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3× CMO · B2B SaaS · $3B+ Exit Operator

The CMO who built the engine.

30 Years · B2B SaaS · Enterprise Demand Generation · Growth & Exits

Most CMOs manage marketing. Scott Opiela engineers demand systems that compound. Across three decades and a portfolio of high-growth B2B SaaS companies — Acoustic, CommerceHub, and Autotask — he's led marketing organizations responsible for 10× ARR growth, $3B+ in shareholder exits, and demand programs that consistently outperform benchmarks at scale.

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Scott Opiela
+1 (518) 221-0671
Scott Opiela
CMO · B2B SaaS · Demand Generation
Former CMO — Acoustic, CommerceHub, Autotask
Vista Equity Value Creation Award · 2016 & 2017
BS Marketing, Clarkson University
Capital Region, New York
30+
Years B2B Marketing
Enterprise SaaS & Technology
10×
ARR Growth Driven
$10M → $100M at Autotask
$3B+
Shareholder Value Created
2 successful exits
70%+
Marketing-Originated Bookings
Sustained above benchmark
5k+
Monthly Inquiries Generated
High-velocity demand engine
Career Portfolio

The Companies.
The Outcomes.

A track record built across category-defining B2B SaaS platforms — from growth stage through public markets and PE-backed exits.

2021 — 2026
Acoustic
PE-Backed B2B SaaS · MarTech · Global
Chief Marketing Officer

Led a global marketing organization spanning brand, product marketing, demand generation, and marketing operations across North America, EMEA, and APAC — transforming marketing into a measurable revenue engine for Acoustic's enterprise MarTech platform portfolio, including Acoustic Campaign, Tealeaf, and DemandTec by Acoustic.

  • Built and scaled an integrated global marketing function across all core disciplines — brand & creative, product marketing, demand generation, marketing communications, PR & analyst relations, marketing operations, and customer marketing
  • Led the company's brand transformation and go-to-market repositioning, including the Acoustic brand evolution and the launch of the Acoustic Connect platform in 2023 — establishing a modern, differentiated market position
  • Consistently generated 50%+ of total ARR pipeline and bookings, positioning marketing as the primary driver of revenue growth and a core contributor to enterprise value creation
  • Delivered above-benchmark performance in effectiveness and efficiency — exceeding benchmarks across marketing contribution, team efficiency, and lead generation; PR share of voice and social metrics outperformed larger public peer organizations
  • Partnered cross-functionally with Sales, Product, Customer Experience, and Finance to align go-to-market strategy, improve funnel conversion, and drive full-funnel accountability from pipeline through revenue
  • Implemented performance measurement frameworks linking marketing investment to pipeline, revenue, and ROI — enabling data-driven decision making at the executive and board level
  • Served as the organization's AI champion — played a key role in shaping company AI strategy and product roadmap direction, ensuring alignment between market needs, product innovation, and competitive positioning
2018 — 2021
CommerceHub
NASDAQ: CHUB · B2B SaaS · Commerce Network
Chief Marketing Officer

Held senior marketing leadership at a Nasdaq-listed B2B SaaS company, driving go-to-market strategy, product marketing, and demand generation to support enterprise growth and market leadership across the world's largest retailers, brands, and supply chain partners — culminating in a multi-billion dollar take-private acquisition by Insight Partners in 2020.

  • Partnered closely with the CEO and executive leadership team to shape and execute company-wide initiatives across brand positioning, product launches, integrated campaigns, PR, and thought leadership
  • Led key components of the global marketing organization across product marketing, demand generation, and GTM strategy supporting growth across North America and UK enterprise retail and brand ecosystems
  • Drove measurable improvements in pipeline generation, conversion rates, and marketing efficiency — contributing to sustained revenue growth and market expansion
  • Expanded market presence and drove demand contributing to $30B+ in Gross Merchandise Value in 2020
  • Managed Tier 1 PR efforts securing coverage across CNBC, Fox News, Bloomberg, the New York Times, the Wall Street Journal, and major trade publications
  • Collaborated cross-functionally with Sales, Product, and Finance to align go-to-market strategy, refine positioning, and accelerate enterprise deal velocity
  • Contributed to the company's strategic growth trajectory and market positioning leading up to its successful take-private transaction
Acquired by GTCR & Sycamore Partners · 2018 — $1B
Take-Private Investment by Insight Partners · 2020 — $2B+
2001 — 2017
Autotask
B2B SaaS · MSP Platform · PE-Backed
Chief Marketing Officer · Director of Marketing

