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Co-Founder and CEO of EchoSign from inception through tens of millions in cash-flow positive SaaS revenue and acquisition by Adobe Systems Inc. Jason then served as Vice President, Web Services at Adobe, where EchoSign was named the most successful acquisition of 2011-12, posting 199% YoY growth.

2 responses to “Maybe It’s Time For Marketing to Make a Real Revenue Commit”

  1. Brian Hansford

    I’m excited about how in just in the last few years more CMO’s are talking about this. 10-15 years ago when we were still in the old marcom demand gen world this would have been laughed at.

    All well and good if Sales performs. I see plenty of Sales organizations that leave lots of money on the table based on numerous client data points we’ve analyzed from converted opportunities. The problem with owning a revenue number is getting the paper to close the deal – that’s the realm of Sales. If Marketing owns a number, Sales must be accountable to that number as well which could be a natural move to tighter alignment.

    I do like the idea of Marketing owning a number around ARR, churn reduction, renewals, etc. So much of the renewal cycle can be driven and supported by Marketing. And with a reduced churn rate growth and profitability is much easier than continually trying to land new logos.

  2. Mike Raia

    I’ve been doing this for years so I couldn’t agree more. The good news is that trickling all your marketing plans down from a revenue number (leads, opps, budget, headcount, etc.) makes your mission clear. Stick close to sales and support the heck out of them. Win together.