Senior Field Marketing Manager (Public Sector)

📌 Core Information

🔹 Job Title: Senior Field Marketing Manager (Public Sector)

🔹 Company: Appian Corporation

🔹 Location: McLean, Virginia

🔹 Job Type: On-site

🔹 Category: Marketing

🔹 Date Posted: May 16, 2025

🔹 Experience Level: Mid-Senior level (5-10 years)

🔹 Remote Status: On-site (5 days a week)

🚀 Job Overview

Key aspects of this role include:

• Driving go-to-market efforts and integrated planning for the Public Sector industry
• Managing and executing Field Marketing programs and Public Sector industry events
• Collaborating with Public Sector Sales Leadership and Field Sales to identify and implement lead generation activities
• Working with Marketing Operations to manage and review campaign performance metrics
• Executing programs onsite and in the field, with around 25-35% travel required

ASSUMPTION: This role requires a strong understanding of the Public Sector marketing landscape, including Defense, Federal Civilian, and State and Local Government. Familiarity with technology ecosystems, such as business process automation, low-code application development, and case management, is also crucial.

📋 Key Responsibilities

✅ Work closely with Public Sector Sales Leadership and Field Sales to identify, recommend, and implement lead generation and account expansion activities in the Public Sector vertical

✅ Help execute account-based marketing (ABM) strategy to align with account-specific plans and enable lead generation activities focused on target accounts

✅ Determine fiscal requirements, prepare, and manage budget for Field programs

✅ Work with Marketing Operations to regularly manage and review campaign performance metrics with key stakeholders, including leads, sales opportunities, and ROI by campaign, channel, and lead and source

✅ Ability to translate data produced by Marketing Operations to make actionable recommendations, develop, and execute on strategic decisions

✅ Work closely with internal and external stakeholders to define goals, objectives, and specific implementation plans that promote Appian’s brand

✅ Execute programs onsite and in the Field

✅ Understand and help to communicate marketing strategy, value proposition, positioning, and messaging to regional Sales Executives so that they are aware, knowledgeable, and enabled with the latest and most powerful content for effective use in sales cycles

✅ Ensure lead and pipeline outcomes are met and there is strong engagement and communication with the business development, field sales team, and partner organization

✅ Source venues, acquire supporting technology, coordinate development of materials to execute a quality program

✅ Coordinate and carry out project deliverables on schedule and on budget

ASSUMPTION: This role requires strong project management, presentation, and ROI reporting skills. The ideal candidate will be able to work in a collaborative, fast-paced, and results-oriented environment, thinking critically and creatively while multitasking and meeting strict deadlines.

🎯 Required Qualifications

Education: Bachelor’s Degree

Experience: 6+ years in a B2G Field Marketing role in an Enterprise Software environment, with a strong understanding of Public Sector marketing (DoD, FedCiv, SLG)

Required Skills:

• Proven track record of successful marketing in the Public Sector industry vertical
• Familiarity with end-to-end field event strategy and execution
• Ability to work with a fast-paced, growth-oriented Sales team
• Excellent presentation, project management, and ROI reporting skills
• Ability to think critically and creatively while multitasking and meeting strict deadlines
• Flexible, organized, and detail-oriented
• Extremely strong verbal and written communication skills
• Experienced in using CRM, Marketing Automation, and ABM tools

Preferred Skills:

• Experience managing large and regional event logistics, strategy, and execution, as well as knowledge of the Public Sector event landscape

ASSUMPTION: While not explicitly stated, it is assumed that candidates should have a strong understanding of marketing strategies, tactics, and best practices relevant to the Public Sector industry and enterprise software environment.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 per year (Based on industry standards for a Senior Field Marketing Manager with 6+ years of experience in the Public Sector and Enterprise Software environment)

Benefits:

• Training and Development: During onboarding, new hires receive department-specific training. Continuous learning is encouraged through dedicated mentorship and the First-Friend program.
• Growth Opportunities: Appian provides a diverse range of growth and development opportunities, including a leadership program for new and aspiring managers, specialized department training through Appian University, skills-based training, and tuition reimbursement.
• Community: Appian fosters inclusivity through eight employee-led affinity groups, which help employees build stronger internal and external networks by planning social, educational, and outreach activities.

