Sales & Marketing Director

Position Summary:

The C2 Group's Sales and Marketing Director focuses on driving new business growth and accelerating revenue through strong leadership, strategic insight, and sales and marketing execution. This role will be accountable for the performance and alignment of both lead generation and sales conversion, ensuring marketing efficiency translates directly into sales closed deals and long-term client relationships.

The role sits on the Executive Team and oversees the entire lifecycle of new business generation, pipeline management, and account development while balancing strategic planning with active participation in sales efforts. Success in this position requires the ability to create momentum across teams, refine sales processes, and cultivate a high-performance culture of client ownership focused on measurable outcomes.

The C2 Group is located in Grand Rapids, Michigan. We support a flexible and remote work environment. Our preference for this position will be candidates located in Michigan allowing for regular trips to Grand Rapids.

About C2:

The C2 Group is a Midwest based digital thought leader that creates and supports world class content management experiences. C2 drives digital value creation with our special blend of candor, team, and adoption. We rely on trust and clear communication to do our work. The foundation of our culture consists of coaching and partnerships, enabling the talented people we work with, both internal and clients, to thrive.   

Core Values:

• Intentional – Intent drives how we engage in our work and interact with others. Deliberate action, focus, willingness, empathy, and staying calm under pressure each exemplify being intentional. We seek to be purposeful in our actions and thoughtful in our delivery. 

• Enthusiastic – Enthusiasm shapes our actions while demonstrating knowledge, passion, and confidence. Our work requires maintaining a realistic and positive vision for the future. Whether it is in service to team or task, we look to engage with a positive focus and energy. 

• Low Ego – Maintaining a low ego provides the right context for serving others. While we are all talented and unique contributors, we realize success is a team pursuit. We aspire to be accountable, receptive to feedback, and team oriented.

Accountabilities of the Sales and Marketing Director:

Lead, manage, and hold accountable

• Lead, coach, manage, and hold accountable direct reports
• Support and promote the company values, culture, and processes
• Ensure team alignment with company vision and EOS tools (Rocks, Scorecards, L10s)
• Set clear expectations, provide frequent feedback, and facilitate quarterly conversations
• Monitor team health and support growth through IDS (Identify, Discuss, Solve)
• Provide the necessary training opportunities, tools, and resources to ensure team success

Own marketing strategy and process

• Develop and execute marketing strategy in line with company annual and quarterly goals
• Assist in new offering development based on market trends
• Develop marketing approach for differentiation against competitors with similar services
• Maintain a C2 presence in the Midwest digital agency landscape
• Report on marketing activity results with clear initiatives, measurables, and outcomes
• Develop, maintain, and ensure marketing processes are followed by all

Own sales strategy and process

• Develop and execute sales strategy in line with company annual and quarterly goals
• Uphold process to qualify prospects against established target audience / market
• Oversee successful handoffs of sold work to PMO team
• Prioritize sales activity and pipeline management in alignment with company goals and upcoming capacity
• Report weekly on progress made toward goals to Executive Team
• Develop, maintain, and ensure sales processes are followed by all

Lead goal forecasting and reporting

• Drive quarterly and annual sales forecasting to inform goals
• Ensure new and account pipeline activities are adequate to achieve sales goals
• Ensure accurate use of client relationship management tools (CRM)
• Centralize sales activity within C2 infrastructure for transparency of activities and progress

Drive Lead Generation

• Generate marketing leads through campaigns and inbound strategies
• Maintain key channel relationships and industry presence
• Manage technology partner relationships
• Own The C2 Group website
• Oversee creation of all marketing materials

Own proposal and contract management

• Maintain all boilerplate contract language for proposals, SOWs, MSAs, and pitch decks
• Guide legal counsel communication to ensure forward-thinking, quality contract language
• Drive scoping activities and contract reviews to ensure accurate contract creation
• Ensure accurate and centralized use of contract creation tools

Lead ‘close business' activities

• Meet quarterly and annual company sales goals
• Support and guide direct reports to meet sales goals
• Oversee successful process for and execution of handoffs of sold work to PMO team

Education & Experience:

• Bachelor's degree specializing in business administration, sales, marketing, IT, computer science or equivalent work experience.
• Minimum of two (2) years managing a team.
• Proven prior experience with proposal responses in complex IT and/or software development arena.
• Three (3) to five (5) years of experience in digital agencies.
• Experience working within the EOS (Entrepreneurial Operating System) framework
• Previous experience with the sale of services including web design and development, either in delivery of or sales of
• Proven ability to hit financial or sales goals.
• Experience with developing client-facing account plans.