The Principal, Revenue Operations & GTM Execution is a senior operational leader within the Sales Operations team, reporting directly to the VP of Sales Operations. This role ensures that Coalfire’s GTM strategy translates into coordinated execution across marketing, sales, offering management, delivery, and partners.
The role will own pipeline health and lead quality from the top of the funnel through opportunity creation, manage Coalfire’s outsourced SDR program, and own the GTM calendar that sequences go-to-market activities. The right candidate thrives in ambiguity, drives outcomes in a fast-moving and changing environment, and has the business acumen and executive presence to influence Sales Leadership.
A role that drives go-to-market execution
This role is the operational engine coordinating activity across marketing, sales, offering management, delivery, and partners to ensure strategy translates into execution and pipeline opportunities are never left unmanaged.
Pipeline ownership and development
This leader will own the full pipeline from MQL to opportunity — ensuring no lead goes unactioned and that the handoff between marketing and sales is seamless and accountable. This role actively monitors pipeline generation against targets, holding teams accountable to commitments.
GTM calendar ownership
This role will own the GTM calendar, sequencing and aligning activity across marketing campaigns & events, offering launches, partner programs, SDR plays, AE activity, and training — ensuring all go-to-market activity is coordinated and connected to pipeline goals.
Ownership of the SDR program
This role owns Coalfire’s outsourced SDR program — managing the vendor relationship, setting performance expectations, and ensuring SDR activity is aligned to pipeline targets and GTM priorities. The expectation is that the SDR program is a reliable, accountable source of pipeline generation.
What You'll Do
- Own the MQL to opportunity handoff process — ensuring leads are routed correctly, followed up on promptly, and that no lead goes unactioned.
- Partner with marketing to define and maintain lead quality standards, MQL definitions, and conversion benchmarks; hold both sides accountable to agreed service levels.
- Monitor pipeline generation against targets on a weekly basis; identify gaps and hold teams accountable to commitments.
- Serve as the primary point of escalation when pipeline generation is at risk — proactively surfacing issues to Sales Leadership before they become forecast problems.
- Partner with the Director, Forecasting & Revenue Analytics to ensure top-of-funnel metrics connect to pipeline and bookings forecasts.
- Coordinate across marketing, offering management, and delivery to ensure the field has the tools and content needed to execute — including pricing, bid sheets, scoping tables, proposal templates, and value messaging.
- Partner with Sales Leadership and key stakeholders to understand field needs, proactively identify content gaps, and ensure the right owners are aware and accountable for delivery.
- Align enablement activity to the GTM calendar — ensuring content and training are delivered ahead of campaigns, offering launches, and partner programs.
- Own the relationship with Coalfire’s outsourced SDR vendor — including performance management, target setting, activity alignment, and contract oversight.
- Define and manage SDR KPIs: outbound activity, meeting set rates, pipeline contribution, and lead quality; hold the vendor accountable to targets on a regular cadence.
- Ensure SDR activity is aligned to GTM priorities — including campaign support, segment focus, and AE territory coverage.
- Serve as the internal advocate for SDR performance — escalating issues, driving improvements, and evaluating vendor effectiveness on an ongoing basis.
- Partner with Sales Leadership to ensure SDR-sourced pipeline meets quality and coverage requirements for each segment and region.
- Own and maintain Coalfire’s master GTM calendar — coordinating activity across marketing campaigns, events, offering launches, partner programs, SDR plays, AE activity, and training.
- Ensure all GTM activities are sequenced logically, resourced appropriately, and connected to pipeline and bookings goals.
- Drive accountability across teams to GTM calendar commitments — identifying gaps, conflicts, or missed handoffs and escalating or resolving as needed.
- Partner with marketing, offering management, delivery, and sales to align on priorities, timing, and resource requirements for upcoming GTM activity.
- Maintain visibility into the GTM calendar at the leadership level — providing regular updates to the VP of Sales Operations and CRO on upcoming activity and risks.
