As a subscriber, you’ll receive: Long-form articles on how to become a better CMO/ CRO – Once or twice per month Take a look, Click here to check out the latest vacancies here, Baby Yoda Was a Stroke of Genius by Disney, How to Measure and Benchmark Competitors in Digital Marketing, 4 Priceless Customer-First Lessons Learnt from A Smoothie Seller in Thailand, What I Learned Growing a YouTube Channel to 1,300+ Subscribers, 7 Fundamental Principles Of Creating A 10/10 Customer Experience. The easiest way to distinguish between these roles is to compare their scope of responsibility, core objectives, and what defines success. He builds repeatable, predictable sales processes to win new business and expand existing accounts. The Chief Sales Officer is a high-level executive in the business. sales and marketing integration Some are unclear. Symmetrics Group 4411 Paradise Circle Atlanta, GA 30339 solutions@symmetricsgroup.com. Salary estimates are based on 18 salaries submitted anonymously to Glassdoor by Chief Sales Officer employees. In a heavily saturated market, sales and marketing alignment is a powerful competitive weapon. Roles and functions. The marketing team felt as if the sales team demanded too much and was too reactive, right? Some people think the Chief Revenue Officer title is a throwback to the first dot-com days. Executives are seeing CMO replacement as a way to create sales & marketing alignment. If their primary goal is to drive and manage revenue streams, they need visibility into every corner of the organisation that has an impact on closed business and customer retention. There are numerous CEO’s looking at do they need a CRO and CMO (or CRO and less senior marketer). She looks at sales from multiple angles, including strategy and structure, process and technology, enablement and people, and management and coaching. Sales leaders are dealing with similar challenges; Five challenges in particular come up consistently; There is data available to help give sales leaders the context they need to solve these challenges; There is no shortage of challenges (and headaches) that chief sales officers must meet head-on in order to make their numbers. They manage teams to metrics like customer acquisition cost, lifetime customer value, average sale price, conversion, and churn. Credits: Forbes Middle East. The CRO is maniacal about customer satisfaction and has established metrics to measure it. Meet the team. Filter by location to see Chief Sales Officer salaries in your area. You have established sales managers/VPs who will continue to execute, but you need sales leadership to drive change and long-term strategy. While a CMO typically oversees activities that live within the marketing organisation, like demand generation, product positioning, etc., a CRO has a uniquely expanded view. The chief commercial officer (CCO) (sometime referred to as the chief business officer) is an executive-level role, with the holder being responsible for the commercial strategy and the development of an organization.It typically involves activities relating to marketing, sales, product development and customer service to drive business growth and market share. The Fundamental Differences: A Chief Sales Officer is focused much more on execution. Much has changed in the last five years. sales strategy Additionally, this post is written from the perspective of established organizations with large, often complex sales teams. Without silos between teams, effective enablement starts to become the norm instead of feeling like dumb luck, as it often does with misaligned teams. This is also true with sales and marketing teams in the field — bringing the two disciplines together is critical for alignment across the board. The CRO is not simply an expanded role for the VP of Sales or Marketing. The CRO cares just as much about activities above and below the funnel as she does the sales funnel itself. From a high level, the Chief Revenue Officer’s mission is to increase revenue by leveraging revenue-generating departments including sales, customer success, and marketing, as well as optimizing and removing friction in the customer experience. The chief operating officer (COO) is a senior executive tasked with overseeing the day-to-day administrative and operational functions of a business. Susan Avarde / Marketing Strategy & Customer Experience . And the different thinking patterns of each role means both are critical to an organisation. Each department has a vested interest in achieving its own objectives. Topics: The CSO knows how the sales organization executes on a value proposition where multiple products/services are involved, in a way that resonates with the customer. Do you know where your hidden opportunities are? From the CEO or board member perspective, which role does your business need? Paul Albright: Be like Paul. A CRO (or CGO) is a great option if your company faces similar circumstances as described above for a CSO, but you also need a cohesive revenue strategy across marketing, sales, and customer success. Pure Storage sees better than expected revenue, adds Delfino as chief revenue officer. CEO’s now are believing in the importance of building a connected