Interview Guide for

Field Marketing Manager

This comprehensive interview guide is designed to help you effectively evaluate candidates for the Field Marketing Manager role at your organization. It provides a structured approach to assessing candidates' skills, experience, and potential for driving impactful field marketing initiatives through multiple interview stages, including a work sample exercise.

How to Use This Guide

To make the most of this interview guide and improve your hiring decisions:

Familiarize yourself with the job description and ideal candidate profile before conducting interviews. This will help you better assess candidate fit and potential for success in the role.
Customize the guide to align with your company's specific field marketing needs and industry focus. You can edit questions or add new ones using Yardstick, ensuring the interview process remains relevant and effective for your field marketing environment.
Use the same questions and scorecards for each interview stage to ensure consistency across candidates. This standardized approach allows for more accurate comparisons and data-driven decision-making.
Take detailed notes during interviews to support your evaluations. Yardstick's AI-powered note-taking feature can help capture key insights without distracting you from the conversation, especially during the work sample exercise.
Complete the scorecard immediately after each interview while your impressions are fresh. This helps maintain accuracy and facilitates easier comparisons between candidates, particularly when evaluating complex competencies like strategic planning and data-driven decision making.
Pay close attention to candidates' past performance metrics and their ability to articulate complex field marketing strategies. The hiring manager interview section is particularly useful for diving deep into these areas.
Use the behavioral competency interview to assess adaptability and cross-functional collaboration skills, which are crucial for success in dynamic field marketing environments.
Leverage the executive interview to evaluate candidates' ability to think strategically and align field marketing initiatives with overall business objectives.
Conduct thorough reference checks to verify the candidate's claims about their field marketing performance and relationship-building abilities.
Use Yardstick's analytics to track the effectiveness of each element of the interview guide over time, allowing you to refine and improve your hiring process for field marketing roles continuously.

Remember that this guide is a tool to support your decision-making process. Use your judgment and expertise to evaluate candidates holistically, considering both their qualifications and potential cultural fit within your organization's marketing team.

For more interview question ideas specific to this role, visit: Field Marketing Manager Interview Questions.

Job Description

🎉 Field Marketing Manager

🚀 About [Company]

[Company] is a pioneering force in the [Industry], revolutionizing how businesses collect, prepare, and activate customer data for marketing personalization and business operations. Our mission is to empower everyone to take action on their data, enabling business users to streamline critical processes, improve marketing performance, and scale operations without writing code.

💼 The Role

As our Field Marketing Manager, you will take ownership of key tradeshows, sales-led events, partner-led events, and community events. This role offers significant autonomy and the opportunity to drive measurable business outcomes through strategic event planning and execution.

🎯 Key Responsibilities

Own end-to-end planning and execution of key tradeshows
Develop scalable sales-led and partner-led event programs focusing on key accounts, industries, and personas
Create and manage customer relationship programs to foster brand loyalty and generate content
Collaborate closely with sales leadership and team members to ensure engagement and successful business outcomes for each event
Work with product and growth marketing teams to effectively promote field marketing activities
Develop a field marketing roadmap and budget tied to key business outcomes
Collaborate with design and product marketing to build event programming and theming

🌟 What We're Looking For

Proven experience in B2B SaaS field marketing, preferably in the data, marketing, or advertising space
Strong ability to develop working relationships with sales teams, partners, and customers
Track record of autonomously managing tradeshows and field events to drive successful business outcomes
Process-oriented and data-driven approach to prioritizing, measuring, and improving programs
Creative skills in developing standout event programming and themes
Excellent communication skills at both tactical and executive levels
High sense of urgency and ownership for company-level outcomes
Enthusiasm for taking full accountability for work and results

💪 What We Offer

Opportunity to make a significant impact in a high-growth company
Competitive salary and benefits package
Remote-friendly work environment
Professional growth and development opportunities

Hiring Process

We've designed our hiring process to be thorough and give you multiple opportunities to showcase your skills and experience. Here's what you can expect:

Screening Interview

An initial conversation with our recruiting team to discuss your background and interest in the role.

Work Sample: Tradeshow Marketing Plan

An opportunity to demonstrate your strategic thinking and field marketing skills through a practical exercise.

Hiring Manager Interview

An in-depth discussion about your work history, achievements, and approach to field marketing.

Behavioral Competency Interview

A focused conversation about your past experiences and how they relate to key competencies for this role.

Executive Interview

A final interview with a senior leader to discuss your strategic thinking and potential impact on our company.

We aim to provide feedback promptly after each stage and encourage you to ask questions throughout the process. We're excited to get to know you and learn how you can contribute to our team's success!

[Company] is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Ideal Candidate Profile (Internal)

Role Overview

The Field Marketing Manager will be responsible for driving brand awareness, lead generation, and sales enablement through strategic event planning and execution. This role requires a blend of creativity, analytical thinking, and strong interpersonal skills to effectively bridge the gap between marketing initiatives and sales outcomes.

