What the role really is
A CRO is not a senior salesperson with a bigger title. The mandate spans the entire revenue engine — sales, often marketing and customer success, and the operating discipline that ties them together. The right person aligns go-to-market strategy with the company’s stage, builds and holds a forecast leadership can trust, and turns a collection of individual contributors into a system that compounds.
Why it is hard to get right
Revenue leadership is one of the most miscast roles in technology. A leader who thrived in a hyper-growth, well-funded environment may struggle in a capital-efficient one; a brilliant operator at enterprise scale may be wrong for a company still finding product-market fit. The cost of a mis-hire here is measured not only in severance but in lost quarters and a demoralised team.
How we approach it
We start by understanding the precise conditions under which your next revenue leader has to succeed — your stage, motion, deal size, and the gaps in the current team. We then map the market deliberately rather than reaching for the names already in a database, and we assess candidates against the reality of your business, not a generic profile.
- Chief Revenue Officer (CRO)
- SVP / EVP Revenue
- VP Revenue
- Revenue leaders spanning sales, marketing & CS
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