VP – Go-To-Market Operations
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Job Description
Panopto seeks a Senior GTM Operations leader to integrate revenue and marketing operations. Elevate planning and execution in achieving predictable revenue growth.
Responsibilities:
- Build and Lead a Unified GTM Operations Function
- Integrate Revenue Operations and Marketing Operations into one cohesive operating model with shared definitions, processes, and data standards.
- Lead the Sr. Director of Revenue Operations, the Marketing Operations function, and their teams (analysts, administrators).
- Provide strategic clarity, prioritization, and execution discipline across GTM systems and reporting.
- Own the End-to-End GTM Systems Architecture
- Serve as the executive owner of Salesforce ensuring accurate configuration, process scalability, data integrity, and consistent usage across Marketing, Sales, BDR, CS, and Finance.
- In partnership with IT, oversee the marketing tech stack including Marketo, Qualified and other enrichment tools, and analytics platforms ensuring interoperability and data hygiene across the full tool ecosystem.
- Drive ongoing evaluation of tooling needs with an eye to simplification, scalability, and performance.
- Elevate Pipeline Reporting, Forecasting, and Board-Level Hygiene
- Establish a single source of truth for pipeline creation, pipeline velocity, conversion, attribution, and forecast accuracy.
- Build the dashboards, scorecards, and monthly/quarterly rhythms used by the ELT, CEO, and board and standardize definitions (MQL, SAL, SQL, SAO, Opp stage movement, win/loss) across functions.
- Drive predictive reporting and scenario modeling for pipeline coverage, segmentation, and GTM investments.
- Lead ICP Reporting and GTM Analytics
- Architect and maintain our ICP reporting framework including segmentation, pipeline attribution, lead scoring, conversion rates, ROI benchmarks, and “jobs to be done” analytics.
- Enable Marketing and Sales to execute ICP-based targeting with precision and visibility.
- Optimize Lead Management, Routing, and Funnel Health
- Oversee the design and continuous improvement of lead scoring, routing logic, and qualification frameworks across Marketing and Sales.
- Ensure speed-to-lead, ICP matching, and SLA compliance between Marketing → BDR → Sales with an aim to solve current breakdowns in routing, database quality, and cross-platform data sync.
- Strengthen Marketing Execution and Campaign Operations
- Enable scalable campaign setups in Marketo and Salesforce with consistent tagging, attribution, and measurement ensuring data quality and accuracy across all stages of the funnel.
- Provide proactive recommendations to Demand Gen that increase conversion efficiency and marketing ROI.
- Drive database hygiene, compliance (GDPR), and global segmentation best practices.
Requirements:
- 12–18+ years of experience in Revenue Operations, Marketing Operations, or GTM Operations leadership within B2B SaaS.
- Proven success leading multi-disciplinary GTM Ops orgs (RevOps + Marketing Ops).
- Deep, hands-on mastery of Salesforce in scaling SaaS environments; able to architect and optimize complex processes and data models.
- Strong experience with Marketo or similar enterprise-grade marketing automation platforms.
- Expertise in attribution modeling, lead scoring, pipeline analytics, and campaign measurement.
- Demonstrated ability to build unified GTM reporting systems and board-ready insights.
- Strong people leadership and influencing skills. Capable of uniting teams, setting priorities, and driving accountability. Experience in hybrid or cross functional roles needed.
- Analytical, structured, and execution-oriented, with a focus on proactive problem solving.
Benefits:
- health insurance
- flexible spending accounts
- retirement savings plans
- life and disability insurance programs
- paid and unpaid time away from work
- bonus eligibility
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