Pipeline Strategy & Ownership
Own pipeline targets across segments (e.g., Enterprise, Commercial)
Translate company revenue goals into demand generation plans
Allocate budget across programs, channels, and segments based on performance
Direct agency and vendor partners (media buying, campaign execution) to pipeline outcomes, not activity
Team Leadership & Operating Model
Lead and develop a team of campaign managers and specialists
Establish a pod-based model with clear segment ownership
Drive accountability for pipeline outcomes vs. activity metrics
Sales Alignment
Partner closely with Sales and SDR leadership on:
Pipeline targets and coverage
Lead quality and conversion
Feedback loops on campaign performance
Ensure tight alignment on ICP, messaging, and priorities
Full-Funnel Optimization
Oversee performance across the entire funnel: Acquisition → Lead → Opportunity → Pipeline
Own the handoff points explicitly — where demand gen ends and lifecycle/SDR ownership begins — so leads and pipeline don't stall at the seams
Identify and remove bottlenecks in conversion
Drive alignment between acquisition and lifecycle strategies
Performance Management & Analytics
Define and track core metrics: pipeline generated, CAC/efficiency , conversion rates by stage
Partner with RevOps to close tracking and attribution gaps (e.g., ad platform → MAP → CRM sync issues) that distort the numbers
Lead weekly/monthly performance reviews focused on business outcomes, not activity
Experimentation & Growth
Build a culture of testing and continuous improvement
Prioritize experiments that drive pipeline and conversion lift
Scale what works, cut what doesn't
8+ years in B2B marketing, with strong demand gen experience
Proven ownership of pipeline or revenue targets
Experience leading cross-channel, full-funnel programs
Strong track record partnering with Sales
Analytical mindset with ability to translate data into action
Bonus:
Experience evolving a digital or campaign team into a demand gen org
Familiarity with lifecycle marketing and funnel optimization
ABM or segment-based marketing experience, Demandbase experience highly desired
Experience managing outside growth agencies
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