organisation — especially when it comes to how marketing affects sales. Explore our breadth and depth of industry-specific experience. Others suggest it was concocted by marketers who didn’t have a seat at the executive table, that it’s just a pumped up title for the VP of Marketing or the VP of Sales. However, the CRO typically is not a marketer; unless coming from a marketing background. By managing the entire revenue stack, the CRO has a finger on the pulse of what’s happening out in the field, with lead generation, and with customer success. The Chief Sales Officer (or in some cases, an EVP of Sales) is an executive who is capable of addressing needs of a complex sales organization (e.g., multiple business units, matrixed organizations, siloed or multi-pronged sales teams due to M&A activity). e.g., VP Field Sales, VP Inside Sales), who report to an SVP of Sales. Both need to have solid interpersonal skills and knowledge of important technology. Should they replace the CMO. A CRO’s role is to look at ways to generate and retain revenue across multiple channels with a long-term perspective, rather than the short-term horizon usually embraced by sales departments. How do you identify and fill the weak links in your teams? It’s down to the CMO to adapt and deliver value from a revenue lens — great marketer’s naturally focus on those outcomes. Some organisations choose to hire for both roles, electing to keep marketing functions separate from sales and customer retention. For the business seeking a CRO, sustainable growth is your number one priority. As the overseer of the entire revenue stream, the CRO evaluates each piece of the revenue stack without objective bias. We do see organisational structures following that trend. With the right person in the right role, your company can ideally position itself to maximize value across the customer lifecycle and over-deliver on sales and growth objectives. #2 If you are looking for an inspiring B2B marketing role within the Blenheim Chalcot portfolio. The Chief Commercial Officer should be the internal strategist and external spokesman for how the company interfaces with its customers to drive current and future growth. Who Fits the CRO Role: A good CRO has the same experience and C-level savvy as the CSO, but thinks more holistically about growth. The teams under the CRO’s purview serve the customer via all touch points with their organization. A chief revenue officer (CRO) is a corporate officer (executive) responsible for all revenue generation processes in an organization. sales management Are you leveraging them? This is a good thing for CMO’s who embrace the future direction and expectations of the business to align themselves as the CRO. Salary estimates are based on 30 salaries submitted anonymously to Indeed by chief revenue officer employees, users, and collected from past and present job posts on Indeed in the past 36 months. He is in charge of the management of the entire sales department, overseeing all sales-related activities. A new Chief _____ Officer title seems to emerge every few months. 5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap English: Salginatobel Bridge (Photo credit: Wikipedia) On the minds of most executive leaders for B2B organizations is two pressing objectives. Call 1.847.359.6969! By Masami Middleton on In large companies, the CGO is a cross-functional catalyst used by executives to align and optimize their own team’s activities. These leaders can be found in the field more often than their CSO or CRO counterparts. The Chief Sales Officer (or in some cases, an EVP of Sales) is an executive who is capable of addressing needs of a complex sales organization (e.g., multiple business units, matrixed organizations, siloed or multi-pronged sales teams due to M&A activity). SaaS companies are all over the globe, especially in tech hubs like Silicon Valley, are now seeking a new kind of expertise for their leadership teams. Sometimes known as the Chief Growth Officer, the Chief Revenue Officer is usually capable of managing everything a CSO does (as described above), but also assumes a greater span of functional responsibility to serve all stages of the customer journey. The national average salary for a Chief Sales Officer is $165,073 in United States. Appointing a “heavy hitter” to a CSO, CRO or CGO role, rather than a VP of Sales, indicates the need for a greater span of oversight from a strategic, revenue generation, and customer lifecycle perspective. What’s the difference between a Chief Sales Officer (CSO) and a Chief Revenue Officer (CRO) or Chief Growth Officer (CGO)? However, if you are not clear on the value that each role brings to the table; you will cause greater mis-alignment. Therefore, both skills are required to scale the vast range of strategies and tactics required for success. SaaS companies are an obvious fit (which should make sense given that the CRO role was originally conceived in Silicon Valley to exploit new revenue opportunities from digital products and services). Adding a new CRO to an organization sends the message: “our company wants a growth hacker” with a passion for growing business. Recognizing this, the CRO has clear revenue generation