VP Marketing
Expectations for VP Marketing through 2026
Strategy, Planning + Management
- Own Go-to-Market Strategy and Execution: Define target markets (ICPs), and develop an annual marketing plan to achieve company revenue goals.
- Manage the Budget & ROI: Own the marketing budget, allocate resources to the highest-impact activities, and be responsible for reporting on the ROI of every dollar spent.
- Partner with Sales, Product, and Finance to ensure full alignment on pipeline requirements, campaign strategy, pricing, product launches, and market expansion priorities.
- Translate company-level goals into a prioritized marketing roadmap.
- Hire, mentor, and lead a team across Demand Generation, Lifecycle Marketing, Content, Product Marketing, Events, and Marketing Ops.
- Travel 3-4 times per year to company offsites and customer gatherings
- Establish clear roles, accountability frameworks, and KPIs for every function.
- Build a culture of focus, experimentation, and continuous improvement.
Lead Pipeline Generation
- Own the Pipeline Number (Primary Responsibility)
- Be fully accountable for delivering the required volume and quality of marketing-generated pipeline monthly, quarterly, and annually, generating the required volume and quality of qualified leads (MQLs) and sales-accepted opportunities (SQLs).
- Build multi-channel demand programs that drive predictable growth: paid, organic, ABM, events, partner co-marketing, and product-led motions.
Drive Sales Pipeline and Enablement
- Partner with Sales on Lead Generation
- Partner with the VP Sales and work directly with the CRO.
- Align on definitions (ICP, MQL, SQL/SAO), SLAs, and handoff processes.
- Run weekly pipeline reviews to diagnose funnel health and optimize performance.
- Enable the Sales Team with tools, strategies, and content to maximize conversions
Data, Ops & Analytics
- Build a Data-Driven Culture: Instill a culture of measurement and testing, managing the tech stack to ensure proper tracking, attribution, and reporting.
- Deliver accurate, consistent reporting to the executive team and board.
Additional Responsibilities
Product Marketing Leadership
- Own positioning, messaging, competitive analysis, and sales enablement.
- Lead high-quality product launches that create pipeline and support expansion.
Go-to-Market Expansion
- Tailor campaigns and messaging for new regions or verticals.
- Understand localization, partner ecosystems, and competitive dynamics.
Customer Marketing & Community
- Drive NRR through lifecycle programs, upsell/cross-sell campaigns, customer stories, and advocacy.
Thought Leadership
- Elevate the company’s visibility in category rankings, analyst reports, buyer guides, and competitive landscapes.
Brand & PR
- Own PR, communications, and brand storytelling.
Core KPIs and Reporting Deliverables
Main KPIs
- Marketing-Sourced Pipeline (Value): The total dollar value of new sales opportunities generated by marketing efforts. This is the North Star metric.
- Marketing-Sourced Revenue (Closed-Won): The total dollar value of deals that closed this month that originated from a marketing lead.
- MQL-to-SQL Conversion Rate: The percentage of marketing-qualified leads that the sales team accepts as "Sales Qualified." This is the key metric for marketing-sales alignment, measuring lead quality.
Other KPIs
- Pipeline-to-Spend Ratio (ROI): The single best measure of efficiency. For every $1 spent on marketing, how many dollars of pipeline did we generate? (e.g., 8:1)
- Customer Acquisition Cost (CAC): The total marketing and sales cost to acquire one new customer. This must be tracked against LTV.
- Marketing % of Pipeline: What percentage of the total sales pipeline was generated by marketing (vs. sales outbound, partners, etc.)?
- Lead-to-Customer % (Funnel Velocity): What percentage of leads from this month (or a previous cohort) became customers? How long did it take? It measures lead quality and sales efficiency.
- Website Traffic: Total users and new users.
- New Leads / MQLs (Volume): The total number of new leads captured (e.g., demo requests, webinar signups, content downloads).
- Cost Per Lead (CPL): How much are we paying for each new lead, broken down by channel? (e.g., LinkedIn Ads, Google Ads).
- New Sales Opportunities (SQLs/SAOs): The total number of new opportunities created by the sales team that came from marketing leads.
- Campaign Performance: A snapshot of the top 3-5 active campaigns (e.g., "Ad spend, CPL, and MQLs for our new webinar").
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