Our sales and service teams are organized by segments, with each segment representing one type of customer we serve. The four major segments are Small Businesses, Medium Business, Enterprise, and International.
The Segment Marketing Manager leads all of the marketing for your segment. You are be in charge of defining the most efficient sales and marketing process for your segment. The position is very much like being the CMO of a startup company, and it is both highly strategic and highly tactical. Over time, we will likely grow these teams and this role will evolve to include managing a team.
For example, you will need to figure out the answers to questions like these:
Should you try to stretch the top of the funnel or work on the middle of the funnel more?
Are you giving your sales team too many or too few leads?
Does your sales team have the right tools to sell effectively?
How should you use email marketing and marketing automation to nurture leads in your segment?
How should you score and rotate leads in your segment?
Are all of your leads being worked effectively?
What should be the sales SLA to marketing in your segment?
Should you leverage the trial, or go for more demo requests?
Should you use more group demos or less?
What type of webinars and ebooks are most effective for your segment?
And, of course, at HubSpot you have to "get stuff done", not make recommendations, so your job is to actually implement changes and improve the metrics for your team based on the questions above and more.
You will have the support of the rest of the marketing team - the Product Marketing Team, Brand and Buzz Team, and Top of the Funnel Teams (blog, social, paid). They will be generating a lot of leads for your segment, creating sales and product marketing tools and building our brand. Yet, the ultimate responsibility falls to you to make your segment work and grow effectively.
Goals and Metrics:
Increase new revenue in your segment as fast as possible (Metric: New MRR $)
Support sales (Metrics: Sales % of MRR Goal, Marketing MRR $ Pipeline Created, Sales' feedback on you)
Grow efficiently (Metrics: COCA / TLV ratio, COCA $)
Compensation will be based on experience. Because this is a critical role, carries a lot of responsibility and we want strong alignment with sales, there is also a bonus of approximately 15% of annual salary tied to new revenue in your segment.
HubSpot - 2 years ago