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Key Responsibilities and Required Skills for Sales & Marketing Coordinator

💰 $ - $

SalesMarketingCoordinator

🎯 Role Definition

The Sales & Marketing Coordinator is an operationally minded marketing professional who partners with sales and marketing teams to plan, execute, and evaluate demand-generation programs and sales enablement activities. This role owns tactical campaign delivery (email, social, events, digital ads), CRM maintenance and lead routing, performance reporting, content production and distribution, and direct support for sales outreach and pipeline development. The Coordinator bridges strategy and execution to ensure consistent messaging, measurable results, and continuous optimization across channels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Intern
  • Sales Development Representative (SDR) or Inside Sales Associate
  • Recent graduate in Marketing, Business, Communications, or related field

Advancement To:

  • Marketing Manager / Demand Generation Manager
  • Sales Operations Manager / Revenue Operations Analyst
  • Account Manager or Client Success Manager

Lateral Moves:

  • Content Marketing Specialist
  • CRM / Marketing Automation Specialist
  • Events Coordinator / Field Marketing Specialist
  • Digital Marketing Analyst

Core Responsibilities

Primary Functions

  • Coordinate end-to-end marketing campaigns—email, social media, paid search, display, and content syndication—ensuring schedules, creative assets, audience segmentation, and measurement plans are executed on time and within budget.
  • Manage CRM data hygiene and lead lifecycle processes, including lead capture, enrichment, lead scoring rules, lead assignment, and routing to sales teams to accelerate follow-up and reduce lead leakage.
  • Build, deploy, and optimize email marketing programs using platforms such as HubSpot, Marketo, Pardot, or Mailchimp, including audience segmentation, A/B testing, deliverability monitoring, and campaign analytics.
  • Create and maintain sales enablement materials—one-pagers, product briefs, competitive battle cards, slide decks, and scripts—that empower sales reps to communicate value propositions effectively and shorten deal cycles.
  • Execute event logistics for webinars, trade shows, and customer events, coordinating registrations, vendor relationships, booth support, collateral, lead capture systems, and post-event follow-up campaigns to maximize ROI.
  • Produce and publish digital content (blog posts, landing pages, case studies, social updates) working with content writers and designers to ensure SEO best practices, brand consistency, and conversion-oriented messaging.
  • Maintain marketing automation workflows, nurture sequences, and multi-step campaigns; troubleshoot run-time issues and continuously optimize flows to improve funnel conversion rates and marketing-sourced revenue.
  • Monitor campaign performance and channel KPIs (CPL, CAC, MQLs, SQLs, conversion rates, engagement metrics) and prepare weekly/monthly dashboards and in-depth reports for marketing and sales leadership.
  • Support paid media execution including campaign setup, creative testing, audience targeting, budget pacing and basic bid management on platforms such as Google Ads, Facebook/Meta, LinkedIn Ads, and programmatic channels.
  • Conduct lead qualification and initial outreach when required; assist SDRs with prospect research, call lists, and prioritization to ensure high-quality handoffs between marketing and sales.
  • Coordinate cross-functional project timelines and communications across product, creative, sales, and external agencies to ensure aligned delivery and messaging across all touchpoints.
  • Implement and monitor tracking (UTM parameters, conversion pixels, Google Analytics/GA4 tags) to ensure accurate attribution and full visibility into campaign performance and ROI.
  • Support SEO initiatives including keyword research, on-page optimization, meta tags, internal linking, and content optimization to increase organic search visibility and inbound lead volume.
  • Design and execute promotional offers, referral programs, and channel incentive activities in collaboration with partner managers to drive pipeline growth and partner-sourced revenue.
  • Manage budget tracking for programs and channel spend reconciliation; process invoices, track deliverables from agencies and vendors, and ensure campaigns meet financial targets.
  • Perform competitive market research and customer insights analysis to inform campaign creative, positioning, segmentation, and product messaging strategies.
  • Assist in the development and QA of marketing assets across formats (PDFs, PPTs, HTML emails, landing pages, video scripts), ensuring brand standards, legal compliance, and accurate messaging prior to publication.
  • Maintain contact and audience lists and enforce consent and privacy practices (CAN-SPAM, GDPR) to ensure compliant email and data handling practices.
  • Train and support sales teams on new marketing tools, campaign launches, lead qualification criteria, and use of sales enablement content to ensure consistent adoption and outcomes.
  • Coordinate creative production with internal designers or external agencies, providing clear briefs, timelines, feedback cycles, and final asset management for reuse across campaigns.
  • Facilitate post-campaign analysis and lessons-learned sessions to document what worked, identify optimization opportunities, and iterate on future campaigns for improved efficiency and results.
  • Support account-based marketing (ABM) initiatives by coordinating target account lists, personalized asset creation, multichannel outreach sequences, and measurement of account-level engagement.
  • Act as a liaison for brand and PR activities, distributing press releases to appropriate channels, coordinating media outreach lists, and ensuring messaging consistency across earned and paid channels.

