For a growing company, more than half of revenue comes from existing customers. The CRO has clear revenue generation processes and resources to maximize up-sell, cross-sell, and renewals. The CRO is maniacal about customer satisfaction and has established metrics to measure it.
Who Fits the CRO Role?
A well-rounded CRO has the same experience and C-level savvy as the CSO but thinks more holistically about growth.
Other characteristics include:
- She knows how to identify leverageable revenue opportunities and where to double down on resources
- She is passionate about building long-term customer value and closing customers
- She is as comfortable in marketing circles as sales circles; establishes strategic and operational focus
- She is data-driven and skillful with strategic/business unit revenue and budget planning
The table below compares each role based on scope, objectives, and the metrics that define success:
Which Role Does Your Business Need?
A VP of Sales is best if pipeline execution and sales team management are important for revenue success. Sales channels and revenue model are typically well-defined. What’s most important is building/managing the sales process and team capabilities.
A CSO is the best fit for larger, complex organizations where overarching sales strategy is as important as sales execution. Leadership will rationalize or rethink sales go-to-market and resources after events like M&A, competitive shifts, or new company strategy. You have established executing sales managers/VPs, but also need leadership to drive change and long-term strategy.
A CRO (or CGO) is a great option for similar circumstances described above for a CSO, but when you also need cohesive revenue strategy. CRO is a better solution for businesses with multiple paths to market and revenue sources. SaaS companies are an obvious fit. For the business-seeking CRO, sustainable growth is the number one priority.
With the right person in the right role, your company can position itself to maximize value. It allows you to over-deliver on sales and growth objectives.
About The Author
Masami combines the market focus and execution of a Marketing VP with the critical, data-driven orientation of a seasoned strategist. Masami is passionate about the integration of sales and marketing and helps organizations take a disciplined approach to defining sales and marketing process and enabling technologies. Over the last 25 years, Masami has served as a strategy consultant and marketing leader across Fortune 500 to start-up environments.