The Challenge
Coupa's AI-powered spend management platform is used by 10M+ global buyers and suppliers. You'll own the field marketing engine-orchestrating events, ABM campaigns, and multi-touch sequences that directly feed pipeline to regional sales teams across Procurement, Finance, and Supply Chain buyers.
Your Mission
Map regional sales pipeline goals and develop Q1-Q2 event strategy aligned to revenue targets with sales leadership
Launch 2-3 high-impact field events (Coupa-hosted or 3rd-party) with proper 6sense targeting and Marketo nurture sequences in place
Establish reporting cadence using Tableau/Salesforce to track event pipeline contribution, account engagement, and campaign ROI
Audit and document current field marketing tech stack (6sense, Folloze, Marketo, Salesforce) to identify process gaps and optimization opportunities
Execute 6+ regional/national events with measurable pipeline impact; target $X pipeline attributed to field marketing
Build predictive model using 6sense intent data to identify and engage high-value accounts, improving event conversion by 20%+
Establish cross-functional marketing ops cadence with Integrated Campaigns, ABM, and Product Marketing to ensure consistent messaging and lead handoff
Own end-to-end multi-touch campaign automation in Marketo; reduce manual follow-up by 40% while improving lead velocity
KPIs You'll Own
Pipeline Attributed to Field Events
Total new pipeline (in dollars) directly sourced or influenced by field marketing programs, tracked through Salesforce campaign attribution.
Event ROI
Revenue generated from event attendees divided by total event cost (venue, travel, collateral); target 3:1 or better.
Account Engagement Velocity
Average number of marketing touchpoints per target account per month; measure lift in engagement post-event.
Lead-to-Meeting Conversion
Percentage of event leads that convert to sales meetings within 30 days; tracked in Salesforce and Marketo.
Campaign Execution Timeliness
Percentage of planned field campaigns launching on schedule; measure operational efficiency and cross-functional alignment.
Tools & Stack
Your Team
Your Manager
VP or Director of Field Marketing or Go-to-Market
Current Team
Regional sales teams, Integrated Campaigns team, ABM specialists, Product & Solution Marketing, Marketing Ops, Event team
New role or backfill-likely backfill for growth or expansion of field marketing function
The Package
Salary
$140K-$180K base
Variable
Likely 10-15% annual bonus tied to pipeline or event targets
Equity
Stock options (typical for public SaaS at Coupa's scale)
Remote
On-site in Austin, TX; full-time
Benefits & Perks
Company Intelligence
Coupa is a leading AI-powered total spend management platform serving 10M+ buyers and suppliers globally. The platform leverages trillions of dollars in aggregated spend data to help enterprises predict, prescribe, and automate smarter procurement and financial decisions. Coupa is a public company focused on helping customers multiply margins through technology and data-driven insights.
Funding
Public (publicly traded)
Customers
Enterprise buyers across Procurement, Finance, Supply Chain; 10M+ global network
Culture
Collaborative, transparent, outcome-oriented; emphasis on teamwork and shared commitment to excellence with global impact.
Is This Role For You?
- You've run 7+ field events and can tie pipeline/revenue impact to every campaign you touch
- You're obsessed with data and turning 6sense intent signals into targeting strategy, not vanity metrics
- You thrive orchestrating across Sales, Marketing Ops, and Product teams-you speak their languages and hold them accountable
- You own Marketo/Salesforce workflows end-to-end and can troubleshoot campaign execution without waiting on support
- You're comfortable presenting quarterly pipeline reviews to sales leadership and defending your budget spend
- You see field marketing as a support function rather than a revenue driver-Coupa needs a P&L mindset
- You prefer strategy over execution; this role is 70% hands-on execution (events, campaigns, reporting, follow-up)
- You don't have direct experience with 6sense, Marketo, or Salesforce; the learning curve will slow you down immediately
- You're not comfortable with on-site work in Austin; this is 100% on-site, no hybrid option
Interview Process
Recruiter Screen
Background check, field marketing experience deep-dive, and tool proficiency assessment (6sense, Marketo, Salesforce).
Marketing Manager/Director Interview
Walk through a past field event: strategy, execution, results, and how you measured pipeline impact. Be ready with data.
Sales Leadership Alignment
Conversation with Regional Sales VP or Sales Director about how you'd partner with their team and support their pipeline goals.
Cross-Functional Panel
Likely interviews with Integrated Campaigns, ABM, or Marketing Ops leads to assess collaboration and communication style.
Executive Round
VP of Marketing or CMO conversation on go-to-market strategy, long-term vision, and cultural fit.
Ready when you are
Interested in this role?
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.