Sritam Samantaray
Marketing Operations
Bengaluru
Summary
Proactive and achievement-oriented Revenue Operations Expert bringing 7 years of marketing and sales operations experience, with a proven record in successfully managing a wide variety of marketing/sales initiatives. A strategic thinker, data-driven decision maker, problem solver, team player, project driver and a strong believer of don't let perfect be the enemy of good.
Overview
7
7
years of professional experience
Work History
Senior Marketing Operations Manager
Motive
01.2023 - Current
- Gained ownership, collaborated with all business stakeholders and co-developed in-house marketing reporting housed in our CDP(Snowflake) - Phase 2. Resulting in 90% of reporting that previously took 30 hrs./ week to instantly view within few minutes in Tableau.
- Identified ICP and developed customer lifecycle to majorly focus on retention, adaption, expansion, and acquisition. This data was used to make decisions on how we can improve our customer experience.
- Cross-functional team collaboration, involving workshops, strategy discussions, planning, execution, sales training, enablement, refinements, support, reporting and builds to enhance features/implement new platforms for the needs of the business based on the new verticals the company was moving into.
- With increasing efforts on winning upper market deals, we saw the need to partner with Content team to tailor personalized messaging that was surfaced through website, email, in-app, direct mails and every other source. It led to increase in engagement and helping Motive to act as an Market leader for many of the safety functionality.
- Moving upmarket was crucial so does having the functionality for booking live meetings & chatting in real time. But this had a direct impact on sales so there were a lot of internal discussions and finally we agreed on using Qualfied for all upmarket. Building the project plan, design flow, Sales training, SDR/AE alignment, integrations, alignment with Sales Ops, defining RR rules, routing, setting up forms, reporting, and what not, we were able to setup both chat and forms meeting scheduler. In a span of 3 months, we were able to generate 355K of pipeline.
- Planned & executed implementation of Hushly for initially building microsites for the upper market prospects/customers to support our ABM initiatives. Close partnership with DG,content,web & the ABM team delivered huge success in building a content hub that was long awaited.
- Coaching, building, training and developing a high performing MOPs team.
- Re-defined, analyzed, built, and executed business go-to-market strategies with systems, processes, data, and people
- Identified, strategized, led, planned, collaborated, managed, and executed transformation projects.
- Inbound calls was a key contributor to our pipeline but due to lack of proper tracking we were hand cuffed to make any recommendations or experimentations. Invoca was the platform we implemented after understanding our pain point, enabling us with rich metadata to make any data driven recommendations and simultaneously conduct experiments at scale.
- With Invoca, we were able to know all the keywords used for making calls that led to qualified deals. Partnering with Performance Marketing team for experimenting on phone numbers in paid Ads channels like Google, Bing, LinkedIn led to an increase in 55%. Based on the insights, we adjusted allocating budget to places where it had greater impact.
- Partnered with our web team to migrate Google Analytics to Amplitude ensuring there is no impact on existing web reporting.
- Led Ampltiude’s project planning, taxonomy definitions, integration,GTM implementation(tag manager) & flow design for go-to-market systems by collaborating with web & other business functions to be able to tie web interactions with our core metrics.
- In-app was a channel that was under developed and never focused for Marketing. The buyer journey was incomplete due to multiple platforms were used to track web vs mobile. Working with engineering teams, we migrated the mobile apps from platforms like statsig, mixpanel to unify it with the one we planned to use for our web app i.e Pendo. Due to lack of ownership, Pendo was in a non-usable state and our role was to equip our Marketing team to be able to run upsell campaigns effectively. Developed Pendo from scratch for Motive’s Marketing use cases in close collaboration with multiple business functions & finally established a end-to-end flow for any in-app initiatives. Result: 900K in pipeline and 350K closed won deals!
- Revamped 6Sense by creating persona’s which resulting better AD reach, adding signals from listing websites such as G2, Buyer Discovery, and Trust radius. Segment and Orchestration was re-configured based on the business needs.
- Data inconsistency was a major problem due to duplicates and unvalidated emails in the system. With collaboration, Sales enablement, sales training, identification of duplication root cause & fixes, implementation of an universal email validation process, and merging of duplicates we were able to help the business increase lead to account matching, save more on database, easy & clean reporting, and processes getting faster for handing a qualified lead to sales.
- Established best practices for data governance and created custom alerts for all systems monitoring/health checks.
- Led the strategy, planning, Implementation, enablement, sales alignment, cross functional communications, and reporting for multiple other platforms like Goldcast(Webinars), Captello(Smaller Events), Cvent(Larger Events), SalesLoft(Sales Outreach) and G2crowd & Trust radius (listing websites).
Marketing Operations Lead
Motive
07.2021 - 01.2023
- Developed strong Marketing-Sales alignment through which we were able to achieve a robust system.
- Demonstrated a high level of initiative, creativity and a key player in the company's re-branding efforts.
- Resolved problems, improved operations and provided exceptional error detection methodology by building an in-house error detection platform, developing lead flow, lead lifecycle, a predictive lead scoring model that can easily scale based on the company's growth.
- Built strategy & business plan for migration from Pardot to Marketo & developed the Marketing automation processes based on the business needs ensuring Industry wide best practices.
