Substance

ABM Manager, Corporate Field Marketing (BB-1CEE5)

Encontrado en: Neuvoo Bulk CR

Descripción:

Our Company

Changing the world through digital experiences is what Adobe’s all about. We give everyone—from emerging artists to global brands—everything they need to design and deliver exceptional digital experiences! We’re passionate about empowering people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen. 

We’re on a mission to hire the very best and are committed to creating exceptional employee experiences where everyone is respected and has access to equal opportunity. We realize that new ideas can come from everywhere in the organization, and we know the next big idea could be yours!

ROLE SUMMARY

Core Role Description: "Segment CMO" that Sales Consults to Drive the Business

  • Own the relationship with sales leadership & act as their "CMO". Partner to support business priorities & growth goals.
  • Represent "the whole of marketing" - drive an integrated ABM mix of programs to create and progress pipeline
  • "Own the number'' - deeply understand pipeline/bookings targets & attainment, MQA pipe, marketing influence bookings, and represent the impact of marketing
  • 90% Stakeholder/Segment Strategy & Management; 10% Marketing Program Strategy & Execution
  • Core Stakeholder: SLM (Field "GM")

  • Act as a true, strategic business partner to sales leadership and single point-of-contact for all things marketing
  • Build and influence a plan with an effective mix of marketing programs in support of business priorities for segment/vertical across digital, events (in-person and virtual), content, etc.
  • Drive operational rigor throughout the business, connecting the dots, and making key decisions to help teams
  • execute against the marketing strategy and plan while prioritizing the customer and segment needs

  • Drive day-to-day alignment with BDRs to ensure they have awareness of Segment/Sales team plans
  • Must-Haves: CMO Mentality & Proven Influencer

  • Strong interpersonal skills to build rapport with sales leadership; Proven leadership driving collaboration and results through cross-functional teams
  • Deep understanding of marketing strategies to build an appropriate 'mix' to support business priorities & growth
  • Data-driven and results-oriented with the ability to articulate impact of marketing programs to key stakeholders
  • ROLE DESCRIPTION

    What You'll Do (Expectations)

  • Own the relationship with sales leadership - partner with and foster deep relationships with sales and act as their "CMO" to support business priorities & growth goals. Communicate regularly to ensure alignment, collaboration, and follow up on marketing generated and/or influenced leads and pipeline.
  • Understand and translate sales objectives across industries and the portfolio of products (both opportunity and
  • relationship-based) into ABM program objectives and integrated campaigns

  • "Own the number" - own & deeply understand pipeline/bookings targets & attainment. Measure, analyze, and report on target account penetration and represent the impact of ABM efforts on pipeline and bookings. Develop a fluency in the numbers and comfort in speaking to the health of the business to the broader marketing team
  • Represent "the whole of marketing" - understand and own an integrated account-based marketing mix of programs
  • to create and progress pipeline

  • Work creatively and collaboratively with marketing ("ABX COE") and sales teams to develop, implement, and steward ABM strategies and tactics (by segment) that create and nurture pipeline (from early to late stage and closed/won), build relationships with decision makers, secure meetings, and accelerate the sales process
  • Partner with marketing COEs (ABX COE) on content strategy, planning and executing multi-channel, multi-touch,
  • integrated marketing programs using a variety of tactics including email, direct mail, paid media, and events (virtual and/or in-person) to meet pipeline & bookings requirements of the segment

  • Drive operational rigor throughout the business, connecting the dots, and making key decisions to help teams
  • execute against the marketing strategy and plan while prioritizing the customer

  • Advocate for what sales needs and keep sales informed on marketing priorities
  • Be accountable for driving target account engagement and pipeline goals
  • Drive alignment and enablement of the segment/sales team plan with BDRs to ensure exposure to digital and event/experience programs. Drive relevant follow-up and demand needs with BDR teams aligned to SLMs
  • Drive 1:1 ABM strategy and execution for account-specific 1:1 engagement This does not include programmatic
  • touchpoints like Deal Progression Desk (DPD). Rather, it includes non-DPD 1:ls (incl. CSR) like the McDonald's Charity Golf Outing, account lunches, dinners or happy hours, or experiential events targeting one account (i.e. wine tasting).

    What You'll Deliver

  • Active participation in weekly sales meetings (SLM, FLM, NAM-level as needed) and be the marketing lead in SLM RTBs
  • Frequent communication to sales stakeholders (MBRs, QBRs)
  • Quarterly segment ABM plans deeply aligned to business priorities and growth goals
  • Presentation of business/marketing results, insights, and pivots in monthly and quarterly business reviews
  • MQA Activations & Enablement to the Field to drive MQA adoption at the SLM, FLM & NAM level
  • Defined ROB with marketing COEs and other stakeholders to ensure effective feedback loop based on feedback from the field to drive program innovation
  • Up-to-date segment scorecard
  • Quarterly/Monthly up to date SLM/FLM Tracker that accurately depicts current business reality, challenges, and opportunities - alongside an aligned marketing strategy and plan
  • Execute non-DPD 1:1 engagement as appropriate and within budgeta guidelines
  • What Success Looks Like (Success Metrics)

  • Strong partnership and rapport with sales leadership. Become a de facto member of the sales team who will participate in account planning, and will design, develop and manage the execution of strategic marketing plans.
  • Engagement resulting in 100% MQA, MQA Pipeline and Influenced Pipeline attainment and Influenced Bookings at
  • the VP/GM, SLM and FLM levels

  • MQA Ambassador - fluency in MQAs, MQA activation, tools and understanding of engagement impact to MQAs and closed business.
  • Strategic Marketing Plan that demonstrates deep understanding of Adobe solutions and sales GTM (i.e. use cases,
  • sales plays, segments, verticals) - together with a firm grasp of market opportunities, and competitive threats and positioning - and the ability to apply this knowledge to build engagement that drives pipeline and bookings.

  • Proven leadership 6: collaboration with COEs resulting in strategic mix of programs that support results
  • In-depth understanding of Adobe's solutions' target market, personas needs and pains, and associated customer/buyer journey aligned with content.
  • Ability to forecast, measure and adjust marketing campaigns with strong literacy around campaign effectiveness
  • KPls and working through lead statuses, aging, sales cycle, and more.

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