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Why Do B2B CROs Fail So Quickly?
Manage episode 435842869 series 3526193
Вміст надано Steven MacDonald. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Steven MacDonald або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
💡 Warren Zenna, founder of The CRO Collective discusses why B2B Chief Revenue Officers (CROs) often face rapid turnover. He explores the structural flaws in B2B sales and marketing that lead to this issue and shares his experience, emphasizing the need for businesses to rethink their sales and marketing alignment approach. 💡
"Your organization has to be set up for your CRO to succeed, which is why even the most qualified CROs can fail. It often has nothing to do with them and everything to do with the environment they were brought into, which wasn’t set up to work for them." - Warren Zenna
Warren Zenna’s insights explain that many companies misdefine the CRO role, often treating it as a glorified head of sales. This misunderstanding creates a fragmented revenue strategy, with sales, marketing, and customer success teams working in silos. He highlights the importance of a CRO overseeing the entire revenue operation, ensuring all customer-facing functions align with business objectives. He also discusses how he consults with CEOs to properly define and integrate the CRO role for sustainable revenue growth.
Follow Warren Zenna on LinkedIn
Follow host Steve MacDonald on LinkedIn
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