Manage client database strategy including list segmentation, data cleanliness and integrity within CRM and Marketing Automation databases, implementing a roadmap for data management improvements.
Audit the client marketing program structure, to identify any gaps in our data for measuring performance.
Work closely with Field Services, Sales Operations and Marketing Operations to ensure visibility into changes to data architecture.
Perform quantitative and qualitative analyses of internal datasets from Salesforce and Marketo to help optimize marketing efforts throughout the customer lifecycle. This would include, but not be limited to, providing actionable insights to help drive client engagement, pipeline, and revenue.
Touch point analysis and impact across all channels (i.e. attribution modeling): provide analysis on tactics, activity, frequency, behaviors and recommendations for enhanced buying experience.
Work closely with Client Marketing and global analysts to optimize client funnel and lead scoring models.
Develop framework for client program target setting, resource allocation, and ROI analysis.
Partner with business intelligence team to create and optimize standardized reports and dashboards to provide ongoing data and insight for internal stakeholders.
Partner with Process Improvement Manager to evaluate technology and process change impact.
Education, Experience & Training required:
5+ years of analytics experience in a sales and marketing environment.
Hands on experience in key business systems such as CRMs and marketing automation platforms a must.
Strong understanding of how data work flows push/update within CRM and marketing automation platforms.
Experience with Gainsight and/or Influitive an advantage.
Experience in business to business marketing of cloud or high technology products or services preferred.
Experience in customer journey analysis and demand funnel analysis.
Experience working with multiple and large datasets.
Experience with data normalization and development using SQL/ other query tools.
Experience in statistical modeling, experiment design, and/or A/B testing. Strong data visualization intuition.
Thorough understanding of range of data manipulation and analysis techniques including experience with basic descriptive and inferential statistical techniques.
Bachelor’s Degree or higher in business, finance, economics, computer science, engineering or mathematics.
Ability to pass a background check.
Job Specific Specialized Knowledge & Skills:
An understanding of selling cycles and product lifecycles and the pressure they place on the marketing organization to drive demand and revenue.
High level of project management and organizational skills.
Critical thinking, problem solving and decision-making skills, balancing thoughtful analysis with timeliness.
Strong track record of cross-functional collaboration and ability to present complicated data findings in a clear and compelling manner.
Ability to identify key prospect and client insights despite imperfect data.
Ability to think in the abstract, and understand the intricacies of a complex system.
Experience with marketing list and data vendors, and vendor management.
Effective communication skills (written, verbal and presentation).
Critical Performance Competencies:
Communication (written and verbal)