Digital B2B Opps: Rightworks hires CMO after rebranding (Score 59)

Sales lead: This hire will likely lead to higher ad spend & agency appointments. 

  • Rightworks named Monica Sullivan CMO, effective November 2023.
  • Sullivan most recently served as CMO of Linnworks. 
  • She now leads all of Rightworks' marketing operations.
  • The company recently rebranded and shortened its name from Right Networks.

Target demographic: Accounting DMs

The company will likely:

  • Return to higher ad spending
  • Diversify ad placement
  • Outsource some marketing duties to agency partners

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Rightworks spent about $71.9k on digital display ads YTD, just 34% of the $211.2k spent in this channel during the same time period of 2022. 
  • YTD data: 13.3m impressions via Facebook (57%), desktop display 38%), and YouTube (5%). 
  • 2021-2022 spend: Full-year spend fell by 76% from $869.9k in 2021 to $211.5k in 2022. 
  • Ad location: It placed 62% of these ads directly onto and It placed 38% of these ads through multiple indirect channels onto sites such as,,,, and 

Agency analysis:

  • Opportunity: Contact the new CMO now to secure top priority.
    • We have not confirmed any current agency relationships for Rightworks. 

Insight Sources: Digital spend insights estimated by Pathmatics