On 14th September 2020, Demandbase announced the expansion of its leadership team, with a new CRO to reshape the B2B marketing landscape.

Demandbase, a pioneer Account-Based Marketing (ABM) organization, announced the appointment of Allison Metcalfe as the Chief Revenue Officer (CRO).

Tapping into the experienced industry leadership of Allison Metcalfe to lead revenue strategy is supposed to boost the company’s sales, advertising, and customer success strategies. As the CRO of Demandbase, Metcalfe will also be partnering with the Marketing and Product teams of the company to surpass the anticipated revenue goals.

The appointment of Metcalfe is a step towards reinforcing Demandbase’s commitment to expanding its leadership squad with the top-notch talent to revolutionize the B2B MarTech dominion.

Metcalfe comes with an enriched and proven portfolio of leading high-performing, customer-centric teams and building revenue-centric divisions while nurturing an entirely new generation of burgeoning leaders.

As an accomplished executive bearing extensive experience across realms such as customer success, partnerships, sales, and marketing, a lot can be expected from Metcalfe in her tenure, as she would supervise the revenue operations of the company.

Gabe Rogol, Chief Executive Officer, Demandbase, expressed his thrill to have Allison Metcalfe join Demandbase as their Chief Revenue Officer. He added that her presence will help the company accelerate its growth trajectory. He stated that Allison is a dynamic leader and an ideal candidate to lead the organization as she has extensive experience growing important business categories, scaling revenue, and building high-performing teams.

Rogol also explained, “As ABM continues to become core to B2B Marketing, B2B organizations rely on the Demandbase platform to execute go-to-market strategies, to deliver personalized experiences to customers, and to drive growth.”

Metcalfe previously worked with a leading advertising technology company LiveRamp, completing a successful 7-year stint before joining Demandbase. Metcalfe held the post of Senior Vice President of Field Strategy, Productivity, and Partnerships at LiveRamp and created LiveRamp’s customer success function before she moved on to building LiveRamp TV, the TV advertising platform of the company which helped them develop a net new revenue stream from the $80+ billion TV advertising industry.

Metcalfe is rejoining Demandbase as previously she held the post of Customer Success leader at Demandbase. Besides, she has also held diverse Customer Success leadership roles at companies such as Jigsaw (now Data.com, acquired by Salesforce) and Equilar. Metcalfe holds a Bachelor of Arts degree in Journalism and Sociology from the University of St. Thomas in St. Paul, Minnesota.

Allison Metcalfe, Chief Revenue Officer, Demandbase described her return to Demandbase as an incredible opportunity and stated, “I’m thrilled to work with the company’s dynamic revenue-generating teams to empower our B2B customers to leverage ABM to scale for significant growth.”

Allison Metcalfe joins the diversity of talented leaders at Demandbase including Jon Miller, Chief Product Officer; Brain Babcock, Chief Technology Officer; and Supreet Oberoi, Senior Vice President of Engineering.

About Demandbase

Demandbase was founded in the year 2006 and is a marketing and advertising firm headquartered in San Francisco, CA. The company is a well-known name in the account-based marketing realm and specializes in an array of other realms including marketing, account-based marketing, B2B marketing, B2B sales, company-targeted advertising, web optimization, web analytics, account-based advertising, display advertising, b2b programmatic advertising, and more.

The company is a leading provider of B2B tech stack and is the only end-to-end ABM platform to help the B2B companies identify, win, and grow their high-value accounts. The company strives to build world-class technology and invests heavily in people, their culture, and the community around them. The company has been identified as one of the best ones to work for in the Bay Area.


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