1.3 Departmental Roles & Core Mandates

Responsible for end-to-end revenue generation, overall P&L ownership, and driving growth marketing across self-serve/freemium to enterprise models. Focuses on platform health, monetization scaling, retention, and unifying Sales, Marketing, Customer Success, and RevOps.

Leads product positioning strategy, market category creation, price/pack architecture, and cross-functional launch governance across all digital and enterprise channels.

Own market positioning frameworks, direct pricing and packaging models, oversee cross-channel digital marketing campaigns, and evaluate full-funnel performance metrics. **Product Marketing Manager (PMM):** Conducts customer/competitor research, creates buyer personas, develops pitch decks, produces sales battlecards, and executes tier-1 product releases.

Develop sales collateral, build competitive battlecards, author launch playbooks, and conduct customer interview research. **Technical Product Marketing Lead:** Authoring deep-tech whitepapers, technical documentation, developer-focused messaging, and technical competitive teardowns.

Architects full-funnel growth engines, oversees self-serve acquisition strategies, and directs capital allocation across growth channels.

Design customer acquisition loops, manage performance budgets, direct CRO initiatives, and optimize self-serve monetization flows. **Growth Marketing Lead:** Runs high-velocity A/B tests across landing pages, designs product-led activation campaigns, and optimizes self-serve onboarding flows.

Execute landing page experiments, build onboarding nurture sequences, analyze user friction points, and optimize conversion paths. **Product Growth Specialist:** Monitors product telemetry, builds automated in-app conversion nudges, and optimizes virality loops/referral features.

Sets multi-channel demand acquisition budgets, manages channel mix (paid/organic/events), and aligns pipeline generation targets with sales capacity.

Oversee demand budgets, structure campaign calendars, manage demand gen agency partners, and ensure sales pipeline coverage goals are met. **Performance Marketing Manager:** Executes paid search, social media advertising, and digital analytics setups to drive demand acquisition and conversion tracking.

Manage multi-channel paid ad budgets, configure campaign event tracking in GA4/GTM, optimize bidding strategies, and deliver digital attribution analytics reports. **Campaign Specialist:** Builds integrated webinar workflows, content syndication programs, and email nurture tracks targeting specific ICP accounts.

Architects lead routing rules, maintains marketing automation software (e.g., Marketo/HubSpot), and configures multi-touch campaign attribution models.

Configure lead assignment rules, maintain marketing automation infrastructure, set up campaign attribution models, and clean database records. **Marketing Automation Specialist:** Builds complex nurture workflows, manages dynamic form routing, and maintains web tracking scripts across marketing properties.

Build nurture email tracks, audit web form tracking scripts, resolve automated lead sync errors, and test deliverability metrics. **Lead Lifecycle Architect:** Defines lead scoring algorithms, designs lifecycle stage transitions (Lead → MQL → SQL), and enforces SLA handoffs between Marketing and Sales.

Establishes sales methodologies (e.g., MEDDPICC), sets territory quotas, designs compensation plans, and manages sales management hierarchy.

Establish sales methodologies, allocate team quotas, design sales incentive plans, and coach regional sales directors. **Sales Director:** Manages team of Account Executives, inspects pipeline health, assists in closing mid-to-enterprise deals, and enforces CRM hygiene.

Conduct pipeline reviews, assist AEs on executive deal calls, enforce MEDDPICC standards, and submit weekly sales forecasts. **Account Executive (AE):** Runs discovery calls, delivers product demonstrations, conducts commercial negotiations, and closes new enterprise/SMB contracts.

Lead discovery calls, present product demos, manage deal progression, negotiate contracts, and close new business. **Business Development Representative (BDR/SDR):** Executes outbound cold emails/calls, qualifies incoming inbound leads, and books discovery meetings for AEs.

Partners with AEs during technical discovery, configures customized proof-of-concept environments, and addresses complex technical/architectural objections.

Build tailored demo environments, conduct technical discovery sessions, execute proof-of-concept evaluations, and handle technical objections. **Solution Architect (SA):** Designs custom enterprise system integrations, addresses complex SOC2/security compliance questionnaires, and authors high-level technical blueprints.

Design enterprise integration blueprints, complete security compliance reviews, lead architectural calls with prospect IT leadership, and advise on deployment patterns. **Pre-Sales Technical Consultant:** Delivers specialized deep-dive technical sessions on API integrations, data migration feasibility, and custom workflow extensibility.

Directs overall customer retention strategy, designs health score scoring models, builds expansion playbooks, and manages CS team capacity.

Establish customer health scoring frameworks, define expansion playbooks, manage retention strategy, and oversee CSM account distribution. **Customer Success Manager (CSM):** Manages dedicated client portfolios, conducts Executive Business Reviews (EBRs), monitors product adoption metrics, and secures contract renewals.

Conduct EBRs, track client adoption metrics, manage contract renewal cycles, and identify account expansion opportunities. **Onboarding/Implementation Manager:** Guides new enterprise customers through initial technical setup, account provisioning, data migration, and team training modules.

Builds post-sale automated onboarding email campaigns, designs in-app product education announcements, and drives customer community engagement.

Design post-sale email nurture campaigns, manage user community platforms, create feature announcement guides, and drive product adoption initiatives. **Customer Advocacy Manager:** Recruits customer champions for case studies, secures G2/TrustRadius reviews, and manages reference call pipelines for active sales deals.

Recruit customer advocates, publish case studies, coordinate sales reference calls, and drive review campaigns on G2 and TrustRadius. **Lifecycle Marketing Specialist:** Analyzes churn signals to launch automated win-back and retention nurture campaigns while triggering upsell notifications to power users.

Unifies systems, processes, and data across Sales, Marketing, and CS to optimize revenue throughput and eliminate organizational silos.

Align revenue operations strategy across teams, manage GTM software budgets, optimize pipeline throughput, and report revenue efficiency metrics. **RevOps Manager:** Manages cross-departmental sales pipeline rules, configures CPQ (Configure, Price, Quote) tools, and streamlines commission calculation workflows.

Manage CPQ pricing rules, calculate monthly commission payouts, streamline opportunity stage workflows, and manage deal desk requests. **CRM Administrator:** Maintains Salesforce/HubSpot database hygiene, builds custom fields/objects, manages user access permissions, and enforces data entry standards.

Build custom fields and objects, manage user profiles and permission sets, perform database deduplication, and resolve user admin tickets. **Revenue Analytics Lead:** Builds executive dashboards, analyzes pipeline stage drop-offs, designs cohort retention models, and delivers weekly revenue forecasts.

Build executive revenue dashboards, analyze pipeline conversion rates, construct NRR cohort models, and deliver weekly forecasting reports. **Revenue Automation Engineer:** Architects robust serverless workflows (e.g., via n8n/Zapier/Python) to route intent signals, automate outbound prospecting workflows, and eliminate manual GTM tasks.

Writes custom code for technical CRM integrations, builds automated RevOps pipeline stacks, and maintains custom growth tools.

Write custom webhooks for technical CRM integrations, engineer scalable pipeline stack automations, and manage GTM API connections. **Growth Engineer:** Develops growth features within the core product—including viral loops and in-product onboarding (see section 5.5) as well as PLG viral invitation flows and dynamic paywalls (see section 7.1)—implements analytics tracking event schemas, and builds dynamic paywalls.