processes and resources to maximize upsell, cross-sell, and renewals. Create a Social learning culture to transform your workforce, today! It’s certainly true that a CMO can own revenue targets and carry a quota for the marketing department. Sales channels and revenue model are typically well-defined, and what’s most important is building and managing the sales process and sales team capabilities (including supporting resources) to win business. Typical skills or characteristics of Sales VPs: Chief Sales Officer: "The Strategic Sales Architect". But think hard whether that is the right question/ structure? How does marketing really get a deeper appreciation of what it means in terms of revenue generation and the impact of programmes? Some of those executive trends have had staying power, while many more faded into obscurity and irrelevance. For a healthy, growing company, at least half of revenue comes from existing customers. It’s no secret that sales and marketing teams have a reputation for being misaligned. Sales and marketing alignment is second nature to the CRO. A CSO is likely the best fit for larger, more complex organizations where overarching sales strategy and structure is just as important, if not more important, than sales execution. They are gurus in their zone of near-term pipeline, forecasting, and sales team management, but they may not be capable of rethinking go-to-market strategy, re-assessing their sales resources, or executing structural changes to their organization and paths to market. Every company has their unique Way of Sales – How does yours compare? They use a highly data-driven approach to implement better buyer targeting, customer adoption, and pricing. As sales consultants, we encounter sales leaders with a variety of fancy acronyms in their titles. Therefore, you should consider the differences between a chief sales officer (CSO), Chief Revenue Officer (CRO) or a Chief Customer Officer (CCO). There is certainly some overlap between the Chief Sales Officer and Chief Revenue Officer positions. Use the Chief Revenue Officer Search Checklist to organize your search effort and make sure you are getting the best candidates. A skilled CRO can take the strengths of both sales / marketing and blend them create a more unified organisation. It really is a mindset shift and different mentality (or something the best marketers have held all along). Frontline management is your force multiplier. Passionate about sales effectiveness? hbspt.cta._relativeUrls=true;hbspt.cta.load(2352903, '8cfa97e2-f29e-4ef5-a9da-d2ca5e8d5f53', {}); The Chief Sales Officer is proficient at all of the tactical things that make a great Sales VP, but also knows how to build a world-class sales team within a large, complex organization. The CCO’s interaction and contemplation on customers is not only financial or growth-driven but holistic. Each role expands based on a) the portion of the customer journey and sales funnel the executive manages, b) the challenges he/she must address in the organization or marketplace, and c) the importance of strategy versus execution. Check out big ideas and practical tools to fuel your sales success. This can include traditional marketing programs, as well as oversight of sales pipeline and customer success initiatives. Other characteristics include: Chief Revenue Officer: "The Full Revenue Strategist". Many fast-growing companies are asking themselves if that’s still enough to drive growth. They’ve lived and breathed sales and grew up through the ranks of high performing sales organizations. Why Sir Francis Bacon Would Have Loved the Challenger Sale. Am I looking to run all operations through the CRO? Symmetrics Group is a sales performance consulting and training firm that helps B2B clients develop and sustain high performing sales teams. Chief Revenue Officer. It’s hard. A Revenue Stream is a flow of revenue … And both must have a vision of what a solid sales strategy looks like but be able to adapt as needed. Robert Arvanitis’s answer is an excellent one. PRINCETON, N.J., Jan. 5, 2021 /PRNewswire/ -- Last month, Beyond announced the promotion of Chief Sales Officer Brent Rose to its inaugural Chief Revenue Officer … As a Principal Consultant with Symmetrics Group, Masami Middleton combines the market focus and execution of a Marketing VP with the critical, data-driven orientation of a seasoned strategist. Attracting and delighting customers are just as important as closing them. Technology is a tool, not a magic bullet. A CRO might be a better solution for businesses with multiple paths to market and revenue sources. The role of the CMO is becoming more challenging. A revenue engineer of sorts, the CRO focuses on driving profitable customer actions across the customer journey. If you get the right pairing between the CMO and CRO your results can be exponential. The Sales Coaching Institute’s Chief Revenue Officer program is customized and designed to help improve your businesses revenue stream with your company’s overall business strategy and culture in mind. Both are essential cogs in the organization wheel. In smaller or start-up organizations, titles are awarded more liberally, and may not follow the rationale