Marketing Manager

Department: Marketing
Level: Management
Primary objective: Demand generation, ROI of marketing activities, and connecting marketing with the sales pipeline

What this role does

The Marketing Manager defines campaign strategy, allocates budget, coordinates the team, and demonstrates marketing's impact on the sales pipeline. They work in CRMconnect to plan campaigns, track lead attribution, and report ROI to management.

Modules used regularly

How to demonstrate marketing ROI

The closed loop: Marketing → Lead → Opportunity → Revenue

CRMconnect enables complete attribution if configured correctly:

Email Campaign [Marketing Campaigns → Campaign ID]
       ↓
Lead created [Leads → Source = campaign]
       ↓
Opportunity created from lead [Opportunities → Source = campaign]
       ↓
Opportunity won [Value = revenue attributed to campaign]
       ↓
ROI = (Attributed revenue − Campaign budget) / Campaign budget × 100

How to ensure correct attribution:

1. Lead Sources (/admin/leads/sources) — configure dedicated sources per channel:

   • Email Campaign — Newsletter June 2026
   • Facebook Lead Ad — Summer 2026
   • Google Ads — Brand Keywords
   • Webinar — Event May 2026

2. At each campaign → at setup specify the exact source in MA/Planner

3. Leads generated with that source → you can filter at any time → calculate attributed pipeline

Campaign planning (`/admin/marketing_campaigns`)

What to document for each campaign:

At campaign end, document:

• Actual results vs. KPIs
• Cost per lead / cost per reactivation
• Lessons learned
• Recommendation: repeat / modify / abandon

Monthly routine

Start of month — planning

1. Marketing Campaigns → review the month's campaign pipeline
2. Prioritise based on: business objective, season, available resources
3. Confirm with team: who does what, by when

Mid-month — execution oversight

4. Marketing Planner → campaigns in progress — are they on track?
5. Marketing Automation → are flows running without errors?
6. Leads → how many new leads has marketing generated this month? vs. last month?
7. If blockers exist → intervene directly or reallocate resources

End of month — reporting

8. Marketing Campaigns → complete results for all the month's campaigns
9. Calculate:
   • Leads generated per channel (Lead Source)
   • Marketing-influenced pipeline (Opportunities with marketing source)
   • Lead → opportunity → won conversion
   • ROI per campaign and total monthly
10. Monthly report → present to management

Connecting Marketing with Sales — the complete flow

[Marketing generates demand]
Email/SMS/WhatsApp/Social/Paid campaigns
       ↓
[Lead enters CRM]
Source recorded → Automatic scoring
       ↓
[Automatic nurturing (MA)]
Nurturing sequences until qualification
       ↓
[Qualified lead → SDR / Agent]
Score ≥ threshold → Task for SDR
Lead Source visible on lead record
       ↓
[SDR contacts → Opportunity created]
Opportunity linked to marketing source
       ↓
[Sales closes → Revenue attributed]
Marketing-attributed pipeline visible in reports
       ↓
[You report ROI to management]

The golden rule: You can't demonstrate ROI without correct attribution. Ensure every marketing-generated lead has the source correctly filled in from day one.

Calibrating Lead Scoring

Where: /admin/scoring

You decide how "hot" a lead needs to be before being handed to sales. Calibrate rules quarterly based on real data:

At end of quarter:
→ Leads → filter Closed Won → what was their score at qualification?
→ Leads → filter Closed Lost → what was their score?
→ If won average score is 60 and lost is 25 → qualification threshold is somewhere between
→ If won average score is 40 → your threshold of 70 is too high → lower it
→ If too many low-score leads reach sales and don't convert → raise the threshold

Key metrics for Marketing Manager

Collaboration with other departments

Practical tips

Alignment with sales is more valuable than any campaign. If sales doesn't follow up on marketing leads, your ROI is 0 regardless of how many campaigns you run. Hold monthly joint Marketing + Sales reviews.

Lead quality > lead volume. 50 MQLs from the targeted industry are worth more than 500 unqualified leads. Calibrate scoring aggressively and resist pressure to "increase volume" at any cost.

Document everything in Marketing Campaigns. The team's collective memory is in that module. A year of documented campaigns → you can see what works, what doesn't, and why.

Multi-touch attribution is reality, not theory. A customer rarely converts from a single touchpoint. Work with sales to understand which channels contributed across the entire sales cycle.