Chief Revenue Officer: What They Do and Why You Should Hire One

Corporate companies have developed a position with the help of their senior chiefs to take charge of a company’s partner relation strategies, sales, and business growth as a way of expanding revenues for such companies. In times like this, especially with the rapid growth manifesting in most digital-services companies, we find such roles very essential for an organization’s expansion and sales-driving. 

You might wonder what a Chief Revenue Officer, or a CRO, does to direct such responsibilities, or better yet, why it is important to hire one.

First of all, the Chief Revenue Officer can also be referred to as any of the following titles:

  • Chief Development Officer 
  • Chief Sales and Marketing Officer
  • Chief Sales Officer

Now let’s take a look at what a CRO is required to carry out to meet the desired expectation for the company hiring this position, and how this role contributes to leading a company’s growth.

Leading Customer Relation Management (CRM) and Sales

Starting with CRM, a good CRO should be able to build a strong relationship with customers, especially in such recent times when customers are more informed and more present on social media platforms. 

Marketing plays a very important role in this process; however, buyers are more engaged with the internet now than ever. Meaning the price of a certain product or service plays the most important role. Customers know where to find the best prices when it comes to digital services, and aligning a company’s marketing strategy to meet the customers’ needs is one thing a CRO should master. 

To win the greatest market share, a company should drive its revenues based on consumer experience. The role of a successful CRO, in this case, would be to leverage the organization’s revenues, approaching it through aligning the company’s marketing strategies with its CRM and sales to come up with the most suited pricing plans for its customers. 

Maintaining C-Suite Relationships

Your CRO should have enough knowledge to build the right partnerships with potential clients’ C-level executives. This also works for the benefit of growing a company’s revenues and linking it with the other right fortune companies. So what does a CRO do to add to that? Your hired CRO should not only drive the market of the company but is also required to bring together the marketing team along with business leaders and product development teams. Their role is to lead the company to gear up with C-Suite relationships to target the right clients. 

Analyzing Data

Just like CRM software, a chief revenue officer handles analyzing customers’ data, tracking purchase history based on their profiles, studying their search sequence, and channeling all of that through marketing plans of action. It all relies on the same three key elements: sales, marketing, and customer relations management.

To boost corporate revenues, a company needs to study its sales outcomes after a sales pattern to come up with the best ideas for their marketing program. Here comes the role of a CRO who converts digital data based on the customers’ experience with the company’s business services, to marketing strategies that work for the company’s interest.

A CRO must know its company’s product well and, most importantly, know how it works. This means knowing the technology of their product and identifying with its properties to convert this data to marketing tactics. 

This also helps them communicate with buyers and answer customers’ questions about the service. The CRO should also be aware of customers’ technology patterns through their data. Artificial intelligence is a leader in expanding corporate sales. That’s why a CRO should introduce such implementations to the company’s sales team as an extra feature to collect more data.

Building Team Relationships

Aside from connecting sales teams relations with marketing teams and customer relations management, a CRO should excel in recruiting the first-rate candidates and add them to the working team. They should also use this to create better team relations. A good CRO works as a team-builder and needs to drive better partner relations between teams and C-level executives. Another way to achieve that is to provide quality training approaches to workers in sales teams and account management.

Why Hire a Chief Revenue Officer?

Without the role of a CRO, you are putting your company in a position where your business can become slow-moving. Revenue is the driving force of any organization, so hiring a person that is responsible for reinforcing it is essential for business growth. You will need to hire a chief revenue officer if you:

  • Need an executive who handles more than one task essential for improving company sales.
  • Need a business connection to potential target clients. Such a requirement is basic in all business plans.
  • Feel like something is missing even while achieving big sales, your company might still require someone that can link all working teams together to enhance the business working experience through partner relationships.
  • Need someone that can analyze data on a bigger scale to reach customer satisfaction and drive marketing. 
  • Need someone to monitor the company’s growth and develop strategies that take the business ahead of the curve. 
  • Want to achieve all three key elements to business success, marketing, sales, and customer relation management.
  • Have a business process that needs optimization, a big part of a CRO’s job is to analyze revenue-earning processes and to find the right way to improve it.

As explained, a CRO’s role is more than just driving sales and marketing. In fact, it is one of the most dominant roles in business growth and can guarantee that a business expands. The job requirements may change based on each company’s specific needs, but the job is always going to require the same passion for business development and growth no matter how many other tasks a CRO will handle at their organization. Hiring a CRO is crucial for enlarging revenues and is definitely a legit role that many companies are looking for during these days with the economy changing at this speed and requiring more complicated options for corporate fortune.

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.