What roles are part of a revenue marketing org?

Q: Should SDRs/BDRs sit in Marketing?

They often report to Sales, but alignment via SAL/SQO SLAs, shared sequences, and meeting-rate KPIs keeps teams accountable.

Q: Channel teams or stage-based pods?

Stage-based pods create cross-functional accountability for conversion and velocity, reducing hand-off loss.

Q: How big should RevOps be?

Plan roughly 1 RevOps FTE per 6–10 marketers and flex with contractors for integrations and analytics surges.

Q: When should I add ABM and Lifecycle?

Add ABM when ACVs and account focus rise; add Lifecycle once onboarding/adoption data is reliable and expansion is a growth driver.

The essential roles fall into seven pillars: RevOps (systems, data, attribution), Demand/ABM (audience, offers, channels), Content & Creative (messages, proof, enablement), Lifecycle/PLG (nurture, adoption, expansion), Product Marketing (PMM) (ICP, positioning, readiness), Sales Enablement (sequences, talk tracks, coaching), and Experimentation & Analytics (test design, lift, reallocation). Group these into stage-based pods with SLAs to Sales and measure impact with shared KPIs.

Core Roles & Responsibilities

RevOps Lead — Owns CRM/MAP, data model, UTMs, OCRs, attribution, consent, and BI dashboards.

Marketing Operations — Builds campaigns, automation, scoring, routing, and QA with governance.

Demand Generation Manager — Portfolio of plays; channels (search, paid social, events, partners) optimized for CPPO/CAC.

ABM Manager — Target lists, 1:Few/1:1 programs, personalized offers, and sales alignment by account tier.

Content Strategist — Narrative, proof library, offer ladder; briefs and variants mapped to stages and ICPs.

Creative/Producer — Design, video, and interactive assets; on-brand guardrails and accessibility checks.

Lifecycle/Retention Manager — Nurtures, onboarding, usage triggers, expansion plays, and success milestones to lift NRR.

PMM — ICP, positioning, competitive intel, product launches, and field readiness with Sales.

Sales Enablement — Sequencing, talk tracks, collateral, and coaching; enforces SAL/SQO SLAs and fast-follow.

Experimentation Lead/Analyst — Test design, holdouts, and decision rules; reports incremental lift and budget shifts.

Partner/Channel Marketer — Co-marketing, MDF, and partner enablement; shared attribution and pipeline targets.

Head of Revenue Marketing — Sets portfolio bets, capacity plans, stage KPIs, and runs QBRs & revenue council.

Design Your Org Around the Journey

Organize into stage pods (Awareness→Consideration→Evaluation→Purchase→Adoption/Expansion). Each pod blends Strategy (PMM/Demand), Execution (Content/Creative), and Ops with a pod lead and monthly scorecard covering meeting rate, conversion, velocity, and win rate.

Rituals: weekly stand-up, pipeline review with Sales, and a monthly QBR. Artifacts: shared taxonomy, campaign hierarchy, UTM standards, and offer library. Rules: every play has a hypothesis, test design, and decision threshold for budget reallocation.

Right-size by stage: Early (5–8 roles) center on RevOps, Demand, Content; Growth (9–15) add ABM, Lifecycle, Enablement; Scale (16+) add Analytics bench, localization, and partner marketing. Flex with agencies for design, media, and research spikes.

45-Day Org Stand-Up Sprint

Days 1–10: Define KPIs & shared definitions; stand up RevOps (taxonomy, UTMs, OCRs, dashboards).
Days 11–20: Form stage pods; assign RACI and SLAs with Sales; publish first playbook set.
Days 21–35: Launch 3–5 priority plays; instrument experiments and reporting; start weekly scorecards.
Days 36–45: QBR #1; review incremental lift and reallocate budget; finalize hiring plan for gaps.

Frequently Asked Questions

What’s the first role to hire?

RevOps. Without measurement and plumbing, you can’t prioritize plays or prove impact.

Should SDRs/BDRs sit in Marketing?

They often report to Sales, but align via SAL/SQO SLAs, sequences, and shared meeting-rate KPIs owned by the pod.

Channel teams or stage-based pods?

Stage pods. They create cross-functional accountability for conversion and velocity, reducing hand-off loss.

How big should RevOps be?

Plan ~1 RevOps FTE per 6–10 marketers; flex with contractors for integrations, migrations, and analytics surges.

When should I add ABM and Lifecycle?

Add ABM when account focus and ACVs rise; add Lifecycle once onboarding/adoption data is reliable and expansion is a growth driver.

Design Your Revenue Marketing Org

We’ll blueprint roles, stand up RevOps, and launch stage-based pods that deliver measurable lift in meetings, pipeline, and win rate.

Start Your Org Design

Explore More

Revenue Marketing eGuide Cross-Functional Alignment What Are Revenue Councils?

People & Skills: What Roles Are Part of a Revenue Marketing Org?

Core Roles & Responsibilities

Design Your Org Around the Journey

45-Day Org Stand-Up Sprint

Frequently Asked Questions

Design Your Revenue Marketing Org

Get in touch with a revenue marketing expert.

Send Us an Email

Schedule a Call

Solutions

Resources

About TPG