Essential Behavioral Competencies

Strategic Planning: Ability to develop comprehensive event strategies aligned with overall business goals and marketing objectives.
Cross-functional Collaboration: Skill in working effectively with various teams, including sales, product marketing, and design, to create cohesive and impactful event experiences.
Data-driven Decision Making: Capacity to use metrics and analytics to inform event planning, measure success, and continuously improve marketing initiatives.
Adaptability: Flexibility to adjust strategies and tactics in response to changing market conditions, customer needs, or internal priorities.
Customer-centric Mindset: Focus on understanding and addressing the needs of target audiences through tailored event experiences and content.

Desired Outcomes

Example Goals for Role:

Increase qualified lead generation from field marketing events by 25% year-over-year.
Achieve a minimum 15% conversion rate from event-generated leads to sales opportunities.
Implement a new partner-led event program resulting in at least 5 successful events in the first year.
Improve event ROI by 20% through strategic budget allocation and performance optimization.
Develop and execute a customer advocacy program resulting in 10 new case studies or testimonials annually.

Ideal Candidate Profile

5+ years of experience in B2B SaaS field marketing with a proven track record of driving business results
Strong understanding of the data, marketing, or advertising technology landscape
Excellent project management skills with the ability to manage multiple events simultaneously
Creative problem-solver with a knack for developing unique and engaging event concepts
Data-savvy professional comfortable with using analytics tools to measure and report on event performance
Outstanding interpersonal skills with the ability to build relationships across all levels of an organization
Self-starter with a proactive approach to identifying and pursuing new opportunities
Willingness to travel up to [X%] of the time for event execution and relationship building
Bachelor's degree in Marketing, Business, or related field; MBA or advanced degree a plus

📞 Screening Interview

Directions for the Interviewer

This initial screening interview is crucial for quickly assessing if a candidate should move forward in the Field Marketing Manager hiring process. Focus on past performance, relevant experience, and key competencies outlined in the job description. Getting detailed information on past event performance and results early is essential.

Ask all candidates the same questions to ensure fair comparisons. Take detailed notes during the interview to support your evaluations. Complete the scorecard immediately after the interview while your impressions are fresh.

Remember that this is just the first step in the process, so focus on gathering key information rather than making a final decision. The goal is to determine if the candidate has the potential to excel in this role and should continue to the next stage of the interview process.

Directions to Share with Candidate

"I'll be asking you some initial questions about your background and experience to determine fit for our Field Marketing Manager role. Please provide concise but thorough answers, focusing on specific examples and results where possible. Do you have any questions before we begin?"

Interview Questions

Tell me about the most successful field marketing event you've managed. What were the key metrics, and how did it impact the business?

Areas to Cover:

Event type and scale
Key performance metrics (e.g., leads generated, pipeline influenced)
Strategic planning process
Cross-functional collaboration
Challenges faced and overcome
Business impact and ROI

Possible Follow-up Questions:

How did you measure the success of this event compared to others?
What specific strategies did you employ to maximize attendee engagement?
How did you collaborate with sales to ensure follow-up on leads generated?

Describe a time when you had to adapt your field marketing strategy due to unexpected challenges or changes. What was the outcome?

Areas to Cover:

Nature of the challenge or change
Initial strategy and necessary adaptations
Decision-making process
Stakeholder communication
Results of the adapted strategy
Lessons learned

Possible Follow-up Questions:

How did you communicate the changes to stakeholders?
What data or insights informed your decision to adapt the strategy?
How has this experience influenced your approach to future event planning?

Walk me through your process for developing and executing a partner-led event program.

Areas to Cover:

Partner selection criteria
Program strategy and goals
Event planning and execution steps
Partner collaboration and communication
Metrics for success
Challenges and solutions

Possible Follow-up Questions:

How do you ensure alignment between partner goals and company objectives?
What strategies do you use to maximize partner engagement and participation?
How do you measure the success of individual events versus the overall program?

How do you use data to inform your field marketing decisions and demonstrate ROI to stakeholders?

Areas to Cover:

Key metrics tracked
Data collection and analysis methods
Tools or technologies used
Process for translating data into actionable insights
Approach to reporting and stakeholder communication
Examples of data-driven decisions

Possible Follow-up Questions:

Can you give an example of a time when data insights led you to change your approach?
How do you balance quantitative data with qualitative feedback?
What's your process for setting and adjusting KPIs for field marketing initiatives?

Tell me about a time when you had to manage multiple high-priority events simultaneously. How did you approach this, and what was the outcome?

Areas to Cover:

Number and types of events
Prioritization strategy
Resource allocation
Time management techniques
Delegation and team management
Results and lessons learned

Possible Follow-up Questions:

How did you ensure consistent quality across all events?
What tools or systems did you use to stay organized?
How did you handle unexpected issues that arose during this busy period?

Describe your experience with creating and managing customer advocacy programs. What strategies have you found most effective?

Areas to Cover:

Types of advocacy programs developed
Customer engagement strategies
Content creation process
Metrics for measuring program success
Challenges faced and overcome
Impact on overall marketing and sales efforts

Possible Follow-up Questions:

How do you identify and nurture potential customer advocates?
What types of content or activities have you found most effective for advocacy programs?
How do you maintain long-term relationships with customer advocates?

Are you legally authorized to work in [Location] without sponsorship?

Areas to Cover:

Current work authorization status
Any restrictions or limitations on employment
Timeline of work eligibility if applicable

Possible Follow-up Questions:

When does your current work authorization expire?
Are there any travel restrictions we should be aware of?

