Field Marketing Manager - US South Market Unit

Marketing Leader Role At Sap

We help the world run better. At SAP, we keep it simple : you bring your best to us, and we'll bring out the best in you. We're builders touching over 20 industries and 80% of global commerce, and we need your unique talents to help shape what's next. The work is challenging but it matters. You'll find a place where you can be yourself, prioritize your wellbeing, and truly belong. What's in it for you? Constant learning, skill growth, great benefits, and a team that wants you to grow and succeed.

The charter of the Americas Regional Marketing Team is to create best-in-class strategies and GTM initiatives with a customer-first organization perspective to increase the effectiveness, scale, and agility of regional campaigns and experiences built to scale and deliver impact. The team is responsible for partnering with Customer Success leaders to achieve cloud revenue objectives and pipeline health through the development and execution of high impact marketing programs designed to drive tangible, measurable market growth in the Americas.

This Regional Marketing Leader role will work in close partnership with teams and leaders in Field Marketing, Product Marketing, Global Marketing, and Customer Success to drive strategic growth across SAP's portfolio of offerings. The role is responsible for delivering against the marketing demand generation, pipeline acceleration and revenue objectives as defined within the South Market Unit (MU) Sales and Marketing territory Go-To-Market near-term and long-term plans. The role is responsible for demand generation and pipeline acceleration through the tactical execution of marketing plan activities, including account-based marketing (ABM), data-driven marketing, direct and digital marketing, inside marketing, online events, physical events, and more.

This individual should be an independent, data-driven marketer who brings enthusiasm for innovative marketing efforts. Additionally, this person should thrive in a matrixed, fast-paced, and high energy environment.

Expectations And Tasks

Strategic Marketing and Sales Execution Develop and maintain a partnership with sales to execute against an appropriate solution or industry program portfolio mix to address the business needs of our customers / prospective-customers. As the Field Marketer, you will serve as one of the faces of marketing to the South MU region working with South MU field sales executives, sales leadership, partners and as appropriate our customers / prospective-customers. You will be tasked to :

• Develop an awareness of how to build a balanced marketing plan across all pipeline stages including acceleration and close activities as required.
• Meet marketing and sales goals and objectives of the team by leveraging the best of traditional and ABM tactics.
• Be fully trained and responsible to ensure brand, quality, consistency, and promote the aspects within all related demand generation activities.
• Participation as appropriate in the Demand Management Process.

Strategy Execution Execute on the appropriate solution or industry program portfolio mix and manage a dedicated market unit budget, to address the business needs and to meet the marketing and sales goals and objectives of the team including media plans, community building, events, direct mail, call scripts, email, etc. Serve as expert on brand experience, quality, consistency, and compliance, and ensure adherence in all related demand generation activities. Assure the optimum mix of marketing activities across all pipeline stages including relationship building, acceleration, and close activities. Ensure that this strategy is consistent with SAP GTM strategy, Integrated Demand Plans, and marketing plans across regional field marketing, while adhering to the specific MU business needs and opportunities.

Lead Management Contribute industry and market knowledge and insights when collaborating with key sales, global marketing teams and business stakeholders on the review and analysis of lead reports. Demonstrate high degree of skill to proactively decide on relevant actions to improve lead quality, secure higher acceptance rate, and optimize related campaign processes for future execution.

Data Driven Focus on excellent execution and speed to market to instruct others how to document campaign execution and lead management activities in the systems of record, including CRM, Marketo and SAP Analytics Cloud. Skillfully leverage respective systems to analyze performance and seek to identify enhancements and improvements to respective stakeholders.

Market Research and Analysis Provide recognized expertise in understanding target audience, competitive landscape and market intelligence to optimize data segmentation for campaign impact. Identify new white spaces for future marketing activities. Proactively identify additional needs for research and analysis, collaborating closely with respective global marketing teams, operations and business stakeholders.

