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<div class="vector-body-before-content"> <div class="mw-indicators"> </div> <div id="siteSub" class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Corporate executive title</div><style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style><table class="box-More_citations_needed plainlinks metadata ambox ambox-content ambox-Refimprove" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></span></div></td><td class="mbox-text"><div class="mbox-text-span">This article <b>needs additional citations for <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">verification</a></b>.<span class="hide-when-compact"> Please help <a href="/wiki/Special:EditPage/Chief_revenue_officer" title="Special:EditPage/Chief revenue officer">improve this article</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and removed.<br /><small><span class="plainlinks"><i>Find sources:</i> <a rel="nofollow" class="external text" href="https://www.google.com/search?as_eq=wikipedia&q=%22Chief+revenue+officer%22">"Chief revenue officer"</a> – <a rel="nofollow" class="external text" href="https://www.google.com/search?tbm=nws&q=%22Chief+revenue+officer%22+-wikipedia&tbs=ar:1">news</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?&q=%22Chief+revenue+officer%22&tbs=bkt:s&tbm=bks">newspapers</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.google.com/search?tbs=bks:1&q=%22Chief+revenue+officer%22+-wikipedia">books</a> <b>·</b> <a rel="nofollow" class="external text" href="https://scholar.google.com/scholar?q=%22Chief+revenue+officer%22">scholar</a> <b>·</b> <a rel="nofollow" class="external text" href="https://www.jstor.org/action/doBasicSearch?Query=%22Chief+revenue+officer%22&acc=on&wc=on">JSTOR</a></span></small></span> <span class="date-container"><i>(<span class="date">May 2023</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <p>A <b>chief revenue officer</b> (<b>CRO</b>) is a <a href="/wiki/Corporate_title" title="Corporate title">corporate officer</a> (<a href="/wiki/Senior_management" title="Senior management">executive</a>) responsible for all <a href="/wiki/Revenue" title="Revenue">revenue</a> generation processes in an <a href="/wiki/Organization" title="Organization">organization</a>. In this role, a CRO is accountable for driving better integration and alignment between all revenue-related functions, including <a href="/wiki/Marketing" title="Marketing">marketing</a>, <a href="/wiki/Sales" title="Sales">sales</a>, <a href="/wiki/Customer_support" title="Customer support">customer support</a>, <a href="/wiki/Pricing" title="Pricing">pricing</a>, and <a href="/wiki/Revenue_management" title="Revenue management">revenue management</a>.<sup id="cite_ref-CrossR_1-0" class="reference"><a href="#cite_note-CrossR-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Roles_and_functions">Roles and functions</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Chief_revenue_officer&action=edit&section=1" title="Edit section: Roles and functions"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In short, a CRO is responsible for all activities that generate revenue. In most companies, the CRO is tasked with primary or shared responsibility for <a href="/wiki/Business_operations" title="Business operations">operations</a>, sales, corporate development, marketing, pricing, and revenue management. Since these functions extend across multiple teams in most companies, a good CRO must maintain an excellent communication framework across the various organizational functions and share best practices among the revenue stream managers in order to maximize revenue production. </p><p>Like with any corporate officer, the performance of a CRO must be evaluated to ensure maximum return to the company and its shareholders. <a href="/wiki/Performance_metrics" class="mw-redirect" title="Performance metrics">Performance metrics</a> should focus on the following areas: </p> <ul><li><b>Sales performance</b>: Sales strategies and tactics should aim to sell each product to the most valuable segment with a focus on generating the most revenue possible</li> <li><b>Product creation</b>: Micro-markets should be properly identified and segmented, with products created or defined for each</li> <li><b>Pricing strategies</b>: Prices for each product should correlate with each micro-market’s perceived value of that product and ensure product availability is restricted to the micro-market that generates the highest return</li> <li><b>Pricing execution</b>: A firm must have tools and processes for determining optimal prices that align product value with specific <a href="/wiki/Market_segments" class="mw-redirect" title="Market segments">market segments</a></li> <li><b>Advertising and promotion effectiveness</b>: Expenditures on marketing and advertising activities must generate revenue and be analyzed and refined to isolate the activities generate the greatest ROI</li> <li><b>Distribution effectiveness</b>: All possible channels must be evaluated to identify the channels that provide the most effective and profitable means of distribution</li> <li><b>Delivery</b>: The quality of revenue generation activities should positively affect the ability of the company to maximize revenue</li> <li><b>Customer