3x CMO to CRO? The Leadership Movement That's Taking Over GTM

The market moves fast... Is your GTM keeping up?

Hunt Club's Chief Revenue Officer, Judd Marcello, is actually a 3x Chief Marketing Officer.

You read that right.

Having recently stepped into the CRO role to unify GTM efforts and accelerate growth, Marcello shares why this pivot matters, and how this shift is right in line with the way the market is changing. 

The market moves, and we respond

As Marcello puts it, "The market is changing faster than you will. And you have to get in front of it. You have to get aligned."

So comes this new leadership movement born out of GTM.

Across companies and industries, we've seen this exact trajectory rise in popularity. Why? Because a marketing leader’s unique ability to sit at the center of the revenue-generating Venn diagram—sales, marketing, and customer success—has never been more critical. The landscape is evolving, and the need for alignment is non-negotiable.

Here are a few core insights Marcello shares to ensure your GTM leadership is set up for success.

1. "GTM is a team sport."

It should not look like marketing on one side, sales on the other, and RevOps as the bridge. That old structure might’ve worked in the past, but is a relic today. In practice today, such siloes might actually be disastrous.

Your GTM strategy needs to be built on deep collaboration across the entire revenue team, from top to bottom. Without the alignment, you're just pushing in different directions.

2. "Tight collaboration on strategy makes all the difference."

One unified objective. That's the goal.

Magic happens when your team is working toward a common vision; you create a customer experience that stands out and drives real value. And when that happens, you win more customers.

3. "Don't just do it how you've always done it—do it better."

Your GTM strategy needs to be more dynamic—one that adapts quickly, challenges the conventional, and pushes your teams to work together in a way they might not have in the past.

This is a good thing.

That's what the market is demanding.

Today’s customers expect personalized, seamless experiences, which can only be delivered when your GTM teams break down their silos and work towards one common goal. Sometimes, it takes a new kind of leadership and team to make it happen.

Coincidence? Another 3x CMO has this exact trajectory

And it's all in the name of GTM.

Amanda Malko, a 3x CMO from industry giants like G2 and Mailchimp, shares her recent journey from CMO to CRO in a recent piece. 

Read this CMO-to-CRO's journey

Malko similarly shared that there's an opportunity cost in doing things the same way we've always done them. A 3x CMO might not be the obvious choice for a CRO, but that's history talking.

Malko emphasizes that questioning existing structures often reveals hidden inefficiencies or overlooked growth areas, making it a crucial part of driving transformation and innovation.

Conventional ways of thinking of GTM may be holding you back

To stay ahead in today’s fast-moving market, your strategy needs to be more than just “tried and true.” It must be agile, dynamic, and built on collaboration across all teams.

Actually, the old "tried and true" needs a radical reevaluation for today's complex market.

In this new world, your GTM leadership and hiring approach must reflect the need for flexibility, adaptability, and collaboration.

Ready to rethink your GTM leadership? Learn more about how to build a more agile and aligned team, or get started on redefining your GTM strategy today.