C-Suite Series: Inside the CRO Mindset—How Revenue Leaders Think About Pipeline, Marketing, and Sales Alignment with Sloane Barbour
March 14, 2025
Marketing and sales—two sides of the same revenue coin, yet often speaking completely different languages. If you’ve ever struggled to get full buy-in from sales, debated whether MQLs are the right success metric, or wondered what a CRO actually thinks about marketing’s impact—this article is for you.
This is part of our C-Suite Series, where we move beyond marketing tactics and into the executive mindset—what CROs, CEOs, and CFOs really prioritize when it comes to growth. Because if B2B marketing leaders want a real seat at the table, we have to think (and speak) like the rest of the C-suite.
For this episode of Growth Activated, I’m joined by Sloane Barbour, CEO and co-founder of Engin, an AI-driven recruiting company. Before stepping into the CEO role, Sloane built his career in sales leadership, from VP of Sales to CRO, overseeing revenue strategy, go-to-market execution, and sales and marketing alignment.
Sloane defines a great CRO with one simple focus: an obsession with revenue. While that might seem obvious, the real differentiator lies in the details—specifically, how revenue is generated.
"At the core of what a CRO should care about is customer meetings," Sloane explains. "Because meetings are the atomic unit that ultimately turns into sales."
For a deeper dive into how revenue operations impact marketing ROI, check out our conversation with Jeff Ignacio on RevOps and marketing ROI.
One of the longest-standing debates in marketing and sales is the role of the marketing qualified lead (MQL). Is it the right success metric? Should marketing be responsible for meetings booked instead? Sloane believes MQLs remain an essential metric—but with a caveat.
"The MQL should be so good that getting the meeting from the MQL is a seamless, automated process," he says. "If the MQL isn’t converting into meetings at a high rate, then it’s not really an MQL."
For more insights into bridging the gap between sales and marketing, check out 5 Pillars for Sales and Marketing Alignment.
As a CRO, Sloane had a front-row seat to what actually impacted revenue. The most underrated growth lever he sees? A seamless marketing-to-sales handoff.
"The biggest frustration for any sales leader is wasted time," Sloane says. "If marketing and sales are fully aligned on lead qualification, expectations, and follow-up strategy, revenue growth accelerates."
Now that Sloane has transitioned from CRO to CEO, his perspective on growth has expanded beyond just sales and marketing. While revenue remains a top priority, he now sees growth through a broader strategic lens—balancing product development, financial planning, and long-term brand building.
Want to explore more about how CEOs think about marketing’s role in profitability? Check out this episode with Mark Feldman on balancing growth and profitability.
With the rapid rise of AI, many sales and marketing innovators are wondering: How will AI change go-to-market strategies? Sloane sees AI as an enabler rather than a replacement for human interaction.
"The reason salespeople don’t do more deals isn’t because they don’t have more AI-generated emails," he points out. "It’s because they’re spending time on things that aren’t directly related to closing business."
For a look at where marketing leadership is heading, explore The Future of Marketing Leadership in 2025.
Sloane’s final takeaway for marketing leaders? Own your seat at the table.
"The best marketing leaders don’t just execute—they influence the business strategy," he says. "They come to the table with insights, challenge assumptions, and ensure that marketing is seen as a core driver of growth."
For additional strategies on how marketing leaders can build influence in the C-suite, check out Cracking the C-Suite Code.
By doing this, you won’t just improve collaboration—you’ll solidify marketing’s role as a true business driver.
That was such a powerful conversation with Sloane Barbour—diving deep into the CRO mindset, sales and marketing alignment, and how AI is shaping the future of go-to-market teams.
If you took away valuable insights from this article, don’t forget to subscribe to Growth Activated so you don’t miss future episodes in our C-Suite Series. And if you enjoyed this conversation, I’d love for you to share it with a marketing leader who needs to hear it!
You can connect with Sloane on LinkedIn or reach out to him directly at sloane@engine.co.
And in the meantime, keep activating growth for you and your company. See you next time!
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
