Chasing Revenue: The Changing Role of CROs/CMOs in a Digital & Data World
Revenue generation and how organizations approach reaching decision makers and customers directly is a constant challenge for high growth enterprises striving to stay ahead of the competition. With all-things-digital and a data-driven economy, the question of who and how best to manage the life cycle of the customer relationship has transformed traditional functions responsible for revenue generation. CMOs, CROs, CSOs and numerous other titles within the organization now help identify, capture, track, market and yes – sell - to a customer base that continues to evolve.
Whatever the latest in title - from CRO or CMO or CPO – navigating these changing requirements successfully requires experience in sales, sales support, marketing, data management and digital marketing. In this deep-dive discussion with seasoned executives, we will touch on a broad variety of industries and models, covering consumer, B2B, security products, and Sass businesses in private as well as public enterprises. This interactive session will ultimately focus on the various paths to achieving revenue results.
Meet the CRO Roundtable Panelists:
Chief Marketing Officer, CircleBack
Kevin Alansky is the Chief Marketing Officer of CircleBack, which provides mobile applications and business CRM solutions designed to help individuals and organizations keep their contact data organized and up-to-date. Kevin is responsible for growing the brand and the user-base of the consumer mobile applications. Prior to joining CircleBack, Kevin was the CMO of SocialRadar, a venture-backed startup developing mobile location-based technologies including a consumer app and a software development kit targeting app developers. Kevin also spent 12 years at Blackboard where he played a key role in integrating social media into the corporate marketing strategy. He led the Blackboard Social Marketing Team, which leveraged these new technologies to increase brand awareness, customer engagement and lead generation. Kevin has also held executive marketing positions at Discovery Communications, Washington Wizards & Capitals and Arnold Worldwide, where he managed SAP and McDonald’s accounts.
Taher Behbehani draws upon more than 20 years of operational, product strategy and marketing expertise in his role as CMO. As a technology leader with a proven track record of getting in front of trends shaping the industry, Taher is focused on guiding BroadSoft to its next growth stage and transforming the firm’s vision into new product road maps to meet growing enterprise demand for mobile Unified Communications. Behbehani has served in a broad range of leadership positions that cut across M&A and business development, product management, business transformation and digital marketing – affording Behbehani with an unconventional perspective that extends beyond traditional marketing. Past roles include executive positions at BlackBerry, American Express, and Time Warner Cable. In addition to global corporate leadership positions, Behbehani was founder of several start-ups and has been a key investor and advisor to numerous market disruptors. His prior experience in these roles will enable BroadSoft to apply a more analytical view of how users consume services, what new business models create value, and the ability to leverage this data to drive adoption across user profiles and new distribution channels.
Chief Revenue and Marketing Officer, Washington Nationals
Valerie Camillo is the Chief Revenue and Marketing Officer for the Washington Nationals. In this role, she drives the strategy and implementation of the club's sales and marketing initiatives in order to maximize commercial opportunities and growth of the organization. Valerie is responsible for all functions related to revenue generation for the Nationals, including corporate partnerships, licensing, ticket and suite sales, broadcasting, marketing, brand management, retail, food and beverage, and non-baseball events at Nationals Park. Prior to joining the Nationals, Valerie served as Senior Vice President with the NBA’s Team Marketing and Business Operations (TMBO) group, which acts as a liaison between the league office and the teams of the NBA, WNBA and NBA Development League. As an NBA Account Manager, she was responsible for managing the day-to-day relationship between her assigned teams (Chicago Bulls, Atlanta Hawks, New York Knicks, and New Orleans Pelicans) and the league for all business issues. She also directed TMBO’s analytics and day-to-day support to teams in the areas of ticket sales & service, corporate partnerships, digital, premium, in-arena service, and marketing. She worked closely with team presidents to analyze business data and advise them on best practices in areas in which there were opportunities for growth and improved business performance. Prior to working with the NBA, Valerie was a Principal at Booz Allen Hamilton in McLean, Virginia and worked for IBM Consulting/PriceWaterhouseCoopers. She grew up in Oakton, Virginia and earned her BS and MBA degrees from the University of Virginia. Valerie resides in Arlington, Virginia with her husband, Lawrence.
Chief Marketing Officer, Clarabridge
As leader of the Clarabridge marketing team, Susan Ganeshan defines the brand, fills the sales funnel, leads the charge for educational, useful content, and enables both Clarabridge and our partners to promote and deliver on the promise of customer centricity. During her 25 year career, Susan has gained in-depth software experience spanning diverse roles including content marketing, product marketing, lead generation, event management, product management, engineering, quality assurance, implementation consulting, training, and sales support with organizations like newBrandAnalytics, webMethods, Software AG, Deloitte Consulting, and Checkfree. From this experience, Susan developed a maniacal focus on customer success and a passion for outside-in thinking.
The CRO Roundtable Will be Moderated By:
Chief Executive Officer and Chairman of the Board, Tracx, Inc.
Rick Rudman is an experienced software CEO and an early pioneer in cloud-based subscription software. He has a demonstrated track record of success leading both public and private growth oriented software companies with proven experience as an entrepreneur, public company CEO and board member. Rick is currently Chairman and Chief Executive Officer of Tracx, a privately held software company focused on helping companies build their brand and enhance customer experience in the rapidly evolving social business world.
Prior to Tracx Rick was Chairman and Chief Executive Officer of Vocus, a leading provider of marketing and PR software. Under Rick’s leadership, Vocus achieved twenty years of 30% average annual growth, growing revenue from $1M to $180M, with over 1,500 employees in the US, Europe and China. Along the way Rick took the company through an IPO, delivered 32 quarters as a public company CEO, and achieved a 50% trading premium for investors when Vocus was acquired in 2014 in an all cash transaction valued at half a billion dollars. Prior to Vocus Rick was SVP of sales and marketing for Dataway Corporation, a privately held software company developing mission critical software applications for KPMG, Booz Allen, U.S. Navy and other large companies and government agencies. Before Dataway, Rick worked as a computer programmer for the Barlow Corporation, a privately held company specializing in real estate development and retail operations. Rick originally joined Barlow Corporation as a staff accountant, after earning his degree in accounting.
Rick began his career in the United States Air Force. He enlisted after high school and attended the USAF Technical Training School, with certifications in basic electronics, ground radio communications, satellite communications and computers. He served in the U.S. and in Germany in a forward combat support unit deployed in support of NATO. During his tour of duty, he received four promotions through the rank of Sergeant, and received medals for Good Conduct, Small Arms Expert Marksmanship, Humanitarian Service, Commendation, and Air Force Overseas. Rick has served on multiple software company boards and was also Vice Chairman of the Baltimore Symphony Orchestra. He is currently on the board of privately held IQMedia and publicly held Web.com. Rick received his Bachelor of Science degree in accounting from University of Maryland, and is a Certified Public Accountant. In 2003 Rick was selected as Ernst and Young’s Entrepreneur of the Year in the software category for the Washington, D.C. region, and in 1999 was named the High Tech Council of Maryland’s Entrepreneur of the Year.