Led the global marketing organization across North America, EMEA, and APAC for a high-growth enterprise SaaS company — driving a scalable demand engine and go-to-market strategy that supported 10× ARR growth to $100M and multiple successful private equity outcomes. Joined as Director of Marketing in 2001 and was promoted to CMO as the company scaled.

  • Owned and scaled all core marketing functions including demand generation, marketing communications, channel marketing, sales & marketing operations, and global events — building a high-performance, globally aligned organization
  • Drove 10× ARR growth — from approximately $10M to $100M in Annual Recurring Revenue
  • Built a high-volume demand engine generating 5,000+ inquiries per month and a 200,000+ account CRM/ABM/Marketo database — significantly expanding market reach and pipeline capacity
  • Consistently delivered 70%+ marketing-originated bookings and 90%+ marketing-influenced revenue, with an LTV:CAC ratio exceeding 5:1 — establishing marketing as the primary driver of growth and efficiency
  • Partnered closely with executive leadership and PE sponsors JMI Equity and Vista Equity Partners to align marketing strategy with growth objectives, investment priorities, and value creation plans
  • Recognized with Vista Equity Partners' Value Creation Award in 2016 & 2017 for leading the portfolio in marketing-sourced revenue growth and performance
  • Played a key leadership role across multiple investment cycles and ownership transitions, contributing to $650M+ in shareholder value creation
Acquired by Vista Equity Partners · June 2014 — $330M
Acquired by Datto Corp · December 2017 — $320M+
1999 — 2001
NearMe
Mobile Directory · Search · Technology
Co-Founder

Co-founded NearMe, which pioneered search-based mobile directory services — launching SMS and WAP-based services in 1999 that provided mobile users instant access to directory information, turn-by-turn maps, and localized content. The company was acquired by Hands-On Mobile of Seattle in 2001.

  • Co-founded and built one of the earliest mobile search and directory platforms — ahead of the smartphone era
  • Launched SMS and WAP-based services providing mobile users real-time directory lookup, mapping, and local content
  • Responsible for go-to-market strategy, brand positioning, and growth programs from founding through acquisition
Acquired by Hands-On Mobile · Seattle · 2001
1997 — 1999
Spectrum
formerly Time Warner Cable · Broadband
Director of Marketing & Online Services

Led the launch of Road Runner High-Speed Online — the 5th deployment of broadband internet service in North America — managing all marketing activities for the Albany region and pioneering a retail sales and marketing model that drove the highest subscriber growth in the US.

  • Launched Road Runner High-Speed Online in 1997 — one of the earliest broadband consumer deployments in North America, now known as Spectrum High Speed Internet
  • Pioneered a retail sales and marketing model that led to the highest subscriber growth rate in the US — including development of a self-installation kit to support rapid growth while eliminating truck-roll bottlenecks
  • Managed all marketing activities for the Albany region — from launch creative and campaigns to channel strategy and subscriber acquisition
  • Won multiple awards for early marketing creative and campaign innovation in broadband internet services
Demand Expertise

The Programs
That Move Numbers.

Three decades of building and running the full demand stack — from ICP architecture through closed-won attribution. These are the disciplines I bring to every engagement.

Full-Funnel Demand Architecture

I build demand programs from first touch to closed-won — not just top-of-funnel volume plays. Every program is designed with pipeline velocity, MQL-to-SQL conversion, and CAC efficiency as the primary KPIs.

↑ 70%+ Marketing-Originated Bookings · Sustained

ABM & Account Intelligence

Built enterprise ABM programs at scale — 200,000+ qualified accounts in a single CRM/ABM database. I combine intent data, technographic signals, and AI-driven targeting to run precision account programs that sales actually uses.

200k+ Qualified Accounts · Single ABM Database

Revenue Operations & Attribution

I close the loop between marketing spend and revenue. From Marketo to Salesforce to advanced attribution modeling — I build the operational infrastructure that makes marketing accountable and optimizable in real time.