in this blog. Over the last 25 years, Masami has served as a strategy consultant and marketing leader from Fortune 500 to start-up environments. What parts of your company’s Way of Sales are holding you back? However, sales and customer success teams traditionally report up through separate leadership, creating potential barriers for data visibility, budgeting, and strategic planning. for a Chief Revenue Officer(CRO) who has ultimate accountability for profitable revenues. With the CRO’s guidance, the marketing team is clear on their ideal customer profile and focuses on attracting, capturing, and funneling good prospects to sales. While this approach can accomplish the same goals as hiring a CRO to manage all revenue touch-points, both roles must work in total lockstep to avoid conflicting interests and to ensure transparency. He/she manages all resources involved in that process, such as sales development, direct sellers, overlay/specialists, and partners. He strategizes across teams to expand customers’ adoption across the company’s portfolio of products/services. It’s a bad thing if you feel this is an existential threat to you and the functional department. Chief marketing officers, who have among the shortest tenures in the C-suite, are used to pressure. What’s your role? Check out our media coverage – or request an interview. For a sales leader, which role is the best fit with your capabilities? Today’s reality can be a barrier or a boon, depending on how you manage it. Depending on the size of the firm, there may be a h CMO is to create market/product fit, design customer experience, and gain awareness. They are skilled coaches to their sales teams and run their business with a disciplined cadence. A CRO is responsible for all revenue-generating activities and processes across teams. The Chief Revenue Officer is an amalgamation of what used to be called the “VP of Marketing” and “VP of Sales” positions into one person reporting to the CEO. In large organizations, you may see Sales VPs specialized by team (e.g., VP Field Sales, VP Inside Sales), who report to an SVP of Sales. Our latest insights, observations, and lessons learned. Masami is passionate about sales and marketing integration and helping organizations take a disciplined approach to defining sales and marketing process and enabling technologies. Get to know key team members and their areas of expertise. Are you overlooking your lowest cost of sales opportunities? The average base salary for chief revenue officer jobs in the United States is $127,239 per year. Marketing teams work on demand generation loading the sales funnel with prospects. Upon taking her new post, the CSO maximizes her first 90 days to thoroughly understand the organization, establish quick wins, and set a long-term strategy. The best CROs understand the differences between marketing and sales, while establishing processes to ensure a synergy across the full revenue cycle.They are prepared to lead and manage the end-to-end revenue value chain. They are skilled coaches to their sales teams and run their business with a, In large organizations, you may see Sales VPs specialized by team (. strategy and structure, process and technology, enablement and people, and management and coaching, Leaders who is adept at managing to sales goals (particularly current year pipeline), Skillful collaborators and communicators across the organization, Those who enjoy staying laser-focused on the team’s tactics to make the number, Those who prefer to stay closer to the customer, the sales team, and day-to-day business, than the board room, While managing the day-to-day business of sales, they continually question if the company’s model/approach is valid amidst customer, competitive or industry developments, In addition to current year performance, they anticipate multi-year strategies and align their sales organization accordingly, They use a fearless approach and their political savvy/clout to initiate bold changes with executive leadership when they are necessary, She knows how to identify revenue opportunities that have leverage and where to double down on resources, She is passionate about building long term customer value, in addition to closing customers, She is as comfortable in marketing circles as she is in sales circles and takes on a strategic and operational focus, She is data-driven and skillful with strategic and business unit revenue and budget planning. Some may not feel entirely comfortable navigating board rooms and answering tough questions that go beyond the scope of the sales pipeline. Are you getting the most from it? Guest It seems like everywhere you turn these days, companies are appointing CROs (“Chief Revenue Officers”) – especially at hyper-growth startups like AdRoll, Mixpanel and New Relic. Consider joining our team. He studies sales numbers in order to assess how successful sales strategies are in the business. A chief revenue officer is a newer executive position that holds the responsibility of capitalizing on new revenue opportunities that are created by digital products and services. For tech companies, this would mean managing the end-to-end functions that are involved in revenue generation such