CRO Alignment, the Revenue Engine, and Downstream Impacts of Getting it Wrong.
According to a Salesforce.com article, “A Chief Revenue Officer (CRO) is responsible for every process that generates revenue in an organization” (Gustovson, 2023, para. 1). Think about it, the Chief Revenue Officer’s role is to generate and retain revenue. The CRO must also meet EBIDTA, profit, growth, and other critical targets the organization has set forth.
The CRO is integral in pleasing investors and the board and is also expected to be the head of sales. According to the Harvard Business Review, the average tenure of a CRO is 25 months, which in many companies is only two . . .
