---
title: Field Marketing Programs — RGM Training
url: https://realgrowthmatters.com/training/event-field-marketing/field-marketing-programs/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/event-field-marketing/field-marketing-programs/
---

[Home](../../../index.html) › [Training](../../index.html) › [Events & Field Marketing](../index.html) › Field Marketing Programs

RGM° · Training

# Field Marketing Programs

Regional events drive high-quality pipeline. Models, design, execution, measurement.

### What you will learn

1. [Why it matters](#why)
2. [Models](#models)
3. [Design](#design)
4. [Execution](#execution)
5. [Measurement](#measurement)
6. [Advanced playbook](#advanced)
7. [Common mistakes](#mistakes)
8. [Checklist](#checklist)

## Why it matters

Field marketing programs (regional events, dinners, meetups) drive high-quality pipeline within target accounts. B2B-specific discipline integrating with sales.

## Models

- Regional roadshow.
- Customer dinner series.
- User group meetups.
- Executive briefings.
- Field office events.
- Partnership co-events.
- Community meetups.

## Design

- Tier-1 account focus.
- Sales rep partnership.
- Local relevance.
- Intimate format (15–30 attendees common).
- Quality over quantity.
- Pipeline accelerator design.
- Customer participation.

## Execution

- Field marketing manager per region.
- Sales rep collaboration.
- Local venue selection.
- Catering and logistics.
- Invitations 4–6 weeks ahead.
- Confirmation tracking.
- On-site execution.
- Follow-up coordination.

## Measurement

- Attendee count and quality.
- Pipeline accelerated.
- Pipeline created.
- Win rate impact.
- Sales rep satisfaction.
- Customer satisfaction.
- ROI per event.

## Advanced playbook

- Annual field marketing strategy.
- Regional field marketing managers.
- Tier-1 account focus.
- Sales rep partnership formalized.
- Local venue and vendor relationships.
- Pipeline acceleration measurement.
- Annual ROI review.
- Cross-functional coordination.
- Industry benchmarking.
- Cross-region learning.

## Common mistakes

- Field marketing without strategy.
- Regional managers absent at scale.
- Sales rep partnership transactional.
- Local venue ad-hoc.
- Pipeline acceleration unmeasured.
- Annual ROI not calculated.
- Cross-functional coordination weak.
- Industry benchmarking absent.
- Cross-region learning siloed.
- Audience-event fit weak.

## Checklist

- Annual field marketing strategy
- Regional field marketing managers
- Tier-1 account focus
- Sales rep partnership formalized
- Local venue and vendor relationships
- Pipeline acceleration measurement
- Annual ROI review
- Cross-functional coordination
- Industry benchmarking
- Cross-region learning

## Sources and further reading

- Sangram Vajre B2B field marketing
- RGM ABM Mastery field marketing
- Reforge field curriculum
- Field Marketing Association
- Lenny Rachitsky field cases
- Drift field marketing
- RGM Performance Marketing series
- Forrester field marketing research
- SiriusDecisions field marketing
- HBR field marketing
- Marketing Brew B2B event coverage
- First Round Review field marketing

---

Part of the [Events & Field Marketing](../index.html) series.