The Chief Revenue Office Aligns Marketing and Sales

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 or oversees the traditional responsibilities of the VP of Sales and the Chief Marketing Officer. The CRO is a member of the senior team overseeing the full-funnel revenue value chain and they are responsible for the firm’s go-to-market strategies and revenue performance.

If you are recruiting for the CRO position, we recommend that you consider organizing the Chief Revenue Officer role description / job description around three layers of a Revenue Architecture. The CRO is responsible for:

  • Revenue Strategy: Ensuring continuous alignment of revenue architecture with business architecture and differentiating go-to-market strategies.
  • Revenue Systems: Establishing a powerful brand presence including visual brand, website and digital presence, organizing the go-to-market team and integrating a modern technology stack.
  • Revenue Programs: Overseeing marketing programs for buyer engagement, sales execution and service revenue contribution.

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

Chief Revenue Officer Role Description Template

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 the Revenue Strategy.

  • Defining ideal buyers, selecting markets competitively and setting top-down goals and metrics
  • Building and adapting a revenue architecture that aligns with the business architecture as the business strategy and offering portfolio evolves.
  • Partnering with the senior team to define differentiated offerings and go-to-market strategies
  • Develop brand and value proposition positioning that articulate the solutions and products portfolio, corporate brand message and value differentiators
  • Defining the go-to-market model including how to access customers, and influencers and organize channels and teams
  • Craft sales & marketing strategies including programs and digital mix  to maximize revenue performance from existing and prospective customers.

Construct, integrate and manage Revenue Systems

  • Implement predictable, repeatable, and scalable sales and marketing processes
  • Using technology and data analytics and intent data to inform targeted buyer engagement strategies
  • Attract, hire, train and retain top sales, marketing and customer success talent
  • Build a performance driven sales culture
  • Partner with IT 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.

Execute Revenue Programs

  • Lead sales, marketing and customer success teams to sell products and services and predictably meet and exceed targets
  • Execute target marketing plans using content, experiences and thought leadership to build awareness and generate demand with target customers, industry participants and influencers
  • Craft and execute closed-loop marketing and sales programs using a mix of paid, earned and owned media / channels (e.g. ABM, inbound and outbound) to drive predictable lead conversions
  • Optimize day-to-day marketing and sales activities driving buyer engagement to optimize revenue conversion performance
  • Orchestrate and manage accounts and the “must win” process.

This role description can inform the responsibilities of the CRO. The Chief Revenue Officer should be prepared to lead and manage your company’s end-to-end revenue value chain.

As a practitioner and Chief Revenue Officer as well as a trusted advisor to CEOs and CROs, Sherwin Uretsky or John Stone would be happy to share additional insights.

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