Key Responsibilities and Required Skills for Sales and Marketing Representative

🎯 Role Definition

A Sales and Marketing Representative is an integrated front-line role responsible for generating leads, nurturing prospects, closing sales, and executing tactical marketing initiatives that drive brand awareness and revenue growth. This hybrid role combines outbound and inbound sales activities, digital and field marketing execution, data-driven campaign optimization, and ongoing customer relationship management to meet weekly, monthly, and quarterly revenue targets. Typical channels include cold outreach, email marketing, social media, events, and CRM-driven follow-up. Success is measured by qualified lead volume, conversion rates, quota attainment, average deal size, and marketing ROI.

Keywords: sales representative, marketing representative, lead generation, CRM, pipeline management, B2B sales, B2C sales, digital marketing, email campaigns, social media, SEO, SEM, conversion optimization.

📈 Career Progression

Typical Career Path

Entry Point From:

Sales Associate / Sales Development Representative (SDR)
Marketing Coordinator / Marketing Assistant
Customer Service Representative with upsell responsibilities

Advancement To:

Account Executive / Senior Sales Representative
Marketing Manager / Demand Generation Manager
Sales Manager / Regional Sales Lead

Lateral Moves:

Business Development Representative (BDR)
Customer Success Manager
Product Marketing Specialist

Core Responsibilities

Primary Functions

Prospect, qualify, and convert new leads through multi-channel outreach (cold calling, email sequences, LinkedIn outreach, and in-person events), maintaining a disciplined cadence to consistently fill the top of the sales funnel and exceed monthly lead targets.
Manage the full sales cycle from initial contact to contract negotiation and close, including product demos, needs analysis, proposal creation, objection handling, and contract follow-up to achieve quota-driven revenue goals.
Execute integrated marketing campaigns (email, social media, PPC, content distribution) aligned with sales goals; create audience segments, set campaign objectives, monitor performance, and iterate on creative and messaging for improved conversion rates.
Maintain accurate activity and opportunity records in CRM (e.g., Salesforce, HubSpot), update contact information, log calls/emails, stage deals, and ensure pipeline hygiene for reliable forecasting and reporting.
Develop personalized outreach strategies and collateral for target accounts, including tailored proposals, ROI calculators, case studies, and competitive differentiation content to accelerate decision-making.
Conduct product demonstrations and presentations (virtual and in-person), translating technical features into business outcomes and value propositions that resonate with stakeholders and decision-makers.
Collaborate with marketing to design lead nurture programs and automated drip campaigns that qualify prospects through content, scoring, and progressive profiling until they are sales-ready.
Track, report, and analyze KPIs (lead-to-opportunity rate, conversion rate, average deal size, sales cycle length, CAC, LTV) using dashboards and weekly performance reviews to identify growth opportunities.
Build and maintain long-term relationships with customers and channel partners through regular check-ins, upsell/cross-sell conversations, and high-quality post-sale support to maximize customer lifetime value.
Plan and execute local and regional events, trade shows, and webinars to generate net-new pipeline, including booth logistics, promotional outreach, lead capture, and follow-up strategies to convert event leads.
Optimize inbound channels (SEO, content marketing, paid search) in collaboration with the digital team to increase organic traffic, improve SERP rankings, and reduce cost-per-lead across paid channels.
Create and test email subject lines, copy, CTAs, and landing pages; implement A/B testing frameworks and iterate based on open rates, click-through rates, and conversion metrics to improve campaign performance.
Qualify and hand off marketing-qualified leads (MQLs) to the sales team using clearly defined SLAs; provide sales enablement materials and context to ensure high-quality follow-through and conversion.
Identify and research target industries and accounts, build account-based marketing (ABM) playbooks, and execute targeted outreach to strategic prospects to accelerate high-value deals.
Negotiate pricing and contract terms within defined parameters while protecting margin and ensuring customer satisfaction; coordinate with legal and finance to expedite approvals.
Monitor competitive activity and market trends, gather competitive intelligence, and provide input to product and marketing teams to refine positioning and go-to-market strategies.
Produce and maintain high-quality sales and marketing collateral (one-pagers, battlecards, slide decks, email templates) that articulate product value across buyer personas and stages of the buying cycle.
Train and mentor junior sales and marketing staff on outreach best practices, CRM usage, qualification frameworks (BANT, CHAMP), and messaging to scale team performance.
Use analytics platforms (Google Analytics, marketing automation reports) to measure campaign ROI, identify attribution paths, and recommend optimizations for budget allocation and channel mix.
Execute customer feedback programs and voice-of-customer initiatives to capture product development insights and support retention-focused marketing efforts.
Coordinate cross-functional sprints with product, operations, and finance to ensure timely onboarding, delivery, and billing for closed deals, minimizing friction in the customer lifecycle.
Maintain compliance with data privacy regulations (GDPR, CAN-SPAM) across outreach and marketing programs; manage consent records and unsubscribe flows to protect brand reputation.

