Director of GTM Systems & Architecture

Petal•Vancouver, BC

1d•Hybrid

About The Position

This role owns the operating model behind Petal’s go-to-market organization; how Marketing and Sales work together, how opportunities move through the funnel, how performance is measured and forecasted, and how our GTM systems support that motion. You'll partner closely with Marketing and the EVP of Marketing, to whom this role reports, on aligning revenue systems with the company's go-to-market strategy; with the Go-To-Market Engineer, who reports to you and owns the technical design and build of our GTM systems; and with the VP Sales on running the enterprise motion inside a well-designed process. In your day to day, you will be responsible for: GTM operating model, Own the B2B/B2G opportunity process, pipeline hygiene standards, forecasting framework, and sales operating cadence, in partnership with the VP Sales, who owns execution of the enterprise motion. Define sales-assist and PQL routing rules in partnership with Growth Marketing, Product, and the GTM Engineer. Forecasting & performance, owning the GTM performance framework and giving leadership visibility into conversion, pipeline health, forecast accuracy, etc. Systems & data strategy, Setting the strategy, priorities, and requirements for Petal's GTM systems roadmap — what Salesforce, Pendo, Intercom, the lifecycle platform, and billing each need to do — and partner with the GTM Engineer, who owns the technical design and build. You'll define the business requirements, operating principles, and priorities that our GTM Engineer translates into scalable systems. Own Salesforce governance standards: data quality, field governance, and adoption across Sales, Marketing, and Product. Drive cross-functional adoption of the customer/product data model the GTM Engineer designs, and own the governance standards around it. Decide what should be built in-house versus supported by an implementation partner, and manage those vendor relationships. Cross-functional GTM leadership, Manage and develop the GTM Systems team (1 direct report); set priorities and be accountable to a roadmap. Systematically move non-core work off this team and onto the right owner, so RevOps stays focused on strategy and systems rather than absorbing ad hoc requests.

Requirements

8+ years of Revenue Operations, GTM Systems, Business Systems, Sales Operations, Marketing Operations, or Commercial Operations experience.
You've built revenue operating models before, not just run them.
Comfortable setting a systems strategy that Marketing, Sales, Finance, and Product can align around, and translating that strategy into clear requirements for a technical partner to build against.
Deep Salesforce architecture experience, including account/contact/opportunity models, campaign attribution, lifecycle/status fields, data governance, and reporting implications.
Experience supporting B2B or B2G sales-led motions and B2C, PLG, self-serve, or lifecycle-driven models.
Strong understanding of marketing automation, customer engagement, product analytics, ecommerce/billing, CRM integrations, and BI/reporting architecture.
Strong executive communication and change-management skills; ability to explain technical trade-offs to non-technical stakeholders.
Experience managing vendors, consultants, implementation partners, and cross-functional system roadmaps.

Nice To Haves

Healthcare, SaaS, marketplace, or regulated-industry GTM systems experience.
Experience with Salesforce integrations, such as Pendo, Intercom, Stripe/Billing, and Power BI operating models.

Responsibilities

Own the B2B/B2G opportunity process, pipeline hygiene standards, forecasting framework, and sales operating cadence, in partnership with the VP Sales, who owns execution of the enterprise motion.
Define sales-assist and PQL routing rules in partnership with Growth Marketing, Product, and the GTM Engineer.
Own the GTM performance framework and giving leadership visibility into conversion, pipeline health, forecast accuracy, etc.
Set the strategy, priorities, and requirements for Petal's GTM systems roadmap — what Salesforce, Pendo, Intercom, the lifecycle platform, and billing each need to do — and partner with the GTM Engineer, who owns the technical design and build.
Define the business requirements, operating principles, and priorities that our GTM Engineer translates into scalable systems.
Own Salesforce governance standards: data quality, field governance, and adoption across Sales, Marketing, and Product.
Drive cross-functional adoption of the customer/product data model the GTM Engineer designs, and own the governance standards around it.
Decide what should be built in-house versus supported by an implementation partner, and manage those vendor relationships.
Manage and develop the GTM Systems team (1 direct report); set priorities and be accountable to a roadmap.
Systematically move non-core work off this team and onto the right owner, so RevOps stays focused on strategy and systems rather than absorbing ad hoc requests.