Fieldwork

FY2026 Marketing Plan

Prepared by CMO Elena Rask — April 2025

Business Context

  • ARR growth decelerating from 43% to 25% YoY
  • NRR steady at 108%
  • New logo win rate dropped from 34% to 27%

"Growth is healthy but new logo acquisition needs to accelerate."

FY2025 Retrospective

Initiative Budget MQL Target MQL Actual Pipeline ARR Contribution
Content/SEO $280K 340 420 $2.1M $890K
Paid Search $340K 280 198 $1.4M $610K
Events $210K 180 141 $980K $320K
Partner $90K 60 88 $520K $270K
ABM Pilot $80K 40 52 $380K $180K
Total $1.0M 900 899 $5.38M $2.27M

Double Down

  • Content/SEO
    Most efficient CAC at $314
  • ABM pilot
    Best ACV, $48K avg
  • Partner channel
    Surprise over-performer

Reform or Cut

  • Paid search
    CPL +42%, quality declining
  • Generic events
    Low ROI, cut 3 of 6

Win mid-market field-service firms in three verticals before PE consolidation redraws the category.

Objective 1: Generate $4.2M ARR contribution from marketing-sourced pipeline
Objective 2: Establish category authority in HVAC, electrical, and landscaping
Objective 3: Improve new logo win rate from 27% to 33%

Channel Plan & Budget Allocation

Total FY2026 Budget: $1.6M | Projected ARR Contribution: $4.2M

HVAC/Plumbing

TAM: $2.1B | 12,000 firms (50-500 employees)

Pain: Dispatch inefficiency, tech turnover

ACV: $42K

Champion: VP Operations

Electrical Contracting

TAM: $1.8B | 9,400 firms

Pain: Project tracking, compliance docs

ACV: $51K

Champion: Project Manager

Landscaping/Grounds

TAM: $1.4B | 18,000 firms

Pain: Seasonal staffing, route optimization

ACV: $38K

Champion: GM/Owner

Current Team (FY2025)

  • • CMO (Elena Rask)
  • • Product Marketing Manager
  • • Demand Gen Manager
  • • Content Lead

FY2026 Additions

  • • ABM Manager (H1)
  • • Partner Marketing Manager (H2)
  • • Agency for events

Budget impact: $340K additional headcount

Quarterly Milestones

Q1

ABM program launch
ICP validation
Checkpoint: 220 MQLs

Q2

Partner marketplace live
First vertical campaign
Checkpoint: 240 MQLs

Q3

Annual conference
Mid-year review
Checkpoint: 210 MQLs

Q4

Renewal campaign
FY2027 planning
Checkpoint: 230 MQLs

Marketing Commits

  • • MQL volume per quarter
  • • ICP accuracy (90%+ match)
  • • Content for every stage
  • • Weekly pipeline reports

Sales Must Provide

  • • ICP feedback within 5 days
  • • MQL-to-contact SLA: 4 hours
  • • Win/loss data monthly
  • • Close-rate transparency
"This plan fails if the SLAs fail."

Scenario Planning

Scenario ARR Contribution Key Assumption
Conservative $3.1M Paid search underperforms again; ABM hits 70% of target
Base (Plan) $4.2M All channels at plan; 2 partner deals close
Upside $5.8M ABM outperforms; 1 enterprise logo via vertical campaign

Conservative case still delivers 2.6× ROI on marketing spend

Approve $1.6M FY2026 marketing budget and Q1 headcount

Quarterly board updates: April, July, October, January

First ABM campaign live: May 1, 2026

Headcount authorization needed by: April 30, 2025

Elena Rask, CMO | elena.rask@fieldwork.io