The Chief Revenue Office Aligns Marketing and Sales

What we do as a firm is highly consistent with the role of “Chief Revenue Officer” (CRO). Over the last 10 years, the CRO role has emerged as a critical hire. Companies recognize the need for a single revenue focus and an integrated approach to marketing and sales which is embodied in the CRO role. The CRO combines traditional responsibilities of the VP of Sales and the Chief Marketing Officer. This member of the senior team oversees the entire revenue value chain and is responsible for the firm’s go-to-market strategies and revenue performance.

If you are recruiting for the CRO position, we recommend that the Chief Revenue Officer role description / job description should be organized around three layers of a Revenue Architecture. These are:

  • Revenue Strategy: Align revenue architecture with business architecture and differentiate go-to-market strategies.
  • Revenue Systems: Define sales and marketing processes, integrate technologies, and engage teams.
  • Revenue Programs: Engage the market and acquire customers with inbound and outbound marketing and sales programs.

By using this approach, you will be articulating a comprehensive revenue-focused role description.

Elements of a Chief Revenue Officer Role Description

The Chief Revenue Officer reports to the Chief Executive Officer and works closely with colleagues as a member of the senior management team. The Chief Revenue Officer is responsible for defining and maintaining the revenue strategy, architecting and integrating the revenue system, and designing and launching revenue programs.

Define and maintain the Revenue Strategy

  • Define a sustainable and predictable revenue architecture that continuously aligns with the business architecture
  • Partner with the senior team to define differentiated offerings and go-to-market strategies and predictable achievement of financial metrics
  • Develop brand positioning that articulate the solutions and products portfolio, corporate brand message and value differentiators to customers, peers, teams, prospects, and partners.
  • Craft sales & marketing strategies to maximize revenue potential from existing and prospective customers

Architect and integrate the Revenue System

  • Lead sales, marketing and customer success teams
  • Build plans to market and sell products and services to predictably meet and exceed targets
  • Implement predictable, repeatable, and scalable sales and marketing processes using data analytics, and a manage a consistent pipeline and forecasting methodology
  • Hire, train and retain top sales, marketing and customer success talent
  • Build a performance driven sales-focused culture with a customer, execution, and growth focus.
  • Partner with IT colleagues to define needs and maintain business ownership of the “revenue technology stack” including marketing automation, salesforce automation/ CRM, digital channels (e.g. web and social), business intelligence, and data management
  • Structure and manage successful relationships with alliance and channel partners.

Design and launch Revenue Programs

  • Communicate brand positioning and thought leadership to build awareness with customers, industry participants and influencers
  • Craft and execute closed-loop customer acquisition and account-based marketing campaigns using a mix of paid, earned and owned media / channels (e.g. inbound, outbound, email, telesales, webinars, white papers, SEO search, web lead generation, and dynamic content) to drive predictable lead conversions
  • Optimize day-to-day sales activities and drive engagement that optimize revenue conversion performance
  • Orchestrate and manage key accounts and “must win” deals.

This role description can be used when recruiting for the CRO.  Make sure your Chief Revenue Officer is prepared to lead and manage the end-to-end revenue value chain for your business.

If you are hiring a CRO or about to begin a role as a CRO, talk to us.