In today’s market, a chief revenue officer (CRO) is critical to maximizing revenue across all areas of a business. But how is this leadership role different from the others?
The chief revenue officer leads — not manages.
The chief revenue officer is surrounded by mid-level or front-line managers who get the work done. This is not the onus of the CRO. The CRO is leading these managers and the rest of the organization to greater opportunities, to more-sustainable revenue performance. They ask, “What can we accomplish?” and then strategize on how to reach these feasible goals. The CRO has a willingness to think big, balanced by a realistic outlook of what can be accomplished with available resources.
The chief revenue officer provides a vision.
Your CRO does not sit in a corner office all day. They work with operational teams on sales governance, keeping a pulse on the current situation, the accounts
