A Chief Revenue Officer (CRO), also known as a Chief Growth Officer is responsible for all revenue generation processes in an organisation. In this role, a CRO is accountable for driving better integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing, and revenue management.
A CRO should be focused on efforts that drive a better, more relevant customer experience — and should be able to collaborate with other chief officers on driving growth and value throughout the full lifecycle. This should include Go-to-market strategy, Operations, Data, Market intelligence & Customer experience (CX).
The CRO is not simply an expanded role for the VP of Sales or Marketing. A CRO’s role is to look at ways to generate and retain revenue across multiple channels with a long-term view, by taking a unified view of customer interactions across marketing and sales teams and puts the right strategies, tools, and metrics in place that will have the greatest positive impact on revenue growth.