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The Impact of a Sr. Manager, Business Applications Administration at Coupa

As the Domain Owner for Lead-to-Opportunity (L2O), you are the architect and primary driver of the revenue funnel's engine. This is a high-impact, "Player-Coach" role responsible for the end-to-end lifecycle—from lead capture and enrichment to opportunity closure. In addition to managing the roadmap and actively designing, configuring, and troubleshooting within Salesforce, you will directly manage and mentor a technical team of Salesforce Developers and Business Systems Analysts (BSAs). You ensure pipeline accuracy, system scalability, and a seamless user experience while fostering a high-performing, empowered engineering and analysis pod.

What You'll Do

1. Domain & Strategic Ownership

- End-to-End Lifecycle Management: Own the full L2O process, including lead capture, enrichment, automated routing, qualification, and opportunity stage management.
- Architectural Evolution: Partner with business leaders and architects to define the target state architecture, ensuring the system evolves ahead of business growth.
- Tech Stack Governance: Act as the gatekeeper against "tool sprawl" and technical debt by maximizing existing platform capabilities before adding new vendors.

2. Team Leadership & People Management (Developers & BSAs)

- Direct Management: Lead, mentor, and develop a dedicated pod of Salesforce Developers and Business Systems Analysts.
- Resource & Capacity Planning: Allocate work efficiently across your team, balancing complex architectural builds with daily operational support and minimizing burnout.
- Technical & Functional Coaching: Elevate the team's capabilities. Guide developers on Apex/LWC best practices and scalable architecture; coach BSAs on translating complex stakeholder asks into airtight, precise user stories and technical requirements.
- Performance & Growth:



Conduct regular 1:1s, manage performance reviews, and build clear career progression paths for your direct reports.

3. Hands-On Salesforce Technical Delivery

- Salesforce Engineering: Lead the design and configuration of Sales Cloud (Leads, Campaigns, Opportunities, Accounts, Contacts) alongside your development team.
- Automation: Build and maintain complex Flows, lead assignment rules, queues, and workflows.
- Data Integrity: Oversee Master Data Management (MDM) within the L2O domain to ensure clean, deduplicated, and enriched data.

4. Ecosystem & Integration Management

- Marketing-to-Sales Alignment: Own the integration with Marketing Automation Platforms (Marketo) and manage conversion logic.
- Boundary System Oversight: Manage specialized tools including LeanData (routing), ZoomInfo/D&B; (enrichment), Clari (Forecasting), Snowflake/Tableau (analytics layers), and several others in the GTM tech Stack.
- Vendor Accountability: Ensure all third‑party tools are delivering measurable ROI and are integrated with high technical standards.

5. Operational Excellence & Delivery

- Service Ownership: Manage the L2O portfolio as a "service." Run bi-weekly reviews to report on system health and project transparency.
- Backlog & Prioritization: Transform vague stakeholder needs into concise technical requirements. Manage the delivery roadmap for your team, balancing long-term transformation with urgent operational fixes.
- Performance Metrics: Define and track key KPIs:




- Quality: Defect leakage and incident trends.
- Velocity: Sprint predictability and throughput for your dev/BSA pod.
- Efficiency: SLA adherence for lead routing and system uptime.

6. AI Driven Delivery & Productivity

- Lead adoption of AI tools across the pod for team productivity and driving business outcomes.
- Define & Implement AI-assisted Workflows (Intake, development acceleration, QA automation, Support resolution).
- Measure and improve team productivity using AI. This is a mandate, not a side project. You are expected to rethink how work gets done.

What You Will Bring to Coupa

- Deep Functional Expertise: 8-12+ years in GTM systems with a focus on the Lead-to-Opportunity lifecycle.
- People Management: 3+ years of experience directly managing, mentoring, and scaling technical teams (specifically Developers, BSAs, or System Admins) in an agile environment.
- Salesforce Mastery: Advanced hands‑on experience with Salesforce Sales Cloud; familiarity with ETM (Enterprise Territory Management) is a plus.
- The L2O Tech Stack: Proficiency with LeanData, Marketo/6sense, ZoomInfo, and Outreach/Clari.
- Data Fluency: Strong understanding of lead routing logic, territory modeling, and analytics tools (Snowflake, Tableau).
- Leadership: Proven ability to lead without authority, manage third‑party vendors, push back on stakeholders to protect system health, and cultivate a culture of engineering excellence within your team.

Coupa complies with relevant laws and regulations regarding equal opportunity and offers a welcoming and inclusive work environment. Decisions related to hiring, compensation, training, or evaluating performance are made fairly, and we provide equal employment opportunities to all qualified candidates and employees.

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📌 Sr. Manager, Business Applications Administration - 11524 (Colombia)
🏢 Coupa
📍 Colombia