Interview Scorecard

Relevant Field Marketing Experience

0: Not Enough Information Gathered to Evaluate
1: Less than 3 years of B2B field marketing experience
2: 3-4 years of B2B field marketing experience
3: 5-7 years of successful B2B field marketing experience
4: 8+ years of exceptional B2B field marketing experience, preferably in SaaS

Event Management and Execution

0: Not Enough Information Gathered to Evaluate
1: Limited experience managing small-scale events
2: Some experience managing mid-size events with basic results
3: Strong track record of managing successful large-scale events
4: Exceptional history of executing high-impact events with measurable business results

Strategic Planning Skills

0: Not Enough Information Gathered to Evaluate
1: Demonstrates basic understanding of event planning
2: Shows ability to create event plans with some strategic elements
3: Exhibits strong strategic thinking in event planning and execution
4: Demonstrates exceptional ability to align event strategy with overall business objectives

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Limited use of data in decision making
2: Basic use of data to inform some decisions
3: Consistently uses data to drive decisions and measure success
4: Advanced use of data analytics to optimize strategies and demonstrate ROI

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Struggles to work effectively with other teams
2: Can collaborate with other teams when required
3: Proactively collaborates across functions to drive results
4: Excels at building strong relationships and driving alignment across all stakeholders

Adaptability and Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Struggles to adapt to changes or solve complex problems
2: Can adapt to some changes and solve basic problems
3: Demonstrates good adaptability and problem-solving skills
4: Excels at navigating complex challenges and driving innovative solutions

Customer-Centric Approach

0: Not Enough Information Gathered to Evaluate
1: Limited focus on customer needs in marketing initiatives
2: Basic understanding of customer-centric marketing
3: Consistently incorporates customer insights into marketing strategies
4: Demonstrates exceptional ability to create customer-focused programs that drive engagement and loyalty

Work Authorization

0: Not Enough Information Gathered to Evaluate
1: Requires sponsorship with significant restrictions
2: Requires sponsorship with minor restrictions
3: Authorized to work with time limitation
4: Fully authorized to work without restrictions

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve significant increase in lead generation
2: May achieve some increase in lead generation
3: Likely to achieve 25% increase in qualified lead generation
4: Likely to exceed 25% increase in qualified lead generation

Goal: Implement a new partner-led event program resulting in at least 5 successful events in the first year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully implement partner-led event program
2: May implement program with fewer than 5 successful events
3: Likely to implement program with 5 successful events
4: Likely to exceed goal with more than 5 successful partner-led events

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to significantly improve event ROI
2: May achieve some improvement in event ROI
3: Likely to achieve 20% improvement in event ROI
4: Likely to exceed 20% improvement in event ROI

Goal: Develop and execute a customer advocacy program resulting in 10 new case studies or testimonials annually.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully develop and execute customer advocacy program
2: May develop program but achieve fewer than 10 case studies/testimonials
3: Likely to achieve goal of 10 new case studies or testimonials
4: Likely to exceed goal with more than 10 high-quality case studies or testimonials

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

🎭 Work Sample: Tradeshow Marketing Plan

Directions for the Interviewer

This work sample assesses the candidate's ability to develop a strategic field marketing plan for a major industry tradeshow. It evaluates their strategic thinking, creativity, project management skills, and ability to align marketing initiatives with business objectives.

Best practices:

Provide the candidate with background materials 24 hours before the exercise
Allow 30 minutes for the candidate to present their plan
Allocate 15 minutes for Q&A and discussion
Take detailed notes on specific strategies, rationale, and responses to questions
Provide brief feedback on one strength and one area for improvement
If possible, have a member of the sales team participate to evaluate sales alignment

Directions to Share with Candidate

"For this exercise, you'll develop a high-level field marketing plan for an upcoming major industry tradeshow. Your goal is to create a 30-60-90 day plan that outlines your strategy for maximizing our presence and ROI at the event. You'll have 30 minutes to present your plan, followed by 15 minutes of Q&A. We're looking for strategic thinking, creativity, and a data-driven approach. You'll receive background information on our company, product, and the tradeshow 24 hours before the exercise. Do you have any questions?"

Provide the candidate with:

Company overview and key product information
Tradeshow details (date, location, expected attendance, competitor presence)
Previous year's tradeshow performance metrics (if applicable)
Marketing and sales goals for the upcoming year
Budget range for the event

Interview Scorecard

Strategic Planning

0: Not Enough Information Gathered to Evaluate
1: Plan lacks clear strategy or alignment with business objectives
2: Basic plan with some strategic elements, but lacks depth
3: Well-developed strategy aligned with business goals
4: Exceptional strategy demonstrating innovative thinking and clear alignment with company objectives

Pre-Event Marketing

0: Not Enough Information Gathered to Evaluate
1: Limited or ineffective pre-event marketing ideas
2: Basic pre-event marketing plan with standard tactics
3: Comprehensive pre-event marketing strategy with multi-channel approach
4: Innovative pre-event marketing plan leveraging cutting-edge tactics and technologies

