From Client to CRO: Force Management Taps Advocate Joe Marcin for Growth

CHARLOTTE, N.C. – June 02, 2026 – In a strategic move that underscores a deep belief in its own product, go-to-market consultancy Force Management has appointed Joe Marcin as its new Chief Revenue Officer. The appointment is notable not just for Marcin’s extensive 25-year background in enterprise software, but for his history with the company: he has been a client and advocate for its methodologies at three different organizations.

This decision signals a doubling-down on a customer-centric growth strategy, placing a leader with firsthand experience of the firm's value proposition at the helm of its global revenue organization. As the company continues its expansion into an increasingly AI-driven B2B sales environment, Marcin's unique perspective—blending executive leadership with the end-user experience—is positioned to be a critical asset.

The Insider's Advantage: A Customer in the C-Suite

Marcin’s journey to the C-suite at Force Management is the ultimate testimonial. Having partnered with the firm while leading revenue teams at companies like Kyriba, ClickSoftware, and Firstup, he brings an ingrained understanding of the client’s perspective. This isn't just a resume highlight; it's a strategic advantage. It provides an intimate knowledge of the challenges that revenue leaders face and the tangible outcomes they seek from an engagement.

"Joe brings a unique combination of customer perspective and executive leadership experience that aligns perfectly with where Force Management is headed," said CEO Craig Chumley. "Having experienced our methodologies firsthand, he understands both the challenges revenue leaders face and the outcomes they expect. His leadership will help us accelerate growth while continuing to deliver meaningful impact for our customers."

This 'client-to-executive' pipeline is a powerful validation of the company's offerings. It suggests that the methodologies are not just effective in theory but are compelling enough to convince a seasoned CRO to switch from buying the service to selling it. Marcin’s role will involve driving growth and scaling go-to-market capabilities, but his most significant impact may come from his ability to shape product development and customer success initiatives from the inside. He has seen what works, where the friction points are, and how to translate the firm's frameworks into board-level metrics. This feedback loop, now internalized at the highest level of the revenue organization, is a rare and potent catalyst for innovation.

Navigating the AI-Powered Sales Landscape

The appointment arrives as the B2B sales world grapples with the integration of Artificial Intelligence. Force Management has made it clear that its future involves helping clients succeed in this new environment. The company's philosophy, however, is nuanced: AI should drive “productivity, not just activity.” The firm argues that without a solid underlying methodology, AI tools risk creating more noise than signal.

This is where its strategy becomes clear. The consultancy has been embedding its core frameworks directly into AI-powered tools. Its Ascender® revenue acceleration platform now features Ascender AI, which provides real-time coaching and content based on its methodologies. Furthermore, a partnership with WINN.AI produced XCELERATOR™, a sales assistant that automates administrative tasks and provides in-call guidance based on the company's proven sales playbooks.

Marcin is particularly well-suited to lead this charge. With a degree in Computer Engineering and a career built at tech giants like Oracle and high-growth software firms, he possesses the technical literacy to bridge the gap between sales methodology and AI-driven execution. His experience driving billions in value creation within enterprise software gives him credibility in a market often saturated with hype. As Marcin himself stated, “Force Management takes organizations well beyond methodologies, training and enablement. It’s a platform that puts your entire corporate strategy in motion.” His task will be to ensure that as AI accelerates the sales process, it does so with the direction and discipline that the firm’s frameworks provide.

The Private Equity Playbook for Predictable Growth

Marcin’s recent career has been sharply focused on a specific niche: scaling high-performing go-to-market teams within mid-size private equity portfolio companies. His track record includes transforming and accelerating revenue growth to maximize valuations, most recently as CRO of FinTech company Kyriba. This experience aligns perfectly with Force Management's own ownership and client base. The firm itself was recapitalized by private equity firm TZP Group in 2021 and serves over 400 PE portfolio companies.

This shared DNA is crucial. Private equity demands predictable, repeatable, and scalable growth, which is the exact promise of Force Management’s core methodologies. Frameworks like Command of the Message®, which teaches teams to articulate value and differentiation, and MEDDICC, a rigorous deal qualification process, are designed to move revenue generation from an art to a science. They create a common language and a disciplined process across the entire revenue engine, from marketing and sales to customer success.

By hiring a leader who has successfully implemented this playbook from the client side, the company reinforces its value proposition to this key market segment. Marcin understands the pressure to hit growth targets and improve metrics like Customer Acquisition Cost (CAC) and Net Revenue Retention (NRR)—outcomes its clients like Caveonix have achieved with its help. His leadership will likely sharpen the company's focus on delivering and communicating the tangible, board-level results that PE investors and their portfolio executives demand.

A Strategy for Market Expansion

This leadership change is part of a broader pattern of aggressive growth. After being named to the Inc. 5000 list in 2022 and doubling its staff, the company has continued to expand its market presence. With an estimated annual revenue nearing $35 million and a client roster that includes over 100 “Unicorns,” it has carved out a strong position in competitive B2B markets like Cybersecurity, FinTech, and DevOps.

Bringing on a CRO with Marcin’s caliber and unique background is a clear signal of intent. His mandate to lead the global revenue organization suggests a focus on further scaling and potentially expanding into new territories, with some reports indicating exploration of European and Asian markets. His experience at ClickSoftware, which was acquired by Salesforce for $1.35 billion, demonstrates his familiarity with operating at a global scale and navigating a successful exit. As organizations worldwide seek to align their revenue teams and leverage technology for a competitive edge, Force Management is positioning itself not just as a consultant, but as an essential partner in executing high-stakes growth strategies.