Marketing Operations Manager

About the role

You own the end-to-end lead management and revenue handoff process for the Americas region, defining and governing how marketing qualified leads move into sales. You will design, configure, and continuously optimize the routing logic and BDR tooling workflows that determine how and when leads and contacts are passed from marketing to sales. You will partner with our Sr. Marketing Operations & Technology Manager and Sales/BDR leadership to refine MQL definitions, SLA design, and lead source governance so that handoffs are predictable and data-driven. You will steward the systems that power our core revenue engine, including the orchestration of outbound cadences, nurturing paths, and lifecycle communications that support pipeline generation. You will also own the administration of partner-sourced lead triage and ABM list management, ensuring account and contact data remains accurate, consistent, and governed across platforms. This role is responsible for maintaining the integrity of the lead scoring and routing models so that the right accounts are prioritized and engaged by the BDR team at the right time.

Key facts

What you'll do

Build, maintain, and calibrate the lead scoring model in Marketo, using BDR feedback and closed-won/lost analysis to refine thresholds and criteria.

Configure and administer routing rules in our marketing automation and CRM stack so that leads are assigned to the correct BDR owner based on explicit logic.

Partner with Sales leadership to define and document MQL criteria, ensuring alignment between marketing qualification and sales acceptance expectations.

Design and monitor SLA metrics for lead response times, handoff quality, and follow-up coverage to support continuous improvement.

Own lead source governance policies, including channel attribution logic and UTM standards, to maintain clean and auditable sourcing data.

Manage ABM list assembly and maintenance, coordinating with sales and customer success to prioritize target accounts and reduce noise in routing.

Oversee partner-sourced lead triage processes, ensuring that inbound partner referrals are normalized, enriched, and routed according to program rules.

Administer and optimize the BDR outreach cadence, including sequence design, timing, and content handoffs that respect lead readiness signals.

Monitor and report on handoff performance using core funnel and pipeline metrics, surfacing insights that drive adjustments in scoring and routing.

Maintain and evolve the lifecycle communication programs that support lead nurturing before and after handoff to sales.

Collaborate with data and platform stakeholders to integrate new systems, fields, and attributes into the lead management ecosystem without disrupting existing logic.

Champion data hygiene and governance across marketing and sales tools, ensuring that routing decisions are based on accurate and current information.

Act as the primary point of contact for BDR leadership on routing exceptions, edge cases, and process improvements that affect handoff reliability.

Contribute to the design of the broader revenue operations framework, aligning marketing operations processes with sales operations and technology strategy.

Participate in cross-functional initiatives that improve how leads are captured, segmented, and progressed through the buying journey.

Requirements

8+ years of progressive experience in marketing operations, revenue operations, or a related discipline managing lead lifecycle processes.

Hands-on experience administering Marketo or a similar marketing automation platform, including forms, landing pages, scoring, and routing.

Proven track record of building and tuning lead scoring models using behavioral and demographic signals, with clear impact on pipeline quality.

Deep understanding of BDR workflows, SLAs, and handoff best practices, including how sales feedback influences marketing system logic.

Strong experience with CRM data models and field configuration, including custom objects, picklists, and record ownership rules.

Demonstrated ability to interpret funnel and pipeline data, define meaningful metrics, and use analytics to drive process refinements.

Experience with lead source attribution, campaign influence, and channel governance in multi-touch environments.

Strong written and verbal communication skills, with the ability to partner closely with sales, product, and technical stakeholders.

Practical notes

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