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Research Report

Why CROs Will Become Commonplace

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TSIA believes the 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 CRO role:

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

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

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