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Monitor every inbound lead source and ensure new leads enter the appropriate system correctly
Verify lead-source attribution and CRM accuracy
Monitor speed-to-lead and identify leads that haven't been contacted
Identify leads without a clear owner or next action and make sure leads don't disappear between systems, departments, or team members
Establish escalation procedures when lead-response standards aren't met
Track and report pipeline metrics including leads by source, cost per lead, contact rate, speed-to-lead, appointment-set rate, confirmation rate, cancellation rate, no-show rate, sit/demo rate, lead-to-sale conversion, appointment-to-sale conversion, revenue by source, average contract value, cost per appointment, customer acquisition cost, lost-lead reasons, reactivation performance, and recovered revenue
Analyze the quality and conversion performance of each lead source comparing marketing sources based on appointments, sales, and revenue, not just raw lead volume
Identify sources producing low-quality or poorly converting opportunities and high-performing sources that may justify additional investment
Work with leadership and Marketing to improve attribution and campaign visibility
Ensure every unsold opportunity has a defined next step and build structured follow-up processes
Manage SMS, email, phone, and CRM nurture campaigns and identify leads requiring personal follow-up
Audit whether sales follow-up is actually occurring and develop processes for cancelled appointments and no-shows
Develop long-term nurture strategies for homeowners who aren't ready today
Build database reactivation campaigns targeting previous unsold estimates, old leads, cancelled appointments, no-shows, unreachable homeowners, deferred projects, previous repair customers, and existing customers eligible for additional exterior services
Maintain visibility into the complete lead lifecycle and audit CRM data quality
Identify broken workflows and automation failures and work with leadership and technology partners to improve automations
Build dashboards showing pipeline health in real time and ensure lead statuses have clear definitions
Ensure every active opportunity has an owner and next action and reduce duplicate, incomplete, improperly categorized, and abandoned records
Bring the data to cross-department conversations between Sales, Marketing, Office Operations, and Executive Leadership to determine where breakdowns actually occur and help leadership fix them
Experience managing leads, CRM systems, sales operations, marketing operations, appointment setting, revenue operations, or a similar function
Strong analytical ability and advanced comfort working with spreadsheets, dashboards, CRM reporting, and performance metrics
Ability to identify patterns within large amounts of data
Experience with CRM and marketing automation platforms strongly preferred
Understanding of SMS, email, automated nurture, and customer reactivation campaigns
Strong organizational and process-building ability
Ability to hold others accountable while maintaining productive working relationships
Strong written and verbal communication and comfort presenting performance data to company leadership
Ability to move between strategy and hands-on execution
High sense of urgency and obsessive attention to detail
Extreme ownership
Home-improvement, roofing, construction, call-center, high-ticket sales, or performance-marketing experience strongly preferred but not required for an exceptional candidate