Creating a New CRO Role - Who 'Loses'

How things have changed: The competitive marketplace has been disrupted with key trends over the last several years. The disruptions and new trends require companies to create repeatable and predictable revenue that scales:

  • Digital products and services now offer unprecedented insight into buyers’ behavior.
  • New sales processes and KPIs are needed with responsibilities that transcend traditional sales roles.
  • Omni-channel sales and increasing role of mobile and self-service in both B2C and B2B business environments challenge the traditional sales processes.
  • New models are needed to maximize revenue by making a serious commitment to engage customers and deliver a multi-touchpoint experience that is personalized and value-focused.

Who has their finger on the pulse of revenue growth (for both marketing and sales) across the entire revenue process – from prospects to leads to pipeline to revenue?

The person who can lead the way with a new kind of analysis and execution crucial to the business in today's business world is the Chief Revenue Officer, or CRO.

Topics: Leadership Strategy CRO Chief Revenue Officer Recruiting

How to Provide Strategic Leadership by Leveraging Customer Research

Chief Revenue Officers (CRO) and Chief Marketing Officers (CMO) share a common goal: to improve a company’s brand architecture and positioning, thereby driving leads, sales, and profits. For companies that already have a solid marketing platform - and even for those that do not - understanding how to provide strategic leadership to accomplish this goal can be difficult. The following considers how to leverage customer research in order to improve your position as a leader and enhance brand architecture:

Topics: Strategy CRO Chief Revenue Officer Customer Research Analytics