Ep. 143 - Is the CRO the Key to Aligning Sales, Marketing, and Customer Success?

SaaS Backwards - Reverse Engineering SaaS Success

Guest: Warren Zenna, Founder of The CRO Collective

Scaling a SaaS company is no walk in the park.

At a certain point, operational complexity demands more than just growth—it demands cross-functional alignment. Enter the Chief Revenue Officer (CRO).

In this episode, we dive into the evolving role of the CRO with expert Warren Zenna, founder of The CRO Collective and Zenna Consulting Group, and host of the CRO Spotlight podcast.

Warren unpacks why misalignment between Sales, Marketing, and Customer Success persists—and how the CRO may be uniquely positioned to fix it.

Key insights you'll gain:

• What it means for a SaaS company to be “CRO-ready”
• Why scaling companies make the same costly mistakes—and how to avoid them
• Practical tips for CROs, CMOs, and CEOs to align teams and drive revenue growth

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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