The whole market claiming Commercial Oversight, are wrong...

Revenue used to have an owner.
Now? It’s split across disconnected teams - each chasing isolated KPIs.

Before “Sell the Meeting” became the default.
Before SDR/AE handoffs.
Before MQLs took over marketing.

There was commercial oversight

One person - commercial management - was responsible for marketing, sales, CS, and financial tooling.
A single accountable function for revenue creation, alignment, and scale.

That role vanished. And with it, we lost the blueprint for sustainable growth.

Today, the CRO is meant to fill that gap.
But most modern CROs rose through sales - and never saw what true commercial oversight looks like.
They inherited siloed teams and are expected to drive alignment in a system that was never built for it.

I’ll be honest - I got caught in the SaaS playbook too.
MQLs. Attribution models. Disconnected KPIs.

Adem Manderovic reintroduced me to commercial management. He showed me why siloed fixes are not enough

What he showed me reframed everything.

🎥 In this clip, Adem Manderovic and Carolyn Dilks share the forgotten history of commercial oversight - why it worked, why it disappeared, and why restoring it isn’t “new thinking”… it’s just doing things properly.

Both are trying to rebuild commercial oversight from the top down.

Adem with Chief Revenue School, and Carolyn with Passetto

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