Booth Design and Experience

0: Not Enough Information Gathered to Evaluate
1: Generic booth design with little consideration for attendee experience
2: Standard booth design with basic attendee engagement elements
3: Creative booth design with well-thought-out attendee journey
4: Exceptional booth concept that stands out and maximizes attendee engagement

Lead Generation and Qualification

0: Not Enough Information Gathered to Evaluate
1: Weak or unclear lead generation strategy
2: Basic lead generation tactics with limited qualification process
3: Solid lead generation and qualification strategy
4: Innovative approach to lead generation with clear, effective qualification process

Sales Alignment

0: Not Enough Information Gathered to Evaluate
1: Little consideration for sales team involvement or follow-up
2: Basic plan for sales involvement and lead follow-up
3: Clear strategy for sales team engagement before, during, and after the event
4: Exceptional sales alignment with innovative ideas for maximizing sales impact

Post-Event Follow-Up

0: Not Enough Information Gathered to Evaluate
1: Minimal or generic post-event follow-up plan
2: Basic follow-up plan with standard tactics
3: Comprehensive follow-up strategy with clear timeline and ownership
4: Innovative follow-up plan leveraging multiple touchpoints and personalization

Budget Allocation

0: Not Enough Information Gathered to Evaluate
1: Unrealistic or poorly justified budget allocation
2: Basic budget allocation with some justification
3: Well-planned budget allocation with clear rationale
4: Strategic budget allocation demonstrating creativity and potential for high ROI

Metrics and ROI Measurement

0: Not Enough Information Gathered to Evaluate
1: Few or irrelevant metrics proposed
2: Basic metrics covering standard KPIs
3: Comprehensive set of metrics aligned with business objectives
4: Innovative approach to measuring success with clear tie to business impact

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Plan unlikely to significantly increase lead generation
2: Plan may achieve some increase in lead generation
3: Plan likely to achieve 25% increase in qualified lead generation
4: Plan likely to exceed 25% increase in qualified lead generation

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Plan unlikely to significantly improve event ROI
2: Plan may achieve some improvement in event ROI
3: Plan likely to achieve 20% improvement in event ROI
4: Plan likely to exceed 20% improvement in event ROI

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

👔 Hiring Manager Interview

Directions for the Interviewer

This interview focuses on the candidate's relevant work history and performance in field marketing roles. Ask the following questions for each relevant previous role, adapting as needed for time and the number of relevant roles. Ask all questions for the most recent or most relevant role. Probe for specific examples and quantifiable results. Pay attention to the progression of responsibilities and achievements across roles, especially in relation to event planning, stakeholder management, and achieving marketing objectives.

Directions to Share with Candidate

"I'd like to discuss your relevant work experience in field marketing in more detail. We'll go through each of your previous roles, focusing on your responsibilities, achievements, and lessons learned. Please provide specific examples and metrics where possible, especially related to event planning, cross-functional collaboration, and business outcomes."

Interview Questions

Of all the jobs you've held in field marketing, which was your favorite and why?

Areas to Cover:

Motivations and preferences in field marketing roles
Alignment with current Field Marketing Manager role
Self-awareness and understanding of strengths

Possible Follow-up Questions:

What aspects of that role do you hope to find in this position?
How did that experience shape your approach to field marketing?
What did you learn about yourself as a field marketer in that role?

Tell me about your role at [company]. What attracted you to this field marketing opportunity?

Areas to Cover:

Company background and industry overview
Target audience and key stakeholders
Field marketing strategies and methodologies used
Types of events managed (tradeshows, sales-led events, partner events)
Collaboration with sales and other departments

Possible Follow-up Questions:

How did you align your field marketing efforts with overall business objectives?
What was your typical process for planning and executing a major event?
How did you measure the success of your field marketing initiatives?
What were the biggest challenges you faced in this role, and how did you overcome them?

What were your key achievements in this field marketing role?

Areas to Cover:

Specific metrics for event success (e.g., leads generated, pipeline influenced)
Major events or programs executed
Improvements in processes or strategies
Cross-functional collaboration successes
Awards or recognition for performance

Possible Follow-up Questions:

Can you walk me through the planning and execution of your most successful event?
How did you collaborate with sales to ensure follow-up on leads generated?
What strategies did you employ to maximize ROI for your events?
How did you leverage data to improve your field marketing performance over time?

Tell me about a time when you had to adapt your field marketing strategy due to unexpected challenges or changes. What was the outcome?

Areas to Cover:

Nature of the challenge or change
Initial strategy and necessary adaptations
Decision-making process
Stakeholder communication
Results of the adapted strategy
Lessons learned

Possible Follow-up Questions:

How did you communicate the changes to stakeholders?
What data or insights informed your decision to adapt the strategy?
How has this experience influenced your approach to future event planning?

Describe your experience with creating and managing customer advocacy programs. What strategies have you found most effective?

Areas to Cover:

Types of advocacy programs developed
Customer engagement strategies
Content creation process
Metrics for measuring program success
Challenges faced and overcome
Impact on overall marketing and sales efforts

Possible Follow-up Questions:

How do you identify and nurture potential customer advocates?
What types of content or activities have you found most effective for advocacy programs?
How do you maintain long-term relationships with customer advocates?

Which job that you've had in the past does this Field Marketing Manager role remind you of the most?