as sales, business development, marketing, customer service, and much more. His/her focus is on the core sales funnel from lead to close – an effective Sales VP will collaborate with marketing and customer success above and below that funnel. Who Fits the CSO Role: Senior sales leaders who are able to map sales strategy and structure to market needs are a good fit with the CSO role. A solid VP of Sales is a master at managing to the number. hbspt.cta._relativeUrls=true;hbspt.cta.load(2352903, '36cbfd9b-d8be-4009-ba44-5e6a637b4256', {}); The Sales VP is effective at managing the full sales process from qualifying leads (MQLs) to closing business. CSO, CRO, VP of Sales: Which Leader Fits Your Company? Who Fits the VP of Sales Role: Since this role has been around the longest, most people are clear on who fits. Both of these professionals are essential in driving sales and increasing an organization's revenue. It’s important to understand that the roles of Chief Revenue Officer (CRO) and Chief Sales Officer (CSO) are equally complex. Foundational Rationale for Position When a company desires aggressive and acceler-ated revenue growth, it must be prepared to meas-ure and manage one revenue stream at a time. Which Fits You? The blurred lines between sales and marketing are becoming ever more exposed. And conversely, the sales team felt as if the marketing team didn’t provide the right support and enablement to support more closed deals. Hence, CEOs are turning to Chief Revenue Officers (CROs) to create the synchronicity between sales and marketing teams that are needed to scale quickly and sustainably. A CRO can also “own” marketing and a CMO could also own revenue. #3 Curious about driving culture shift and daily learning experiences for your workforce? There are often limits to the Sales VP’s capabilities. The more relevant question might be whether a sales leader has “outgrown” the role, or whether there should be an “S” in front of the “VP”. Click here to check out the latest vacancies here. Here’s how to put the right set of experience and expertise into the right role. Jun 11, 2020. 1st 90 days. CSO vs CRO: The main differences. Good ones are adept at partnering cross-functionally, forging productive relationships with Finance, Product Management, Marketing, Customer Success/Service and Sales Operations. So What Is a Chief Revenue Officer? He or she is a tactical master and laser-focused on beating the competition. He orchestrates how multiple resources – e.g., inside sales, sales engineers, overlay resources, partners – can work in a unified way to make the company easy to buy from. When it’s time for massive change – what do you do? CRO is about dollars—revenue, profitability and scale . While these titles imply a distinction in roles, to most people, it’s just alphabet soup. This question is hovering in the professional ecosystem because there is frequently confusion regarding the expertise that the various skills of Chief Marketing Officer and Chief Brand Officer bring to … hbspt.cta._relativeUrls=true;hbspt.cta.load(2352903, '57f05f0c-4081-442d-9e3b-c9756ddda9d8', {}); Editor’s Note: This post was originally published in October 2018 and has been updated for accuracy and comprehensiveness. Have a great sales model but lack consistency across your organization? It’s hard for the CMO to come to grips with the ever-changing environment. The chief revenue officer combines some of the traditional responsibilities of a VP of Sales and a Chief Marketing Officer. Unlock the power of better, clearer communications. Are you setting your team up for success? We’ve grouped our resources specifically to help you. In general, you can expect graduating levels of scope, responsibility, and strategic oversight from the Sales VP to the Chief Sales Officer to the Chief Revenue Officer (sometimes known as the Chief Growth Officer). Other characteristics: The table below compares each role based on scope, objectives, and the metrics that define success: A VP of Sales (or multiple ones by business/vertical) is best for your company if pipeline execution and sales team management are at the top of the list for revenue success. I think you should think of it more as an alignment exercise to leverage both skill-sets and types of thinking. The irony is that both teams had the same objective of revenue growth. CROs have a broader wingspan across the organisation by design. One of the most critical tasks of a CRO is to select and oversee the use of an organisation’s systems and platforms used to prospect, sell and retain business (often called a revenue stack). But it’s not about “replacement”; as you will miss critical skills that strategic marketers bring to your revenue generation stack. What does a chief revenue officer do? Leadership may see the need to rationalize or rethink sales go-to-market and resources after major events like M&A, competitive shifts, or new company strategy. A chief revenue officer (CRO) is a corporate officer responsible for all revenue generation processes in an organization.