Why do I need a CRO (Chief Revenue Officer) or "CRO Thinking"?

We expect our sales and marketing leaders to both lead their teams to win the short-term revenue battles AND, in their free time, work with the CEO to chart a course for the future (that might actually be in conflict with their own career).

However, the reality is that field execution of marketing, sales, channel management, leading field organizations, etc. is a highly skilled full time job that should have clear measurable short-term objectives.

"CRO thinking" generates a long-term revenue strategy and plan that includes the direction, resources and support for the field execution. It is the bridge from corporate strategy to field execution. Like any good bridge, CRO thinking allows resources including information to flow back-and-forth between senior leadership and those executing in the field.

Since the CRO is charged with applying their expertise in "Revenue Generation", the corporation wins by having both short-term results AND staying on course for achieving the long-term strategic direction.

If your organization is large enough for a fulltime CRO, s/he sits with the CEO to support the goal of "more profitable revenue". If you’re not large enough, you at least need consistent "CRO Thinking" so look outside the company for that expertise so that you can win The Revenue Game.