Field Marketing Playbook

FIELD MARKETING STRATEGY

Regional Program Planning

REGIONAL PROGRAM BRIEF

REGION: _______________
FIELD MARKETER: _______________
SALES LEADER: _______________

REGIONAL PRIORITIES:
Target accounts: _____
Open opportunities: _____
Pipeline goal: $_____

QUARTERLY BUDGET: $_____

PROGRAM MIX:
☐ Account-based events: _____
☐ Regional events: _____
☐ Customer events: _____
☐ Partner events: _____

SUCCESS METRICS:
• Meetings booked: _____
• Opportunities created: _____
• Pipeline influenced: $_____

Program Type Selection

Program Type	Best For	Size	Cost
Account-based dinner	Target accounts	10-15	$
Regional breakfast	Local pipeline	20-40	$
Customer appreciation	Retention, referrals	15-30	$
Partner co-event	Extended reach	30-50	$
Executive roundtable	C-level engagement	8-12	$$

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SALES ALIGNMENT

Sales Partnership Model

FIELD MARKETING-SALES PARTNERSHIP

MONTHLY CADENCE:
Week 1: Planning call with sales leader
Week 2: Account targeting review
Week 3: Program execution
Week 4: Results review, next month planning

RESPONSIBILITIES:

FIELD MARKETING:
☐ Program strategy
☐ Event logistics
☐ Invitations (marketing sourced)
☐ Content and materials
☐ Lead follow-up (initial)

SALES:
☐ Target account list
☐ Personal invitations
☐ Pre-scheduled meetings
☐ Lead follow-up (sales qualified)
☐ Pipeline updates

Account Selection Criteria

Criterion	Weight	Score 1-5
Active opportunity	25%
Strategic account	20%
Expansion potential	20%
Local presence	15%
Relationship strength	10%
Competitive situation	10%

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PROGRAM EXECUTION

Account-Based Event Playbook

ACCOUNT-BASED DINNER EXECUTION

6 WEEKS OUT:
☐ Sales provides target account list
☐ Book venue
☐ Develop content theme
☐ Create invite sequence

4 WEEKS OUT:
☐ Launch email invitations
☐ Sales sends personal notes
☐ Confirm speaker/content

2 WEEKS OUT:
☐ Follow up non-responders
☐ Finalize menu and logistics
☐ Prepare materials

1 WEEK OUT:
☐ Final confirmations
☐ Share attendee list with sales
☐ Prep pre-scheduled meetings

DAY OF:
☐ Setup and logistics
☐ Sales takes meetings
☐ Collect feedback

POST-EVENT:
☐ Thank you emails (24 hrs)
☐ Sales follow-up (48 hrs)
☐ Log all activities in CRM

Regional Event Checklist

Task	Owner	Timing
Target account list	Sales	6 weeks
Venue booking	Field Mktg	6 weeks
Content development	Field Mktg	4 weeks
Invitation sequence	Field Mktg	4 weeks
Personal outreach	Sales	4 weeks
Logistics finalization	Field Mktg	2 weeks
Attendee prep	Sales	1 week
Execution	Both	Event
Follow-up	Both	Post-event

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ROI TRACKING

Field Marketing Metrics

REGIONAL METRICS DASHBOARD

ACTIVITY METRICS:
Events held: _____
Target accounts reached: _____
Attendees: _____

PIPELINE METRICS:
Meetings from events: _____
Opportunities created: _____
Pipeline generated: $_____
Pipeline influenced: $_____

EFFICIENCY METRICS:
Cost per attendee: $_____
Cost per meeting: $_____
Cost per opportunity: $_____
ROI: _____x

REGIONAL COMPARISON:
vs. quota: ____%
vs. other regions: ____%
vs. prior quarter: ____%

Attribution Model

Credit Type	When to Use	Weight
First touch	Event sourced the lead	100%
Pipeline acceleration	Existing opp attended	25-50%
Multi-touch	One of several touches	Per model

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