Areas to Cover:

Similarities in responsibilities and challenges
Relevant skills and experiences
Understanding of role requirements

Possible Follow-up Questions:

What specific aspects of field marketing feel similar to you?
What challenges from that role might you anticipate here?
How would you adapt your approach given the similarities and differences?

Interview Scorecard

Relevant Field Marketing Experience

0: Not Enough Information Gathered to Evaluate
1: Less than 3 years of B2B field marketing experience
2: 3-4 years of B2B field marketing experience
3: 5-7 years of successful B2B field marketing experience
4: 8+ years of exceptional B2B field marketing experience, preferably in SaaS

Event Management and Execution

0: Not Enough Information Gathered to Evaluate
1: Limited experience managing small-scale events
2: Some experience managing mid-size events with basic results
3: Strong track record of managing successful large-scale events
4: Exceptional history of executing high-impact events with measurable business results

Strategic Planning Skills

0: Not Enough Information Gathered to Evaluate
1: Demonstrates basic understanding of event planning
2: Shows ability to create event plans with some strategic elements
3: Exhibits strong strategic thinking in event planning and execution
4: Demonstrates exceptional ability to align event strategy with overall business objectives

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Limited use of data in decision making
2: Basic use of data to inform some decisions
3: Consistently uses data to drive decisions and measure success
4: Advanced use of data analytics to optimize strategies and demonstrate ROI

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Struggles to work effectively with other teams
2: Can collaborate with other teams when required
3: Proactively collaborates across functions to drive results
4: Excels at building strong relationships and driving alignment across all stakeholders

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve significant increase in lead generation
2: May achieve some increase in lead generation
3: Likely to achieve 25% increase in qualified lead generation
4: Likely to exceed 25% increase in qualified lead generation

Goal: Implement a new partner-led event program resulting in at least 5 successful events in the first year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully implement partner-led event program
2: May implement program with fewer than 5 successful events
3: Likely to implement program with 5 successful events
4: Likely to exceed goal with more than 5 successful partner-led events

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to significantly improve event ROI
2: May achieve some improvement in event ROI
3: Likely to achieve 20% improvement in event ROI
4: Likely to exceed 20% improvement in event ROI

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

🧠 Behavioral Competency Interview

Directions for the Interviewer

This interview assesses the candidate's behavioral competencies critical for success in the Field Marketing Manager role. Ask all candidates the same questions, probing for specific examples and details about the situation, actions taken, results achieved, and lessons learned. Avoid hypothetical scenarios and focus on past experiences, particularly those related to field marketing, event management, and cross-functional collaboration.

Directions to Share with Candidate

"I'll be asking you about specific experiences from your past that relate to key competencies for this Field Marketing Manager role. Please provide detailed examples, including the situation, your actions, the outcomes, and what you learned. Take a moment to think before answering if needed."

Interview Questions

Tell me about a time when you had to develop and execute a strategic plan for a major field marketing event or campaign. What was your approach, and what were the results? (Strategic Planning, Data-driven Decision Making)

Areas to Cover:

Event/campaign objectives and alignment with business goals
Research and data analysis in planning process
Stakeholder involvement and buy-in
Execution strategy and timeline
Measurement of success and key results
Lessons learned and applied to future events

Possible Follow-up Questions:

How did you prioritize different elements of the event/campaign?
What data sources did you use to inform your strategy?
How did you adapt your plan as new information or challenges arose?
How did you communicate the strategic plan to different stakeholders?

Describe a situation where you had to collaborate with multiple departments to ensure the success of a field marketing initiative. How did you manage this? (Cross-functional Collaboration, Communication)

Areas to Cover:

Nature of the field marketing initiative
Departments involved and their roles
Communication strategies used
Challenges in aligning different priorities
Outcome of the collaboration
Impact on relationships and future collaborations

Possible Follow-up Questions:

How did you ensure all departments were aligned on goals and expectations?
What techniques did you use to resolve any conflicts or misunderstandings?
How did you leverage each department's strengths in the initiative?
What would you do differently in future cross-functional projects?

Give me an example of a time when you had to be particularly creative in your approach to a field marketing challenge. What was the situation, and how did you handle it? (Creativity, Adaptability)

Areas to Cover:

Nature of the field marketing challenge
Initial constraints or limitations
Ideation process and sources of inspiration
Implementation of creative solution
Stakeholder reactions and feedback
Results and impact of the creative approach

Possible Follow-up Questions:

How did you balance creativity with practical considerations?
What risks did you identify with your creative approach, and how did you mitigate them?
How have you applied lessons from this experience to other marketing challenges?
How do you foster creativity within your team or among stakeholders?