- Played a major role in developing the fundamentals of our initial Marketing first touch model & later transitioned it to a more robust model named as multi-touch reporting by closing working with our cross functional stakeholders.
- Gained extensive knowledge in Marketo REST APIs, leveraged past learnings of SQL,HTML,CSS for enabling Marketing to integrate, customize, and build a seamless experience for vendors, partners, and internal employees.
Revenue Operations Analyst
Dialpad
10.2019 - 07.2021
- Salesforce Administrator: Built various process to streamline the process
- Created complicated workflow rules
- Created/Re-defined the approval processes for CPQ
- Simplified the Lead Routing/Lead Conversions which made the L2S faster
- Optimized the visualforce pages which were creating slowness
- Implemented the new MSI in Salesforce
- Marketo Administrator: Built multiple apps in Slack and integrated it with Marketo through API for faster sales to lead and monitoring the issues which could be caused by system
- User Management
- Integration of Marketo with third party tools
- Helped the team by fixing the constant backlog which was getting creating between Marketo and Salesforce
- Complex Campaign Management like drip campaign and behavioral trigger campaigns
- Revamped the Lead Scoring model according to business needs
- Helped the business by creating and implementing sequences and rules in Outreach
- Working with the team on creation of a new graph for different territories in LeanData which took care of assignment,re-assignment,merging
- Managed LinkedIn Sales Nav and ZI
- Working closely with CTO, CIO, Director of Sales Ops and Director of Global Marketing to improve systems to better align with the business needs
- Subscription preference management to capture following 4 consents separately: Email Consent, Mail Consent, Phone Consent, Privacy Policy Consent
- Integration of Marketo with any system which supports webhooks and APIs
- Improvement in marketing and sales alignment
- Helped the business by implementing Multi-Channel Lead Source Tracking implementation
- Worked with my team to setup a custom process to track the responses coming from different channels for a specific marketing program
- Suppose you have an upcoming webinar and you are promoting the same through different channels including social media, Email, search Engine etc
- With that it will be interesting to see the performance of individual channels
- This custom solution gives you that ability to report how many total vs net new leads you have acquired through a specific channel, even better with this solution you can check the same for individual campaign
- This setup involved jQuery, Form hidden fields, browser cookie, and SFDC campaign etc.
Associate Team Lead - Marketing Automation
RightWave
01.2019 - 09.2020
- Leading a team of Marketing Automation Consultants
- Executed complicated system migrations such as Pardot to Hubspot, Hubspot to Marketo.
- Project Management for 3-4 clients at the same time
- Worked closely with Off-shore team and Clients
- Project Management, Business and Functional Requirement Analysis
- Helped team on various Marketing Automation Projects, Report Generation, Campaign Setup and Execution, Webinar, Salesforce Consulting, Lead Management etc
- Lead Scoring setup
- Lead Nurture Campaigns setup
- Helped team members with the experience of working on different Marketing & Sales Automation Platforms including Marketo, Hubspot, RightWave, & Salesforce.
- My team has provided marketing operations support along with consulting services to the customers to make the most effective use of their marketing investments.
E-Marketing Consultant
RightWave
01.2017 - 12.2018
- Responsible to manage and deliver marketing projects
- Work with internal development and quality assurance teams to ensure that customer requirements are fulfilled, projects timelines are met and deliveries are completed with quality
- Customer Communication and Relationship Management
- Marketing Campaign Execution, designing and implementing the e-marketing campaigns
- Salesforce CRM Consulting (Administration and Development)
- Lead Database Management and Reporting
- Web-form creation/maintenance etc
- Helped with GDPR implementation and some other data driven projects
- Marketo Program Template and Folder Structure.
Education
Bachelor of Technology in Computer Science & Engineering -
Institute of Technical Education & Research, Bhubaneswar, Odisha
Higher-Secondary Examination - undefined
B.J.E.M School, Bhubaneswar
Secondary Examination - undefined
B.J.E.M School, Bhubaneswar
Skills
Data-driven decision making, Result-oriented, Analytical Thinker, Pro-active communicator, Leadership
Marketo, Salesforce, Qualified, Amplitude, Qualified, Pendo, Bizible, Ambassador, Hushly, GTM, Snowflake, Redash, Leandata, Salesloft, Cvent, Captello, Goldcast, Invoca, 6sense, Outreach, Clearbit, ZI
Working Knowledge - Domo, Tableau, html, css, Hubspot,AD platforms(Google, Bing, LinkedIn)
Other Information
07/24/95, Oriya, English, Hindi
Timeline
Senior Marketing Operations Manager
Motive
01.2023 - Current
Marketing Operations Lead
Motive
07.2021 - 01.2023
Revenue Operations Analyst
Dialpad
10.2019 - 07.2021
Associate Team Lead - Marketing Automation
RightWave
01.2019 - 09.2020
E-Marketing Consultant
RightWave
01.2017 - 12.2018
Bachelor of Technology in Computer Science & Engineering -
Institute of Technical Education & Research, Bhubaneswar, Odisha
Higher-Secondary Examination - undefined
B.J.E.M School, Bhubaneswar
Secondary Examination - undefined
B.J.E.M School, Bhubaneswar