Field Marketing as a Revenue Driver: Sammie Norman on Aligning Teams for Success

Sammie Norman, a seasoned marketer with over 11 years of experience in B2B software marketing, discusses her journey from hands-on roles at tech start-ups to leading strategic field marketing initiatives. She highlights the evolving role of field marketing, integrating data-driven strategies, leading high-performing marketing teams, and offering insights into building cohesive brand strategies.

Welcome to the interview series, Sammie. Could you tell us a bit about yourself and your journey as a marketer?

I’ve been working in B2B software marketing for over 11 years now, and my journey has been an exciting one. I started in hands-on roles at tech start-ups, which allowed me to wear many different hats and really develop into a well-rounded marketer. I learnt everything from strategy to execution, and that hands-on experience shaped a lot of my approach today.

I’m a naturally ambitious person, so I progressed quickly in my career, and I’ve always strived to push myself to take on new challenges. Initially, my creativity was what drew me to marketing—finding new ways to communicate value, engage with customers, and create compelling campaigns really sparked my interest. But as I’ve grown in my career, I’ve also discovered a real love for the more analytical side of marketing, too. I love diving into the data—understanding where leads are coming from, why certain campaigns work better than others, and how we can optimise our efforts based on that insight. It’s a great mix of creative thinking and data-driven decision-making that keeps me excited about what I do!