Core Responsibilities

Day-to-Day Lead → System→ Pipeline Tracking

- - Own the daily reconciliation of leads across three sources of truth: the ad platform, the landing page or form backend, and the CRM. Any variance is investigated the same day, not carried forward.
- Ensure every lead enters the CRM with complete attribution — source, campaign,ad set, creative, UTM parameters, landing page, device and timestamp. Leads without attribution are treated as defects, not as data.
- Own lead routing and assignment rules, including deduplication logic, invalid-number suppression, and re-enquiry handling. Monitor time-to- assignment and time-to-first-contact against agreed SLAs.

- Maintain the mappingbetween marketing campaigntaxonomy and CRM fields so that spendcan be traced to admission at campaign level,not just at channel level.
- Track each lead's movement through pipeline stages and maintain stage-ageing views so that stalled leads surface automatically rather than on request.

- Daily MIS Reporting
- Publish a daily MIS before a fixed cut- off time covering spend, impressions, clicks, pageviews, leads, CPL and qualification throughput, each shown against the plan figure for that month and cumulative month-to-date.
- Apply the agreedvariance bands so every metriccarries a status,not just a number: within±5% is normal, 5– 15% adverse requires a corrective note from the owning team, beyond 15% is escalated.
- Produce the weekly funnel pack for the Marketing–Sales review and the monthly full-funnel pack covering CPM, CTR, pageview rate, lead generation rate, qualification rate, registration rate, admission rate, CAC and ROAS against plan.
- Maintain the reporting dashboard as the organisation's single source of truth. Where a department's internal figure differs from the dashboard, MarOps reconciles the two and documents the cause.
- Report all cost and revenuefigures net of GST, consistent with how the plan is stated,



and present any tax-inclusive view separately and clearly labelled.
- Kill reports nobody reads.

A daily MIS that runs to twelve tabs is a failure of the role, not a demonstration of effort.

Lead Leakage Identification Leakage is any lead that was paid for but did not become a workable record.

Finding it is the highest-value part of this role, because recovered leakage costs nothing in incremental spend.

- - Trace the full click-to-CRM path and quantify loss at each hop: click not landing, page loading but not firing the pageview event, form viewed but abandoned, form submitted but not written toCRM, record created but unassigned.
- Diagnose root causes across tracking(pixel, GTM, webhook,API failures), experience (page speed, mobile rendering, form length, OTP failures) and quality (bot traffic, invalid entries, incentive-driven junk).
- Quantify every leakage finding in leads and in rupees at the current CPL, so that fixes can be prioritised on value rather than on who raised them.
- Drive fixes to closure with Tech and Product. Raising a ticket is not closure; the metric returning to plan is closure.

Pipeline Leakage Identification

- - Identify leads that entered the CRM but were never contacted, contactedonce and abandoned, or dispositioned without a genuine attempt.
- Monitor connect rates, attempt counts before abandonment, callback adherence and follow-up SLA breaches at team and individual level.
- Run cohort analysisby source, campaign,geography, counsellor and intake so that a qualification-rate drop can be isolated to its actual cause rather than blamed on lead quality by default.




- Track stage-to-stage ageing and flag registrations that are not converting to admission within the expected window.
- Surface where leakage is a process problem versus a capacity problem — a 72% qualification rate missed because leads were poor is a very different conversation from one missed because the team was understaffed in peak season.

Random Lead and Sales Call Audits

- - Conduct a weekly randomised audit of a defined sample of leads and recorded sales calls, spread across sources, counsellors and dispositions.
- Verify that the CRM disposition matches what actuallyhappened on the call, that stated objections are recorded accurately, and that committed follow-ups were logged and honoured.
- Maintainan audit scorecard with trend linesby individual and team, sharedopenly with Pre-Sales, Registration and Admission leads.
- Escalate systematic misreporting — a lead marked 'not interested' that was never connected is a data integrity issue, and repeated instances are a governance issue.
- Feed audit findings back into training and script changes rather than treating audit as a punitive exercise.

Systems, Governance and Cross-Functional Work

- - Own the CRM's marketing-facing configuration: fields, stages, validation rules, automation and integrations.

Keep the schema clean enough that new campaignsdo not require recent one-off fields.

- Build and maintaindashboards in the organisation's BI tool, designedfor decision-making rather than decoration.
- Define and policenaming conventions and UTM taxonomyacross every campaign, so attribution does not degrade over time.
- Reconcile media spend with Finance monthly on a GST-exclusive basis, and flag any variance between platform-reported and invoiced spend.
- Support the annual and quarterly planning cycle with actual conversion rates, replacing assumption with evidence as the year progresses.

📌 Marketing Operations (Bengaluru)
🏢 21K School
📍 Bengaluru