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The Field

By Theo Reichgelt

The Field is a bi-weekly newsletter about how marketing is designed and run in eMobility companies. It's written from the perspective of a fractional CMO working with founders, CMOs, and commercial leaders in the eMobility field.

Posts
Featured Post

The most expensive mistake in B2B is hiring senior sales to fix a marketing problem.

Hi Reader, When revenue growth slows, the reaction is almost always the same. Hire someone who can sell. A senior sales director. A seasoned business developer. Someone with a network, a track record, and the credibility to open doors. It feels like the right move. In many cases, it is the most expensive mistake a scaling company can make. What I'm seeing A senior sales hire in B2B typically costs between €150.000 and €200.000 per year. Sometimes more, once you include on-target earnings,...

6 days ago • 2 min read

Hi Reader, Most marketing inconsistency does not look like a crisis. It looks like momentum. A new campaign launches. A content series begins. A channel gets prioritised. But six months later, everything has quietly stopped. And somewhere in your market, someone else has not. This is not an execution failure. It is a pattern. And it is more damaging than most leadership teams realise. What I’m seeing I will be honest. I recently lost a client. After almost six months of work, they decided to...

17 days ago • 2 min read

Hi Reader, This weekend edition of The Field is about a pattern I see repeatedly in scaling B2B tech companies. Growth slows down. Marketing becomes more important. The company decides it is time to professionalise the function. The logical step feels obvious. Hire a Head of Marketing or a Marketing Director. The expectation is simple. Once this person is in place, marketing will finally be “handled”. In practice, that is rarely what happens. What I’m seeing In many scaleups, the senior...

30 days ago • 2 min read

Hi Reader, In the first edition of The Field, I wrote about the gap between where a company is today and how its marketing is structured and led. That gap rarely shows up in a brand discussion or a strategy document. It shows up in performance. Revenue problems rarely start in sales When numbers dip, forecasts tighten and targets come under pressure, sales is usually the first place leadership looks. Pipeline coverage. Conversion rates. Individual performance. Activity levels. But in many...

about 2 months ago • 1 min read

Hi Reader, Welcome to The Field. I’m sending this because we’re in touch and I believe this perspective is relevant to the work you’re doing in eMobility. I wanted to create a place to share how I look at marketing architecture and leadership in this field. From here on, I’ll share my perspective every two weeks, grounded in what I see while working with founders, CMOs, and commercial leaders in the field. If this is useful, I’d genuinely like to hear what resonates or where you see things...

2 months ago • 4 min read