Sales & Marketing Management – January 26, 2023
Dawn of the Chief Revenue Officer
In the not-so-distant past, the VP of sales was responsible for all revenue acquisition efforts. This is no longer the case. Revenue now can arrive digitally from marketing efforts, buyer self-orders and ongoing service solutions. Selling by sales personnel continues, but it now becomes one part of the buyer journey. The chief revenue officer (CRO) is responsible for all revenue streams ensuring a seamless customer experience before, during and after the purchase transaction – the full buyer journey.