Rackspace
Marketing ran campaigns for one set of accounts and sales chased another. I sat between them and got everyone aiming at the same targets.
Crichton, Inside Sales & Field Mktg
A hybrid role with a foot in both teams: carry the sales number and help run field marketing.
Two Teams, Two Target Lists
Field marketing effort that doesn't line up with sales priorities creates activity, not pipeline.
01 The Situation
This was my first job out of school. I joined Rackspace Technology in January 2020 in a role that sat, unusually, between inside sales and field marketing. That seat showed me something most people only see from one side: a campaign can hit every marketing metric and still miss the accounts sales needs.
We had 300+ commercial accounts in play and not enough hours to treat them all the same. The question was where marketing effort would actually turn into pipeline.
02 What I Did
- Analyze the accountsAnalyze 300+ commercial accounts to separate the ones with real potential from the ones that just looked busy.
- One target listLine up field marketing programs with sales priorities, so campaigns reached the accounts reps were already working.
- Own the follow-upFollow up on marketing touches as the seller myself, so interest didn't die in a handoff between teams.
03 The Results
$400K+ in pipeline generated from aligning field marketing with sales. The lesson has stuck with me since: go-to-market works when marketing and sales work from the same numbers. Most of what I want to do in product marketing starts here.