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.
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.
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 Automation and Revenue Operations Integration
Focuses on the intersection of marketing automation platforms, customer relationship management systems, and revenue operations to align demand generation with pipeline and revenue outcomes. Key concepts include lead capture and routing, lifecycle stages, marketing qualified leads and sales qualified leads, lead scoring and grading models, service level agreements and handoff processes between marketing and sales, data synchronization and system integrations, attribution and funnel reporting, nurture program orchestration, and measurement of marketing contribution to pipeline and revenue. Also covers governance, governance of marketing technology stacks, data quality practices, and coordination with sales operations and finance for consistent revenue reporting.
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.