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Key Responsibilities and Required Skills for Sales and Marketing Specialist

💰 $ - $

SalesMarketingDigital MarketingBusiness Development

🎯 Role Definition

A Sales and Marketing Specialist is a hybrid revenue-focused professional who designs and executes go-to-market initiatives, manages lead generation and nurturing programs, and partners with sales teams to convert prospects into customers. This role owns end-to-end campaign execution—digital advertising (PPC/SEM), SEO, email automation, content and social media—while maintaining CRM hygiene, sales enablement materials, and performance reporting. Ideal candidates combine analytical rigor with creative execution, strong cross-functional collaboration, and a measurable track record of driving pipeline and revenue growth.

Primary SEO & LLM keywords: Sales and Marketing Specialist job description, sales specialist responsibilities, marketing specialist skills, lead generation, digital marketing, CRM management, campaign optimization, go-to-market.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator with 1–2 years of campaign and CRM experience.
  • Inside Sales Representative focused on lead qualification and pipeline management.
  • Digital Marketing Associate with hands-on SEM/SEO and email marketing experience.

Advancement To:

  • Senior Sales & Marketing Specialist or Growth Marketing Manager.
  • Account Executive / Sales Manager (if moving more heavily into sales).
  • Product Marketing Manager or Demand Generation Lead.

Lateral Moves:

  • Content Marketing Manager (for content-focused specialists).
  • Performance Marketing Specialist (for those specializing in paid channels).
  • Partner or Channel Marketing Coordinator (if focusing on alliances).

Core Responsibilities

Primary Functions

  • Develop, implement, and optimize multi-channel lead generation programs (paid search, display, social, content syndication, and email) that drive qualified pipeline and measurable revenue growth while meeting CPA/ROI targets.
  • Own campaign planning and execution end-to-end: audience segmentation, creative direction, copywriting, landing page optimization, ad buys, and A/B testing to maximize conversion rate and lifetime value.
  • Manage and maintain CRM (Salesforce, HubSpot, or equivalent) records, lead scoring models, and sales qualification workflows to ensure timely lead handoffs, accurate pipeline attribution, and measurable funnel velocity improvements.
  • Collaborate with sales leadership to define target accounts and ideal customer profiles (ICP), execute account-based marketing (ABM) strategies, and coordinate bespoke campaigns that support account penetration and deal acceleration.
  • Produce and maintain sales enablement assets—one-pagers, pitch decks, case studies, competitive battle cards, and email templates—so field sales teams have consistent, high-quality materials that shorten sales cycles.
  • Execute SEO and content marketing strategies, including keyword research, on-page optimization, editorial calendar development, and performance tracking to increase organic traffic and inbound lead quality.
  • Create, test, and iterate high-performing email nurture programs using marketing automation platforms (e.g., Marketo, HubSpot, Pardot), including segmentation, personalization, deliverability best practices, and lifecycle mapping.
  • Plan, launch, and optimize paid advertising campaigns across Google Ads, LinkedIn, Facebook/Meta, and programmatic channels; manage budgets, bids, and creative to achieve CPL and CAC goals.
  • Conduct regular market, competitor, and customer research—surveys, win/loss analyses, and voice-of-customer interviews—to refine positioning, pricing, messaging, and product-market fit.
  • Track, analyze, and report on campaign performance and pipeline attribution with dashboards and weekly/monthly executive summaries; recommend data-driven optimization and reallocation of spend.
  • Build and manage partnership and channel marketing programs with influencers, affiliates, and co-marketing partners to extend reach and create incremental sales opportunities.
  • Coordinate trade shows, webinars, and field events from ideation through follow-up, including logistics, promotion, attendee lists, demos, and post-event lead qualification.
  • Collaborate with product and design teams to communicate product launches and feature updates, aligning messaging and go-to-market timing across sales and marketing channels.
  • Maintain and update pricing, promotions, and packaging communications in coordination with finance and product teams to support margin and growth objectives.
  • Lead conversion rate optimization (CRO) initiatives for landing pages, forms, checkout flows, and micro-conversions, using heatmaps, session recordings, and statistical A/B testing.
  • Implement and enforce lead lifecycle SLAs between marketing and sales to ensure rapid follow-up, minimize lead leakage, and improve marketing-sourced revenue percent.
  • Drive customer retention and cross-sell initiatives with lifecycle marketing campaigns and segmented outreach to reduce churn and grow average revenue per user (ARPU).
  • Oversee creative briefs and production for digital ads, landing pages, and sales collateral, ensuring brand consistency, clear value propositions, and clear calls-to-action.
  • Monitor marketing budgets, forecast spend vs. ROI, and partner with finance to optimize media allocation and demonstrate measurable contribution to revenue.
  • Train and coach sales reps and new marketing hires on campaign assets, lead handling, CRM best practices, and value propositions to ensure cohesive go-to-market execution.
  • Ensure compliance with data privacy regulations (GDPR, CCPA) and email marketing laws (CAN-SPAM) across all outreach and data processing activities.