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Field Marketing Manager with the required experience level and location. Actual compensation may vary based on factors such as skills, experience, and performance.

📌 Applicant Insights

🔍 Company Context

Industry: Software Development, focusing on business process automation, low-code application development, and case management

Company Size: 1,001-5,000 employees. This size allows for ample opportunities for collaboration and growth while maintaining a structured environment.

Founded: 1999. Appian has over two decades of experience in the industry, providing stability and a proven track record.

Company Description:

• Appian is The Process Company, delivering a software platform that helps organizations run better processes to reduce costs, improve customer experiences, and gain a strategic edge.
• Committed to client success, Appian serves many of the world’s largest companies across various industries.

Company Specialties:

• Digital Transformation
• Low-Code Application Development
• Business Process Management (BPM)
• Application Platform-as-a-Service
• Intelligent Automation
• Process Automation
• Process Mining
• Enperise AI
• Business Orchestration and Automation Technology
• Case Management
• Data Fabric
• Robotic Process Automation (RPA)

Company Website: appian.com

ASSUMPTION: Appian is a well-established company with a strong focus on process improvement and automation. Their extensive experience and commitment to client success make them an attractive employer in the software development industry.

📊 Role Analysis

Career Level: Mid-Senior level. This role offers significant responsibility and the opportunity to drive strategic initiatives within the marketing department.

Reporting Structure: The Senior Field Marketing Manager will report directly to the Vice President of Marketing or a similar role, working closely with Public Sector Sales Leadership and Field Sales teams.

Work Arrangement: On-site, with around 25-35% travel required. This arrangement allows for better collaboration and face-to-face interaction with internal stakeholders and clients.

Growth Opportunities:

• Appian provides various training and development opportunities to help employees grow within their careers.
• The diverse range of growth opportunities caters to different learning styles and career goals.

ASSUMPTION: This role offers ample opportunities for growth and development within the marketing department and the broader organization. The ideal candidate will be proactive in seeking out these opportunities to advance their career.

🌍 Location & Work Environment

Office Type: On-site, with a focus on in-person collaboration and teamwork. Appian believes that being in the office provides more opportunities to come together and celebrate working with exceptional people across the company.

Office Location(s): 7950 Jones Branch Dr, McLean, Virginia 22102, US

Geographic Context:

• McLean, Virginia, is an affluent suburb of Washington, D.C., with a high cost of living and excellent job opportunities in various industries.
• The area offers a mix of urban and rural environments, with easy access to major cities and outdoor recreation.
• McLean is home to many technology and consulting firms, providing ample networking opportunities within the industry.

Work Schedule: Full-time (40 hours per week), with around 25-35% travel required. The work schedule allows for a healthy work-life balance while accommodating the needs of the role.

ASSUMPTION: The on-site work arrangement and travel requirements may not be suitable for candidates who prefer a remote or hybrid work environment. However, the office location in McLean, Virginia, offers easy access to major transportation hubs and a variety of amenities.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR department
• In-depth phone or video interview with the hiring manager or a member of the marketing team
• On-site interview with the marketing leadership team
• Background check and offer

Key Assessment Areas:

• Marketing strategy and planning
• Event management and logistics
• Budget management and financial acumen
• Data analysis and reporting
• Communication and presentation skills
• Collaboration and teamwork

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of the Public Sector industry and enterprise software environment in your application materials.
• Prepare examples of your past marketing campaigns, events, and their outcomes to discuss during the interview.
• Research Appian’s company culture and values to show your fit for the organization.
• Follow up with the hiring manager or HR department after your interview to express your interest in the role.

ATS Keywords: Field Marketing, Public Sector Marketing, Lead Generation, Account-Based Marketing, Budget Management, Campaign Performance Metrics, Project Management, Event Logistics, Communication Skills, CRM Tools, Marketing Automation, Data Analysis, Collaboration, Presentation Skills, Creativity, Detail Orientation

ASSUMPTION: The interview process for this role may vary depending on the specific needs of the hiring team and the candidate pool. However, the typical process outlined above provides a general overview of what to expect.

