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We are looking for a candidate who has strong field marketing experience specifically in Business Intelligence in the software space. The role of Sr. Marketing Manager is to ensure that Sybase sales reps and channel partners have the necessary pipeline, knowledge, and sales tools to achieve revenue targets in key market segments in North America. The Sr. Marketing Manager will create programs and tools that help drive Sybase IQ product sales into market segments defined as Advanced Analytics, Rapid Reporting, and/or Data Aggregators among others.


Key success factors include the ability to excel in the following:

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Providing a necessary extension of Product Marketing to the Field. They will build upon the product positioning and segment strategies created by Product Marketing to create audience-specific demand creation/lead generation programs through a variety of marketing methods, working with partners where appropriate.
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Deep understanding of the customer target(s), specific pain points that Sybase can address, key messages and value propositions, competitive differentiation, and customer purchasing behaviors.
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Communicating with Corporate Marketing to leverage and/or integrate brand assets, Sybase.com, public relations, customer references, and analyst relations into campaigns and programs as part of an "Integrated Marketing" approach to Sybase target markets.
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Partnering with the Field to understand revenue targets, monitor pipeline via SFDC, track and report on campaign results and effectiveness, and address sales challenges by championing the field's knowledge/skills requirements to Product Marketing.
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Collaborating with Sybase strategic partners to develop joint value propositions and campaigns where co-marketing and co-selling makes sense, resulting in faster penetration of key markets through leveraging mutual strengths.

Specific Duties:

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Campaign Strategy. Work with product marketing or other experts to identify and describe the ideal customer profile for each campaign initiative, identifying segment-specific attributes such as need, urgency, beliefs, organization profile, buying behavior, etc. Ensure campaign messages, vehicles, and offers are well-tuned to this profile. Ensure lists represent this profile.
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Campaign Content and Plan. Create multi-touch campaigns that leverage a variety of marketing mix elements that best represent the target audience's buying behavior. Plan for and champion the creation of offers that are compelling for the audience, not just "use what exists." Create and maintain campaign briefs that can be shared with all stakeholders, summarizing objectives, Strategy, audience, key messages, key offers/assets, and timing.
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Budgets. Scope annual and quarterly program budgets. Justify marketing spend requirements based on deep understanding of market opportunity and achievable sales goals. Articulate ROI of marketing spend, as well as marketing effectiveness of various mix elements. Use to refine future choices. Open POs, process invoices, and track expenses.
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List acquisition. Work with outside vendors as well as Sybase database to acquire lists, leverage in-house lists, provide suppression lists, manage frequency and timing of list use, etc. Track quality of list through source codes.
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Vendor management. Identify and negotiate with outside vendors (ad buys, webinars, online placements, creative agencies, writers, speakers, etc.)Ensure vendors meet defined scope-of-work with on-time, on-budget execution of deliverables.
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Clear and regular communications. Create necessary planning documents to communicate ideas, strategies, plans, activities, and results to a broad audience of stakeholders. Champion lessons-learned with Product Marketing during annual and quarterly reviews. Set clear expectations with the Field as to target results given budget and other resource allocations. Maintain complete transparency by ensuring all campaigns and results are appropriately tagged in SFDC and Eloqua systems. Maintain a library of campaign assets (briefs, content, creative, messages, tools) that can be accessed by all stakeholders. Participate in regularly scheduled meetings with Field, Product Marketing, and Corporate Marketing.


Job Requirements

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BS & BA & At least ten years experience in enterprise software marketing/field marketing with at least three years in Business Intelligence marketing, channel marketing or business development is Required;
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Proven ability to translate product positioning and attributes to audience-specific messages and value propositions.
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Experience and proficiency with both traditional marketing vehicles such as mail, email, customer events, as well as more current approaches such as webinars, web-meetings, twitter, and variety of social networking vehicles.
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The experience and ability to develop detailed audience profiling data in order to optimize list acquisition and/or audience reach.
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Excellent written and oral communication skills. Proven ability to communicate at many levels -conceptually and tactically - including strategies, plans, activities, metrics, budget.
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Experience with Eloqua and SFDC.
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A track record of generating leads as measured by specific sales-ready leads on specific campaigns.
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Sales experience in enterprise software market a plus.


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