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Key Responsibilities and Required Skills for Sales and Marketing Coordinator

💰 $ - $

SalesMarketingCoordinationCommunications

🎯 Role Definition

The Sales and Marketing Coordinator is a hands-on, cross-functional role responsible for coordinating and executing demand-generation activities, supporting the sales pipeline, managing CRM and campaign workflows, creating and distributing marketing collateral, and measuring campaign performance. This role works closely with sales, product, creative, and external agencies to ensure brand consistency, timely execution, and measurable revenue impact. Ideal candidates are organized communicators who combine marketing savvy with sales enablement skills and an analytical mindset.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Intern with 1–2 years of experience
  • Sales Support Specialist or Inside Sales Representative
  • Communications Coordinator or Events Assistant

Advancement To:

  • Senior Sales and Marketing Coordinator
  • Marketing Manager (Demand Generation / Digital)
  • Sales Operations Manager
  • Account Manager / Business Development Manager

Lateral Moves:

  • Content Marketing Specialist
  • CRM/Marketing Automation Specialist

Core Responsibilities

Primary Functions

  • Plan, coordinate, and execute multi-channel marketing campaigns (email, social media, PPC, content syndication, events) to generate and nurture leads aligned to sales targets; manage timelines, assets, and vendor relationships to deliver campaigns on time and on budget.
  • Maintain and administer the CRM system (e.g., Salesforce, HubSpot) including lead routing, list segmentation, pipeline hygiene, data updates, and routine audits to ensure high-quality, sales-ready lead flow.
  • Build, schedule, and optimize email marketing campaigns using marketing automation platforms (Marketo, Eloqua, HubSpot), including audience segmentation, A/B tests, deliverability monitoring, and performance reporting.
  • Create, edit, and distribute marketing collateral—sales decks, one-pagers, case studies, product datasheets, and proposals—to support the sales team and ensure consistent brand messaging and up-to-date product information.
  • Manage the content calendar across owned channels (blog, website, social media) and coordinate content production with designers, writers, and subject-matter experts to support SEO and inbound lead generation.
  • Monitor, report, and interpret marketing and sales performance metrics (MQLs, SQLs, conversion rates, CAC, LTV, campaign ROI) and deliver weekly/monthly dashboards and insights for marketing and sales leadership.
  • Conduct market research and competitive analysis to identify target segments, buyer pain points, and trends; translate findings into campaign recommendations, sales playbooks, and messaging updates.
  • Support sales enablement initiatives by preparing call scripts, objection-handling guides, product training materials, and onboarding documents that help sales reps accelerate deal cycles.
  • Coordinate trade shows, webinars, and industry events—managing logistics, registration, booth materials, lead capture, and post-event follow-up to maximize lead conversion and brand exposure.
  • Manage PPC and paid social campaigns in coordination with digital advertisers: set targeting, budgets, creative briefs, conversion tracking, and campaign optimizations to improve CPL and ROAS.
  • Maintain and update website content using CMS tools (WordPress, Drupal), including landing page creation, form integrations, and basic SEO best practices such as metadata, structured headings, and internal linking.
  • Implement lead scoring models and nurture workflows in collaboration with sales to prioritize outreach and ensure timely follow-up on inbound interest.
  • Track and reconcile marketing budgets and vendor invoices; manage purchase orders for creative services, advertising, and event expenditures while optimizing cost-per-lead and campaign spend efficiency.
  • Coordinate cross-functional projects involving product, customer success, and creative teams to support product launches, promotional campaigns, and case study development.
  • Run regular CRM and marketing automation training sessions for sales and customer-facing teams to increase adoption, improve data quality, and ensure consistent processes.
  • Execute content syndication and partner co-marketing programs, coordinating asset delivery, lead handoff rules, and performance measurement to expand reach and generate qualified pipeline.
  • Produce weekly sales roll-up and campaign performance reports that highlight key metrics, insights, and recommended next actions to drive continuous improvement.
  • Maintain brand standards across all external and internal communications, reviewing designs and copy for clarity, tone, and compliance with company messaging.
  • Manage customer and prospect communications for outreach programs (drip campaigns, re-engagement, upsell/cross-sell campaigns) and coordinate with sales to convert warm leads into opportunities.
  • Assist in the creation and execution of referral and customer advocacy programs, capturing testimonials and case studies to strengthen credibility and support sales conversations.
  • Coordinate database hygiene and enrichment activities—deduplication, validations, appends, and GDPR/CCPA compliance processes—to protect data quality and privacy.
  • Support A/B testing and conversion rate optimization on landing pages, forms, and email creative, documenting hypotheses, test setups, and outcome-driven recommendations.
  • Facilitate internal reporting and forecasting activities by consolidating input from sales reps and marketing channels to generate weekly pipeline assessments and forecast scenarios.

