ABM & Activation Strategy Lead

Digital Realty•Dallas, TX

5d•Hybrid

About The Position

As part of our Marketing Analytics & AI function, ‘ABM & Activation Strategy’ plays an integral role in how we identify, prioritize, and engage the accounts that matter most. The Marketing Analytics & AI team is responsible for marketing's data products, measurement and attribution, revenue intelligence, campaign operations, and the application of AI across the marketing organization. Directly reporting to the Director, Marketing Analytics & AI, the ideal candidate will own the marketing signal-to-activation layer end to end — turning marketing, behavioral, and intent signals into scored, routable, and activatable demand, and owning the account-based marketing motion from strategy through implementation through adoption. This is a builder's role as much as a strategist's: you will design the scoring and activation architecture, then work hand-in-hand with our GTM Engineering partners to implement it in our core systems. This role operates at the intersection of Marketing, Sales, and GTM Strategy. Marketing owns the strategy, requirements, and definitions; GTM Strategy owns the platform build, monitoring, and process implementation. Success depends on designing an activation model that Sales trusts and that our shared systems can support at scale. The role has the potential to grow a small team as the ABM motion matures.

Requirements

5+ years in marketing operations, growth engineering, revenue operations, or marketing technology, with at least 2 years of account-based marketing or demand activation program experience
Demonstrated ownership of a scoring or lead qualification model end to end — design, implementation, measurement, and iteration
Experience partnering with data engineering or platform teams to translate marketing requirements into technical specifications
Intent and ABM platform proficiency — 6sense, Demandbase, or similar, including audience configuration, segmentation, and activation
Modern workflow orchestration and automation tooling — n8n, Clay, Zapier, Workato, or equivalent — with the ability to design and build multi-step automated processes
Marketing automation and CRM fluency — Marketo, Salesforce, or similar — including campaign, lead, and audience object models
Audience activation, enrichment, and personalization across marketing and sales channels
Demonstrated application of GenAI and agentic tooling to marketing or GTM workflows — building automations, enrichment processes, or agent-driven plays that meaningfully reduce manual effort or scale personalization
Fluency with prompt design, LLM-based workflow tooling, and evaluating where AI genuinely improves a process versus where it adds risk or noise
Working proficiency with a cloud data warehouse or lakehouse — Microsoft Fabric, BigQuery, Snowflake, Databricks, or similar — including querying and validating data that feeds scoring and activation
Familiarity with core data engineering and ETL/ELT concepts — pipelines, transformation layers, medallion or dimensional design patterns, data modeling, and reverse-ETL — enough to specify requirements credibly to engineering partners and understand the constraints of what is being built
Understanding of GTM data models — lead-to-account matching, account hierarchies, buying groups and opportunity contact roles, identity resolution, and touchpoint data structures

Responsibilities

Account-based GTM strategy – own ABM strategy, roadmap, implementation, and adoption across the marketing organization, including target account selection, tiering, and the plays that engage each tier.
Revenue intelligence and intent strategy – design and govern intent strategy, including signal taxonomies, weighting methodologies, audience qualification logic, and the signal-to-action framework that converts intent data into audience activation, personalization triggers, and Marketing-to-Sales workflow.
Account-grain funnel design – define the account-grain funnel model, buying group and opportunity contact role structures, and lead-to-account matching approach that underpin account-based measurement.
Audience activation architecture - Architect scalable activation capabilities spanning CRM, marketing automation, intent platforms, AI workflows, and analytics infrastructure, including routing-adjacent automation that delivers scored demand to the appropriate stakeholders.
Scoring architecture and strategy – own the design and work cross-functionally on our lead, account, composite, and intent scoring models, including the methodology, thresholds, and how scored demand is defined, qualified, and prioritized across the funnel.
6sense ownership and adoption – serve as the strategic owner of our intent and ABM platform, driving configuration, enablement, and adoption across Marketing and Sales, and holding the organization accountable for using it.
Cross-functional leadership - Drive strategic alignment with GTM Engineering, Sales Operations, Channel & Alliances, and Marketing leadership to translate business strategy into scalable technical solutions supporting enterprise activation.
AI-enabled activation – lead the application of GenAI and agentic tooling across activation and ABM workflows, building automations that scale personalization, audience development, enrichment, and play execution, and helping drive AI adoption across the wider marketing organization.