If A is the CEO, shouldn't they be managing B (as the CMO?). CEO can help them set goals, break down and clearing stage gates. You could help with the ECR, li

If A is the CEO, shouldn't they be managing B (as the CMO?). CEO can help them set goals, break down and clearing stage gates. You could help with the ECR, like, each gets a ticket that you work through. A will have to manage B for sales process, you will manage on ECR. Together you will help B improve. Make sure your own measure of performance is understood going in and what metrics factor success. And if B don't cut it, after N months, well, you have to make the choice that's best for the Ship, not the Sailor