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Research Report

Why CROs Will Become Commonplace

This report is for CRO Council members only

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How to Grow Revenue by Thinking About the Big Picture

TSIA believes the chief revenue officer (CRO) position will become more and more commonplace within technology companies. Why? Because the business models of technology providers are changing, and the way they generate revenue needs to adapt to this reality.

This paper will cover the following ground related to the rise of the chief revenue officer role:

  • The second wave of business model transformation now facing technology companies.
  • The next-generation growth engines.
  • The role of chief revenue officer versus the role of sales executive.
  • The chief revenue officer initiatives journey.
  • Success metrics for the chief revenue officer.

Authored By:

Thomas Lah

Executive Director and Executive Vice President, TSIA

Steve Frost

Vice President and Managing Director, Revenue Research and Advisory and Managing Director, Revenue Research and Advisory, TSIA

Publish Date: June 27, 2022

TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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