GTM Systems Manager

Overview

You manage the commercial technology stack at Equals Money - Salesforce, marketing automation, potentially tools like Outreach/Salesloft, Gong, LinkedIn Sales Navigator, and various integrations. You configure the CRM, build automations so reps spend less time on admin, maintain data quality, and create dashboards so leadership can see pipeline health and forecast accuracy. You're the go-to person when "Salesforce is broken" or "this report doesn't make sense."

Role Snapshot

Company Context

Stage: Growth stage (387 employees, established product)

Size: 387 employees

Growth: Building out Rev Ops function from scratch, scaling commercial org

Market Position: Challenger in B2B payments/FX competing against banks and other fintechs

GTM Reality

Current State: They're building the Rev Ops team, which means systems are probably underdeveloped. Likely scenarios:

• Salesforce exists but isn't fully customized for their sales process
• Data quality issues (duplicate accounts, missing fields, inconsistent naming)
• Manual processes that should be automated
• Reports that don't give leadership the insights they need
• Tools that don't talk to each other

Your Mission: Take a somewhat messy commercial tech stack and make it a strategic asset that helps the team operate faster and with better data.

Who You Support:

• SDRs/BDRs (if they have them) - need clean prospecting workflows
• AEs - need deal management, forecasting, opportunity tracking
• Sales leadership - need visibility into pipeline, conversion rates, rep performance
• Marketing - need lead routing, attribution, campaign tracking
• CS/AM team - need account health scores, renewal tracking, expansion opportunities

Competitive Landscape

Context for Your Work: Equals Money competes in a crowded fintech space. This means:

• Sales needs to move fast (competitive deals, multiple vendors in play)
• Data accuracy matters for forecasting (investors/board want predictability)
• Integration with external data sources (e.g., pulling in company financials, transaction volumes) could be strategic

What You'll Actually Do

Time Breakdown

Salesforce Admin (30%) | Project Work (25%) | Data Quality (20%) | Support/Troubleshooting (15%) | Stakeholder Meetings (10%)

Key Activities

• Salesforce Configuration: You build custom fields, page layouts, validation rules, and workflows. Example: Sales wants a new field to track "use case" (e-commerce vs. travel vs. iGaming). You figure out where it should live, whether it's a picklist or text, how it should be required or optional, and update all the relevant reports.

• Automation Building: You create automations to reduce manual work. Examples: Auto-assign inbound leads to the right rep based on company size and region. Auto-update opportunity stage when certain activities happen. Send Slack alerts when deals over $100K move to "contract sent."

• Data Cleanup: You're constantly fighting data decay. Reps enter "Google" and "Google Inc." and "Google, Inc." as three different accounts. You merge duplicates, enforce naming conventions, and build rules to prevent it from happening again (it still happens).

• Dashboard & Reporting: Leadership asks questions like "What's our average sales cycle by deal size?" or "Which verticals have the highest win rate?" You build reports and dashboards to answer these. The hard part is making sure the underlying data is clean enough to trust.

• Integration Management: You connect Salesforce to other tools. Marketing automation (HubSpot/Marketo?) needs to flow leads into Salesforce. Gong (if they use it) recordings should link to opportunities. LinkedIn Sales Navigator data should sync to lead records. When integrations break, you troubleshoot.

• User Support: Reps submit tickets: "I can't see my opportunities," "This report is showing the wrong number," "How do I create a dashboard for my accounts?" You triage, fix the issue, and sometimes train them on how the system actually works.

• Strategic Projects: You work with Rev Ops leadership on bigger initiatives. Examples: Redesigning the lead-to-opportunity handoff process. Implementing a new sales engagement tool. Building a territory management system. These are multi-week projects requiring discovery, design, testing, rollout, and training.

The Honest Reality

What's Hard

• You're the Bottleneck: Everyone needs something from you. Sales wants a new field. Marketing wants better attribution reporting. Leadership wants a forecast dashboard. CS wants account health scoring. You're juggling 15 requests with competing priorities.

• Garbage In, Garbage Out: You can build the perfect automation, but if reps don't update opportunity stages or enter notes, your reports are worthless. You spend a lot of time chasing adoption and data discipline.

• Scope Creep on Projects: Sales leader says "We need a simple dashboard." Two weeks later, they want 12 different filters, drill-down capabilities, and real-time alerts. The "simple" project is now a month-long effort.

• Breaking Things: You change a validation rule and suddenly a critical workflow stops working. Reps can't create opportunities. You're firefighting to fix it while everyone's blocked.

• Building in a Growing Company: The team is scaling, which means requirements change constantly. You build something for a 30-person sales team, and six months later it's 50 people with different needs. You're constantly iterating.

What Success Looks Like

• System Adoption: Reps actually use Salesforce instead of tracking deals in spreadsheets. You increase data completeness from 60% to 85%+.
• Data Quality: Duplicate account rate drops. Lead-to-account matching accuracy improves. Reports become trustworthy enough for board decks.
• Efficiency Gains: You automate 10 hours/week of manual work across the sales team through better workflows.
• Leadership Confidence: Sales leadership trusts the forecast numbers coming out of Salesforce instead of second-guessing them.
• Project Delivery: You ship strategic projects on time (territory redesign, new tool rollout, etc.) with good adoption.

Who You're Supporting

Primary Internal Customers:

• Sales Reps (SDRs, AEs, AMs): Need a CRM that helps them work faster, not slower. Want quick access to account history, easy opportunity updates, and helpful automation.

• Sales Leadership: Need accurate pipeline visibility, forecast data, win/loss analysis, and rep performance metrics to run the business.

• Marketing: Need lead routing, attribution reporting, and campaign ROI data to optimize spend.

• Customer Success: Need account health tracking, renewal workflows, and expansion opportunity identification.

• Finance: Need closed-won data for revenue recognition, commission calculations, and financial reporting.

What They Care About:

• Reps: "Does this make my job easier or add more clicks?"
• Leadership: "Can I trust this data to make decisions?"
• Marketing: "Can I prove marketing's impact on revenue?"
• CS: "Can I see which accounts are at risk before they churn?"

Requirements

• Salesforce admin experience (ideally Salesforce Admin certification)
• Experience with sales/marketing tech stacks beyond just Salesforce (marketing automation, sales engagement, BI tools)
• Technical skills: can write formulas, validation rules, basic Apex/flows (or willing to learn)
• Data skills: comfortable with data analysis, Excel/Google Sheets, SQL helpful but not required
• Project management: can scope projects, manage timelines, communicate with stakeholders
• Fintech/financial services experience helpful (understand compliance, data sensitivity)
• Comfortable with ambiguity - you're building this function, so there's no playbook