The market may not be ready for this level of honesty

The Chief Revenue Officer (CRO) role has evolved, but not always for the better. What was once a position demanding comprehensive commercial oversight has, in many cases, become a glorified VP of Sales.

A true CRO should have:

• Commercial Oversight: Understanding the full revenue ecosystem, not just top-of-funnel tactics.
• Financial Acumen: Insight into financial tooling and metrics that drive sustainable growth.
• Cross-Functional Mastery: A deep understanding of both marketing and sales, including the critical handovers to customer success.

Yet, most CROs today are promoted from narrow sales roles without the breadth of experience needed. This also applies to agencies who ONLY know, and specialize in SDR door opening tactics.

This results in a massive market disparity. Companies either need to redefine the CRO role to encompass these competencies or bring in external expertise to bridge the gap.

At the end of the day, a redefined CRO is not just about managing sales teams but driving cohesive revenue alignment across all departments. The future of revenue leadership lies in this holistic approach, and it’s time to elevate the role—or turn to external solutions to achieve true alignment.

So if you are sick to death of pushing silo enhancement, and want to have a clear lens of whats next, join George Coudounaris and I, in Chief Revenue School.

Our latest episode on what we do, and why we do it, is linked in comments. Where we dive into this with the amazing Carolyn Dilks, from Passetto.

See / hear for yourselves, WHY true commercial oversight is required, not a nice to have - and no, we don't mean the opposing TEMU version built on broken methodologies.

#RevenueLeadership #CRO #Sales #Marketing #RevenueAlignment #BusinessGrowth #Leadership #ChiefRevenueOfficer