The Chief Revenue Officer (CRO), alternatively known as the Chief Growth Officer, holds accountability for all revenue generation processes within an organisation.
In this role, a CRO is responsible for enhancing integration and alignment among all revenue-related functions, such as marketing, sales, customer support, pricing, and revenue management.
A CRO's main focus should be on efforts that enhance the customer experience and work closely with other C-suite executives to drive growth and value throughout the entire lifecycle. This should encompass Go-to-market strategy, Operations, Data, Market intelligence, and Customer experience (CX).
The Chief Revenue Officer is not merely an expanded role for the VP of Sales or Marketing. The role of a CRO is to analyse methods for generating and maintaining revenue across various channels, with a focus on long-term goals.
This involves examining customer interactions across marketing and sales teams, implementing effective strategies, tools, and metrics to drive revenue growth.