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GTM Pipeline & Field Marketing leader — Armis Security.
18 global markets · 2025 Above & Beyond Award.
I'm a field marketer who runs on data. Before I plan a single event or partner activation, I'm already in Salesforce and HockeyStack — looking at pipeline coverage by region, account-level intent signals, and what our conversion rates actually say about where to invest. Every program I build starts with a number we're trying to move, not an activity calendar we're trying to fill.
At Armis I work shoulder-to-shoulder with regional sales leaders and field teams to co-own pipeline targets and design the programs that support them. That means territory reviews, shared dashboards, and a constant loop between what's happening in the field and how marketing is responding. Sales alignment isn't a talking point — it's my operating model.
My toolkit spans the full field marketing stack: Marketo for campaign orchestration, 6sense and Demandbase for account targeting, HockeyStack and DreamData for attribution, and a custom bottom-up budget model that connects every dollar of field and partner spend to a pipeline contribution by region and quarter. I also built and own Armis Connect — a global customer community platform with 100K+ users.
Download ResumeField and demand gen leader —
built to drive pipeline and world-class event experiences for customers and prospects.
Four programs that show how field marketing drives pipeline when it’s built with intention.
These aren’t hypotheticals. Each one is a real program built and run at Armis Security.
A selection of initiatives that define how I operate.
"Josh brings something rare — a field marketer who thinks like a revenue leader. He doesn't just run programs; he builds the systems that make them scale."
— VP of Sales, Enterprise · Armis Security
Every tool in my stack earns its place by producing signal, not noise. The goal is a connected intelligence layer where data flows from source to decision without a human relay race.
I build stacks that talk to each other. The goal is not tool coverage — it is signal fidelity. Every system I run is connected to a decision, not a dashboard no one reads.
The old process: finance hands down a number, marketing reverse-engineers a story to justify it. The new process: we build the forecast from the bottom up, starting with addressable accounts, applying realistic conversion rates at every stage, and arriving at an ARR projection the whole revenue team can stand behind.
This model became the source of truth for headcount planning, channel investment decisions, and quarterly board reporting.
Most pipeline reviews are post-mortems dressed up as forecasts. The Pipeline Council I designed is forward-looking, surfacing coverage gaps, stage stalls, and quality signals 30 to 60 days before they show up in the quarter.
The cadence brings Sales, Marketing, RevOps, and CS into a shared view of the pipe by region, segment, and product. Each session ends with clear owners and committed actions.
Adjust the assumptions below and watch the model cascade in real time. This is the same logic that drives our quarterly planning sessions.
| Region | Accounts | Meetings | Opps | New Logos | ARR |
|---|---|---|---|---|---|
| Total | 2,500 | 200 | 70 | 15 | $46.2M |
Every motion that touches revenue flows through a connected operations layer. This is what it looks like when demand gen, sales, and data actually talk to each other.
Whether you're building a field marketing motion, scaling regional programs, or just want to compare notes on what's actually working in cybersecurity GTM — I'm worth an hour of your time.
Black Hat is the highest-density event in cybersecurity — and one of the most scrutinized line items in the field marketing budget. 100+ AE meetings per year isn’t a coincidence. It’s the output of a demand generation system built before anyone steps on a plane.
End-to-end ownership of Armis’s Black Hat program: from account targeting strategy and pre-show outreach to on-site activation, executive dinner production, and post-show pipeline sequences. Full budget ownership, vendor management, and cross-functional alignment with Sales, SDR, and Product.
Most field events compete on the same dimension: venue quality, food, speaker credentials. The result is a market where every invite looks identical and attendance rates reflect it. Laugh & Learn was built on a different premise — give people a genuine reason to show up that has nothing to do with a sales pitch.
The format: professional stand-up comedian headliner, short cybersecurity “learn” segments delivered by Armis technical leadership, and a curated networking reception. Entertainment first. Business second. Pipeline as the result, not the ask.
FY27 is the year Armis scales aggressively. The $19M field and partner marketing budget reflects an 85% YoY increase in spend — matched against a pipeline target that requires the entire marketing organization to operate with precision. Every dollar has to earn its place.
| Category | Budget | % of Total |
|---|---|---|
| Field Marketing | $6.85M | 36% |
| Global Events | $4.00M | 21% |
| Campaigns & Demand Gen | $5.15M | 27% |
| Partner Marketing | $3.00M | 16% |
| Total | $19.00M | 100% |
34 campaigns organized across three phases: pipeline generation (Q1–Q2 emphasis), pipeline acceleration (ongoing), and expansion/retention (Q3–Q4 emphasis). Each campaign mapped to a segment, region, budget line, and expected pipeline contribution before launch.
The plan spans 3 theaters (AMER, EMEA, APJ), 12 field marketing regions, and a partner co-marketing program covering 20+ technology and channel partners. Built bottom-up from regional pipeline targets — not allocated top-down from finance.
Field marketing programs generate a lot of activity. The Account Exposure & Engagement Matrix is the layer that turns activity into accountability — tracking which accounts were touched, how deeply, and what happened to the pipeline afterward.
| Segment | Registered | Engaged | Engagement Rate |
|---|---|---|---|
| All Target Accounts | 195 | 72 | 36.9% |
| Customers | 37 | 19 | 51.4% |
| Prospects | 152 | 50 | 32.9% |
18-market event activation series — field pipeline, partner-sourced revenue, 100K+ community members
Armis needed a scalable field activation model that could generate pipeline across 18 global markets without relying solely on third-party events. The opportunity was to own the room — build a proprietary event series that put Armis at the center of the customer conversation.
I designed and executed the Armis Connect global event activation series — user conferences, regional customer summits, and partner co-hosted field activations across 18 markets. Built the engagement architecture, event-to-pipeline attribution model, and partner activation playbook from zero. Scaled to 100K+ community members while generating measurable field pipeline and partner-sourced revenue each quarter.