The Next Generation of Field Marketing 

The Role:

Marketing has changed. The traditional field marketing function - focused primarily on events, campaigns and regional execution is evolving into something far more valuable: the commercial engine that connects market intelligence with revenue generation.

Today's commercial organisations generate unprecedented volumes of customer data, buying signals and market intelligence. Artificial Intelligence now enables that information to be interpreted, prioritised and acted upon at a scale previously impossible. As AI increasingly automates campaign production, reporting and administration, the value of this role shifts decisively towards insight, judgement and human relationships.

The role of the modern Field Marketing leader is no longer to deliver marketing activities. It is to accelerate commercial growth - working at the intersection of Sales, Marketing, Customer Success and Revenue Operations to transform insight into action: identifying opportunities, activating accounts and helping customers progress through their buying journey.

Technology can identify opportunities, recommend actions and automate execution, but organisations will continue to need people who understand customers, recognise nuance, build trust and orchestrate complex buying decisions.

That is the future of Field Marketing.

 Responsibilities: 

Your responsibility is simple. Help more customers buy. 

That means understanding where opportunity exists, recognising when organisations are ready to engage and ensuring the right commercial activity happens at precisely the right moment. 

• Sometimes that will involve an executive event. 

• Sometimes an AI-generated insight. 

• Sometimes a customer roundtable. 

• Sometimes a conversation between a sales director and a CIO. 

• Whatever moves the customer forward. 

What You'll Do:

Commercial Intelligence 

• You must understand pipeline dynamics fully.  

• You must recognise where revenue comes from. 

• You must constantly monitor market conditions, competitor activity and industry trends. 

• You will use data to identify and flag/prioritise opportunities before they become obvious. 

• You must turn information gathered into commercial action. 

Customer Intelligence 

Develop a deep understanding of target accounts. 

Use CRM, marketing automation, intent platforms, website engagement, analyst insight, buying signals and AI to build a complete view of customer readiness. 

• Know who is buying. 

• Know why they are buying. 

• Know when they are buying. 

Sales Activation 

Alignment to Sales is absolute. Work alongside regional sales leaders to create and execute commercial plays against target accounts. 

Equip account teams with insight, messaging, executive engagement opportunities and personalised experiences that accelerate opportunities within their target account list. 

Be recognised by Sales as someone who helps them win business. 

AI-Driven Marketing 

Harness AI across every stage of customer engagement. 

• Use AI agents to research prospects. 

• Generate account intelligence. 

• Identify buying signals. 

• Create personalised content. 

• Summarise meetings. 

• Recommend next actions. 

Enable sales teams to spend more time selling and less time searching. 

Executive Engagement 

Design experiences that matter. 

• Executive dinners. 

• Industry forums. 

• Innovation workshops. 

• Customer advisory boards. 

• Peer networking. 

The objective isn't attendance it is commercial progression. 

Revenue Acceleration 

Understand pipeline, opportunity value and the conversion metrics that matter. 

Prioritise activity that creates measurable commercial impact rather than simply delivering marketing outputs. 

Technology Enablement 

Become an expert user of the commercial technology stack. 

Including: 

• CRM  

• Marketing Automation  

• Customer Data Platforms  

• AI platforms  

• Website analytics  

• Intent platforms  

• Event technology  

• Sales enablement tools  

• Customer engagement platforms  

Technology should never replace relationships. It should strengthen them. 

What Success Looks Like:

You won't be measured by: 

• Number of events delivered  

• Number of emails sent  

• Number of campaigns launched  

• Number of webinars hosted  

You will be measured by commercial outcomes.  Examples include: 

• Pipeline created / accelerated  

• Opportunity progression  

• Executive engagement  

• Customer adoption  

• Sales satisfaction  

• Customer expansion  

• Revenue influenced  

Skills & Experience required to succeed:

Our successful candidate will have experience of working within:

• B2B Technology - Born in the Cloud or Cloud Native company.

• SaaS  

• Professional Services  

• Enterprise Sales  

• Account-Based Marketing  

• Field Marketing  

• Customer Marketing  

• Partner Marketing 

But more importantly... 

You understand how businesses buy. 

Personal Attributes 

• Curious. 

• Commercial. 

• Technically confident. 

• Comfortable with AI. 

• Customer obsessed. 

• Analytical. 

• Collaborative. 

• Confident working with senior executives. 
• Equally comfortable discussing marketing strategy, sales execution or technology platforms.   You don't wait for instructions. You create momentum. 

If this sounds just like you, we would love to receive your application – please apply via our website or LinkedIn.  If you have any questions, please contact lisa.smith@sapiens.com.