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You will own the go-to-market engine at EdCast, focusing on how leads move through the system: data enrichment and standardization, lead scoring and routing, and lifecycle progression into the hands of BDRs and sellers. This role combines systems thinking, data fluency, and automation skills, with emphasis on leveraging AI and automation to make processes faster and more reliable.
Key responsibilities include:
**Lead Routing, Lifecycle & Scoring:** Lead the design, build, and maintenance of lead routing logic including assignment rules, SLAs, and fallback handling. Own the lead lifecycle model—stage definitions, entry/exit criteria, status changes, and reporting. Develop and refine lead and account scoring models in partnership with Sales, Marketing, Sales Ops, and RevOps, monitoring performance over time. Ensure campaign attribution is properly tied to opportunities and troubleshoot routing, lifecycle, and attribution issues to fix root causes.
**BDR and Sales Flow Processes:** Partner with Sales and BDR leadership to design and improve handoff processes from marketing to sales. Configure and optimize systems supporting BDR workflows, including sequences, triggers, and alerts. Measure speed to lead, conversion, and follow-up quality, recommending improvements.
**Data Enrichment & Standardization:** Define and execute data enrichment strategy across ZoomInfo and Clay, including waterfall logic, provider selection, and cost/coverage management. Build automated enrichment and data hygiene workflows to keep records accurate, complete, and compliant. Partner with Sales Ops, RevOps, Data, and IT to establish and enforce data standards (naming conventions, picklists, field definitions, deduplication rules).
**Enablement:** Document owned processes and systems clearly. Train and support Marketing, BDR, and Sales teams on routing, lifecycle, scoring, and data practices.
**AI & Automation Optimization:** Identify manual, repetitive steps in lead management and enrichment and replace them with AI-assisted workflows (account research, lead summarization, data normalization, scoring inputs). Use Clay AI and other LLM capabilities, custom prompts, and scripts to improve data quality and speed. Set guardrails for AI use including prompt standards, privacy, and human review. Track and communicate the impact of automation (time saved, data quality gains, conversion improvements).
**Requirements:**
- 5+ years in marketing operations, revenue operations, sales operations, or GTM engineering in B2B
- Hands-on experience with lead routing, lifecycle, and scoring in a CRM and marketing automation platform (Salesforce and Marketo preferred)
- Experience with data enrichment tools such as ZoomInfo and Clay, or comparable platforms
- Strong grasp of B2B data models and data governance practices
- Practical experience using generative AI and LLMs to build real workflows
- Comfort with data analysis (SQL, spreadsheets, or light scripting)
- Strong documentation, communication, and change management skills
- Strong cross-functional collaboration and project management capabilities
**Nice to have:**
- Experience with Outreach or another sales engagement platform
- Familiarity with lead-to-account matching, intent data, and ABM
- Knowledge of GDPR, CCPA, and other data privacy requirements
- Experience with iPaaS tools (Workato, Zapier, Make) or APIs
