Director, Field Marketing, Americas

Overview

You run field marketing for Sprinklr's Americas region, which means you own the regional marketing strategy and programs that feed the sales team's pipeline. You're building campaigns, running events (virtual and in-person), coordinating with global campaign teams, and working closely with regional sales leaders to make sure marketing dollars turn into qualified pipeline. This is a senior role—you're not just executing someone else's plan, you're setting regional strategy and have a team to manage.

Role Snapshot

Company Context

Stage: Public company (NYSE: CXM, IPO'd in 2021)

Size: 4,360 employees globally

Growth: Post-IPO company navigating public market pressure—hiring for growth but also expected to show efficiency

Market Position: Established player in unified CXM space, competing against both point solutions (Hootsuite, Khoros) and enterprise suites (Salesforce, Adobe). They're selling platform consolidation to large enterprises.

GTM Reality

How Marketing Works Here:

• You're supporting a named account, enterprise sales motion—not high-velocity SMB
• Global marketing creates campaigns and messaging; you translate to regional execution
• Field marketing is responsible for sourcing and accelerating pipeline for specific sales regions/segments
• Heavy focus on events (industry conferences, executive dinners, roadshows) and ABM plays
• You don't own all demand gen—that's global. You own field-specific programs and regional activation

Your Stakeholders:

• Regional Sales VPs who expect you to deliver pipeline against their targets
• Global campaign teams who own messaging and core programs
• BDR/SDR teams who work your event leads and campaign responses
• Sales ops for pipeline reporting and attribution

Competitive Landscape

Main Competitors:

• Salesforce Marketing Cloud/Service Cloud (enterprise suite)
• Adobe Experience Cloud (enterprise suite)
• Point solutions like Khoros (social), Zendesk (service), Hootsuite (social management)

How Sprinklr Differentiates: Unified platform story—one system for social, marketing, service, insights vs. stitching together multiple tools. AI-native positioning for workflows and agent assist.

Common Objections:

• "We already use Salesforce/Adobe for some of this"
• "Implementation complexity—how long to get value?"
• "Cost—we can buy point solutions cheaper"

Your Job: Create programs that get Sprinklr into consideration sets and move deals through evaluation stages. You're influencing 6-12 month sales cycles, not closing deals.

What You'll Actually Do

Time Breakdown

Program Planning & Strategy (25%) | Execution & Operations (35%) | Stakeholder Management (25%) | Team Management (15%)

Key Activities

• Quarterly/Annual Planning: Work with regional sales VPs to understand their territory plans, target accounts, and pipeline gaps. Build field marketing plan with budget allocation across events, ABM programs, regional campaigns. Negotiate priorities when sales wants more than your budget/headcount can deliver.

• Event Management: Own Sprinklr's presence at 3rd party conferences (think NRF, Adobe Summit, industry events) and run proprietary events (customer summits, executive dinners, regional roadshows). This means booth strategy, sponsorship decisions, pre-event promotion, lead capture, post-event follow-up. You're coordinating with events team, sales, product marketing, execs who speak.

• ABM Program Execution: Run account-based plays for target enterprise accounts—coordinated campaigns across direct mail, digital advertising, personalized outreach, executive engagement. You're working with sales on account selection and messaging, then executing multi-touch programs. Attribution is messy; you're often influencing not sourcing.

• Campaign Localization: Take global campaigns (product launches, seasonal pushes) and adapt for Americas—adjust messaging for regional buyers, add field events/webinars, coordinate local PR if relevant. You don't own the core campaign but you own regional amplification.

• Pipeline Reporting: Weekly/monthly reviews with sales leadership on marketing-sourced and marketing-influenced pipeline. You're defending budget, showing ROI, and course-correcting programs that aren't performing. Expect questions about cost-per-lead and conversion rates.

• Vendor/Agency Management: Manage relationships with event vendors, regional agencies, swag suppliers, local PR firms. You're approving invoices, negotiating contracts, ensuring quality.

• Team Management: Lead a small team (likely 2-4 field marketers or program managers). You're reviewing their work, unblocking issues, having 1:1s, and managing up to the global marketing leader.

The Honest Reality

What's Hard

• Attribution battles: Enterprise sales cycles are long and multi-touch. Sales will credit themselves for pipeline you influenced. You'll spend time in Salesforce trying to prove marketing's impact. It's always a negotiation.

• Competing priorities: Regional sales VPs want custom programs for their territories. Global marketing has corporate initiatives. Your budget and team are finite. You're constantly saying no or compromising.

• Event logistics are grinding: Events look glamorous but involve hundreds of small decisions—booth design, catering, A/V, badge scanning, staffing schedules. Things go wrong day-of (tech fails, speakers cancel, attendance is light). You troubleshoot in real-time.

• Long feedback loops: You run a program in Q1, it influences pipeline in Q2, deals close in Q3-Q4. Hard to know quickly if something worked. Pressure to show immediate results anyway.

• Public company scrutiny: Post-IPO, every dollar is watched. Budget cuts happen mid-year. You're asked to do more with less while still hitting pipeline targets.

What Success Looks Like

• You consistently source/influence $X pipeline per quarter (likely several million for a director-level role at this company size)
• Regional sales VPs consider you a trusted partner—they involve you in account strategy, not just ask you to execute tasks
• Your event programs have strong attendance from target accounts and convert to qualified opportunities at 15-20%+
• You build repeatable playbooks (ABM motion, event framework, campaign localization) that your team can execute without reinventing each time

Who You're Supporting

Sales is Selling To:

• Primary Buyers: CMOs, Chief Customer Officers, VPs of Marketing/Customer Experience, VPs of Customer Service at Global 2000 brands
• Economic Buyers: Often CIO/CTO gets involved for enterprise software purchase of this scale
• Influencers: Social media directors, customer service ops leaders, marketing ops

What They Care About:

• Platform consolidation—reducing tool sprawl and vendor management overhead
• Unified customer data across social, marketing, service touchpoints
• AI capabilities for workflow automation and agent productivity
• Proven ROI with large enterprise brands (case studies matter)
• Implementation timeline and change management

Your Programs Need To: Get Sprinklr into consideration, provide proof points (customer stories, ROI data), create executive relationships, demonstrate platform value in competitive evals.

Requirements

• 8-10+ years B2B field marketing experience, preferably in enterprise SaaS or martech
• Track record running field programs at scale (multi-million dollar budgets, regional/national scope)
• Strong executive presence—you're presenting to sales VPs and C-suite regularly
• Experience with ABM platforms, marketing automation (likely Marketo or similar), Salesforce reporting
• Comfortable with ambiguity and matrix orgs—you're influencing without full control
• Willingness to travel 30-40% for events and sales QBRs
• People management experience—you're leading a team, not just individual contributor
• Understanding of enterprise sales cycles and how marketing influences long, complex deals