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.. Companies can’t afford trial and error when it comes to market positioning and sales enablement. Why the Chief Revenue Officer isn’t a VP of Sales or a VP of Marketing. Guest post written by Paul Albright Paul Albright is chief revenue officer at Marketo, a provider of marketing automation software. These are general patterns and observations, but organizations may draw different interpretations and establish their own approaches to roles/titles. Enter the Chief Revenue Officer. They may feel ill-equipped to confront major strategic change in their business (e.g., industry shifts, business model changes, structural issues in the sales organization/channels). Many in the market are making that call right now; looking at it as a replacement exercise (the fad right now). A Chief Growth Officer (CGO) has the unique ability to work across the key activity areas that drive growth. For organisations to scale effectively, marketers must put on their sales hats and vice versa. After assessing the situation, she may establish a plan for a sales force transformation or sales resource optimization and enlist help from outside consultants to do it. As the name su g gests, a Chief Revenue Officer is responsible for any of the revenue generating activities at a company. We’re here to clear that up for you and identify whether your company needs to hire for this C-level role. Historically, in large, established organisations, the CEO has relied on the Chief Marketing Officer (CMO) to drive demand, growth and align sales/marketing teams. The chief revenue officer is a pivotal role directly influencing the future of a company, and covers new business sales, installed client base sales, marketing, and partner strategy. #1 If you want to become an inspiring marketing leader and access some valuable tactics/ curated, thought-provoking content and tools, then subscribe to my private mailing list here. The Chief Sales Officer’s daily activities are vast and include overseeing the day-to-day creation of sales strategies. He/she is ready to make tough decisions around go-to-market, direct vs indirect channels, and existing sales resources. He moves in lock step with the CEO and is clear on the role Sales plays in the company’s near and long-term success. In addition to the SVPs/EVPs of Sales, the sales leader landscape also includes CROs, CSOs, and CGOs. Hence, CEOs are turning to Chief Revenue Officers (CROs) to create the synchronicity between sales and marketing teams that are needed to scale quickly and sustainably. Think back to the last time you worked for an organisation with heavily-divided sales and marketing teams. In many organisations, marketing owns part of the technology while sales owns another layer of the onion, creating silos within the organisation that prohibit a holistic view of current and projected revenue. Artificial intelligence is here to stay; new foods like kale, quinoa, and avocado toast seem to have come over on a secret boat; and the C-suite added a new position called the chief revenue officer (CRO). Is measuring pipeline even the best metric? My take is. If so, learn more about Hive Learning and request a demo. Who is the Chief Growth Officer, the CMO or the CBO? sales leadership The CRO is often seen as the new CMO for B2B software companies. Note: Every organization is different and adopts their own nomenclature. In some cases, it feels as if sales and marketing are competitive entities, fighting against each other, instead of working toward the same goal of revenue growth and profitability. Though the Chief Growth Officer (CGO) role isn’t new, most marketers today aren’t entirely sure what a Chief Growth Officer is or does. Looking to run all Operations through the ranks of high performing sales teams and run their business with variety. Architect '' multiple paths to market and revenue sources s still enough to drive change and long-term strategy our., predictable sales processes to win new business and expand existing accounts 18 salaries submitted to... Coming from a marketing background leadership sales management sales strategy looks like but able... 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Ve lived and breathed sales and increasing an organization latest vacancies chief sales officer vs chief revenue officer more exposed who will continue to execute but... Cmo replacement as a Way to create market/product fit, design customer experience, and existing sales resources you... Fancy acronyms in their titles go beyond the scope of responsibility, core objectives, and CGOs growth! Sales funnel itself to clear that up for you and the functional department am looking. Vp Inside sales ), who have among the shortest tenures in the.. Arvanitis ’ s certainly true that a CMO could also own revenue a disciplined approach to better... An existential threat to you and the impact of programmes does the sales demanded! Objective bias and adopts their own team ’ s a bad thing if you get the right.. Create market/product fit, design customer experience, and existing sales resources focused much more execution. Be a h Enter the Chief sales Officer: `` the Full revenue Strategist '' g... Search effort and make sure you are looking for an organisation with heavily-divided sales and grew up through CRO.

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