DEMAND GENERATION & PIPELINE
Drive qualified pipeline across three buyer segments.
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Drive consistent growth in MQLs, SQLs, and converted pipeline across Provider, MedTech, and Marketplace buyer segments — with increasing contribution targets tied to the annual commercial growth plan
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Build and manage paid channel strategy (LinkedIn, Google, content syndication) with direct accountability for CAC and pipeline ROI
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Build and execute a rigorous account-based marketing strategy for the enterprise segment — target account selection, multi-stakeholder engagement programs, and coordinated AE/CSM touchpoints that compress sales cycles and improve win rates on high-ACV health system opportunities
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Develop and execute inbound and outbound demand programs aligned to specialty AE expansion — Neuro/Spine (Q1 2027), Cardiology/Oncology (Q2 2027)
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Deliver $8M+ in marketing-influenced pipeline each quarter; scale contribution targets in step with the annual commercial growth plan
BRAND POSITIONING & MESSAGING
Own PatientIQ’s position as the outcomes intelligence platform for healthcare.
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Lead PatientIQ’s repositioning from “patient outcomes software” to “the outcomes intelligence platform” — translating the brand into buyer-facing messaging across all three segments and all products (ClinicalPRO, ResearchPRO, DataPRO)
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Build and maintain segment-specific messaging frameworks for health systems, specialty practices, medical device companies, and societies — each with differentiated value propositions and proof points
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Develop specialty content campaigns aligned to cardiovascular, neuro/spine, and oncology market entry — coordinating with the Outcomes Research & Registries team and Provider Sales on clinical messaging accuracy
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Own the PatientIQ brand voice across all external channels: website, sales collateral, conference presence, email programs, and social
EVENTS, CONFERENCES & FIELD MARKETING
Maximize ROI across every marketing investment and customer touchpoint.
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Own the commercial events and field marketing strategy in partnership with the Marketing Programs & Events lead, who manages execution and logistics for PatientIQ
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Define ROI measurement standards across all marketing investments — events, paid channels, content programs, and field activity — with consistent metrics: pipeline sourced, meetings booked, MQLs generated, and ACV influenced
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Prioritize event and conference investment toward specialty society alignment: ACC, ASCO, NASS, STS, and AAOS
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Build pre- and post-event outbound sequences in coordination with the BDR team and AEs to convert marketing activity into pipeline within 30 days
Build the marketing function that scales with the commercial org.
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Lead and develop the current marketing team: website and content lead, demand generation lead, and Marketing Programs & Events lead
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Build out the marketing team in FY2027 in step with commercial growth — own the hiring plan, JD development, and onboarding for all marketing headcount additions
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Partner with Sales Enablement to ensure the AE team has the content, tools, and messaging infrastructure to win at each stage of the sales cycle
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Develop and own an annual marketing plan built in direct partnership with the commercial leadership of each business segment — Provider, MedTech & RWE, and Marketplace & Strategic Partners — ensuring marketing investment, content, and campaign strategy are tightly aligned to each segment’s pipeline targets, ICP, and buying cycle
MARKETING KPIS & REPORTING
Own the marketing scorecard and report it to commercial and executive leadership.
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Develop and maintain a comprehensive marketing KPI framework covering demand generation, pipeline contribution, brand, and channel performance — reported on a regular cadence to the CRO and ELT
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Own and report pipeline metrics: MQLs generated, MQL-to-SAL conversion rate, marketing-sourced pipeline by segment, marketing-influenced pipeline, and cost per MQL by channel
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Track and report account-based marketing performance against the enterprise target account list: account engagement scores, multi-stakeholder reach, and AE-marketing coordinated touchpoints
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Build a conference and events ROI scorecard — pipeline sourced, meetings booked, ACV influenced, and cost-per-opportunity for every conference investment
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Establish a monthly marketing performance review cadence with commercial leadership across all three segments — Provider, MedTech & RWE, and Marketplace & Strategic Partners — to ensure marketing activity is visibly tied to segment-level pipeline targets
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Deliver an annual marketing plan with defined KPI targets, channel investment rationale, and a clear line of sight from marketing spend to 30%+ YOY commercial growth
The VP of Marketing will be measured against the following milestones:
The VP of Marketing inherits an active, capable marketing team executing against a set of defined programs. No ramp period exists — these individuals are running and need senior leadership now.
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Focus Area: Team immersion, demand gen audit, HubSpot setup review
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Success Measure: Full understanding of current MQL state; gaps identified; quick wins in market
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Focus Area: Paid channel programs live; marketing infrastructure in place
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Success Measure: Paid campaigns running; conference calendar locked; HubSpot attribution confirmed
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Focus Area: MQL and SQL run rate established; ROI framework in place
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Success Measure: Measurable growth in MQLs and SQLs; pipeline contribution tracking live; first conference debrief
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Focus Area: MQL, SQL, and pipeline targets owned; GTM engine operational
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Success Measure: Consistent pipeline growth across all three segments; marketing KPI scorecard live and reporting to ELT
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Focus Area: Specialty content campaigns live; marketing team scaled
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Success Measure: Neuro/Spine and Cardio/Onco campaigns in market; FY2027 headcount plan executed