Some companies divide their marketing team into distinct areas of responsibilities that focus on advertising, communications, product development and campaign management. Field marketing managers are responsible for planning, organizing and executing marketing and sales programs that generate new prospects and repeat purchases for the sales team. Professionals in field marketing act as important liaisons between marketing and sales.
Field marketing managers act as the point persons for outside, inside and partner sales teams. In addition to organizing, coordinating and executing marketing campaigns and events, field marketing managers are responsible for tracking market and company sales performance.
These marketing professionals usually work closely with both the vice president of sales and vice president of marketing to create programs that will generate quality leads and drive sales revenue. Field marketing managers are responsible for gathering and reporting customer intelligence to their sales and marketing teams, and using market analysis to tailor future activities.
Other duties include developing marketing plans, managing vendor contracts and relationships, and supervising marketing assistants and coordinators.
Employers require that field marketing managers have at least a bachelor's degree in marketing, business administration, communications or a related major. More senior-level field marketing positions prefer a master's degree or MBA. Students and professionals planning to pursue field marketing careers should take courses in marketing principles, advertising, communication studies, public relations, business management, economics and finance. College marketing internships in industries specific to students' long-term career goals are highly recommended for successful job placement after graduation.
Strong computer skills and knowledge in Microsoft Office programs such as Word, Excel and PowerPoint are highly desired by employers. Field marketing candidates should have experience performing Internet research and implementing online marketing programs. Excellent event planning, project management, and oral and written communications skills are needed to develop marketing programs from start to finish. Employers also look for field marketing managers with budgeting skills and the ability to speak comfortably in front of large audiences.
The average median salary for marketing managers in the United States was $97,260 according to a May 2008 Bureau of Labor Statistics earnings report. However, annual wages vary based on employer, location and years of experience. For example, SimplyHired reports that the average salary for field marketing managers was $90,000 in Redwood City, California, $79,000 in New York, New York and $69,000 in Charlotte, North Carolina as of May 2010.
The BLS projects that marketing management positions will grow by 12 percent between 2008 and 2018 due to an increase in services and goods sold in the global marketplace. Companies will need to hire professionals who are knowledgeable about the latest marketing trends that attract new business and strengthen company brands. However, employment for marketing managers will vary based on employment growth and contraction rates in each industry sector.
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