LTV:CAC 5+ · vs. 3:1 Industry Benchmark

Programmatic Outbound at Scale

Designed and ran outbound programs that generated 5,000+ monthly inquiries — not spray-and-pray blasts, but signal-triggered, persona-matched sequences across email, paid, and syndication channels that consistently converted.

5,000+ Monthly Inquiries · High-Velocity Engine

Brand, Comms & Market Positioning

Led brand strategy and repositioning for Acoustic, CommerceHub, and Autotask — including public company narratives, category creation, analyst relations, and product launch programs that drove both awareness and pipeline.

$30B+ GMV · CommerceHub Market Expansion

Growth-Stage & Exit-Ready Marketing

I've been through two PE exits and led marketing inside a NASDAQ-listed company. I understand how to build programs that satisfy a board, attract acquirers, and sustain hypergrowth — simultaneously. That context is rare.

$650M+ Shareholder Value · 2 Successful Exits
Philosophy

Marketing is a revenue function.
Every other framing is a distraction.

I've spent 30 years making this case. Marketing teams that own pipeline, measure CAC, and optimize to closed-won don't just perform better — they're indispensable to growth. Everything I build is designed around that accountability.

The companies I've worked with have learned that marketing influence over 90% of revenue isn't an aspiration. It's an engineered outcome — built with the right ICP definition, the right tech stack, and the discipline to measure everything that matters.

virtualimage exists to bring that same discipline — now supercharged by AI — to B2B companies that need to grow faster than their current marketing model allows.

01
Pipeline is the only metric that matters to a CEO
Impressions, MQLs, and brand scores are useful inputs. Qualified pipeline and cost-per-acquisition are the only outputs a board cares about. I build to those numbers.
02
Demand engines compound — campaigns don't
A well-architected demand program gets better over time. It learns, optimizes, and accumulates. Individual campaigns are one-time events. I build engines, not campaigns.
03
CAC efficiency is a competitive moat
A 5:1 LTV:CAC ratio isn't just a good number — it's a structural advantage. Companies that achieve it can outspend competitors, survive downturns, and grow faster. I engineer for that ratio.
04
AI doesn't replace strategy — it multiplies it
The CMOs who thrive in the next decade will be the ones who combine deep demand generation expertise with AI execution velocity. That's what virtualimage delivers.
Above Benchmark

Numbers That
Speak for Themselves.

Every metric below was achieved and sustained over multi-year programs — not one-quarter spikes. This is what a well-built demand engine looks like at scale.

Marketing-Originated Bookings
70%+
Sustained over multi-year programs at Autotask. Marketing owned the majority of new revenue creation, not just lead volume.
↑ vs. 35–45% SaaS industry average
Marketing-Influenced Revenue
90%+
Total marketing touch across the buyer journey — every deal had a marketing fingerprint. That's what complete funnel ownership looks like.
↑ vs. 60–70% typical B2B SaaS
LTV : CAC Ratio
5:1+
The gold standard is 3:1. We ran at 5:1+ — meaning every dollar spent acquiring a customer returned five in lifetime value. Structural advantage.
↑ vs. 3:1 industry benchmark
ARR Growth Trajectory
10×
From $10M to $100M in Annual Recurring Revenue at Autotask. The demand engine scaled to support every growth stage without requiring a rebuild.
↑ Decade-long sustained growth
Monthly Inquiry Volume
5,000+
A consistently high-throughput inbound engine — qualified, not just volume. Built on content, SEO, paid, and partner programs running in parallel.
↑ High-velocity for enterprise SaaS
Exit Shareholder Value
$650M+
Participated in two exits — Vista Equity Partners acquisition of Autotask, followed by Datto's acquisition — creating substantial returns for investors and team.
↑ 2 successful PE / strategic exits
Work With Scott

30 Years of Demand
Expertise. AI Speed.

Whether you need a fractional CMO, a demand program built from the ground up, or an AI-native growth system that runs without a large team — this is what virtualimage delivers. Let's talk about what your pipeline needs to look like.

Email Scott Directly Book a Demand Audit