Growth is no accident—it is the result of clear architecture
Companies realigning marketing, sales, and CRM don’t need more theory—they need operational leadership for the AI era. I help companies turn strategic realignment into measurable execution — as an Interim Manager, Fractional Executive, or Strategic Advisor.
Michael Baltruschat
Interim Executive for Marketing & Revenue Transformation
EXECUTIVE EXPERIENCE
Deutsche Bank
LIQID
Ginmon
Norisbank
Vodafone/ Arcor
When growth is limited not by ideas, but by structure
Most companies have the right pieces in place: marketing, sales, CRM, data, and tools. Yet growth remains difficult to scale, handoffs are fractured, and success relies too heavily on individual heroics rather than a scalable system.
Simply stacking more campaigns, tools, or reporting systems isn’t the answer. Marketing, sales, and CRM must be unified through clear accountability, seamless handoffs, and an operational framework built for day-to-day execution.
Typical organization of revenue functions
Typical Challenges
Silos Over Systems
Marketing, sales, and CRM operate in isolation rather than within a shared commercial logic.
Growth Without Governance
Leads, pipeline, conversion, and customer development exist, but they lack the measurability and management discipline required to scale.
Operational Realignment
Successful marketing and revenue transformation requires teams, processes, and accountabilities to be reorganized, rebuilt, or restructured.
GTM Under Pressure
Acquisition, market engagement, and customer management are no longer aligned with the business model or the current market phase.
AI Without a Foundation
While AI and automation are on the agenda, the underlying processes, data logic, and accountabilities are not yet clearly defined.
What happens to your growth if your top sales, marketing, or CRM talent leaves tomorrow?
ExPERTISE
Chief Revenue Officer
CMO / VP Marketing
Head of Digital Business
Director of Marketing
Lecturer in AI for Marketing & E-Commerce
Expertise for your marketing and revenue transformation—built to last
My focus is where growth requires a structural reset: in organization, governance, Go-to-Market, and operational execution. The goal is a company that is better positioned than before—with clear processes, accountable teams, and a logic that functions independently of external support.
01
Realigning Marketing and Revenue Organizations
Aligning roles, accountabilities, and handoffs so that Marketing, Sales, and CRM operate as a unified system—not as isolated functions.
02
Maximizing Go-to-Market Impact
Syncing target customers (ICP), offer logic, channels, and sales models to transform strategy into tangible market results.
03
Operating Models, Processes, and KPI Governance
Establishing the processes, metrics, and management rhythms necessary to make growth measurable, manageable, and actionable in daily operations.
04
AI for Efficiency—Not Complexity
Integrating AI and automation into structures defined enough to truly drive productivity, quality, and speed.
Industry Expertise
Enterprise
Scale-ups
FinTech
Telecommunications
Financial Services
A future-proof commercial system instead of isolated tactics
Many companies invest heavily in demand generation, sales, CRM, reporting, and new initiatives — yet still fail to gain traction. Not because they are doing too little, but because the individual parts never come together under a shared commercial logic.
Revenue Architecture is the framework I use to connect marketing, sales, CRM, data, and leadership into one integrated growth system — with less friction between teams, clearer accountability, and a model that does not rely on individual heroics to function.
The result is a Marketing & Revenue Transformation that turns fragmented activities into a manageable commercial operating model — measurable, transferable, and scalable.
AI doesn’t fail because of technology—it it fails when process logic is missing
As a lecturer in AI for Marketing & E-Commerce, I know that AI is one of the greatest efficiency levers in modern commercial systems. Yet many companies find that results fall short of expectations. The reason is rarely the technology itself. More often, the operational foundation is missing: clean data logic, clear workflows, defined responsibilities, and teams ready to adopt new ways of working.
AI is transforming marketing, performance, and customer acquisition
AI creates value where processes, handovers, and decision-making structures are clear enough for automation to generate real impact rather than additional complexity.
Successful implementation is also a leadership responsibility. New systems only work when teams are trained, enabled, and motivated — and when the new logic is embedded in day-to-day operations.
Logic first. Tool second.
Executive experience in growth, realignment, and transformation
My experience in Marketing & Revenue Transformation is rooted in executive leadership roles with accountability for growth, go-to-market, digital business, customer-facing functions, team building, and restructuring across enterprises, scale-ups, banking, wealth management, and FinTech.
Growth in Client Assets · within 12 months
CAC · Cost per Acquisition
Digital Conversions · within 6 months
Net New Assets · p.a.
Three paths to Marketing & Revenue Transformation
The goal: To align marketing, sales, and CRM through Marketing & Revenue Transformation, ensuring growth becomes faster, more profitable, future-proof, and less dependent on individuals.
Interim Management
Full-time · 3–12+ months
When operational responsibility is required immediately — such as in cases of leadership vacancies, transformation, reorganization, or turnaround situations.
CMO/CRO Leadership Vacancy · Turnaround · Post-Merger · Operational Transformation
Fractional Executive
2–3 days/week · 6–18 months
When C-level experience is needed before a permanent role is meaningfully defined, established, or filled. Strategic guidance and operational leadership on a temporary basis — flexible and with a hands-on approach to implementation.
Scale-ups · Mid-sized Financial Services Firms · PE/VC-backed companies
Strategic Advisory
Project-based
When strategic clarity is required before building roles, teams, or new structures — with a focus on feasibility and operational integration.
Go-to-Market · Revenue Diagnostics · C-Level Advisory
Where is your biggest growth lever today?
An initial consultation is not a sales pitch. It is a structured exchange about your current situation — and an honest assessment of whether my approach is the right lever for your specific needs.
You will receive a clear assessment — even if a collaboration does not make sense at this point.