Senior Director, GTM Insights & Marketing Operations

Responsibilities:

• GTM Insights, Forecasting & Decision Enablement
• Serve as the primary GTM Ops partner to Marketing leadership, providing neutral, evidence-based insights into funnel performance, pipeline health, deal mix, segment shifts, and win-rate patterns.
• Build a unified GTM insights engine that integrates data from Marketing, Sales, and Product.
• Create executive-ready narratives that inform prioritization and guide investment decisions.
• Distill signal from noise — and provide clear recommendations to improve pipeline predictability and revenue outcomes.


• Marketing Operations Leadership
• Lead and develop the Marketing Operations team, ensuring operational excellence across lifecycle management, automation, data quality, routing, scoring, and lead-flow processes.
• Partner with RevOps and Sales Ops to maintain alignment on lead definition, handoff rules, and funnel governance.
• Oversee strategic evolution of the MarTech stack to enable scalable, omni-channel marketing programs.
• Ensure that marketing systems support segmentation, campaign orchestration, attribution visibility, and reliable KPI measurement.


• Performance Ownership & Measurement
• Own the end-to-end marketing performance framework, including KPIs, definitions, measurement methodology, attribution models, and reporting cadence.
• Provide deep insight into channel yield, campaign effectiveness, content impact, and audience performance.
• Evaluate MQL/SQL definitions and lead scoring models using real-world conversion data.
• Partner with Marketing leaders to shape campaign strategy based on performance signals and efficiency trends.


• Funnel Diagnostics & GTM Performance Analysis
• Diagnose friction across the funnel — from lead creation through qualification, routing, follow-up, opportunity creation, and revenue.
• Identify issues affecting pipeline health (e.g., deal hoarding, delayed routing, misaligned prioritization).
• Surface segment-level insights that reveal shifts in ICP, buying patterns, deal economics, or channel mix.
• Provide recommendations that correct GTM inefficiencies and improve conversion velocity and win rates.


• Forecasting, Scenario Planning & Annual Planning Support
• Own the marketing pipeline forecast (creation, conversion, velocity, S1/S2 yield).
• Partner with Finance and RevOps to model quarterly and long-range scenarios for planning and resource allocation.
• Identify early warning indicators of underperformance and quantify potential risks to targets.
• Influence hiring, budget, and program decisions using evidence-based modeling.


• Market, Customer & Competitor Insight Integration
• Integrate customer insights (usage, win/loss, ICP performance) and competitive/market signals into marketing strategy.
• Provide leadership with synthesized briefs that connect external trends to pipeline, segment performance, messaging, and GTM investment decisions.


• GTM Systems Strategy & Data Governance
• Partner with data/engineering teams, RevOps, and Marketing Ops to ensure high-quality data across key systems (CRM, MAP, PLG data, analytics tools).
• Define data governance standards for funnel stages, attribution, lifecycle status, and routing logic.
• Ensure the insights engine is fed by accurate, trustworthy, consistent data.


• Executive Influence & Leadership
• Represent GTM Ops in leadership meetings, strategic forums, and performance reviews with senior executives.
• Serve as the chief performance storyteller for the GTM engine.
• Provide objective, cross-functional insight — and build trust by consistently surfacing reality with clarity.


• Team Leadership & Capability Building
• Lead a high-performing team across marketing operations, forecasting, analytics, and performance strategy.
• Build org-wide analytical literacy and ensure partners understand how to interpret and act on performance signals.
• Foster a culture of rigor, transparency, and aligned execution across Marketing, Operations, and Sales.

About You:

• 12+ years of experience in B2B SaaS GTM organizations across marketing analytics, revenue insights, GTM operations, or marketing operations, with increasing leadership responsibility.
• Demonstrated success operating in a hybrid GTM model that includes PLG, enterprise sales, and SDR motions.
• Proven experience leading Marketing Operations, including marketing automation platforms (Marketo preferred), lifecycle management, scoring, routing, and attribution governance.
• Deep expertise in funnel performance analysis, spanning Marketing → SDR → Sales, with the ability to diagnose conversion issues, routing gaps, lead-quality challenges, and GTM behavioral patterns.
• Strong analytical capability with the ability to interpret complex datasets, build or oversee forecasting models, and translate insights into clear, actionable executive recommendations. (Experience with BI tools such as Looker or Qlik is an asset.)
• Extensive experience building or owning pipeline forecasting engines, attribution models, and performance frameworks used by senior executives.
• High level of business acumen with experience shaping GTM strategy and investment decisions using data-driven insights.