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What would happen if Marketing stopped acting like a request factory and stepped up as the hub of revenue, enablement and strategy?
In this episode of Move the Needle, Kyle Lacy (CMO at Docebo, ex-Seismic, ExactTarget, Salesforce) breaks down his "CREM" framework—Communication, Revenue, Enablement, Metrics—and shows how any SaaS team can use it to earn board-level credibility and hit the pipeline number. Along the way we tackle product-level pipeline ownership, building an AI “SWAT team,” and the right way to say “no” to random requests without losing goodwill.
You’ll learn:
• Why saying "yes" to everything is killing marketing’s credibility
• How to get sales, finance, and marketing aligned on revenue
• When product marketing can (and should) own a pipeline number
• The metrics that really matter (and the brand metric he’s still testing)
• How to redefine "enablement" beyond sales decks and collateral
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