Secondary Functions

  • Support ad-hoc campaign experiments, pilot initiatives, and cross-channel integrations to test new demand-generation tactics and channels.
  • Assist with creative brief development and manage relationships with external agencies, freelancers, and media vendors to scale content production.
  • Provide day-to-day administrative support for the marketing calendar, including meeting coordination, asset approvals, and version control of marketing materials.
  • Respond to and triage inbound marketing and sales requests from internal stakeholders, ensuring SLAs for asset delivery and campaign support are met.
  • Document and maintain SOPs for recurring processes such as campaign launches, lead handoff, and event logistics to improve team efficiency.
  • Help maintain customer and prospect feedback loops, capturing insights from sales and customer success to inform future messaging and product positioning.
  • Participate in weekly pipeline and campaign review meetings, offering observations and action items that align marketing activity to revenue outcomes.
  • Continuously research and recommend marketing and sales tools to improve automation, reporting, and team productivity.

Required Skills & Competencies

Hard Skills (Technical)

  • CRM administration: hands-on experience with Salesforce, HubSpot, or comparable CRM platforms, including lead management, segmentation, reports, and dashboards.
  • Marketing automation: practical experience with Marketo, HubSpot Marketing Hub, Pardot, or Eloqua to build nurture campaigns, workflows, and lead scoring.
  • Email marketing: proficiency in designing, A/B testing, scheduling, and analyzing email campaigns and deliverability metrics.
  • Analytics and reporting: strong working knowledge of Google Analytics, GA4 migration basics, UTM tagging, conversion tracking, and building KPI dashboards in Excel, Google Sheets, or BI tools.
  • Paid media management: experience setting up and optimizing Google Ads, Microsoft Ads, and paid social campaigns (LinkedIn, Facebook, Instagram) with budget controls and conversion tracking.
  • SEO fundamentals: on-page SEO, keyword research, metadata, and experience coordinating with content teams to improve organic search visibility.
  • CMS and landing pages: experience with WordPress, HubSpot CMS, or similar CMS tools, including landing page creation and form integration.
  • Content creation and editing: competent copywriting and content editing skills for web, email, and sales collateral.
  • Event coordination tools: familiarity with webinar platforms (Zoom, ON24) and event management tools for trade shows and virtual events.
  • Advanced Excel/Google Sheets: pivot tables, VLOOKUP/XLOOKUP, conditional formatting, and basic data visualization.

Soft Skills

  • Excellent written and verbal communication; ability to write clear marketing copy, sales materials, and executive summaries.
  • Strong project and time management with the ability to coordinate multiple campaigns and deadlines concurrently.
  • Analytical mindset with attention to detail; can synthesize performance data into actionable insights and recommendations.
  • Cross-functional collaboration and stakeholder management; able to influence without authority and align teams around shared goals.
  • Customer-focused orientation and commercial acumen; understands buyer journeys and revenue impact of marketing activities.
  • Problem-solving and adaptability in a fast-paced, iterative marketing environment.
  • Creativity and initiative to propose new tactics, messaging angles, and optimization tests.
  • High level of organization and documentation skills to maintain SOPs, calendars, and asset repositories.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree, associate degree with relevant experience, or equivalent practical experience in marketing or sales support.

Preferred Education:

  • Bachelor's degree in Marketing, Business Administration, Communications, or a related field.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Digital Media
  • Economics

Experience Requirements

Typical Experience Range: 1–4 years of combined sales support, marketing coordination, or demand generation experience.

Preferred:

  • 2–5 years of experience supporting B2B or B2C sales teams with hands-on marketing campaign execution, CRM administration, and analytics.
  • Prior exposure to tech-enabled marketing stacks (CRM + marketing automation + analytics) and experience working in cross-functional teams delivering revenue-driven campaigns.
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