🛠️ Tools & Technologies

• CRM Tools (e.g., Salesforce, HubSpot CRM)
• Marketing Automation Tools (e.g., Marketo, Pardot)
• ABM Tools (e.g., Engagio, Demandbase)
• Event Management Software (e.g., Cvent, Eventbrite)
• Data Analysis Tools (e.g., Google Analytics, Tableau)
• Project Management Tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies required for this role may vary depending on Appian’s current tech stack and the candidate’s existing skillset. However, the list above provides a general overview of the types of tools and technologies that may be relevant to this role.

👔 Cultural Fit Considerations

Company Values:

• Respect: Appian values respect for all individuals and fosters a culture of inclusivity and collaboration.
• Work to Impact: Appian focuses on delivering meaningful results and driving business value through its software platform.
• Ambition: Appian encourages employees to strive for excellence and continuously improve their skills and knowledge.
• Constructive Dissent & Resolution: Appian promotes open communication and encourages employees to challenge the status quo and find innovative solutions to problems.

Work Style:

• Appian values a collaborative and team-oriented work environment, with a focus on in-person interaction and face-to-face communication.
• The company encourages employees to think critically and creatively, while also being flexible and adaptable to change.
• Appian values a strong work ethic and a commitment to delivering high-quality results.

Self-Assessment Questions:

• Do you align with Appian’s core values, and how have you demonstrated these values in your previous roles?
• Are you comfortable working in a fast-paced, collaborative environment with a strong focus on in-person interaction?
• How do you approach challenging situations, and can you provide an example of a time when you successfully navigated a difficult problem?

ASSUMPTION: Appian’s company culture places a strong emphasis on collaboration, innovation, and a commitment to driving business value. Candidates who align with these values and work styles will be well-suited to the company’s culture.

⚠️ Potential Challenges

• The on-site work arrangement may not be suitable for candidates who prefer a remote or hybrid work environment.
• The role requires around 25-35% travel, which may be challenging for candidates with personal or family commitments that limit their availability for travel.
• The fast-paced and collaborative work environment may be overwhelming for candidates who prefer a more structured or independent work setting.
• The role requires a strong understanding of the Public Sector industry and enterprise software environment, which may be challenging for candidates with limited experience in these areas.

ASSUMPTION: While Appian offers numerous benefits and growth opportunities, the role may present challenges that candidates should carefully consider before applying.

📈 Similar Roles Comparison

• This role differs from related positions in the marketing department, such as Marketing Manager or Event Coordinator, in its focus on strategic planning and execution for the Public Sector industry.
• The role requires a strong understanding of the Public Sector industry and enterprise software environment, which sets it apart from similar roles in other industries.
• Career progression in this role may lead to leadership positions within the marketing department or other areas of the organization, depending on the candidate’s skills and interests.

ASSUMPTION: This role offers unique opportunities and challenges compared to similar roles in the marketing department. Candidates should carefully consider their career goals and the specific requirements of this role before applying.

📝 Sample Projects

• Developing and executing a comprehensive marketing strategy for a new product launch in the Public Sector industry
• Managing a large-scale event, such as a user conference or trade show, with a focus on lead generation and account expansion
• Implementing an account-based marketing (ABM) strategy for a key account in the Public Sector industry, with a focus on driving pipeline growth and revenue

ASSUMPTION: These sample projects provide a general overview of the types of initiatives that a Senior Field Marketing Manager in the Public Sector industry might be expected to undertake. The specific projects and priorities will vary depending on the organization’s needs and the candidate’s skillset.

❓ Key Questions to Ask During Interview

• Can you describe the current marketing strategy for the Public Sector industry, and how does this role fit into that strategy?
• How does the marketing department collaborate with the sales team to drive pipeline growth and revenue?
• What are the most significant challenges facing the marketing department in the Public Sector industry, and how can this role help address them?
• How does Appian support the professional development and growth of its marketing employees?
• What are the key priorities for this role in the first 30-60-90 days, and how can I best prepare for them?

ASSUMPTION: These key questions provide a starting point for candidates to gain a deeper understanding of the role, the organization, and the industry. Candidates should tailor their questions to the specific needs and priorities of the role and the company.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on your marketing strategy, event management, and data analysis expertise
• Prepare examples of your past marketing campaigns, events, and their outcomes to discuss during the interview
• Research Appian’s company culture and values to show your fit for the organization
• Follow up with the hiring manager or HR department after your interview to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.