Role Purpose
This role is responsible for strategic leadership of Account-Based Marketing (ABM) outreach and MQL to SQL conversion, ensuring the Sales organization receives high-quality, well-qualified opportunities that translate into revenue.
The position owns the design, governance, and optimization of outbound targeting and inbound qualification strategies across verticals, channels, and personas. It acts as the strategic backbone between Marketing, SDR/Appointment Setting teams, and Sales, converting demand into predictable pipelines.
This is not an execution-only role. The primary focus is strategy, frameworks, guidance, and performance governance, with execution driven through managed teams.
Strategic Scope & Ownership
- Own the end-to-end Account-Based Growth strategy across all target segments and verticals
- Define how MQLs are qualified, prioritized, converted, or disqualified
- Set standards for appointment quality, BANT rigor, and sales readiness
- Translate revenue goals into ABM segmentation models, channel strategies, and qualification frameworks
- Provide ongoing strategic guidance to SDR / appointment-setting teams and Sales leadership
Key Responsibilities
1. Account-Based Marketing (ABM) Strategy Leadership
- Design and own the company's Account-Based Marketing & Outreach framework
- Define account selection, prioritization, and tiering models using:
- ICP definition
- Firmographic and technographic data
- Intent signals (inbound behavior, engagement, market signals)
- Create vertical-specific ABM strategies, ensuring outreach aligns with industry pain points and buying triggers
- Establish rules of engagement for inbound vs outbound accounts
- Ensure ABM strategy evolves based on performance data, sales feedback, and market changes
2. Strategic Guidance for Vertical & Persona-Based Outreach
- Develop strategic playbooks (not scripts) for each vertical, including:
- Core value propositions
- Buyer pain points and outcomes
- Persona-specific messaging frameworks
- Objection-handling approaches
- Guide teams on how outreach should differ by:
- Industry
- Account maturity
- Buying committee role
- Funnel stage
- Align outreach strategy with Product Marketing and Sales GTM priorities
3. Channel Strategy & Sequencing (Strategic Level)
- Define channel mix, sequencing logic, and cadence strategy across:
- Email
- Phone
- LinkedIn / VM/SMS
- Marketing nurture follow-ups
- Provide strategic direction on:
- When to prioritize personalization vs automation
- Channel weighting by vertical and persona
- Follow-up strategy for inbound MQLs vs outbound ABM accounts
- Continuously review channel effectiveness and refine strategy to improve appointment quality
4. MQL SQL Conversion Strategy & Governance
- Own the MQL to SQL conversion framework, including:
- Qualification standards
- Acceptance criteria
- Disqualification and recycling logic
- Define and enforce BANT-based qualification standards across teams:
- Budget clarity
- Authority mapping
- Business need validation
- Timeline realism
- Partner with Marketing to:
- Improve lead scoring models
- Align on intent signals and SLA
- Reduce low-quality or premature MQLs
- Partner with Sales to:
- Validate SQL quality
- Refine qualification criteria based on deal outcomes
- Identify and eliminate leakage between MQL, SQL, and opportunity stages
5. Sales Alignment & Revenue Enablement
- Act as the strategic liaison between Marketing, SDRs, and Sales
- Define shared success metrics for:
o Appointment quality
o SQL acceptance
o Opportunity progression
- Establish structured feedback loops from Sales to improve qualification accuracy
- Ensure SDR output aligns with pipeline coverage and revenue targets, not just volume
6. Leadership of SDR / Appointment-Setting Function (Strategic Oversight)
- Provide strategic leadership to a team of 35+ appointment setters / SDRs through managers or team leads
- Translate strategy into:
- Playbooks
- Qualification frameworks
- Performance benchmarks
- Coach managers on:
- Quality-focused execution
- Vertical alignment
- Outcome-based performance management
- Build a culture of quality, accountability, and data-driven improvement
7. Analytics, Insights & Optimization
- Own strategic reporting across:
o MQL SQL conversion rates
o Appointment acceptance by Sales
o BANT compliance
o Channel and vertical performance
o Adjust ABM strategy
o Improve forecasting accuracy
o Guide hiring and capacity planning
- Present strategic recommendations to leadership based on data trends
Required Experience & Skillset
This is what HR should screen for:
- 5+ years in Sales Development, Demand Generation, or Revenue Strategy roles
- Proven experience designing and scaling Account-Based Marketing / Outreach strategies
- Strong expertise in MQL to SQL conversion frameworks
- Deep understanding of BANT or similar qualification methodologies
- Experience leading large SDR or appointment-setting teams
- Strong cross-functional collaboration with Marketing and Sales leadership
- Ability to think strategically and translate vision into scalable execution frameworks
- Managed a high-performing team of 50 Lead Generation associates, contributing to revenue growth through improved conversion rates and campaign efficiency.
What Success Looks Like in This Role
- Clear, consistent ABM strategy adopted across teams
- Improved SQL acceptance and opportunity conversion rates
- Reduced friction between Marketing, SDRs, and Sales
- Predictable, scalable contribution to revenue pipeline
- SDR function recognized as a strategic revenue engine, not a volume-based team
Why This Role Is Critical
This role ensures the organization moves from lead volume generation to revenue-quality pipeline creation. It creates clarity, alignment, and strategic direction across ABM, qualification, and sales readinessdirectly impacting revenue growth and forecast confidence.
Required Experience: 3 to 5 Years
