In the 21st Century, “Revenue Science™” is a must have just like Quality, Lean and Six Sigma were 20th Century must haves for intentionally-successful leaders.
“Revenue Science™” brings new roles, new rules and new tools that must be applied by every organization that plans to survive and thrive in this constantly changing world.
Businesses are like the people in our lives. They are always changing but still guided by the laws of science and the human spirit.
Twice a month for the next year stand-alone pages from a new eBook will be revealed to guide those who want to win The Revenue Game in today’s complex and transitioning world.
Each page from the eBook is a step along the Revenue RoadMap that shows traditional leaders (CEOs, COOs, CFOs, Sales and Marketing) and now the CRO (Chief Revenue Officer) how to predictably grow profitable revenue regardless of market changes.
This is page 10 with 15 more to come. Join us in a new world of “Revenue Generation” by becoming a member of the “Revenue Science™” community. Share with us your feedback, experience, challenges, and observations or just come along to observe and learn.
Rule – Every organization who wants to practice “Revenue Science™” must think and deploy like a CRO (Chief Revenue Officer).
A CRO is a senior strategic role. A CRO is NOT a single person operationally managing sales and marketing. “Revenue Generation” is the whole organizations strategic RoadMap to the predictable growth of profitable revenue. A CRO is not about combining sales and marketing (tactical roles managing tactical short-term outcomes. Combing those two tactical roles does not create the strategic role of CRO.
The CRO has two strategic outcomes they are accountable for. First they are the owner of the organization wide Revenue Strategy. The CRO works with the total organization both for creation and for an aligned deployment with metrics. Second they are accountable the organization wide resources to deploy the aligned strategy. They don’t own the resources just the accountability for allocation and outcomes related to “Revenue Generation” like a CIO on the technology side.
There are three ways to secure CRO Thinking. CROs are very highly compensated leaders often more than CFOs, COOs and CIOs. The first way to get CRO Thinking and deployment is to hire one. The second way is to get a fractional one in the same way companies have a fractional CFO or CIO. The third way is for the CEO to assume the role of the CRO (the least successful).