Interview Scorecard

Strategic Planning

0: Not Enough Information Gathered to Evaluate
1: Struggles to develop coherent plans for field marketing events
2: Creates basic plans with some strategic elements
3: Develops comprehensive, effective strategies for field marketing initiatives
4: Demonstrates exceptional strategic thinking, aligning field marketing with business objectives

Data-driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Rarely uses data to inform field marketing decisions
2: Uses basic data to guide some field marketing processes
3: Consistently incorporates data analysis into field marketing strategies
4: Excels at leveraging complex data to drive innovative and effective field marketing decisions

Cross-functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Difficulty working effectively with other departments
2: Collaborates adequately with some departments
3: Effectively builds relationships and aligns goals across multiple departments
4: Exceptional at fostering strong, productive collaborations across the organization

Communication

0: Not Enough Information Gathered to Evaluate
1: Struggles to articulate ideas or engage stakeholders effectively
2: Communicates adequately in most situations
3: Clearly and effectively communicates across various levels and departments
4: Outstanding communicator who can influence and align diverse stakeholders

Creativity

0: Not Enough Information Gathered to Evaluate
1: Relies heavily on conventional approaches to field marketing
2: Occasionally generates new ideas for field marketing initiatives
3: Regularly develops creative solutions to field marketing challenges
4: Consistently innovates, bringing fresh and impactful ideas to field marketing efforts

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles to adjust to changes in field marketing needs or processes
2: Can adapt when given clear direction
3: Demonstrates good ability to adapt field marketing approaches as needed
4: Thrives in changing environments, proactively adjusting strategies for optimal results

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve significant increase in lead generation
2: May achieve some increase in lead generation
3: Likely to achieve 25% increase in qualified lead generation
4: Likely to exceed 25% increase in qualified lead generation

Goal: Implement a new partner-led event program resulting in at least 5 successful events in the first year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully implement partner-led event program
2: May implement program with fewer than 5 successful events
3: Likely to implement program with 5 successful events
4: Likely to exceed goal with more than 5 successful partner-led events

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to significantly improve event ROI
2: May achieve some improvement in event ROI
3: Likely to achieve 20% improvement in event ROI
4: Likely to exceed 20% improvement in event ROI

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

👨‍💼 Executive Interview

Directions for the Interviewer

This interview further assesses the candidate's behavioral competencies from an executive perspective, focusing on high-level strategic thinking and leadership in field marketing. Ask all candidates the same questions, probing for specific examples and details about the situation, actions taken, results achieved, and lessons learned. Avoid hypothetical scenarios and focus on past experiences that demonstrate the candidate's ability to operate at a strategic level in complex field marketing environments.

Directions to Share with Candidate

"I'll be asking you about specific experiences from your past that relate to key competencies for this Field Marketing Manager role, with a focus on strategic thinking and leadership in complex field marketing environments. Please provide detailed examples, including the situation, your actions, the outcomes, and what you learned. Take a moment to think before answering if needed."

Interview Questions

Tell me about a time when you had to significantly pivot your field marketing strategy due to market changes or new business priorities. How did you approach this challenge? (Strategic Planning, Adaptability)

Areas to Cover:

Nature of the market changes or new business priorities
Initial field marketing strategy and reasons for pivoting
Process for developing the new strategy
Stakeholder management and communication
Implementation challenges and solutions
Results and lessons learned

Possible Follow-up Questions:

How did you identify the need for a strategic pivot in your field marketing approach?
What data or insights informed your new strategy?
How did you manage resistance to change from team members or other stakeholders?
How has this experience influenced your approach to long-term field marketing planning?

Describe a situation where you had to balance competing priorities between field marketing initiatives and other business objectives. How did you manage this? (Strategic Planning, Results Orientation)

Areas to Cover:

Context of competing priorities
Stakeholders involved and their perspectives
Decision-making process and criteria
Resource allocation and trade-offs
Communication strategy with various stakeholders
Outcomes and impact on business goals

Possible Follow-up Questions:

How did you determine which priorities to focus on?
What strategies did you use to maximize results with limited resources?
How did you maintain relationships with stakeholders whose priorities were deprioritized?
What would you do differently if faced with a similar situation in the future?

Give me an example of how you've used data and analytics to transform a field marketing program or process. What was the impact? (Data-driven Decision Making, Results Orientation)

Areas to Cover:

Initial state of the field marketing program or process
Data sources and analytics methods used
Insights gained from data analysis
Implementation of data-driven changes
Challenges in driving adoption of new approaches
Measurable impact on field marketing performance and business outcomes

Possible Follow-up Questions:

How did you identify which data points were most relevant to your field marketing efforts?
What tools or technologies did you leverage in your data analysis?
How did you communicate the data-driven insights to non-technical stakeholders?
How have you continued to evolve your data-driven approach over time?

Interview Scorecard

Strategic Planning

0: Not Enough Information Gathered to Evaluate
1: Focuses primarily on short-term, tactical execution in field marketing
2: Demonstrates some longer-term planning for field marketing initiatives
3: Develops comprehensive strategies aligned with overall business goals
4: Creates innovative, market-leading strategic approaches for field marketing

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles to adjust to changes in field marketing needs or business priorities
2: Can adapt field marketing strategies when given clear direction
3: Demonstrates good ability to pivot field marketing approaches as needed
4: Thrives in dynamic environments, proactively adjusting field marketing strategies for optimal results

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Lacks focus on achieving measurable outcomes in field marketing
2: Generally works towards field marketing goals but may miss targets
3: Consistently meets or exceeds field marketing performance targets
4: Demonstrates exceptional drive, consistently surpassing field marketing expectations

Data-driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Rarely uses data to inform field marketing decisions
2: Uses basic data to guide some field marketing processes
3: Consistently incorporates data analysis into field marketing strategies
4: Excels at leveraging complex data to drive innovative and effective field marketing decisions