Secondary Functions

Support ad-hoc reporting and exploratory analysis to help the marketing and sales leadership understand performance variances and campaign lift.
Contribute to the organization's sales and marketing strategy roadmap by proposing pilot programs, channel experiments, and process improvements.
Collaborate with business units to translate customer insights and market feedback into product messaging and feature prioritization.
Participate in sprint planning and agile ceremonies when working on cross-functional digital projects or automation initiatives.
Assist with vendor selection and management for tools like CRM, marketing automation platforms, and lead enrichment services.

Required Skills & Competencies

Hard Skills (Technical)

CRM proficiency: Salesforce, HubSpot, Pipedrive — accurate pipeline management, custom reporting, lead scoring, and workflow automation.
Marketing automation and email platforms: HubSpot, Marketo, Mailchimp — campaign setup, segmentation, triggers, and nurture flows.
Digital marketing: SEO fundamentals, Google Ads (SEM), paid social advertising (LinkedIn, Facebook), and basic PPC campaign optimization.
Analytics and reporting: Google Analytics, Looker/Tableau or Excel/Sheets — KPI tracking, cohort analysis, and campaign attribution modeling.
Sales tools and prospecting tech: Outreach, SalesLoft, LinkedIn Sales Navigator, ZoomInfo — list building, sequencing, and enrichment.
Content creation and copywriting: persuasive email copy, landing pages, one-pagers, and slide decks optimized for conversion.
Presentation and product demo tools: Zoom, Microsoft Teams, Keynote, PowerPoint — polished live and recorded demos.
Contracting and quoting tools: CPQ basics, familiarity with pricing models and basic contract terms negotiation.
Event and webinar platforms: GoToWebinar, Webex, Hopin — logistics, lead capture integrations, and post-event follow-up automation.
Basic spreadsheet modeling: Excel/Google Sheets for forecasting, commission calculations, and territory planning.

Soft Skills

Excellent verbal and written communication; ability to craft compelling value propositions and tailor messaging to buyer personas.
Strong negotiation and persuasion skills with a consultative selling approach.
Relationship building and interpersonal skills to establish trust across customer stakeholders and internal teams.
Time management and prioritization to balance prospecting, follow-ups, and campaign execution under tight deadlines.
Results-driven mindset with resilience and a growth attitude to handle rejection and iterate quickly.
Analytical thinking and comfort with data to make informed decisions and optimize channels.
Creative problem solving for campaign ideation, objection handling, and go-to-market adjustments.
Collaborative team player who works cross-functionally with product, operations, and marketing.
Adaptability to changing market conditions, product pivots, and shifting priorities.
Attention to detail in contract terms, campaign settings, and CRM hygiene to reduce errors and protect revenue.

Education & Experience

Educational Background

Minimum Education:

High school diploma or equivalent; proven track record in sales or marketing can substitute for formal education.

Preferred Education:

Bachelor’s degree in Business, Marketing, Communications, Economics, or a related field.

Relevant Fields of Study:

Marketing
Business Administration
Communications
Economics
Digital Media / Advertising

Experience Requirements

Typical Experience Range: 1–5 years in sales, inside sales, sales development, or marketing roles (combination of sales and marketing experience is a plus).

Preferred:

2+ years using CRM systems (Salesforce or HubSpot) with demonstrated quota attainment.
Experience running digital campaigns and using marketing automation tools.
Proven success in B2B or B2C selling environments, ideally with documented KPIs (quota attainment, conversion rates, pipeline generated).

Keywords: sales representative responsibilities, marketing representative duties, lead generation, CRM skills, digital marketing, sales quota, pipeline management, marketing automation, B2B sales, customer relationship management.