Today let me share a few thoughts on a hot discussion out there: the discussion regarding revenue enablement and the need for a chief revenue officer (CRO) role.
The term “revenue enablement” is the result of the new CRO role.
In some organizations, the CRO role was implemented to better align marketing and sales so that both work in an integrated way and follow a strict revenue contribution goal. In other organizations, the CRO role covers marketing, sales and service/customer success based on the fact that in many business models, an increasing amount of revenue comes from customer success and customer service teams. And depending on the industry, a lot of revenue comes from the channel, but it’s an interesting phenomenon that some CRO roles don’t own the channel.
As you can see, there are two driving forces behind this idea: one is to create a role that drives better alignment or even