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve significant increase in lead generation
2: May achieve some increase in lead generation
3: Likely to achieve 25% increase in qualified lead generation
4: Likely to exceed 25% increase in qualified lead generation

Goal: Implement a new partner-led event program resulting in at least 5 successful events in the first year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully implement partner-led event program
2: May implement program with fewer than 5 successful events
3: Likely to implement program with 5 successful events
4: Likely to exceed goal with more than 5 successful partner-led events

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to significantly improve event ROI
2: May achieve some improvement in event ROI
3: Likely to achieve 20% improvement in event ROI
4: Likely to exceed 20% improvement in event ROI

Goal: Develop and execute a customer advocacy program resulting in 10 new case studies or testimonials annually.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully develop and execute customer advocacy program
2: May develop program but achieve fewer than 10 case studies/testimonials
3: Likely to achieve goal of 10 new case studies or testimonials
4: Likely to exceed goal with more than 10 high-quality case studies or testimonials

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the Field Marketing Manager role and the key competencies and goals to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or the leadership's opinions.

Scores and interview notes are important data points but should not be the sole factor in making the final decision.

Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Based on the candidate's past performance and interview responses, how likely are they to achieve the goal of increasing qualified lead generation from field marketing events by 25% year-over-year?

Guidance: Discuss specific examples from the candidate's past performance that indicate their ability to meet or exceed this goal. Consider their track record in similar roles and their strategies for improving lead generation.

How well-equipped is the candidate to implement a new partner-led event program resulting in at least 5 successful events in the first year?

Guidance: Consider the candidate's experience with partner collaborations, their approach to planning and executing new programs, and their ability to build relationships with external stakeholders.

Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

When conducting reference checks, aim to speak with former managers and colleagues who have directly worked with the candidate in a field marketing capacity. Explain that their feedback will be kept confidential and used to help make a hiring decision. Ask the same core questions to each reference for consistency, but feel free to ask follow-up questions based on their responses.

Questions for Reference Checks

In what capacity did you work with [Candidate Name], and for how long?

Guidance:

Establish the context of the professional relationship
Determine the reference's ability to speak to the candidate's field marketing skills

Possible Follow-up Questions:

How closely did you work together on field marketing initiatives?
Were you directly involved in overseeing their performance?

Can you describe [Candidate Name]'s primary responsibilities in their field marketing role?

Guidance:

Verify the candidate's claims about their previous role
Understand the scope and complexity of their field marketing experience

Possible Follow-up Questions:

What types of events were they responsible for managing?
How many events did they typically handle simultaneously?

How would you rate [Candidate Name]'s performance in planning and executing field marketing events compared to their peers?

Guidance:

Get specific metrics or rankings if possible
Understand their success rate and impact on business objectives

Possible Follow-up Questions:

Can you provide examples of particularly successful events they managed?
How did their events typically perform in terms of lead generation or other key metrics?

Can you give an example of a particularly complex or challenging field marketing initiative that [Candidate Name] successfully executed?

Guidance:

Assess the candidate's ability to handle complex projects
Understand their strategic approach to field marketing challenges

Possible Follow-up Questions:

How did they handle multiple stakeholders in this initiative?
What strategies did they use to overcome obstacles?

How would you describe [Candidate Name]'s approach to collaborating with sales teams and other departments?

Guidance:

Evaluate the candidate's ability to work cross-functionally
Understand their skills in aligning field marketing efforts with sales objectives

Possible Follow-up Questions:

Can you provide an example of how they effectively collaborated with sales to drive results?
How did they handle any conflicts or misalignments between departments?

What data-driven strategies or initiatives did [Candidate Name] implement to improve field marketing outcomes?

Guidance:

Assess the candidate's ability to use data to inform decisions and drive improvements
Understand their contribution to the overall marketing organization

Possible Follow-up Questions:

How did these initiatives impact the team's overall performance?
Were any of their data-driven strategies adopted by other team members or departments?

On a scale of 1-10, how likely would you be to hire [Candidate Name] again if you had an appropriate field marketing role available? Why?

Guidance:

Get a clear, quantifiable measure of the reference's overall impression
Understand the reasoning behind their rating

Possible Follow-up Questions:

What would make you rate them higher?
In what type of field marketing environment do you think they would thrive most?

Reference Check Scorecard

Verification of Role and Responsibilities

0: Not Enough Information Gathered to Evaluate
1: Significant discrepancies with candidate's claims
2: Some minor discrepancies
3: Mostly aligns with candidate's claims
4: Fully verifies and expands on candidate's claims

Event Management and Execution

0: Not Enough Information Gathered to Evaluate
1: Limited experience managing small-scale events
2: Some experience managing mid-size events with basic results
3: Strong track record of managing successful large-scale events
4: Exceptional history of executing high-impact events with measurable business results

Strategic Planning Skills

0: Not Enough Information Gathered to Evaluate
1: Demonstrates basic understanding of event planning
2: Shows ability to create event plans with some strategic elements
3: Exhibits strong strategic thinking in event planning and execution
4: Demonstrates exceptional ability to align event strategy with overall business objectives