satisfaction</b>: Corporate communication processes should maintain a complete customer <a href="/wiki/Feedback_loop" class="mw-redirect" title="Feedback loop">feedback loop</a> to ensure customer satisfaction<sup id="cite_ref-CrossR_1-1" class="reference"><a href="#cite_note-CrossR-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="The_CRO_profile">The CRO profile</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Chief_revenue_officer&action=edit&section=2" title="Edit section: The CRO profile"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>There are a few key personal and professional attributes that define a successful Chief Revenue Officer: </p> <ul><li><b>Results-oriented</b>: A CRO assumes a long-term, integrated perspective while also striving to drive quarterly revenue results – he or she commits to short-term results, forecasts future revenue, and takes accountability for both short-term success and longer-term strategy<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></li></ul> <ul><li><b>Market maker</b>: A CRO works closely with the executive team and others to craft and communicate the company’s vision and then transform that vision into a long-term strategy for pioneering new markets and opportunities</li> <li><b>Leading from the front</b>: A CRO must be able to see and clearly communicate the company vision and the revenue strategy across all relevant functions and ensure the right goals are defined and met</li> <li><b>Business acumen</b>: As a business leader first, a CRO must regularly measure and analyze productivity and effectiveness, form strategic product road maps, create market positioning and competitive advantages, and determine budget trade-offs with a goal of continually improving and developing sustainable results</li> <li><b>Data-driven / metrics-driven</b>: The right CRO creates a culture of accountability by setting the right metrics and tying company performance, compensation and promotions to tangible results</li> <li><b>Wise arbiter</b>: The best CROs understand and embrace the differences between marketing and sales, while at the same time establishing processes to ensure their coordination across the full revenue cycle to ensure the greatest revenue growth possible</li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Chief_revenue_officer&action=edit&section=3" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-CrossR-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-CrossR_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-CrossR_1-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Cross, R. (1997) Revenue Management: Hard-Core Tactics for Market Domination. New York, NY: Broadway Books.</span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">Albright, Paul (13 March 2012). "The CEO's New Secret Weapon: The Chief Revenue Officer". Forbes. Retrieved 22 May 2013.</span> </li> </ol></div></div> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist .mw-empty-li{display:none}.mw-parser-output .hlist dt::after{content:": "}.mw-parser-output .hlist dd::after,.mw-parser-output .hlist li::after{content:" · ";font-weight:bold}.mw-parser-output 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style="width:1%">Chief officers</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Chief_accessibility_officer" title="Chief accessibility officer">Accessibility</a></li> <li><a href="/wiki/Chief_administrative_officer" title="Chief administrative officer">Administrative</a></li> <li><a href="/wiki/Chief_analytics_officer" title="Chief analytics officer">Analytics</a></li> <li><a href="/wiki/Chief_audit_executive" title="Chief audit executive">Audit</a></li> <li><a href="/wiki/Chief_automation_officer" title="Chief automation officer">Automation</a></li> <li><a href="/wiki/Chief_brand_officer" class="mw-redirect" title="Chief brand officer">Brand</a></li> <li><a href="/wiki/Chief_business_officer" title="Chief business officer">Business</a></li> <li><a href="/wiki/Chief_channel_officer" title="Chief channel officer">Channel</a></li> <li><a href="/wiki/Chief_commercial_officer" title="Chief commercial officer">Commercial</a></li> <li><a href="/wiki/Public_relations_officer" title="Public relations officer">Communications</a></li> <li><a href="/wiki/Chief_compliance_officer" title="Chief compliance officer">Compliance</a></li> <li><a href="/wiki/Chief_content_officer" title="Chief content officer">Content</a></li> <li><a href="/wiki/Chief_creative_officer" title="Chief creative officer">Creative</a></li> <li><a href="/wiki/Chief_data_officer" title="Chief data officer">Data</a></li> <li><a href="/wiki/Chief_design_officer" title="Chief design officer">Design</a></li> <li><a href="/wiki/Chief_digital_officer" title="Chief digital officer">Digital</a></li> <li><a href="/wiki/Chief_diversity_officer" title="Chief diversity officer">Diversity</a></li> <li><a href="/wiki/Chief_executive_officer" title="Chief executive officer">Executive</a></li> <li><a href="/wiki/Chief_experience_officer" title="Chief experience officer">Experience</a></li> <li><a href="/wiki/Chief_financial_officer" title="Chief financial officer">Financial</a></li> <li><a href="/wiki/Chief_gaming_officer" title="Chief gaming officer">Gaming</a></li> <li><a