The Customer Experience Podcast: Essential Traits of the Next Generation CRO

November 5, 2021 Tegrita

Marketing, Sales, Support, Success: There’s no reason to keep these department silos separate. Their common goal is revenue, so their leadership should be the same, too. And today, that leadership comes in the form of a Chief Revenue Officer (CRO).

Not only does the CRO focus on revenue growth, but they also focus on the necessary precursor to revenue growth – the creation of a seamless CX across the entire customer journey or lifecycle. For a CRO, the CX is every interaction your customers have with your brand, end-to-end. And it’s this kind of focus on every interaction, this kind of leadership and organizational unification that lends the potential for exponential growth.

On this episode of the The Customer Experience Podcast, Ethan Beute speaks with Tegrita’s Chief Operating Officer Brandi Starr, Chief Revenue Officer Rolly Keenan, and President and Chief Technology Officer Mike Geller, co-authors and experts in the CMO-to-CRO shift. And together, they wrote CMO to CRO: The Revenue Takeover by the Next Generation Executive as a way to challenge the current line of thinking on the CRO role (and even on the CMO role).

Finding and keeping a successful CRO today is more crucial (and harder) than ever before.
The role itself is vital because it unites customer-facing departments and creates a consistent CX — all in the name of revenue and the customer.
But it also blends many elements and responsibilities found in other positions into one. CROs need the technical knowledge to comprehend data, creative expertise to understand the brand, and the people skills to collaborate with four different leaders in four separate departments — thus making it more challenging to fill.
Today, Brandi, Rolly, and Mike talk about the next generation of CROs and share why a Chief Marketing Officer (CMO) is likely the best candidate for this role.

Join us as we discuss:

Why the rise of the CRO is vital to good CX
How to tame your Frankenstack
What CMOs can do to shift into CROs
Where to position RevOps with respect to the CRO function
Why Tegrita created a CRO role and wrote a book about it

Video Highlights: Essential Traits of the Next Generation CRO

Check out the top five video highlights from the discussion with Brandi Starr, Rolly Keenan, and Mike Geller…

1. CMO as the Best Candidate for CRO:

2. Customer Success is the Desired Outcome and Experience:

3. Best in Class Technology Isn’t Always Best for You:

4. Improving Revenue Operations Roles (No More Player/Coach):

5. Why RevOps is Separate from IT:

Listen to the full episode HERE!

Links Related to This Conversation:

Source

The Customer Experience Podcast: Essential Traits of the Next Generation CRO

Video Highlights: Essential Traits of the Next Generation CRO

Links Related to This Conversation:

Previous Article

Next Article

The Customer Experience Podcast: Essential Traits of the Next Generation CRO

Video Highlights: Essential Traits of the Next Generation CRO

Links Related to This Conversation:

Previous Article

Next Article

Other content in this Stream

In the fifth installment of Revenue Rehab’s My Journey series, on the couch in episode 94, Brandi talks to Tracy about her journey going from CMO to CRO. Listen to the full episode now.

Email marketing optimization takes thoughtful planning, followed by seamless execution. Achieve this and more through Tegrita's Email Flight Management (EFM).

Listen to host Greg Ballard and CRO of Tegrita, Rolly Keenan discuss the significance in the joy of winning and how hard it is to grow revenue when your Ops foundation is not up to par.

If you are CMO looking to advance your career, here are five potential next steps to help you achieve this shared by CMOs on the Revenue Rehab couch.

Email marketing, when done right, can be a highly effective medium to reach your target audience. Let's explore the role of email in a successful digital mix.

In this week’s episode of Revenue Rehab, join Brandi and Adi on the couch as they discuss a hot topic in marketing; In-House vs Outsourced: The Debate.

On the Revenue Rehab, we tackle CMOs & marketing leaders hot topics. In this blog we share key takeaways from our guests on The Changing Buyer Journey. Enjoy reading.

In this episode of the "Marketing Book Podcast" Douglas Burdett, Founder of Artillery interviews Rolly Keenan, Chief Revenue Officer of Tegrita & co-author of CMO to CRO to discuss revenue growth.

In this episode of The Revenue Engine Podcast, Rosalyn Santa Elena discusses with Brandi Starr, the evolution of the role that Marketing plays in the revenue process. Take a listen.

On the Renegade Thinkers Podcast, Drew Neisser interviews Brandi Starr, Rolly Keenan, and Peter Finter to explore the two new books for B2B marketers: Renegade Marketing and CMO to CRO.

On the Tech Leader Talk Podcast, Steve Sponseller interviews Mike Geller & discusses how organizational restructure, combined with effective technology, can exponentially increase company’s revenue.

Episode 102 of the My Favorite Mistake podcast, Mark Graban interviews Rolly Keenan and Mike Geller from Tegrita who share their own separate “favorite mistake stories” from the consulting realm.

On this episode of Payback Time, Sean Tepper interviews Rolly Keenan, where he shares advices and tips for marketers and sales people on how to win great clients. Listen to podcast.

Marketing leaders need to pivot and adapt to the 2020 changes. In this guide we share Insights and Actionable Steps for Growing a Revenue-Centric Business in a Radically Evolving World.

On THINK Business LIVE, Jon Dwoskin talks about revenue growth with Brandi Starr and Rolly Keenan, authors of CMO to CRO.

In this episode of the Duct Tape Marketing Podcast, Brandi Starr, Tegrita's COO, talks about the importance of breaking down silos for a better customer experience. Listen to podcast.

Tegrita's COO, Brandi Starr joins The Shrimp Tank to talk about our latest book CMO to CRO, and how sales is NOT revenue. Listen to podcast to learn more.

Are you measuring the right goals, metrics, and KPIs? In our book "CMO to CRO", we explain the importance of functional alignment and how team success needs to be measured across all functions.

If you are in the process of assessing your marketing operations model, The Tegrita P15 Marketing Maturity Assessment provides you with exact feedback on 15 performance factors affecting your success.

Are you looking for ways to position your company as an innovative leader in Customer Experience CX? here is the "CMO to CRO" book to help you take control and revolutionize the the revenue model.