GTM Systems Manager

About 12twenty

12twenty is a leading career services and early-career recruiting platform connecting universities, students, alumni, and employers. Our technology helps universities manage career services and employer relationships while enabling companies to identify, engage, and recruit emerging talent.

Our go-to-market organization sells to both sides of that network: universities and schools (our TU business) and employers (our TE business). The two are connected. Our university customer footprint shapes where and how we sell to employers, and our systems need to reflect that relationship. As we scale, we are investing in the systems, data, and automation required to drive pipeline generation and a more predictable revenue engine.

Position Overview

12twenty is seeking a highly analytical, hands-on GTM Systems Manager to own the systems, integrations, and data infrastructure that power our Marketing, SDR, and Sales teams.

Salesforce is our single source of truth. HubSpot, Gong, Nooks, and ZoomInfo connect to it, and this role is responsible for making those tools, along with data from the 12twenty product, operate as one system. You will own how prospects move from first engagement through marketing qualification, SDR follow-up, and into the sales pipeline, and how leads and accounts are assigned across a two-sided business with distinct segments and territory rules.

We do not use a dedicated lead routing tool today. You will build and maintain our routing and assignment logic in Salesforce Flow, and help us decide whether and when a dedicated routing platform is worth adding.

This is a hands-on individual contributor role for someone who enjoys solving problems, building scalable workflows, and seeing the direct effect of their work on revenue.

Our GTM Tech Stack

• Salesforce: CRM and system of record
• HubSpot: marketing automation, synced to Salesforce
• Nooks: power and parallel dialing, sales engagement
• ZoomInfo: data enrichment and prospecting
• Gong: conversation intelligence
• 12twenty platform: product usage and engagement data, connected to Salesforce and HubSpot
• SalesNavigator: AE/SDR outbound

Key Responsibilities

GTM Systems Administration and Ownership

• Serve as primary administrator for Salesforce, the system of record for all GTM data, and for HubSpot and its sync to Salesforce.
• Own the administration and optimization of Nooks, ZoomInfo, and Gong, including their integrations with Salesforce.
• Evaluate new technologies, including routing, enrichment, and AI-enabled tools such as Clay, and recommend solutions based on cost, adoption, and expected impact.
• Maintain system documentation, architecture diagrams, workflows, and configuration standards.

Lead Lifecycle, Routing, and Territory Management

• Own the end-to-end lead lifecycle: capture, deduplication, enrichment, scoring, qualification, and assignment.
• Establish and maintain lifecycle definitions and MQL criteria across HubSpot and Salesforce.
• Build and maintain routing and assignment logic in Salesforce Flow, including round-robin, named-account, segment-based, and territory-based rules.
• Support our territory model in the system: upmarket and downmarket segments defined by employee count, named accounts with caps, a shared account pool, SDR round-robin distribution of pool meetings, and specialized territories such as government.
• Enforce our rules of engagement in the system, so account ownership, conflicts, and reassignments are handled consistently rather than manually.
• Model and maintain the relationship between university (TU) customers and employer (TE) accounts in Salesforce, so the TU footprint can inform TE targeting and territory decisions.
• Route and track leads by source, including Marketing, Product (PLG) leads that flow to the TE team, CX-sourced opportunities handed to Sales, and SDR outbound.
• Monitor lead flow for dropped, duplicated, delayed, or misrouted leads, find root causes, and fix them.

Systems Integration and Automation

• Manage the HubSpot and Salesforce integration, including field mapping, sync rules, conflict resolution, and error monitoring.
• Build and maintain automated workflows that reduce manual work across Marketing, SDR, and Sales, using Salesforce Flow, native connectors, middleware such as Zapier or Workato, and APIs.
• Maintain the firmographic data (employee count, industry, location) that segment and territory assignment depend on, using ZoomInfo and other enrichment sources.
• Identify opportunities to apply automation, AI, and enrichment to improve prospecting and SDR efficiency.
• Connect the 12twenty product to our GTM systems: partner with Product, Engineering, and Data teams to bring product usage, engagement, and account data into Salesforce and HubSpot.
• Design and maintain the data model, sync logic, and record matching that tie product users, schools, and employers to the right leads, contacts, and accounts.
• Put product signals to work in lead scoring, PLG routing, and alerts to Sales, SDR, and CX, so reps can act on in-product activity.