Field Enablement Consistently align with marketing and / or business stakeholders, demonstrating recognized expertise in stakeholder management. Influence internal stakeholders and make relevant decisions for marketing tactics and assets to optimize impact in the market. This may include but is not limited to adaptation of rollout plans, fine-tuning of target audiences, integration of new communication channels or routes, etc.

Customer Service and Relationship Management Demonstrate vast knowledge of industry and market trends to create a valuable customer experience. Proactively look for opportunities to demonstrate value to internal and external customers. Expertly encourage relevant customer engagement to optimize future execution activities, which integrates into future marketing and business activities. Share knowledge to empower peers. Create a valuable customer experience by servicing inquiries, resolving problems, etc. as opportunities present themselves.

Data Driven Embrace a data-driven approach to turn data into insights to drive results. Focus on execution, consistency, and speed to market when strategizing and documenting campaign execution and lead management activities in the system of records, including CRM, reports, dashboards, and scorecards. Leverage these systems to analyze performance and seek to identify enhancements and improvements to respective stakeholders.

Lead Management Access relevant sales and marketing lead (and performance) reports through self-service or request ad hoc reporting from Strategy, Planning and Performance Management teams. Develop an understanding of internal lead management systems to drive proper management of leads and to empower all team members to improve lead development, quality and flow throughout the customer buying cycle. Review reports to understand the impact of marketing programs on sales pipeline health and follow-up on necessary actions to drive alignment with relevant sales and marketing stakeholders and manage escalations proactively.

Field Enablement Seek alignment with marketing, sales, and partner stakeholders. Understand the role of stakeholder management in rolling out effective marketing activities, thus influencing internal stakeholders and making relevant decisions for all related marketing tactics and assets to optimize impact in the market. This may include, but is not limited to adaptation of rollout plans, fine-tuning of target audiences, integration of new communication channels or routes, etc. Communicate proactively with sales teams to understand marketing effectiveness and to seek out areas of improvements.

Channel & Ecosystem Understand the importance of different routes-to-market and integrate ecosystem and channels into marketing execution strategy, including respective revenue targets. Collaborate and coordinate with channel colleagues to create efficiencies between direct and indirect go-to-market approaches. This includes both internal channels as well as our partner ecosystem.

Market Research / Analysis Continue to build knowledge and understanding of the target audience, SAP's solutions, and go-to-market approach to easily identify relevant data segmentation, proper messaging, and an optimal mix of the campaign tactics. In addition, proactively leverage market research and analysis to identify new opportunities that drive towards achieving MU revenue objectives. Align relevant strategies, observations, and interpretations with other involved parties, including Solution Marketing, Global Marketing Programs, Line of Business (LOB), and Industry teams.

Asset Development and Management Play an active and engaged part in the dissemination of content such as collateral, websites, white papers, etc. Help assure that all assets used in market align to the South MU mix of accounts and resonate with local buyers. As needed, manage the end-to-end asset or campaign production for innovative or strategic priority campaigns.

Agency Management Identify, engage, and contract suitable agencies to manage respective projects, including related budget and cost. Identify and recommend preferred agencies and initiate vendor agreements to optimize investments beyond own campaign activities.

Customer Success and Relationship Management Maintain a high level of customer focus and demonstrate marketing value to internal stakeholders and external customers through participation in customer engagements when possible. Create valuable and high-impact customer experiences by servicing inquiries, resolving problems, etc. as opportunities present themselves. Leverage experiences to demonstrate and develop strategic partnerships with internal / external customers.

Experience

3-5 years of marketing experience, with strong preference for B2B marketing experience

Working in a multi-national company

Data-driven results-oriented marketer

Experience in high tech industry (hardware or software)

Experience with Account Based Marketing (ABM) a plus

Experience in sales a plus

Strong understanding of business drivers both internally and with our customers

Project management (small to medium-scaled projects)

Working in a team environment and matrixed organization

Strong business acumen

Education

Bachelor's degree or equivalent required

MBA, highly desirable

Location

US South

Bring