Establishing the First-Ever Professional Services Field Marketing Role

VMware Professional Services: Field Marketing

On The Mark was already working for VMware’s corporate professional services marketing team when we were asked to help field sales with a small demand-generation project. There was no professional services field marketing at the time, so corporate marketing was happy to loan us out for the project. Drawing on years of lead generation and field marketing experience, On The Mark quickly recognized that the program suggested by field sales needed a more comprehensive approach to be truly successful; field sales and corporate marketing both agreed.

On The Mark developed a targeted sales outreach, enablement, and training campaign to attract customers that had purchased a VMware product but not professional services. Once training was completed in one U.S. sub-region, the other sub-regions requested it as well. Within a few weeks, field sales opened a separate contract with On The Mark to develop their first-ever, formal field marketing position for the professional services business. This new role was to be responsible for:

• Identifying approaches to drive incremental business; developing a detailed plan outlining key opportunities
• Developing campaign strategies and structures to aid implementation
• Creating campaigns and a campaign infrastructure from scratch, and leading implementation efforts, including:
• Working hands-on with the data analytics team to identify and segment customers
• Building and managing virtual teams to support campaign efforts
• Structuring salesforce.com to manage, track, and report campaign results
• Training professional services sales representatives and product telesales representatives
• Creating all sales scripts, presentations, collateral, and other tools for training and implementation
• Leading the data rationalization team to ensure accurate and timely reporting

Based on our success in the U.S., both the European and Asia Pacific professional services sales teams established a Professional Services Field Marketing role.

“On The Mark brought extensive field marketing experience and the much needed entrepreneurial, can-do attitude required to drive our new demand generation activities. I am not only impressed with their ease at quickly strategizing based on a thorough understanding of our needs and operations, but also their ability to roll-up their sleeves, dive into the detail, and make it happen.” VMware Professional Services Sales Director