n. (in-tal-yo); a technique that etches a lasting impression

Field Marketing Boosts Sales Rep Productivity

  • By John Bernardi
  • •
  • 31 Jan, 2019
  • •

Field Marketing Impacts Lead Generation through Account Management

Successful sales professionals consistently close profitable deals and manage a healthy sales funnel while being skillful at key account marketing, customer experience management and high-profile networking. High business acumen enables them to facilitate peer-to-peer relationships and provide market intelligence to the leadership team.  Companies that provide this class of environment are able to attract and retain top sales reps who want to be the best that they can be.

Field marketing [FM] reps achieve program, campaign and research KPIs that make sales reps more efficient.  They also serve as a reliable backup when sales reps are unavailable.

FM reps are located in field offices reporting to a marketing director with local accountability to a regional director.  FM provides a growth path for future sales reps and marketing managers.

  • FM reps create awareness and gain permission to send relevant, timely and concise information to contacts in various stages of the buying process.
  • They partner with complementary vendors that contribute to a total solution and are a lead source.
  • They develop sales-ready leads that are acted upon in a timely manner.
  • They coordinate presentations, proposals, site visits and other opportunity management milestones.

FM rep post-sale responsibilities include retaining and developing second-tier customers.  They research all customers horizontally and vertically to discover new contacts for the CRM database.

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