The Evolution of Marketing Executives to Revenue Leaders

This chapter explores the transition of marketing executives, particularly CMOs, into Chief Revenue Officers (CROs) and the importance of aligning skills with growth stages. It delves into the challenges of shifting from short-term sales focus to long-term revenue strategies, emphasizing the need for financial acumen. The conversation also highlights the changing dynamics of marketing roles towards owning revenue targets and the nuances of transitioning between Chief Customer Officers (CCOs) and CROs.