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The rise of the Chief Revenue Officer: Silicon Valley’s new secret sauce | VentureBeat

All CROs have purview over sales. Many also oversee customer success. A small number also manage the marketing function. The CRO’s purpose is to align and optimize the entire customer experience with the aim of increasing revenue. We spend time thinking about common goals and metrics, often connected to KPIs and dollars coming in across the departments we manage.

To accelerate revenue generation, a CRO needs really strong data skills. What algorithms do you have as the basis of your forecasting? What are your rep productivity targets by segment and why? What third-party source do you use for compensation benchmarking? What’s your customer acquisition cost (CAC) by lead source, and to what degree is it tied to gross margin? How has your average selling price (ASP) changed over the last year? What is your top churn reason this quarter? How do you measure and improve website and contact-me form conversion rates? I could go on and on.

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The rise of the Chief Revenue Officer: Silicon Valley’s new secret sauce | VentureBeat | Marketing | by Jim Herbold, Infer.

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