Specification · 01 / 09
Outbound
Outbound owns getting the right message to the right person. That starts before anything is sent: turning your ideal customer profile into real targeting criteria, then building or buying the list of who to actually contact. It continues through the reach itself — sequencing, cadence, multichannel touches, and the deliverability work that keeps messages landing in an inbox instead of a spam folder.
Deriving new intelligence about a contact who's already on the list is a different job, and it belongs to Enrichment & Intelligence.
Specification · 02 / 09
Enrichment & Intelligence
Enrichment & Intelligence is where new information about an account or a person gets attached that wasn't already on file. On the simple end that's a verified email or a basic firmographic lookup; on the AI-driven end it looks more like scoring an account's fit from its tech stack, or spotting a hiring signal buried in a company's open job postings. The test is whether the work adds understanding that wasn't already there — if so, it belongs here.
Putting together who to contact in the first place falls under Outbound; changing a value that's already parked in your CRM falls under RevOps.
Specification · 03 / 09
RevOps
RevOps is the domain that decides what your CRM does automatically once data is already sitting inside it. That starts with the data model and integrations underneath everything else, and extends to the rules built on top of them: routing leads and accounts to the right owner, scoring them, managing lifecycle stages, running quote-to-cash, and keeping the data itself clean.
If new data is being appended or inferred for the first time, that's Enrichment & Intelligence's job. Clicking through settings that already exist, with nothing new built, belongs to Systems Admin.
Specification · 04 / 09
Data Engineering
Every other GTM system depends on infrastructure that Data Engineering builds and maintains: the warehouse and its models, the pipelines and reverse-ETL that keep it fed, and the integrations that carry data from one tool to the next. A one-off export or a folder someone maintains by hand doesn't count; this domain means real, ongoing infrastructure work.
Making sense of the data after it arrives is a separate job, and that one belongs to Analytics.
Specification · 05 / 09
Analytics
Analytics is the domain that turns what's already been gathered into something decision-useful: dashboards, attribution modeling, and funnel and cross-channel reporting. Part of the job is translation work too, taking a vague question from a stakeholder and turning it into a report that actually answers it.
Building the pipelines that feed the dashboard belongs to Data Engineering. Watching one channel's own numbers day to day comes with running that channel; it doesn't make the work Analytics.
Specification · 06 / 09
Growth
Growth owns the funnel once someone is already engaged, not the first cold reach. That's activation and conversion work, and the experimentation behind it: structured A/B testing, product-led growth signals, and paid-acquisition programs aimed at moving people forward rather than just getting in front of them.
The cold outbound send is Outbound; the ongoing nurture infrastructure that keeps people engaged over time is Lifecycle Marketing, not this.
Specification · 07 / 09
Lifecycle Marketing
Lifecycle Marketing is the marketing platform's own automation layer: drip and nurture sequences, the lead-scoring and lifecycle rules built inside that platform, campaign-ops and demand-gen tooling, and the infrastructure behind scaled content programs like programmatic SEO.
What decides the split from RevOps isn't the logic itself but where it's built: a lifecycle rule set up inside the marketing platform belongs here, while that same kind of rule, if it's built into the CRM instead, belongs to RevOps.
Specification · 08 / 09
Internal Tools
Internal Tools means building software specifically for the GTM and ops team's own use, not customers': internal portals, custom apps, and the production code behind them. It isn't a data pipeline (that's Data Engineering) and it isn't CRM configuration (that's RevOps); this domain is defined by shipping working applications.
Specification · 09 / 09
Systems Admin
Systems Admin is upkeep, not new construction: making sure the CRM and marketing stack that's already in place keeps running. That means managing permissions, configuring workflows, watching data hygiene, fielding user support, and keeping the platforms reliable. The moment new logic gets built on top of what's already there, instead of just tending it, the job has become RevOps, not this.
A mandate centered on Systems Admin describes platform operation and support. Add another domain when the role is also expected to build new GTM capability.