Funnel Performance, Reporting, and Analytics

• Build and maintain the Salesforce dashboards that feed leadership's recurring KPI reviews.
• Report on the full funnel by business (TE and TU) and by lead source: MQLs, meetings booked and completed, SQOs, pipeline, average selling price, and days to close.
• Include product usage and engagement signals in funnel and account reporting, such as PLG user conversion, activity by customer, and usage trends that point to expansion or renewal risk.
• Monitor speed-to-lead, SDR follow-up activity, and adherence to MQL-to-SDR service-level agreements set with Marketing and SDR leadership.
• Track sales engagement and activity metrics in Nooks and Salesforce to identify ways to improve SDR productivity.
• Recommend improvements based on trends and conversion data.

Data Quality and Governance

• Set and maintain data hygiene standards across Salesforce, HubSpot, and connected tools, including deduplication, validation, and enrichment.
• Keep field definitions, lifecycle stages, account ownership, and reporting structures consistent.
• Treat Salesforce data from January 2025 forward as the reporting baseline, and clean up or archive older records as needed.
• Monitor system health and integration errors, and document governance standards.

Cross-Functional Partnership

• Work with Marketing, SDR, Sales, and Solution Consulting leadership to translate business requirements into system changes.
• Manage and prioritize incoming system requests, balancing immediate needs with long-term scalability.
• Communicate system changes, train users, and drive adoption of new processes.

Scope of the Role

This role owns GTM systems, data, routing, automation, and funnel reporting. Territory design, quota setting, compensation plans, and forecasting methodology are owned by Revenue leadership; this role builds and maintains the systems and reporting that support those decisions.

Your First 90 Days

• Learn our two-sided business, our segments, and how leads and accounts move through the funnel today.
• Audit and harden the round-robin, account pool, and rules-of-engagement logic supporting our 2027 territory structure.
• Clean up account ownership and resolve assignment gaps following the territory changes.
• Take ownership of the Salesforce dashboards behind leadership's KPI reviews and align funnel reporting to our 2027 plan.
• Map the data available in the 12twenty platform with Product and Engineering, and agree on a plan for bringing the highest-priority signals into Salesforce.
• Establish a data quality baseline and a prioritized backlog of system improvements.

Qualifications and Experience

Required

• 3 to 5+ years in Revenue Operations, Marketing Operations, Sales Operations, or a similar systems-focused role.
• Advanced Salesforce administration experience, including configuration, Flow, reporting, and dashboards.
• Experience building lead routing and assignment logic in Salesforce Flow (round-robin, territory, or account-based), with or without a dedicated routing tool.
• Hands-on HubSpot experience, including workflows, lead scoring, lifecycle management, and the Salesforce integration.
• Experience administering sales engagement and dialing platforms (Nooks or similar) and data enrichment tools (ZoomInfo or similar).
• Working knowledge of APIs, webhooks, and integration platforms such as Zapier or Workato.
• Experience integrating product or application usage data into a CRM or marketing automation platform, in partnership with engineering or data teams.
• Strong analytical, troubleshooting, documentation, and communication skills.

Preferred

• Salesforce Administrator certification.
• Experience with tools such as Gong, Clay, LeanData, Chili Piper, Outreach, Salesloft, or Apollo.
• Experience supporting a SaaS business with multiple segments, products, or buyer types.
• Experience implementing territory models, named accounts, or rules of engagement in Salesforce.
• Experience with SQL or other tools for advanced reporting and data management.
• Experience with data warehouses, customer data platforms, or reverse ETL tools such as Snowflake, BigQuery, Segment, Census, or Hightouch.
• Exposure to AI-enabled GTM workflows.

What Success Looks Like

• Accurate routing: every qualified lead and pool meeting reaches the correct owner under our segment, territory, and rules-of-engagement logic, with misrouted leads tracked and trending toward zero.
• Speed-to-lead: MQL-to-first-touch times meet the service-level agreements set with Marketing and SDR leadership.
• Trusted data: leadership reports from Salesforce without manual reconciliation, and account ownership and segment data are accurate.
• Funnel visibility: TE and TU funnel reporting by lead source is current and used in leadership reviews.
• Product data in the CRM: product usage and engagement data from the 12twenty platform is available in Salesforce and HubSpot and used in lead scoring, PLG routing, and account prioritization.
• Less manual work: fewer manual assignment, data-entry, and sync-fix tasks for Sales, SDR, and Marketing.
• Scalable systems: documented, well-governed systems that support growth without rework.

Ideal Candidate Profile

We are looking for a systems thinker who is also a hands-on operator. You are curious about how systems connect, quick to spot where processes break, and motivated by building solutions that make the whole revenue team more effective.

You understand how technology supports revenue, not only how to configure it. You work independently, manage competing priorities, and bring structure to a GTM environment that is still evolving.

We want someone who can own the systems and processes behind our revenue engine, so that the right data reaches the right people at the right time.

Compensation

The base salary range for this fully remote role is $129,000 to $159,000. Final compensation depends on experience, skills, and qualifications.