Christopher Willis, CMO of Acrolinx, shared how he manages his expanded role in his article on Ad Age. 

When Christopher Willis started as chief marketing officer at Acrolinx in 2017, his mandate was to help the Berlin-based content software company grow beyond its European footprint. Five and a half years later, Acrolinx has a strong customer base in the US—thanks in part to Willis adding the role of chief pipeline officer in 2020. 

Willis said he “lives two quarters ahead” of sales, putting special emphasis on sales velocity—a “piece of fancy math” that helps predict revenue. He meets with the sales team regularly to ferret out what deals are stuck in the pipeline and gives his marketing team latitude to experiment while holding them accountable to one overall metric.

Read the full Q&A on Ad Age: Why Sales Velocity is Chief Pipeline Officer's Most Important Metric

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