href="/wiki/Chief_happiness_officer" title="Chief happiness officer">Happiness</a></li> <li><a href="/wiki/Chief_human_resources_officer" title="Chief human resources officer">Human resources</a></li> <li><a href="/wiki/Chief_information_officer" title="Chief information officer">Information</a></li> <li><a href="/wiki/Chief_information_security_officer" title="Chief information security officer">Information security</a></li> <li><a href="/wiki/Chief_innovation_officer" title="Chief innovation officer">Innovation</a></li> <li><a href="/wiki/Chief_investment_officer" title="Chief investment officer">Investment</a></li> <li><a href="/wiki/Chief_knowledge_officer" title="Chief knowledge officer">Knowledge</a></li> <li><a href="/wiki/Chief_learning_officer" title="Chief learning officer">Learning</a></li> <li><a href="/wiki/General_counsel" title="General counsel">Legal</a></li> <li><a href="/wiki/Chief_marketing_officer" title="Chief marketing officer">Marketing</a></li> <li><a href="/wiki/Chief_Medical_Officer" class="mw-redirect" title="Chief Medical Officer">Medical</a></li> <li><a href="/wiki/Chief_merchandising_officer" title="Chief merchandising officer">Merchandising</a></li> <li><a href="/wiki/Chief_networking_officer" title="Chief networking officer">Networking</a></li> <li><a href="/wiki/Chief_operating_officer" title="Chief operating officer">Operating</a></li> <li><a href="/wiki/Chief_privacy_officer" title="Chief privacy officer">Privacy</a></li> <li><a href="/wiki/Chief_procurement_officer" title="Chief procurement officer">Procurement</a></li> <li><a href="/wiki/Chief_product_officer" title="Chief product officer">Product</a></li> <li><a href="/wiki/Chief_research_officer" title="Chief research officer">Research</a></li> <li><a href="/wiki/Chief_restructuring_officer" title="Chief restructuring officer">Restructuring</a></li> <li><a class="mw-selflink selflink">Revenue</a></li> <li><a href="/wiki/Chief_risk_officer" title="Chief risk officer">Risk</a></li> <li><a href="/wiki/Chief_scientific_officer" title="Chief scientific officer">Science</a></li> <li><a href="/wiki/Chief_security_officer" title="Chief security officer">Security</a></li> <li><a href="/wiki/Chief_solutions_officer" title="Chief solutions officer">Solutions</a></li> <li><a href="/wiki/Chief_strategy_officer" title="Chief strategy officer">Strategy</a></li> <li><a href="/wiki/Chief_sustainability_officer" title="Chief sustainability officer">Sustainability</a></li> <li><a href="/wiki/Chief_technology_officer" title="Chief technology officer">Technology</a></li> <li><a href="/wiki/Chief_visionary_officer" title="Chief visionary officer">Visionary</a></li> <li><a href="/wiki/Chief_web_officer" title="Chief web officer">Web</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Senior executives</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Chairperson" class="mw-redirect" title="Chairperson">Chairperson</a></li> <li><a href="/wiki/Creative_director" title="Creative director">Creative director</a></li> <li><a href="/wiki/Development_director" title="Development director">Development director</a></li> <li><a href="/wiki/General_counsel" title="General counsel">General counsel</a></li> <li><a href="/wiki/Executive_director" title="Executive director">Executive director</a></li> <li><a href="/wiki/Non-executive_director" title="Non-executive director">Non-executive director</a></li> <li><a href="/wiki/President_(corporate_title)" title="President (corporate title)">President</a></li> <li><a href="/wiki/Representative_director_(Japan)" title="Representative director (Japan)">Representative director</a></li> <li><a href="/wiki/Vice_president" title="Vice president">Vice president</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Mid-level executives</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Management" title="Management">Manager</a></li> <li><a href="/wiki/General_manager" title="General manager">General manager</a></li> <li><a href="/wiki/Account_manager" title="Account manager">Account manager</a></li> <li><a href="/wiki/Supervisor" title="Supervisor">Supervisor</a></li> <li><a href="/wiki/Product_manager" title="Product manager">Product manager</a></li> <li><a href="/wiki/Supervisor" title="Supervisor">Foreman</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related topics</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Board_of_directors" title="Board of directors">Board of directors</a></li> <li><a href="/wiki/Corporate_governance" title="Corporate governance">Corporate governance</a></li> <li><a href="/wiki/Executive_compensation" title="Executive compensation">Executive compensation</a></li> <li><a href="/wiki/List_of_business_and_finance_abbreviations" title="List of business and finance abbreviations">List of business and finance abbreviations</a></li> <li><a href="/wiki/Senior_management" title="Senior management">Senior management</a></li> <li><a href="/wiki/Supervisory_board" title="Supervisory board">Supervisory board</a></li> <li><a href="/wiki/Talent_management" title="Talent management">Talent management</a></li></ul> </div></td></tr></tbody></table></div> <p class="mw-empty-elt"> </p>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div 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