GTM & ABM Lead

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Department:

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• The GTM & ABM Lead drives growth by designing and executing go-to-market strategies and account-based marketing programs that align sales, marketing, and delivery around high-value target accounts and strategic partnerships.
• This role blends strategic thinking with hands-on execution ideal for someone who can translate business goals into measurable campaigns, engage partners and customers, and enable sales teams with intelligence and assets to win deals faster.

Key Responsibilities:

1. Go-to-Market (GTM) Strategy

Develop and execute GTM plans for target verticals, offerings, and partner ecosystems (e.g., MuleSoft, Salesforce, Boomi, etc.).

Identify ICPs (Ideal Customer Profiles) and create GTM playbooks aligned with buyer journeys.

Collaborate with the CGO and Sales Directors to prioritize key markets, offerings, and value propositions.

Design campaigns to drive pipeline creation and conversion from awareness to sales enablement.

2. Account-Based Marketing (ABM

• Build and manage 1:1, 1:few, and 1:many ABM programs targeting strategic accounts and prospects.
• Partner with sales teams to co-develop account plans, customized content, and personalized outreach strategies.
• Use intent data, CRM insights, and partner intelligence to drive engagement and expand wallet share.
• Develop success metrics and dashboards to measure impact on pipeline, win rates, and deal velocity.

3. Content & Campaign Enablement

• Coordinate cross-functional GTM campaigns webinars, case studies, thought leadership, and partner co-marketing.
• Create compelling narratives and assets (decks, brochures, LinkedIn posts, emails, landing pages) tailored to stages of the funnel.
• Work closely with Presales and Delivery to convert project successes into reusable content and success stories.

4. Sales & Partner Alignment

• Collaborate with Partner Managers and Account Executives to build joint GTM programs with product vendors (e.g., MuleSoft AEs, Salesforce RVPs).
• Build quarterly ABM calendars tied to partner launches, events (like Dreamforce), or regional campaigns.
• Conduct win/loss analysis and feed insights into GTM refinement.

5. (Optional) Sales Operations

• Maintain pipeline dashboards and lead routing within CRM systems (Salesforce/HubSpot preferred).
• Support sales forecasting, territory segmentation, and campaign attribution.
• Contribute to optimizing marketing-to-sales handoff and reporting cadence.

Qualifications & Experience:

• 6-12 years of experience in B2B marketing, GTM, or demand generation roles (preferably in IT services or SaaS ecosystems).
• 2-5 years of hands-on ABM program experience (Demandbase, 6sense, HubSpot, or similar).
• Experience collaborating with or supporting sales operations, marketing automation, and CRM reporting (nice to have).
• Deep understanding of partner-led GTM motions with Salesforce, MuleSoft, AWS, or similar ecosystems.
• Strong communication, analytical, and stakeholder management skills.
• Strategic mindset with an ability to execute fast in a growth-oriented environment.

Success Metrics:

Pipeline creation & acceleration from ABM and GTM programs.

Marketing-sourced & influenced revenue.

Account engagement scores (reach, depth, influence).

Sales team enablement & satisfaction.

Partner co-marketing ROI and visibility.

Ideal Candidate Person:

A strategic doer who blends marketing creativity with commercial acumen understands integration or SaaS services, speaks the language of sales, and can orchestrate GTM plays that turn target accounts into growth engines.