Director, Growth and Field Marketing
Company: Accela, Inc.
Location: San Ramon
Posted on: February 25, 2021
In short, the Director, Growth & Field Marketing at Accela is
responsible for creating and accelerating recurring revenue
pipeline for the U.S. and Canada. You will develop revenue-driving
strategies, programs, and campaigns that sit at the intersection of
sales and marketing -- helping capture the company's growth
opportunity at a critical inflection point. You will achieve this
by collaborating with go-to-market stakeholders including sales and
sales management, partner marketing, product marketing, as well as
marketing ops and sales ops to identify the highest-value targets,
then work with field marketers, events, digital marketing and
teleprospecting resources to execute and optimize both regional and
solutions-specific programs against those targets. Target audiences
include prospects (acquisition) and customers (upsell/cross-sell)
-- for government agencies with a population of 25K+. Directly
fueling pipeline for AEs (customer) and BDEs (new business) is a
primary focus, but core to growth acceleration and scale will be
leveraging our partner ecosystem and leading highly coordinated
sales / marketing plays. You will be responsible for driving
campaign strategy, setting priorities, expanding marketing outcomes
and accountability, and delivering on ambitious revenue goals.
While the geographical focus initially is the U.S. and Canada, you
will be building a center of excellence for scale into other
markets. This role is an outstanding and unique opportunity for a
passionate go-to-market professional, and reports to the Senior
Vice President of Marketing. We seek someone who has the capability
and willingness to roll up their sleeves as we scale, and most of
all provide vision and guidance as we hire additional staff
reporting to you. Impact you will make in the role
(Responsibilities): 1. Increase demand for Accela's Civic Platform
and portfolio of Civic Applications
--- Develop, execute, and measure innovative demand creation
programs across the buying cycle to generate new inquiries, qualify
and convert prospects, drive sales meetings, and grow the sales
pipeline (as measured by opportunities). Leverage agencies as
--- Work with marketing communications, product marketing and
external resources to produce content that will support inbound
strategies and outbound campaigns.
--- Work with the program management, marketing operations, and
event management teams to set and achieve program goals, monitor
results, deliver quality execution, and optimize for business
--- Leverage the teleprospecting resources successfully generate
sales opportunities, and ensure they have clear targets and
effective plays. 2. Drive account-targeted growth in the US and
--- Partner with sales (Account Executives for cross-sell/upsell,
Business Development Executives for new targets) to develop growth
plans for territories and accounts.
--- Identify market segments, target accounts and key personas that
will create the highest yield from effort and investment to grow
existing customer accounts and drive new business.
--- Leverage marketing data and sales insights to curate a deep
understanding of those targets, including needs, their purchase
process, and how they consume communications to ensure the most
--- Create a mix of tactics (including creative use of virtual
events, email, paid, community, partner co-marketing) that creates
leads for sales pursuit and/or progresses deals.
--- Lead team of 2 (East/West) field marketers to execute the plans
--- Understand the product portfolio to ensure campaigns
communicate differentiated value. 3. Lead accountability for
--- Own marketing sourced pipeline targets. This position will be
measured primarily on meeting AQL and MQL objectives, and
conversion to sales opportunities.
--- Work with marketing and sales ops to leverage salesforce.com,
Marketo, and other tools to measure and report on campaign KPIs and
pipeline results including AQLs, MQLs, opps created, CPL, etc.
--- Hold team and sales responsible for their respective roles in
progressing leads. 4. Build process for scale, efficiency, and
--- Create a business-case driven approach to allocating marketing
investment across channels (spend levels, media mix, and creative
development components), using account insights, financial data,
testing, and analytics from sales and marketing ops.
--- Manage repeatable, cyclical feedback loops with sales that will
improve conversion rates, win rates, and deal velocity.
--- Work with your team of 2 field marketers as well as sales
enablement to train sales and hold them accountable for their
campaign responsibilities. Expertise you'll bring (Skills and
Qualifications): --- Demonstrated experience growing pipeline via
account-targeted and performance marketing within a B2B technology
or services company. Experience with government or other regulated
industries a plus.
--- Inspirational leadership and effective management skills.
--- Maturity and skill in working with senior executives,
customers, and sales teams to align on goals and work through
--- You must be highly motivated by the prospect of accelerating
growth of a market leader.
--- You must have a strong bias for action and the ability to
foster a results-driven mentality across marketing and sales.
--- Proven success at creating and executing B2B campaigns - both
general demand generation and account-based marketing.
--- Deep familiarity with salesforce.com, Marketo and ability to
recommend other technologies in support of demand gen and ABM.
--- Proficiency and enthusiasm for analyzing results, customer
data, and market trends.
--- Adept at orchestrating complex programs across targets and
solutions, while working withing a budget and critical
--- Excellent written and verbal communication skills.
--- B.A. required in relevant field, M.B.A. preferred.
--- Minimum 10 years experience.
About us: Accela is the industry pioneer in government licensing,
permitting, service request, and inspection solutions, with more
than 20 years of experience. We offer cloud based Civic
Applications and a robust, scalable solutions platform informed by
industry best practices. In short, Accela helps governments
innovate, so they can improve the business and citizen experience,
promoting community development and creating an environment where
citizens and businesses thrive. At Accela, employees enjoy a
culture that emphasizes performance, productivity and
collaboration. You can't help but feel empowered and motivated when
you work with like-minded individuals who are passionate about
contributing to a market-leading, high-growth software organization
with proven technology. Accela is a place where everyone can grow.
So however you identify and whatever background you bring with you,
please apply if this is a role that would make you excited to come
into work every day. All qualified applicants will receive
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Keywords: Accela, Inc., San Ramon , Director, Growth and Field Marketing, Executive , San Ramon, California
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