Cross-Functional Collaboration

0: Not Enough Information Gathered to Evaluate
1: Struggles to work effectively with other teams
2: Can collaborate with other teams when required
3: Proactively collaborates across functions to drive results
4: Excels at building strong relationships and driving alignment across all stakeholders

Data-Driven Decision Making

0: Not Enough Information Gathered to Evaluate
1: Limited use of data in decision making
2: Basic use of data to inform some decisions
3: Consistently uses data to drive decisions and measure success
4: Advanced use of data analytics to optimize strategies and demonstrate ROI

Adaptability and Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Struggles to adapt to changes or solve complex problems
2: Can adapt to some changes and solve basic problems
3: Demonstrates good adaptability and problem-solving skills
4: Excels at navigating complex challenges and driving innovative solutions

Overall Recommendation from Reference

0: Not Enough Information Gathered to Evaluate
1: Would not rehire (1-3 on scale)
2: Might rehire (4-6 on scale)
3: Would likely rehire (7-8 on scale)
4: Would definitely rehire (9-10 on scale)

Goal: Increase qualified lead generation from field marketing events by 25% year-over-year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to achieve significant increase in lead generation
2: May achieve some increase in lead generation
3: Likely to achieve 25% increase in qualified lead generation
4: Likely to exceed 25% increase in qualified lead generation

Goal: Implement a new partner-led event program resulting in at least 5 successful events in the first year.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to successfully implement partner-led event program
2: May implement program with fewer than 5 successful events
3: Likely to implement program with 5 successful events
4: Likely to exceed goal with more than 5 successful partner-led events

Goal: Improve event ROI by 20% through strategic budget allocation and performance optimization.

0: Not Enough Information Gathered to Evaluate
1: Unlikely to significantly improve event ROI
2: May achieve some improvement in event ROI
3: Likely to achieve 20% improvement in event ROI
4: Likely to exceed 20% improvement in event ROI

Frequently Asked Questions

How can I effectively assess a candidate's strategic planning skills?

Look for candidates who can articulate comprehensive event strategies aligned with overall business goals. Ask for specific examples of how they've developed and executed successful field marketing plans in the past. Our article on how to identify top sales leaders in the interview process provides insights that can be applied to assessing strategic thinking in field marketing candidates.

What's the best way to evaluate a candidate's ability to manage multiple events simultaneously?

Ask for specific examples of times when the candidate had to juggle multiple high-priority events. Probe for details on their prioritization strategies, resource allocation, and time management techniques. Look for evidence of their ability to maintain quality across all events while meeting deadlines.

How do I gauge a candidate's data-driven decision-making capabilities?

Focus on the candidate's experience with using metrics and analytics to inform event planning and measure success. Ask about specific tools or technologies they've used and how they've translated data into actionable insights. Our blog post on mastering sales hiring with data-backed candidate profiles offers valuable insights that can be applied to assessing data-driven capabilities in field marketing.

What strategies can I use to assess adaptability in field marketing candidates?

Look for examples of how candidates have handled unexpected changes or challenges in their field marketing initiatives. Ask about times they've had to pivot their strategy or adapt to new business priorities. Our article on interviewing sellers for adaptability offers valuable insights that can be applied to field marketing roles.

How can I determine if a candidate can successfully collaborate with sales teams?

Ask for specific examples of how they've worked with sales teams to ensure engagement and successful business outcomes for events. Look for evidence of their ability to align field marketing efforts with sales objectives and their approach to stakeholder management. Our guide on find and hire your ideal sales talent with competency interviews can provide helpful techniques for assessing collaboration skills.

What's the most effective way to conduct the work sample exercise?

Provide clear instructions and background information to the candidate in advance. During the exercise, pay attention to their strategic thinking, creativity, and ability to align the plan with business objectives. Use the scorecard to evaluate their performance objectively. Our guide on the interview guide: a must-have for your hiring team offers additional tips for conducting effective work sample exercises.

How should I evaluate a candidate's experience with partner-led events?

Ask about their process for developing and executing partner-led event programs. Look for evidence of their ability to select partners strategically, set clear goals, and manage relationships effectively. Candidates should be able to discuss challenges they've faced and how they've measured the success of partner-led initiatives.

What red flags should I look out for during the interview process?

Be cautious of candidates who can't provide specific examples of past successes, struggle to articulate their strategic approach to field marketing, or show a lack of preparation for the interview. Also, watch for signs of inflexibility, poor collaboration skills, or an inability to demonstrate clear ROI for their initiatives.

How can I use this guide to compare candidates consistently?

Use the scorecards provided for each interview stage to evaluate all candidates against the same criteria. Take detailed notes and complete the scorecards immediately after each interview. During the debrief meeting, focus on comparing candidates' scores and specific examples rather than general impressions. Our article on why use an interview scorecard provides more insights on this topic.

What should I do if a candidate doesn't have direct B2B SaaS field marketing experience?

Focus on transferable skills such as event management, strategic planning, and cross-functional collaboration. Look for evidence of success in similar marketing roles and the ability to learn quickly. Consider their potential for growth and how their unique background might bring fresh perspectives to the role. Our blog post on how to raise the talent bar in your organization includes valuable insights on hiring for potential.