Demand Generation Manager — SAP Ecosystem

Glasslake is building the operating system for SAP delivery — the infrastructure layer underneath the most complex and expensive IT projects companies run. SAP implementations move billions of dollars and thousands of consultants, but the knowledge generated in these projects is never captured: it lives in people's heads, disappears when the project ends, and gets rebuilt from scratch on every new engagement.

Glasslake solves this with an agentic orchestration platform that coordinates every phase of SAP transformation, capturing decisions, tests, and context as a byproduct of work already underway — building an organizational memory that accumulates across projects instead of resetting.

We're a team based in San Francisco and São Paulo, moving fast and already deployed with some of the largest SAP integrators in the world, including delaware Consulting, KPMG, and NTT Data. The team comes from Stanford, Meta, Two Sigma, Microsoft, and NASA.

The Opportunity

You own pipeline. Not brand, not content for its own sake, not activity — qualified pipeline that sales can work and close.

Glasslake sells into two motions at once: directly to enterprises running SAP S/4HANA transformations, and through the global systems integrators who deliver those transformations. You'll build the demand engine for both, working alongside sales, our brand marketer, and outside agencies.

This is a hands-on individual contributor role. You won't have a team — you'll have budget, agencies, and the tools. Everything you ship, you build. It's also a build-it-from-scratch role in a market where the buyers are few, senior, and hard to reach, and where generic SaaS demand gen playbooks fail. If you know how SAP programs get funded and who actually influences them, that knowledge is the whole job.

Own the pipeline number

• Carry a qualified pipeline target and report against it. Build the funnel model — sources, conversion rates, velocity — and hold the team to it.

• Instrument attribution in HubSpot so every opportunity is traceable to a source, and so we can kill what doesn't work quickly.

• Run weekly pipeline reviews with sales; take responsibility for top-of-funnel volume and quality, not just lead counts.

Build the demand engine

• Design and run outbound and ABM programs against a defined account universe of SAP-running enterprises — target account selection, messaging, sequencing, and channel mix.

• Build the partner demand motion: co-marketing with global SIs, joint campaigns, partner-sourced pipeline, and enablement assets their sellers will actually use.

• Own digital demand: paid, SEO/SEM, webinars, email programs, and the conversion path from first touch to booked meeting.

• Run high-intent events and moments in the SAP ecosystem (SAP NOW, ASUG, Sapphire, TechEd, regional SI events) as pipeline plays, not brand exercises.

Manage the outside bench

• Select, brief, and manage demand generation and ABM agencies, appointment-setting vendors, and freelancers. Hold them to output and cost per opportunity.

• Decide what to build in-house versus buy, and make that call on economics.

Partner internally

• Work with sales on ICP definition, territory coverage, and lead handoff — and close the loop when leads don't convert.

• Work with our brand marketer so campaigns land in a consistent voice, and translate positioning into messaging that converts.

• 7-10 years in demand generation, growth, or revenue marketing at a B2B software company, with a track record you can quantify: pipeline sourced, cost per opportunity, conversion improvements.

• Real knowledge of the SAP market. You've marketed to SAP customers or partners before — ideally at an SAP-adjacent ISV (Tricentis, Celonis, LeanIX, Signavio, SNP, Syniti, or similar), at SAP itself, or inside an SI's marketing organization. You know the difference between an SAP customer and an SAP program sponsor, and you know why "S/4HANA migration" is a budget cycle, not a keyword.

• Enterprise ABM and outbound fluency. You've run programs against small, high-value account lists where a "lead" costs hundreds of dollars and a deal is worth six or seven figures.

• Operator, not a strategist. You've built and shipped campaigns yourself, in the tools, without a team underneath you — and you're looking for that, not a management seat.

• HubSpot (or equivalent) proficiency, including reporting, attribution, and lifecycle setup.

• Analytical rigor. Comfortable in spreadsheets, comfortable being measured, comfortable killing your own program when the data says to.

• Excellent written English. Portuguese is a strong plus given our LATAM footprint.

• Bias for action. In your first month you should be shipping campaigns, not delivering a strategy deck.

• Experience at an early-stage company (Seed to Series B) with limited budget and no established playbook.

Nice to have

• Experience marketing through channel or partner motions (SIs, resellers, alliances).

• Experience building a demand function as the first dedicated hire.

• Own the pipeline number for a company with a clear path to multiple times its current scale — your impact will directly determine how fast we grow.

• Build the demand generation motion from zero as its first dedicated owner, with real budget and the autonomy to spend it.

• Market a product with proven traction inside the largest SAP integrators in the world, in a category that is being defined right now.

• Direct access to the founding team and to sales, with a short line between an idea and it being live.