Chief Revenue Officer
For Patrice Commune, Chief Revenue Officer at CM Labs, growth is more than a goal—it’s a mindset. With a career steeped in sales strategy, marketing leadership, and scalable expansion, Commune brings a relentless drive to elevating performance. But his approach isn’t just about numbers on a dashboard. At the heart of his leadership lies a deep commitment to the people behind the business.
“I'm passionate about supplying solutions to clients. For me, it’s all about the customer experience and customer satisfaction. That's what drives me,” he says.
It’s a philosophy that has not only guided CM Labs’ revenue trajectory but also forged trust with customers seeking more than just a product, but a partner.
I first came to Montreal from France to join—what turned out to be—a struggling public company as VP of Worldwide Sales. After a whirlwind of unexpected events, I suddenly found myself being asked to step in as CEO—something I never saw coming. When I took the position, the board gave me the objective of selling the company within 5 years, and we did it. When we sold, we were profitable and bringing in 3.5 times the revenue we had when I became CEO.
Eventually, after leading other sales and marketing teams here in Montreal, I started a consulting firm helping companies focus on growth. I chose to work with only a select number of clients, and CM Labs was one of them. That engagement eventually led to my joining the team full-time as CRO.
At some point in your career, you need to align your work with where you can bring the most value. Sales and marketing have always been my core strengths, and I understand what it takes to support corporate and executive growth.
What really resonated with me was the opportunity to create meaningful solutions for clients and help elevate their experience from start to finish.
One initiative I’m especially proud of is what we’ve done with the Department of Corrections.
It was always something I wanted to explore. People who are incarcerated eventually re-enter society, and if we can support that reintegration, we can have a real social impact. We reached out to the Department of Corrections, and now, when I see the results, I’m proud of the role we’re playing. It’s making a difference.
On a personal level, I’m incredibly proud of my daughter. I’ll never forget the day she called and told me she was starting her own business. We sat down and talked about how to manage and grow it. Today, she’s a recognized leadership coach in business culture transformation here in Montreal, with a strong base of recurring clients. Watching her succeed is one of my greatest joys.
We offer the most comprehensive set of solutions in each of our markets. We’ve evolved from selling training packs to delivering integrated, end-to-end solutions. Take the utilities sector—we’ve really dug into what utilities companies need and reflected those insights in our training tools, whether it’s mini excavators, telehandlers, or digger derricks.
Another major differentiator is Intellia, our Intelligent Training System. It’s just the beginning of a richer training environment that’s constantly evolving. We’re now exploring how AI can enhance both the instructor’s toolkit and the trainee’s experience. At CM Labs, our focus on innovation is all about finding better ways to train both instructors and operators.
Every organization has its own DNA. What stands out at CM Labs is the genuine commitment people bring to their roles. Whether it’s an engineer refining product features or a marketing team member planning an event, there’s a strong sense of ownership and drive across the board.
The people. It’s the team I work with and the impact we’re having on the market.
I also find real fulfillment in mentoring others. Watching someone’s professional growth over the years—and knowing you played a part in it—is incredibly rewarding.
A book that had a big impact on me is Execution: The Discipline of Getting Things Done by Larry Bossidy and Ram Charan. A sales coach recommended it to me before I moved to North America. The core message really stuck: execution is everything. You can have great ideas, but without execution, you never know what’s working or not. That principle has shaped a lot of my thinking and how I operate today.
I play squash three times a week, do yoga on Saturdays, and try to get in a run once or twice a week.
I also really appreciate Montreal’s cultural scene—from its multiculturalism to its jazz community, the city has a rhythm and energy that keeps things interesting.
We’ve made significant strides globally, especially in the Middle East, but Europe remains a largely untapped market for us. Expanding our presence there is a key focus—and I believe it’s the next big chapter in our growth story.