Lead GTM Analyst

Hyland; United States; On-site; USD 120,000 - 180,000; Full time

Job summary

Hyland is seeking a Lead GTM Analyst to drive data-informed decisions across the marketing organization. You will analyze campaign performance, end-to-end funnel health, and marketing's contribution to pipeline and revenue, delivering insights to senior stakeholders.

In this role, you will define analytical approaches, build dashboards and scorecards, and partner with Marketing to set KPIs and measurement standards.

Qualifications

• Bachelor's degree in Marketing, Business Analytics, Statistics, Economics, or related field.
• 8+ years of experience in marketing analytics, campaign performance, pipeline analytics, or demand generation analytics.
• Strong understanding of revenue funnel management, pipeline analytics, and B2B SaaS marketing performance metrics.
• Proven ability to analyze complex data sets and translate insights into actionable business recommendations, with experience building executive-level dashboards and presenting to senior stakeholders.
• Experience with CRM and marketing automation platforms (e.g., Salesforce, Marketo, HubSpot, Eloqua) and advanced experience with reporting and visualization tools (e.g., Tableau, Power BI, Looker).
• Strong communication skills with the ability to translate technical insights to non-technical audiences — and to influence senior stakeholders.

Responsibilities

• Lead analysis of pipeline health, funnel conversion, stage progression, pipeline coverage, and revenue performance across the demand waterfall.
• Analyze full-funnel performance across MQL, SQL, opportunity, and pipeline creation.
• Measure and report on campaign effectiveness including lead generation, engagement, pipeline creation, influenced revenue, and ROI.
• Develop and maintain dashboards, scorecards, and executive-level reporting to support data-driven decision-making.
• Partner with Marketing leadership and cross-functional stakeholders to define and evolve KPIs, measurement frameworks, and reporting standards.
• Operate as a trusted advisor and mentor, staying current on marketing analytics best practices.

Skills

Data analysis

Forecasting

KPI definition

Decision-making

Communication

Stakeholder management

Education

Bachelor's degree in Marketing, Business Analytics, Statistics, Economics, or related field

Tools

Marketo

HubSpot

Eloqua

Tableau

Power BI

Looker

Salesforce

Job description

About the Role

The Lead GTM Analyst is responsible for driving data-informed decision-making across Hyland's marketing organization by analyzing campaign performance, end-to-end funnel health, and marketing's contribution to pipeline and revenue. This role applies advanced analytical expertise to evaluate pipeline performance and marketing effectiveness — identifying opportunities to optimize conversion and influencing strategic decisions through actionable insights delivered to senior stakeholders.

Operating with a high level of autonomy, this position defines analytical approaches and executes complex analyses to support strategic marketing initiatives. Leveraging expertise in pipeline intelligence, conversion optimization, demand performance analysis, forecasting, and AI-enabled insights, the Lead Pipeline Analyst serves as a trusted advisor to Marketing leadership — providing consultative guidance on trends, performance drivers, and optimization strategies while shaping measurement frameworks and influencing marketing investment decisions across the organization.

Your Role Responsibilities? Here's What You'll Do.

• Lead analysis of pipeline health, funnel conversion, stage progression, pipeline coverage, and revenue performance across the demand waterfall — identifying pipeline gaps versus targets and the operational and programmatic drivers impacting performance.
• Analyze full-funnel performance across key stages including MQL, SQL, opportunity, and pipeline creation — monitoring trends, bottlenecks, and opportunities to improve conversion velocity and overall pipeline effectiveness.
• Measure and report on campaign effectiveness including lead generation, engagement, pipeline creation, influenced revenue, and return on marketing investment — developing insights and recommendations to optimize programs, targeting, and resource allocation.
• Develop and maintain dashboards, scorecards, and executive-level reporting to support data-driven decision-making, and conduct ad hoc and strategic analyses to support planning, forecasting, and business decisions.
• Partner with Marketing leadership and cross-functional stakeholders to define and evolve KPIs, measurement frameworks, and reporting standards — presenting findings and recommendations in a clear and actionable manner to senior audiences.
• Operate as a trusted advisor and innovative thought leader — staying current on marketing analytics best practices, mentoring and coaching team members, and contributing to the overall growth and effectiveness of the marketing organization.
• Marketo
• HubSpot
• Eloqua
• Tableau
• Power BI
• Looker
• Bachelor's degree in Marketing, Business Analytics, Statistics, Economics, or a related field, with 8+ years of experience in marketing analytics, campaign performance, pipeline analytics, or demand generation analytics.
• Strong understanding of revenue funnel management, pipeline analytics, and B2B SaaS marketing performance metrics — including funnel conversion, demand generation, and revenue attribution.
• Proven ability to analyze complex data sets and translate insights into actionable business recommendations, with experience building executive-level dashboards and presenting to senior stakeholders.
• Experience with CRM and marketing automation platforms (e.g., Salesforce, Marketo, HubSpot, Eloqua) and advanced experience with reporting and visualization tools (e.g., Tableau, Power BI, Looker).
• Strong communication skills with the ability to translate technical insights to non-technical audiences — combined with a demonstrated ability to influence senior stakeholders and drive strategic decision-making through data.

What We'd Like to See

• Experience leveraging AI-enabled analytics, predictive modeling, or automation technologies in marketing or revenue operations environments.
• Experience supporting B2B SaaS or enterprise software organizations, with a strong understanding of pipeline forecasting and revenue performance metrics.
• Experience analyzing multi-channel marketing programs including digital, events, content, and partner marketing initiatives.
• Experience building automated reporting and self-service analytics solutions that improve data accessibility and enable faster decision-making across the organization.
• Familiarity with AI-driven analytics or predictive modeling tools, with a forward-thinking approach to continuously evolving methodologies and performance measurement practices.

About Hyland

Hyland is the pioneer of the Content Innovation Cloud delivering ubiquitous enterprise intelligence to organizations with solutions that unlock actionable insights and drive automation.

Trusted by thousands of organizations worldwide, including many of the Fortune 100, Hyland's solutions create the foundation for a connected, agentic enterprise, where teams harness the power of AI to redefine how they operate and engage with those they serve. For additional information on Hyland's platform and services, please visit Hyland.com.

Since 1991, it has been Hyland's mission to help our employees, customers and partners exceed their potential with our industry-leading content services platform. Our employees exude a contagious energy and are passionate about what they do – whether it's helping customers succeed, raising up their fellow Hylanders, or engaging in the communities where they live and work.

The #HylandLife hashtag encompasses our employee-centric culture. Our employees live our culture day in and day out by bringing their best self to work. Hyland supports them to do just that through career development resources, wellbeing programs and innovation practices. We thrive on diverse viewpoints and new ideas and believe that a positive, inclusive workplace is imperative to sustainable success.

As we've grown to a company of nearly 4,000 strong, we have the opportunity to make a significant impact on our communities. We strongly support employee initiatives and align our giving campaigns and programs to organizations that are important to them.

Equal Opportunity Statement

Hyland is an equal opportunity employer. We value diversity and are committed to providing an inclusive workplace for all employees and applicants. Employment decisions are made without regard to any characteristic protected by applicable laws and regulations. Information collected during the hiring process is used solely to assess qualifications, verify identity, and comply with legal requirements.