2X Taps New CCO to Bridge B2B's Critical Go-to-Market Execution Gap

MALVERN, PA – April 08, 2026 – Go-to-market services partner 2X has announced the appointment of Emily Atkinson to the newly created role of Chief Client Officer (CCO). The move signals a direct confrontation with one of the most persistent and costly challenges in the business-to-business sector: the widening chasm between strategic ambition and effective execution.

Atkinson, a veteran C-suite advisor, will be responsible for operationalizing 2X’s unified go-to-market (GTM) engine, which integrates strategy, execution, technology, and AI into a single service offering. The creation of the CCO position underscores a strategic pivot in the GTM services industry, moving beyond advisory roles to take on deeper accountability for client outcomes.

The Multi-Billion Dollar Execution Problem

The challenge 2X aims to solve is not trivial. A significant body of research reveals a profound disconnect in the B2B world. A recent Harvard Business Review (HBR) Analytic Services report found that while 83% of B2B professionals deem their GTM strategy critically important, only 38% believe its execution is “very effective.” This staggering 45-point gap highlights a systemic failure to translate plans into results.

Industry analysts point to siloed teams and fragmented data as primary culprits. The HBR study noted that 48% of organizations suffer from a lack of system integration, while Forrester research reveals a stark perception gap: 82% of executives believe their sales and marketing teams are aligned, a view shared by only 35% of frontline professionals. This misalignment is costly, with aligned organizations achieving nearly 2.5 times higher revenue growth than their disjointed peers.

It is this environment of strategic frustration that 2X is built to address. The company’s model embeds a complete GTM team within a client's organization, aiming to bypass the internal friction and capability gaps that derail growth initiatives.

A Leader for a System-Level Challenge

In creating the CCO role, 2X sought a leader with a track record of untangling complex organizational challenges. Emily Atkinson brings over a decade of experience advising senior leaders on technology modernization, experience strategy, and growth. Before joining 2X, she served as Vice President and Client Partner at Epsilon, where she managed global healthcare and pharmaceutical accounts, guiding them through complex digital transformations and data-driven engagement strategies.

Her background in highly regulated and data-intensive fields like healthcare and finance makes her uniquely suited to instill the discipline required for effective GTM execution. Dom Colasante, founder and CEO of 2X, emphasized this fit in a statement.

“In creating the Chief Client Officer role, we wanted a leader who embodies extreme ownership, transparency and a deep commitment to clients. Emily has demonstrated that from day one,” said Colasante. “She brings a level of clarity and care that elevates how we serve our clients and how we operate as a global B2B GTM services organization. I’m thrilled to partner with her as we build the next chapter of 2X and deepen our focus on client outcomes.”

Unifying Strategy, Tech, and AI

Atkinson, who was one of the architects of 2X’s integrated operating model, will now lead its global client organization, unifying the Client Partnership & Growth, Client Delivery, and Services Practices groups. Her mandate is to ensure the seamless delivery of 2X's “unified GTM engine”—a subscription-based service that combines demand generation, account-based experience (ABX), marketing and revenue operations (MarOps/RevOps), content, and GTM engineering.

This model is underpinned by a distinct “up serve, not upsell” philosophy. The approach prioritizes creating value and deepening partnerships over transactional sales, aiming to help clients meet the evolving demands of their own customers. For Atkinson, the core issue is systemic.

“Great go-to-market strategies don’t fail because of ambition or talent. They fail when the system behind them can’t support execution,” Atkinson stated. “That’s the gap we’re focused on closing. At 2X, we embed a unified GTM engine so clients can move faster, scale what works and deliver the outcomes their business demands.”

Under her leadership, 2X will accelerate the adoption of AI-enabled workflows and GTM engineering capabilities. This focus on technology is not just about efficiency; it's about helping clients adapt faster to market shifts and scale their most successful growth initiatives with precision.

Growth, Investment, and the Path Forward

2X’s aggressive move to tackle the execution gap comes from a position of strength. The company has been recognized five years in a row by Inc. 5000 and three times by the Financial Times as one of the fastest-growing companies in the Americas, boasting an 80 percent seven-year compound annual growth rate. This trajectory attracted significant institutional capital, starting with an investment from technology services-focused firm Recognize in 2023, followed by a strategic secondary investment from global software investor Insight Partners in 2025.

This backing validates 2X's model in a B2B marketing outsourcing market valued at over $100 billion and growing at more than 20% annually. The appointment of a CCO is a clear signal that 2X intends to solidify its leadership by doubling down on the most critical factor for its clients: results.

For B2B organizations struggling to connect their strategic vision to revenue impact, this shift represents a move toward greater accountability from their service partners. As Atkinson takes the helm of client operations, the industry will be watching to see how this integrated, system-level approach to go-to-market execution redefines the standards for partnership and growth.