- Travel as required by leadership — generally less than 20%
Pipeline & Lead Management
GTM Enablement Coordination
Outsourced SDR Management
GTM Calendar Ownership
What You'll Bring
- 10+ years of experience in Revenue Operations, Sales Operations, or a senior GTM operational role in a B2B environment
- Demonstrated experience owning pipeline health and marketing-to-sales alignment at a senior level
- Experience managing an outsourced or in-house SDR / BDR program
- Proven ability to drive cross-functional alignment and accountability without direct authority
- Proficiency in Salesforce and familiarity with marketing automation platforms
- Bachelor’s degree in Business, Marketing, or a related field
Revenue Operations & Pipeline Management
- Deep understanding of the B2B sales funnel — from demand generation and MQL through opportunity creation, pipeline management, and close
- Experience owning lead routing, MQL definitions, and marketing-to-sales handoff processes in a complex B2B environment
- Familiarity with CRM and marketing automation platforms — Salesforce required; HubSpot, Marketo, or equivalent a plus
- Track record of managing pipeline health proactively — identifying risks before they become forecast problems
- Experience coordinating GTM enablement content across marketing, product, and sales without owning the content directly
- Strong program management instincts — able to manage a complex GTM calendar with multiple workstreams, dependencies, and stakeholders
- Proven ability to hold cross-functional teams accountable to deliverables without direct authority
- Thrives in fast-moving and changing environments — makes judgment calls in real time and drives resolution rather than waiting for clarity
- Experience managing an SDR or BDR program — outsourced or in-house — including performance management, KPI setting, and vendor accountability
- Ability to define and hold vendors to clear activity and pipeline contribution targets
- Strong understanding of outbound sales motions and how SDR activity connects to pipeline generation and revenue
- Comfortable presenting to and influencing Sales Leadership
- Self-directed with strong organizational skills; manages competing priorities independently and drives work to completion
- High EQ — able to influence peers and senior leaders, hold teams accountable, and navigate ambiguity without burning relationships
GTM Enablement & Cross-Functional Coordination
SDR & Vendor Management
Communication & Executive Presence
Bonus Points
- Revenue Operations or GTM Operations at a high-growth B2B or SaaS company — especially where pipeline ownership and cross-functional coordination were combined
- Sales Operations leader with SDR or BDR program ownership experience
- Management consulting with a go-to-market or commercial operations focus who has moved into an operating role
- Marketing Operations or Demand Generation leader who has crossed into sales alignment and pipeline ownership
- Chief of Staff or GTM Program Management at a senior level in a complex, matrixed B2B environment
- MBA or advanced degree a plus, but not required
Skills Required
- 10+ years experience in Revenue Operations, Sales Operations, or senior GTM operations in a B2B environment
- Proven experience owning pipeline health and marketing-to-sales alignment
- Experience managing an outsourced or in-house SDR/BDR program, including vendor management and KPI setting
- Proficiency in Salesforce
- Familiarity with marketing automation platforms (HubSpot, Marketo, or equivalent)
- Bachelor's degree in Business, Marketing, or related field
- Demonstrated ability to drive cross-functional alignment and accountability without direct authority
- Strong program and project management skills to manage complex GTM calendar and dependencies
- Executive presence and strong communication skills to influence Sales Leadership
- Ability to monitor pipeline metrics, identify gaps, and escalate risks to leadership
- Travel as required (generally less than 20%)
Coalfire Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Coalfire and has not been reviewed or approved by Coalfire.
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Leave & Time Off Breadth — Flexible paid time off and paid parental leave are prominently offered, with remote/WFH support enabling time away when workload allows.
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Healthcare Strength — Comprehensive medical, dental, vision, wellness resources, and an EAP are part of the core package. Carrier coverage and plan options are regularly highlighted across employer materials.
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Retirement Support — A company‑matched 401(k) is included alongside other financial and development perks. This retirement benefit is consistently featured across benefits overviews.
Coalfire Insights
What We Do
Coalfire is the cybersecurity advisor that helps private and public sector organizations avert threats, close gaps, and effectively manage risk. By providing independent and tailored advice, assessments, technical testing, and cyber engineering services, we help clients develop scalable programs that improve their security posture, achieve their business objectives, and fuel their continued success. Coalfire has been a cybersecurity thought leader for more than 20 years and has offices throughout the United States and Europe.