Secondary Functions

  • Build custom reports and dashboards in analytics platforms (Google Analytics, Looker, Tableau) to support executive decision-making and continuous improvement.
  • Support ad-hoc sales requests such as customized collateral, targeted email lists, and competitive insights to accelerate priority opportunities.
  • Contribute to the marketing strategy roadmap by piloting new channels, tools, and technology stacks (e.g., marketing automation, conversational bots).
  • Collaborate closely with customer success to gather testimonials, case studies, and reference customers that improve credibility and shorten sales cycles.
  • Participate in weekly forecasting, pipeline reviews, and post-mortem analyses to iterate on campaign levers and sales tactics.
  • Manage CRM hygiene and enrichment projects, including data validation, lead deduplication, and third-party enrichment to improve segmentation and personalization.
  • Coordinate creative testing and messaging experiments to identify high-impact copy, visuals, and offers for both paid and organic channels.
  • Assist in vendor selection and management for agencies, media partners, and technology providers to ensure service level agreements and performance goals are met.

Required Skills & Competencies

Hard Skills (Technical)

  • CRM management (Salesforce, HubSpot, Microsoft Dynamics) — lead lifecycle, workflows, and reporting.
  • Marketing automation (Marketo, HubSpot, Pardot) — segmentation, email journeys, and lead scoring.
  • Paid media execution (Google Ads, Microsoft Ads, LinkedIn Ads, Meta Ads) — bid strategies and campaign optimization.
  • SEO and content strategy — keyword research, on-page optimization, technical SEO basics, and content performance tracking.
  • Web analytics (Google Analytics 4, Looker, Tableau) and UTM attribution for campaign measurement and funnel analysis.
  • Data analysis and reporting — Excel (pivot tables, VLOOKUP), Google Sheets, and basic SQL for extracting insights.
  • Conversion Rate Optimization (CRO) tools and A/B testing platforms (Optimizely, Google Optimize, VWO).
  • Email marketing platforms and deliverability best practices (Mailchimp, SendGrid, SparkPost).
  • Basic HTML/CSS familiarity for landing page edits and email template troubleshooting.
  • Experience with CMS platforms (WordPress, Webflow, or similar) and landing page builders (Unbounce, Instapage).

Soft Skills

  • Strong communication and presentation skills for cross-functional collaboration and executive reporting.
  • Strategic thinking with a bias for action and measurable outcomes.
  • Excellent project management and prioritization in fast-paced, ambiguous environments.
  • Customer-centric mindset with a focus on buyer journeys and lifecycle marketing.
  • Analytical problem-solving and attention to detail when interpreting campaign data and attribution.
  • Collaboration and influence — able to align sales, product, and leadership around go-to-market initiatives.
  • Creativity in messaging, content ideation, and campaign design to differentiate in competitive markets.
  • Resilience and adaptability to pivot channels and tactics based on performance and market signals.

Education & Experience

Educational Background

Minimum Education:

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

Preferred Education:

  • Bachelor’s plus relevant certifications (Google Ads, HubSpot Academy, Google Analytics) or a Master’s/MBA for senior roles.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Economics
  • Information Systems / Data Analytics

Experience Requirements

Typical Experience Range: 2–5 years of combined sales, marketing, or demand generation experience.

Preferred: 3–5+ years of hands-on experience in B2B or B2C digital marketing, CRM management, and directly supporting or interacting with field sales teams. Experience in SaaS, technology, or enterprise solutions preferred, with a proven track record of generating marketing-sourced pipeline and improving conversion metrics.

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