About Credflow

Credflow is building the Cashflow Management OS for Indian SMEs, combining technology, financial services and commerce to help SMEs manage their cash flows and access working capital.

Our lending business is growing rapidly, and we are looking for a Program Manager — Lending Growth & Funnel who can take ownership of the lending growth engine and continuously identify what is preventing us from doing more business.

This is a high-ownership, highly analytical role sitting at the intersection of Data, Sales, Credit, Operations and Business.

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The Role The core mandate is simple:

Find where the lending funnel is leaking, understand why, and work with the business to fix it.

You will continuously analyse the entire lending funnel — from lead generation to login, approval, sanction and disbursal — identify bottlenecks, quantify their impact, and work with the sales team to drive corrective action.

This is not a reporting role.

You are expected to find problems, create solutions and drive business outcomes.

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What You Will Do

1. Own the Lending Funnel

Develop a deep understanding of every stage of the lending funnel:

Leads → Contacted → Qualified → Documents → Login → Credit → Sanction → Disbursal

You will

- Track conversion at every stage.
- Identify where leads are getting stuck or dropping off.
- Analyse funnel movement by salesperson, geography, product, lender, customer segment and lead source.
- Identify where additional leads are required and where existing leads are being underutilised.
- Build a clear understanding of the capacity and requirements of the sales team.

2. Find the Gaps

Your job every day should be to answer:

"Why aren't we doing more business?"

Examples

- Are salespeople short of leads?
- Are we generating enough leads but contacting too few?
- Are leads being contacted but not qualified?
- Are good customers being rejected because of poor sourcing?
- Are documents getting stuck?
- Is credit TAT impacting conversions?
- Are particular lenders converting better than others?
- Are certain salespeople dramatically outperforming others?
- Are leads being wasted or going dormant?
- Is the problem lead quality, sales productivity, credit, operations or lender appetite?

You will go beyond identifying the problem and quantify its impact.

3. Become Extremely Data-Driven

Build dashboards and analysis that provide a real-time view of lending performance.

Analyse

- Lead volumes
- Lead quality
- Contact rates
- Qualification rates
- Login rates
- Approval rates
- Sanction rates
- Disbursal rates
- TAT
- Sales productivity
- Lead ageing
- Funnel leakage
- Lender-wise performance
- Product-wise performance
- Source-wise performance
- Salesperson-wise performance

You should be able to look at a dataset and quickly identify:

"This is where the problem is."

4. Work Directly With Sales





This is where the role becomes different from a traditional analytics/program-management role.

You will work closely with the sales team to convert insights into action.

For example

"Rohit has 400 leads but is logging only 8%. The team average is 15%. Let's understand why."

Or

"Delhi has enough leads, but contactability is 20% below other regions. We need to fix this before generating more leads."

Or

"We need 2,000 additional qualified leads next month to support the sales team's target of ₹X crore."

You will work with Sales Managers and individual salespeople to:

- Set targets.
- Identify productivity gaps.
- Create action plans.
- Improve funnel conversion.
- Improve lead utilisation.
- Run experiments.
- Review performance.
- Follow through until the problem is solved.

5. Determine Lead Requirements

One of your most significant responsibilities will be answering:

"How many leads do we actually need?"

Build a bottoms-up model connecting:

Business Target → Disbursal Requirement → Sanction Requirement → Login Requirement → Qualified Leads → Raw Leads

Determine requirements based on

- Historical conversion rates
- Current sales productivity
- Lender appetite
- Product mix
- Lead quality
- Sales capacity
- Seasonality
- Expected conversion improvements

This should allow the business to know exactly how many leads are required to achieve the monthly lending target.

6. Run Growth Programs

Once a gap is identified, you will own initiatives to close it.

Examples

- Improving lead contactability.
- Increasing login rates.
- Improving salesperson productivity.
- Reducing lead ageing.
- Reactivating old leads.
- Improving lender allocation.
- Creating new lead qualification processes.
- Improving sales scripts/processes.
- Running targeted campaigns for specific customer segments.
- Building interventions for underperforming salespeople.

You will define the hypothesis, implement the intervention, measure the result and decide whether to scale it.

7. Build a Culture of Continuous Improvement

You will establish a regular operating cadence around lending performance.

This could include

- Daily funnel monitoring.
- Weekly business reviews.
- Sales productivity reviews.
- Funnel deep-dives.
- Root-cause analysis.
- Experiment tracking.
- Action trackers.
- Monthly growth planning.

The objective is to make the lending organisation increasingly predictable and data-driven.

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What We Are Looking For

We are looking for someone who is obsessed with funnels and numbers.

You should naturally ask

"Where is the leakage?"

"Why is this happening?"

"How big is the opportunity?"

"What should we do about it?"

"Did the intervention actually work?"

You should be





- Extremely analytical.
- Strong with numbers and data.
- Excellent at Excel/Google Sheets and ideally SQL/BI tools.
- Strong at breaking ambiguous problems into measurable components.
- Commercially oriented.
- Comfortable working directly with salespeople.
- Extremely execution-oriented.
- Persistent about following actions through to completion.
- Comfortable challenging existing processes and assumptions.
- Able to communicate complex analysis in a simple manner.
- Comfortable operating in a fast-paced startup environment.

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Ideal Background

2–6 years of experience in roles such as:

- Program Management
- Business Operations
- Revenue Operations
- Sales Strategy
- Growth
- Lending Operations
- Fintech
- Management Consulting
- Business Analytics

Experience in lending, fintech, NBFCs, consumer finance or B2B sales is strongly preferred.

Someone who has worked on sales funnels and high-volume lead operations will be particularly relevant.

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What Success Looks Like

Within the first few months, you should be able to:

- Clearly map the entire lending funnel.
- Identify the biggest sources of leakage.
- Quantify the business impact of every major bottleneck.
- Build a reliable lead requirement model.
- Identify salesperson-level productivity gaps.
- Improve conversion at key stages.
- Create a predictable operating cadence for the sales organisation.
- Help the business generate materially higher disbursals without simply throwing more leads into the funnel.

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How We Will Measure You

Your KPIs will ultimately tie back to lending business growth.

Key metrics include

- Disbursals generated
- Funnel conversion improvement
- Lead utilisation
- Login rate
- Sanction rate
- Disbursal rate
- Sales productivity
- Lead-to-disbursal conversion
- Lead requirement accuracy
- Reduction in funnel leakage
- Incremental business generated through growth initiatives

The Golden Metric How much additional lending business did your interventions create?

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The Person We Want

We don't want someone who sends a weekly dashboard saying:

"Conversion has fallen from 12% to 9%."

We want someone who says:

"Conversion has fallen from 12% to 9%. I found that 70% of the decline is coming from three sales teams because qualified leads are ageing beyond 48 hours. I've identified the root cause, changed the allocation process, and we're testing the intervention this week."

That difference is the entire role.

One-Line Definition of the Role:-

Find the bottleneck. Quantify the opportunity. Fix it with Sales. Measure the impact. Repeat.

Location: Delhi NCR

Experience: 2–6 years

Function: Lending / Business Operations / Growth

Reporting to: Business Leadership

📌 Program Manager — Lending Growth & Funnel (Delhi)
🏢 CredFlow
📍 Delhi