What it Takes To Successfully Deploy a CRO with Philip Lacor

In this episode of the CRO Spotlight podcast, host Warren Zenna is joined by Philip Lacor, Chief Revenue Officer of Airbase, to discuss the intricate role of a CRO in fostering company growth and alignment. Philip, with his extensive background in engineering, finance, and sales, shares insights on how his diverse experience has equipped him to effectively lead cross-functional teams. He emphasizes the importance of understanding customer pain points and aligning sales, marketing, and product teams to deliver comprehensive solutions. By leveraging a modern procure-to-pay platform, Airbase consolidates company spending, enabling midmarket companies to manage complexity and scale efficiently.

Philip delves into the critical aspects of his role, focusing on building relationships across departments and understanding the voice of the customer to drive strategic initiatives. He explains how Airbase transitioned to a "land and expand" sales motion, highlighting the necessity of aligning product marketing, sales incentives, and onboarding processes to ensure seamless growth. Philip also discusses the role of OKRs (Objectives and Key Results) in maintaining alignment and focus, as well as the importance of regular customer interaction to provide valuable insights back to the company.

Finally, Philip shares valuable advice for aspiring Chief Revenue Officers and company leaders looking to hire for the position. He emphasizes the need for CROs to possess a deep understanding of both sales and customer success, as well as the ability to collaborate effectively with product and engineering teams. For CEOs, he advises assessing company needs and ensuring a strong partnership with the CRO to drive sustainable growth. With a focus on continuous learning and strategic alignment, Philip Lacor exemplifies the impactful role a CRO can play in shaping a company's future.