How do you hire for revenue marketing roles?

Q: What should be on a revenue marketing scorecard?

Outcomes to improve, core capabilities and behaviors, evidence/portfolio artifacts, and interview signals to validate in a structured loop.

Q: How do we keep interviews objective?

Use structured questions mapped to the scorecard, a shared 1–4 rubric per competency, trained interviewers, and a single evidence-based debrief.

Q: What’s a good work-sample exercise?

Give a brief and data packet; ask for a 30-day plan with channels, offers, targets, experiments, and a dashboard sketch. Score clarity, assumptions, math, and trade-offs.

Q: How should we reference check?

Anchor to the scorecard; confirm outcomes, collaboration, failure recovery, and ability to influence without authority.

Q: How do we onboard for 90-day impact?

Week 1 access and cadences, Day 30 first shipped program, Day 60 experiments live with readouts, Day 90 measurable pipeline/velocity lift.

Define the business outcomes you need (pipeline, velocity, CAC/LTV), map the operating model (cadence, SLAs, tech), then create a role scorecard for each hire—Outcomes, Capabilities, Evidence. Use a structured loop with competency + case interviews, a work sample (e.g., build a 30-day demand plan or lifecycle map), and reference checks anchored to the scorecard. Align comp bands, and design a 90-day onboarding plan tied to measurable wins.

Hiring Building Blocks

Define outcomes — pipeline targets, SQLs, velocity, win rate, CAC guardrails

Design the operating model — ICP, plays, SLAs, channels, data, and RevOps support

Create scorecards — Outcomes, Capabilities, Evidence, and Observable Behaviors

Write outcome-based JDs — “In 90 days, you will…” vs. tool checklists

Sourcing plan — targeted profiles, networks, communities, and portfolio reviews

Structured loop — competencies, work sample, debrief rubric, and tie-break rules

Comp & leveling — scope, span of control, market data, and variable design

Onboarding plan — 30/60/90 with KPIs and cross-functional commitments

Role Scorecards by Function

Demand Generation Manager — Owns net-new pipeline. Capabilities: campaign design, offer strategy, channel mix, testing cadence, SFDC/HubSpot funnel fluency. Evidence: past programs with conversion math, cohort charts, and learning logs.

Lifecycle/Automation (HubSpot) — Drives activation and expansion. Capabilities: journey mapping, segmentation, workflow logic, data hygiene, consent. Evidence: before/after metrics (activation %, time-to-first-value), example workflows.

Revenue Operations — Improves speed and accuracy. Capabilities: process design, attribution, routing/SLAs, reporting, enablement. Evidence: dashboards, routing logic, SLA recovery actions, and change logs.

Content/SEO — Produces assets that convert. Capabilities: narrative, keyword strategy, conversion copy, SME wrangling. Evidence: content + pipeline attribution, SERP gains, case studies.

ABM — Lands and expands key accounts. Capabilities: account selection, messaging by buying committee, 1:few plays. Evidence: MQAs→Opps conversion, multi-threading proof.

Marketing Analytics — Turns data into decisions. Capabilities: model design, cohorting, MMM/lightweight testing, Rev dashboards. Evidence: decision memos that changed spend or motion.

30–45 Day Hiring Sprint (Revenue Marketing)

Days 1–5: Define outcomes & operating model. Draft scorecard and outcome-based JD.
Days 6–10: Calibrate resumes with 3 “north star” profiles. Finalize interview loop & rubrics.
Days 11–20: Source & screen. Run structured competency interviews (funnel fluency, channels, ops).
Days 21–30: Work-sample case (e.g., 30-day demand plan, lifecycle map, or dashboard spec) with provided data packet.
Days 31–40: Panel debrief against scorecard; reference checks anchored to outcomes.
Days 41–45: Offer, comp banding, and 90-day plan with KPIs and cross-functional commitments.

Frequently Asked Questions

What should be on a revenue marketing scorecard?

Four parts: Outcomes (what must improve), Capabilities (skills/behaviors), Evidence (portfolio, metrics, artifacts), and Signals you will test in interviews and the case.

How do we keep interviews objective?

Use structured questions tied to the scorecard, a common 1–4 rubric per competency, trained interviewers, and a single debrief meeting to decide against evidence, not gut feel.

What’s a good work-sample exercise?

Provide a short brief + data (ICP, past results). Ask candidates to build a 30-day plan with channels, offers, targets, experiments, and a dashboard sketch. Score on clarity, assumptions, math, and trade-offs.

How should we reference check?

Use the scorecard to confirm outcomes and behaviors. Ask for moments of failure and recovery, cross-functional collaboration quality, and truth-to-power examples.

How do we onboard for 90-day impact?

Week 1: access, data, and cadences. By Day 30: first shipped program or journey fix. By Day 60: 2–3 experiments running with readouts. By Day 90: measurable pipeline/velocity lift.

Make Your Next Revenue Marketing Hire Count

We’ll help craft scorecards, design the loop, run the case exercise, and set a 90-day onboarding plan tied to pipeline and velocity.

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Hiring Building Blocks

Role Scorecards by Function

30–45 Day Hiring Sprint (Revenue Marketing)

Frequently Asked Questions

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