Lead - Business Analyst (Marketing Analytics)
Freshworks · Chennai
Job Description
About the Role
We are looking for a highly analytical and business-oriented Lead Marketing Analyst to join our Marketing Analytics team. This role will partner closely with Demand Generation, Product Marketing, Sales, Finance, and Revenue Operations to drive data-informed decisions across the marketing funnel.
The ideal candidate will have strong experience in B2B SaaS marketing analytics, demand generation, pipeline measurement, and business planning. You will be responsible for translating complex marketing and sales data into actionable insights that influence investment decisions, improve funnel efficiency, and accelerate revenue growth.
This is a high-impact role for someone who can operate at the intersection of data, strategy, and execution.
Key Responsibilities
1. Marketing Performance & Business Analytics
Own marketing performance reporting across the full funnel, from lead generation to pipeline, bookings, and revenue.
Develop and maintain executive dashboards, weekly business reviews, and monthly performance reports for marketing leadership.
Analyze performance across regions, segments, customer personas, business units, and marketing channels.
Identify trends, risks, and opportunities and translate them into clear business recommendations.
Partner with leadership to define and track key marketing KPIs and business outcomes.
2. Demand Generation & Funnel Analytics
Analyze the performance of inbound, outbound, field marketing, partner marketing, paid media, organic, and lifecycle marketing programs.
Monitor funnel conversion metrics including Lead → MQL/MQC → SAL/SAO → Opportunity → Closed Won.
Identify bottlenecks in the marketing and sales funnel and recommend actions to improve conversion and velocity.
Evaluate lead quality, pipeline contribution, customer acquisition costs, and marketing-sourced bookings.
Build attribution and cohort analyses to understand the effectiveness of marketing investments.
3. Marketing Planning & Forecasting
Support annual operating plan (AOP), quarterly planning, and bottoms-up marketing budget planning.
Build pipeline and bookings forecasts based on historical performance, funnel conversion, ASP/ARPA, and marketing investment.
Partner with Finance and Marketing leadership to evaluate budget allocation and investment scenarios.
Develop ROI and efficiency models to assess the impact of incremental marketing investments.
Track actuals versus plan and provide recommendations to close performance gaps.
4. Data, Reporting & Analytics Infrastructure
Work with data engineering, business systems, and operations teams to ensure accuracy and consistency across marketing and sales data.
Own metric definitions, reporting logic, and documentation for key marketing KPIs.
Reconcile data across platforms such as Salesforce, marketing automation systems, and BI dashboards.
Identify data quality issues and drive resolution with relevant stakeholders.
Improve reporting automation, scalability, and efficiency through SQL, BI tools, and analytics solutions.
5. Strategic Business Partnership
Act as a trusted analytics partner to Demand Generation, Field Marketing, Product Marketing, and Sales leadership.
Present insights and recommendations to senior stakeholders in a clear and compelling manner.
Support strategic initiatives such as GTM segmentation, ICP analysis, ABM, product-led growth, and marketing channel optimization.
Develop analytical frameworks to support business decisions and measure the impact of new initiatives.
Proactively identify opportunities to improve marketing efficiency and revenue contribution.
Qualifications
Required Qualifications
5–8 years of experience in marketing analytics, business analytics, revenue operations, or a related analytical function.
Experience in B2B SaaS, enterprise technology, or a high-growth technology company.
Strong understanding of B2B marketing funnels, demand generation, pipeline generation, and revenue metrics.
Advanced SQL skills and experience working with large datasets.
Strong proficiency in Excel / Google Sheets and experience building complex analytical models.
Experience with BI and visualization tools such as Tableau, Power BI, Looker, or similar.
Strong analytical, problem-solving, and communication skills.
Ability to work independently, manage multiple priorities, and influence cross-functional stakeholders.
Experience presenting insights and recommendations to senior leadership.
Preferred Qualifications
Experience working with Salesforce CRM and marketing automation platforms such as Marketo
Familiarity with marketing attribution, lead scoring, account-based marketing, and customer lifecycle analytics.
Experience with Python or other analytical programming languages.
Exposure to financial planning, marketing budget management, and ROI analysis.
Experience supporting global GTM teams across regions and customer segments.
Strong understanding of data governance, metric dictionaries, and reporting standardization.
What Success Looks Like
Marketing leadership has a clear and trusted view of funnel performance, pipeline, and bookings.
Marketing investments are supported by robust data, forecasting, and ROI analysis.
Reporting is accurate, automated, and scalable.
Funnel inefficiencies and growth opportunities are identified proactively.
Analytics becomes a strategic partner in marketing and business planning.
Additional Information
At Freshworks, we have fostered an environment that enables everyone to find their true potential, purpose, and passion, welcoming colleagues of all backgrounds, genders, sexual orientations, religions, and ethnicities. We are committed to providing equal opportunity and believe that diversity in the workplace creates a more vibrant, richer environment that boosts the goals of our employees, communities, and business. Fresh vision. Real impact. Come build it with us.