Secondary Functions

  • Support ad-hoc data requests, exploratory analysis, and dashboard updates to answer sales performance and marketing attribution questions.
  • Maintain and enhance the organization’s marketing playbooks, SOPs, and campaign templates to standardize launch processes and accelerate execution timelines.
  • Assist with partner and channel communications including co-marketing campaigns, shared content development, and performance reporting.
  • Manage simple website updates and content publishing in CMS platforms (WordPress, Contentful) and coordinate technical changes with development teams.
  • Provide support for customer surveys, NPS initiatives, and feedback loops to capture insights that drive improvements in product messaging, customer experience, and retention tactics.

Required Skills & Competencies

Hard Skills (Technical)

  • Proficiency with CRM platforms (HubSpot, Salesforce, Microsoft Dynamics) for lead management, reporting, and automation.
  • Experience with marketing automation tools (HubSpot, Marketo, Pardot) to build workflows, nurture campaigns, and score leads.
  • Strong working knowledge of Google Analytics / GA4, UTM strategy, conversion tracking, and basic tag management (Google Tag Manager).
  • Hands-on experience with email marketing: segmentation, deliverability best practices, A/B testing, and template development (HTML email basics preferred).
  • Familiarity with paid media platforms (Google Ads, LinkedIn Ads, Meta Ads) including campaign setup, audience targeting, and performance optimization.
  • SEO fundamentals: keyword research, on-page optimization, metadata, and content optimization techniques that drive organic traffic.
  • Content management systems (WordPress, Contentful, Drupal) and basic HTML/CSS for landing page tweaks and content publishing.
  • Proficiency in Microsoft Excel (pivot tables, VLOOKUP/XLOOKUP, basic formulas) and Google Sheets for campaign reporting and data manipulation.
  • Competence with presentation tools (PowerPoint, Google Slides) and content creation tools (Canva, Adobe Creative Cloud basics) for sales materials and campaign assets.
  • Familiarity with analytics and reporting tools (Tableau, Looker, Power BI) or ability to work with exported reports to create visual dashboards.
  • Basic understanding of ABM principles, funnel metrics, and how to measure pipeline influence and marketing-attributed revenue.
  • Experience with event platforms and webinar tools (Zoom, GoToWebinar, ON24) for registration, production, and post-event lead follow-up.

Soft Skills

  • Excellent written and verbal communication skills with the ability to write compelling copy and translate technical details into sales-friendly messaging.
  • Strong project management and organizational ability to manage multiple campaigns and deadlines concurrently with attention to detail.
  • Analytical mindset with the ability to interpret performance data, generate insights, and recommend action plans.
  • Collaborative team player who partners effectively with sales, product, design, and external agencies.
  • Customer-centric orientation and ability to understand buyer personas to craft targeted outreach and nurture strategies.
  • Proactive problem solver who takes ownership of operational gaps and drives continuous process improvement.
  • Adaptability to work in fast-paced environments and quickly pivot priorities in response to changing business needs.
  • Time management and prioritization skills to balance tactical execution with strategic initiatives and ad-hoc requests.
  • Creative thinking to help ideate campaign concepts, messaging angles, and ways to improve engagement across channels.
  • Strong interpersonal skills for stakeholder management, vendor negotiations, and cross-functional coordination.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Business Administration, Communications, or related field OR equivalent practical experience.

Preferred Education:

  • Bachelor’s degree with coursework or certification in digital marketing, analytics, or sales enablement (Google Analytics, HubSpot Academy, Salesforce Trailhead).

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Digital Media
  • Data Analytics (beneficial)

Experience Requirements

Typical Experience Range:

  • 1–4 years of combined sales support, marketing coordination, or marketing operations experience.

Preferred:

  • 2–4 years working in B2B or B2C marketing roles with hands-on experience in CRM, marketing automation, campaign execution, and performance reporting. Prior exposure to event coordination, paid media, and content production is highly desirable.
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