Hamburgers, Revenue Engines and CRO Success with Adam Crandall

In this episode of CRO Spotlight, Warren Zenna speaks with Adam Crandall, CRO at Addtronics, about his journey from VP of Sales to Chief Revenue Officer in a private equity-backed environment. Adam shares how he developed a scalable go-to-market playbook for Addtronics, a platform acquiring robotics and automation companies focused on advancing human health and technology.

Adam discusses the critical distinction between simply hitting revenue targets and building truly scalable revenue systems. He explains his concept of "Revenue Generating Activities" (RGAs) and how he balances centralized strategy with decentralized execution across multiple operating companies. The conversation explores how a CRO must empower teams with tools and processes that function effectively without constant oversight.

The episode delves into the unique challenges of the CRO role in private equity, including managing expectations, forecasting accurately, and maintaining team energy through challenging periods. Adam emphasizes the importance of hiring people smarter than yourself, approaching new roles with humility, and maintaining close alignment with the CFO and CEO to navigate market headwinds.

Warren and Adam explore the balance between measurable and unmeasurable marketing activities, the importance of brand building, and the essential competencies for today's CROs. Adam shares valuable insights for aspiring and newly appointed CROs, making this a must-listen for revenue leaders looking to excel in complex business environments.