Statistics (BLS), marketing managers earn a median annual salary of $132,230. The highest-paid 10 percent of workers in this role earn more than $208,000 annually, while the lowest-paid 10 percent of marketing managers earn less than $68,490 per year.
The BLS expects employment of advertising, promotions, and marketing managers to grow at a faster-than-average rate of 10 percent through 2026.
We searched the web and found many resources if you'd like to learn more about working as a field marketing manager:
American Marketing Association – the AMA is a professional organization for workers in a variety of marketing roles. It offers its members professional development and education resources and opportunities to connect at events
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing – read this book to learn about strategies and practices in field marketing and how to successfully implement them into a marketing strategy
Society for Marketing Professional Services – field marketing managers can join SMPS to access publications and industry news, attend networking events and conferences, and advance their careers
Field Marketing: A Clear and Concise Reference – this book provides field marketing managers with essential tools and information to help improve the efficiency and effectiveness of their teams and personnel
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