Principal, Revenue Operations & GTM Execution
CoalfireAbout the role
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 i
Pipeline & Lead Management
GTM Enablement Coordination
Outsourced SDR Management
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