Cybersecurity
RunSafe Security.
Marketing became accountable for revenue — and started producing it.
01 — Summary
Stepped in as SVP & Chief Marketing Officer for a deep-tech cybersecurity company where marketing needed to grow up. Repositioned the category around the economic buyer, rebuilt the commercial engine, and turned marketing into the largest contributor to company pipeline.
02 — Challenge
RunSafe had a category-defining product but marketing was speaking to engineers instead of the buyers who signed the contracts. Pipeline wasn't keeping pace with sales targets, positioning didn't resonate with CISOs and CIOs, and leadership had no clean read on what marketing was actually producing. Sales and marketing operated in parallel, not together.
03 — What I Did
- 01
Reset positioning and category narrative around CISO, CIO, and engineering leadership buyers in defense, energy, and industrial sectors.
- 02
Led a full enterprise rebrand and category positioning initiative in embedded cybersecurity and software supply chain security.
- 03
Built a full-funnel commercial engine spanning ABM, paid, content, events, and lifecycle programs — with sales aligned on one revenue plan.
- 04
Initiated analyst relations with Gartner and Forrester to secure third-party validation of the category story.
- 05
Rebuilt the revenue tech stack in HubSpot, installing lifecycle stages, lead-quality scoring, and attribution reporting.
- 06
Hired and led a 4-person team; managed a $1–2M budget with KPI-driven forecasting and ROI visibility.
- 07
Sat at the leadership table and reported pipeline, attribution, and growth roadmap to the board.
04 — Results
Pipeline growth
Triple-digit YoY total pipeline growth; marketing-sourced pipeline up 160%+
Revenue contribution
Marketing became nearly one-third of total company pipeline and over two-thirds of commercial pipeline
Category positioning
New enterprise brand and category story landed with analysts and buyers
Commercial engine
One integrated ABM, paid, content, events, and lifecycle motion
Sales alignment
Clear attribution and shared revenue accountability with sales leadership
In their words
I have had the pleasure of working with Staci both as the Founder of Uncommon Marketing Works and later as our SVP and Chief Marketing Officer at RunSafe Security. Staci brings a combination of strategic marketing expertise, sales acumen, and executive leadership. She has an exceptional ability to understand complex technologies, translate them into compelling market narratives, and build programs that drive measurable business results. During her time at RunSafe, she transformed marketing into a significant contributor to pipeline growth, strengthened our market position, led a successful rebrand, and built a scalable marketing foundation that continues to support the company's growth. Beyond her professional capabilities, Staci is a trusted advisor, collaborative leader, and someone who consistently raises the performance of the teams around her. I highly recommend her to any organization seeking a results-driven marketing executive who can align strategy, execution, and revenue impact.
I highly recommend Staci for any full-time or fractional marketing leadership role. She is one of the most diligent and results-driven professionals I have had the pleasure of working with. Staci has a unique ability to anticipate what needs to be done to build pipeline, strengthen brand recognition, and increase market value. She develops strategic plans and executes programs that consistently exceed expectations. She is highly effective at leveraging modern tools, leading teams, and driving measurable business outcomes. What sets Staci apart is her willingness to both lead and execute. She is a true team player who can roll up her sleeves when needed while also effectively managing teams across all facets of marketing. Her expertise spans demand generation and integrated marketing programs, including webinars, podcasts, print and digital media, content marketing, blogs, events, and conferences. As a sales leader, I always valued partnering with Staci because I knew marketing would deliver. She consistently created an environment where inbound leads, brand visibility, and pipeline growth supported and accelerated sales success. Any organization would benefit from her leadership, strategic vision, and execution capabilities.