Customer Marketing Career Development Framework
IC4 | IC5 | |
Role Summary | An autonomous contributor, executor, and collaborator, who has a thorough understanding of Customer Marketing programs and activities. They see projects through from idea to execution and completion, working cross-functionally to build strong relationships with our customers and incorporate customers into our broader marketing efforts. | A very experienced Customer Marketing leader, driving multiple cross-functional projects in a highly autonomous way that shapes the future of Sourcegraph’s business. |
Launch/Project Management | ||
Scope | Manages day-to-day projects mostly autonomously and leads planning for Customer Marketing programs (CAB, Reference Programs, etc.) and activities (Customer Stories, Webinars, etc.), with minor support from manager. | Drives strategic Customer Marketing initiatives and programs across the entire organization. |
Impact | Autonomously prioritizes requests and projects based on business impact, with little guidance from manager. | Proactively identifies and prioritizes impactful opportunities and secures the resources to execute new Customer Marketing initiatives. |
Marketing Collaboration | Collaborates with Marketing stakeholders to incorporate customers into key campaigns and activities. Proactively identifies opportunities for Customer Marketing to contribute across all Marketing teams. | Drives strategy for company projects, managing a wide range of stakeholders to drive results.
May work with agencies. May own small budgets. |
Drive to Completion | Oversees work with cross-functional teams to hit project timelines. Proactively surfaces and addresses blockers. Works with manager to resolve complex blockers. | Keeps all stakeholders on track to hit project timelines. Proactively surfaces and resolves blockers without manager. |
Internal Communication | Keeps the company and stakeholders up-to-date through all relevant channels (Slack, company meetings, trainings, etc.), with little guidance from manager. | Proactively keeps the company and stakeholders up-to-date through all relevant channels (Slack, company meetings, trainings, etc.), with no guidance from manager |
Maximizing Impact | Autonomously sets and achieves ambitious goals, often driving alignment across multiple stakeholders in order to achieve them. Proactively flags barriers to achieving goals. | Sets and achieves ambitious goals by aligning multiple stakeholders. Proactively flags and addresses barriers to achieving goals. |
Product Expertise | ||
Sourcegraph | Strong understanding of the entire code intelligence platform and the broader market. | Expert in all aspects of Sourcegraph as a code intelligence platform and the broader market. |
Competition | Understands direct and indirect competitors in our category and how we compare. Incorporates competitive messaging and positioning into customer stories to strengthen our competitive advantage with little guidance from manager. | Is an expert on all competitors and uses competitive intelligence. Proactively creates customer stories to differentiate ourselves with external audience. |
Market | Has a solid understanding of the devtools ecosystem and where Sourcegraph fits in. Uses this insight to tell compelling customer stories. | Proactively helps Sourcegraph understand how our platform will be interpreted by customers. |
Developer Intuition | Understands how influential devs and dev communities perceive the product and effectively communicates in a way that earns respect from developers. Uses understanding of product to create stronger messaging and community. | Uses technical intuition to create better messaging and positioning. Evolves nuance and understanding alongside the evolving technical landscape and trends of Sourcegraph and the market. |
Messaging and Writing | ||
Content Reviews | Reviews and edits customer stories mostly autonomously. Manager only required for minor edits. | Final approver for editing customer stories and content. |
Content Creation | Works with writers and agencies to develop case studies in a number of compelling formats (written, video, etc.) with little support from manager. | Proactively identifies and creates content to support broader business goals, including thought leadership content, executive keynotes, and more. |
Developer-First | Understands how influential devs and dev communities perceive the product, effectively communicates in a way that earns respect from developers. Uses understanding of product to create stronger messaging and community. | Uses technical intuition to create better messaging and positioning, evolves nuance and understanding alongside the evolving technical landscape and trends of Sourcegraph and the market. |
Strategic Thinking | ||
Strategy | Regularly suggests projects and other ideas to help the Marketing Team achieve its goals. Works with manager to get such projects prioritized and resourced. | Regularly suggests projects and other ideas to help Sourcegraph achieve its goals. Independently works to get such projects prioritized and resourced, including driving buy-in at the executive level. |
Cross-Functional Collaboration | ||
Leadership | Collaborates with senior leadership team on Customer Marketing projects, with little support from manager. | Autonomously collaborates with senior leadership team on Customer Marketing projects; requires no support from manager. |
General | A strong communicator, who drives cross-functional collaboration efforts and the long-term direction of their team.
Shares their experience and expertise to help others grow, through mentoring and coaching other teammates, focussing on insightful strategy/plans/RFC reviews, etc. Effectively able to convince and challenge teammates and cross-functional stakeholders using valid expertise and respectful communication. Routinely drives improvements in team processes. |
Manages conflicting views at the executive level, without need for escalation to their manager.
Used as a resource to uplevel campaigns, programs, or initiatives. |
Engineering and Product | Effectively partners with multiple PMs/EMs and/or ICs to bring their products to life with customer stories. | Proactively brings customer feedback to Product/Eng based on learnings from CAB and case study interviews. |
Sales and CE | Regularly connects with Sales and CE to understand which customers have compelling stories to tell. Creates Customer Marketing content for Sales and Demand Gen on a variety of topics. | Proactively recommends and executes Customer Marketing programs that will impact the broader Sales/CE organizations. |
Cross-Functional Projects | Owns assigned part(s) of company-wide cross-functional projects. | Serves as the DRI for cross-functional projects. |