171: CREM, The 4-Part Alignment Framework Every SaaS CMO Needs (w/ Kyle Lacy)

Move The Needle - Real strategies. Data-driven growth. B2B results that move the needle.

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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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