CMO to CRO: The Revenue Takeover by the Next Generation Executive

by Mike Geller, Rolly Keenan, and Brandi Starr

As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control.

Your organization works in departmental silos, functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins.

You’re not the only one who notices—but you are the only one in the perfect position to do something about it.

Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience. You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails.This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

Genres: Business, Professional Development

214 pages, Kindle Edition

Published May 18, 2021

Reviews

[Drew Neisser · Rating 4 out of 5]

The authors are really good at nailing down the problem in many organizations right now. Sales and marketing are misaligned if not entirely dysfunctional. They keep different scorecards and often use different technologies. The authors recommend a complete realignment of the departments of marketing and sales under a new kind of CRO - Chief Revenue Officer. In theory, the prescribed approach could solve for the problems they outline. Now they just need a company or two to follow their recommendations and prove the theory. Any volunteers?

FYI, I will be interviewing two of the authors on my live-streaming show in October so stay tuned for more insights.

[Dasha · Rating 3 out of 5]

This book presents a current view of the challenges in collaboration and technology integration between marketing, sales and account management teams and proposes a solution for integrating all the functions together. The ideas presented are very good but I wish it had more practical examples and case studies for different industries. Nonetheless it was a very worthwhile read and I would recommend it to anyone trying to manage these functions and to executive leaders who are looking to grow their revenue focused teams strategically.

[Vicki Frost · Rating 4 out of 5]

one of the best business books I have read this year

They have an obvious familiarity with how modern businesses are bogged down making tech decisions to support a rapidly changing world, real world examples of success, and communicate a clear overall plan. Very much enjoyed.

[Laura Hall · Rating 2 out of 5]

If you don’t have a background in tech, I’m sure it’s more valuable. If you do, it’ll be a “duh” moment. Nice validation though.

[Josefine]

Good book. Nothing revolutionary and a bit repetitive at times. Definitely written by consultants ;)

I’ve seen this concept in other companies and would like to move to this concept in the company I currently work for. Nothing super new, if you’ve dealt with the revenue concept before but a good summary with helpful, good outlined tips to go after. Not a concrete plan though (if that is what you’re looking for, this book is not the right one). It outlines the high-level concept and gives a few examples of how other companies have done it. The authors keep repeating that the exact steps depend on the company you’re working for (and then squeeze in the fact that you should hire an expert every now and then ;) ). Makes sense, given that they likely want to sell you your services, but you get enough to start forming a plan for yourself. Especially, if your company is a smaller one, lots of the info here is more than enough. For larger companies, I’d definitely recommend getting with someone who has done that before as you would have to tackle a lot more.