Revenue Operations & Growth Topics
Revenue operations, sales pipeline management, and acquisition-focused growth. Includes sales analytics, pipeline management, revenue forecasting, and customer acquisition strategies. For post-sale customer success and retention, see Customer Success & Experience.
CRM and Lead Flow Architecture
Design and evaluate customer relationship management and lead flow systems, focusing on data models, business processes, integrations, and data quality. Topics include customer and lead data structures such as leads, contacts, accounts, opportunities, and activities; lead capture and ingestion channels; lead qualification, scoring, routing, nurturing, and handoff to sales; master data management and deduplication strategies; data validation, hygiene, and remediation processes; integration points between marketing automation, sales tools, and third party systems; scalability, multi tenancy and geography considerations; instrumentation, error handling, failure modes, and recovery; and operational policies for monitoring, auditability, and governance. Candidates should be able to propose architectures, describe trade offs, and outline ways to maintain high data quality and reliable lead flows.
Marketing Automation and Lead Management
Covers knowledge and hands on experience with marketing automation platforms and lead management systems used to plan, execute, and measure demand generation and customer acquisition programs. Topics include platform selection and implementation, campaign orchestration, segmentation and personalization, lead capture and enrichment, lead scoring and qualification, nurture workflows, attribution and performance reporting, integration with customer relationship management systems and sales processes, data hygiene and deduplication, and best practices for marketing and sales alignment. Candidates may be asked to discuss specific platforms, integration patterns, architecture for tracking and attribution, and how automation drove measurable business outcomes.
Lead Management and Sales Handoff
Comprehensive expertise in designing, implementing, and optimizing the end to end lead management processes that connect marketing and sales. This covers lead capture and ingestion, design of lead scoring models using both explicit and implicit signals, routing and assignment logic including territory and queue rules, and clear definitions of marketing qualified lead and sales qualified lead with service level agreements for follow up. Candidates should be able to create nurturing workflows, follow up sequences, sales development processes, and sales cadence coordination to maximize conversion and deal velocity. Technical implementation topics include customer relationship management system integration, automation rules, application programming interface integrations, data instrumentation, segmentation, and maintaining lead data quality. Measurement and analytics expectations include lead to opportunity conversion rates, time to first contact, conversion by source and segment, revenue attribution by channel, monitoring routing accuracy, and experiments to validate improvements. Also important are governance and operational practices, cross functional alignment and feedback loops between marketing and sales, diagnosing lead quality and routing issues, and examples of operational or technical changes that produced measurable improvements in pipeline efficiency or revenue impact.
Building Revenue Dashboards and Reporting
Learn to create effective dashboards and reports that answer business questions. Practice selecting appropriate visualizations (line charts for trends, bar charts for comparisons, KPI cards for single metrics). Understand how to structure a dashboard: clear title, key metrics at the top, supporting details below. Learn to use filters and drill-down capabilities. Know how to build different types of reports: executive summary dashboards, team performance reports, pipeline health reports, and predictive forecasting dashboards.
Process Design and Workflow Automation
Covers designing and implementing automated business workflows to reduce manual effort and friction in revenue and customer facing processes. Topics include analyzing processes to identify automation opportunities, designing efficient end to end workflows, implementing automation in CRM and marketing automation platforms, integrating systems and data flows, choosing between rule based automation and human in the loop processes, and understanding risks of over automation such as false positives in lead qualification. Also includes change management, stakeholder alignment, monitoring and metrics for automated workflows, and best practices for balancing automation with human judgment.
Marketing Automation and Workflow Design
Design and architect end to end marketing and revenue workflows that balance sophistication with maintainability and business outcomes. Core skills include defining trigger based and time based sequences, conditional logic and branching, multi step nurture sequences, lead scoring model design, and mapping lead lifecycle stages such as awareness consideration and decision. Candidates should be able to map data requirements and explain how customer and lead data flows through systems and integrations to CRM and other platforms, identify human judgment points and escalation procedures, and design for scalability governance and documentation. Also important are workflow testing and validation strategies, optimization for conversion and engagement metrics, unsubscribe and compliance considerations, and decisions that trade off complexity against maintainability.
Marketing and Sales Alignment and Vendor Management
Covers practices for aligning marketing and sales around lead quality, routing, and shared outcomes, together with governance for external vendors and agencies. Candidates should describe establishing shared definitions and service level agreements, lead scoring and routing logic, joint reporting and cadences, and mechanisms for resolving disputes and iterating on definitions. For vendor management discuss selection criteria, contract negotiation, defining vendor key performance indicators, performance review cadence, escalation paths, and managing vendor integration and handoff processes.
Marketing Operations Case Studies
Covers solving realistic marketing operations and strategy problems using a structured case study approach. Candidates should demonstrate how to define the problem and success criteria, identify and prioritize key metrics and data sources, articulate hypotheses and investigative steps, and propose solutions with trade offs and implementation plans. Expect discussion of process optimization, lead quality and conversion analysis, measurement frameworks, and how to connect proposed changes to business outcomes. Candidates should also show ability to build the business justification for technology or process investments, calculate return on investment and prioritization logic, and describe cross functional impacts on sales, marketing and engineering. For quick or mini case prompts, emphasize clarifying questions, scoping, data requirements, analytical approach, root cause identification, actionable recommendations, and success measurement and iteration.
Martech Sales and Revenue Technology Management
Encompasses marketing, sales, and revenue technology ecosystems and their governance. Topics include CRM architecture and administration, marketing automation and engagement platforms, sales engagement and enablement tools, CPQ and billing systems, revenue analytics and business intelligence, data model and schema design, cross system integrations and identity resolution, build versus buy decisions, vendor evaluation and selection for sales and marketing tools, total cost of ownership and ROI analysis, system governance and documentation, and change management for revenue technology transitions.