The CRO Spotlight Podcast

Hiring the right Chief Revenue Officer can make or break a company's growth trajectory. In this episode, Warren Zenna and Wayne Starritt unpack the systemic issues behind CRO hiring failures—and why fixing the hiring process itself is critical to long-term success. They reveal how many companies unknowingly sabotage CROs before day one.Wayne shares lessons from working with PE-backed SaaS firms, highlighting why hiring a CRO isn't like hiring a CFO or CMO. He and Warren dig into why short-term problem solving often trumps strategic vision—and how that dynamic must change if companies want sustainable revenue leadership.The conversation dives deep into why misaligned expectations between CEOs, boards, and CROs create chaos, and how leaders can proactively design CRO roles that align with true business needs. Wayne also shares real-world stories of when bad hiring processes led to good CROs failing unnecessarily.If you’re a CEO preparing to hire a CRO, a current CRO aiming to thrive, or an aspiring CRO planning your next move, this episode is packed with tactical advice. Learn how to recognize warning signs, ask the right questions during interviews, and structure your next CRO appointment for real impact.

In this episode of CRO Spotlight, host Warren Zenna welcomes John E. Lepto IV for a deep dive into current revenue leadership challenges. Their insightful conversation unpacks the evolving CRO role amid aggressive market dynamics and PE pressures, revealing actionable strategies to balance growth ambitions with operational discipline.John E. Lepto IV shares extensive experience navigating complex revenue landscapes by aligning sales, marketing, and customer success to achieve measurable outcomes. He highlights pitfalls in outdated growth tactics and misalignment within PE-backed organizations, offering clarity on practical steps that recalibrate revenue strategy for stronger performance and sustainable profitability.Warren and John explore the nuances of the CRO role, stressing that clear authority, adequate resources, and strategic autonomy are essential for success. Their dialogue discusses how ambiguous job definitions and short-term pressures can hinder long-term growth. The conversation offers fresh insights on transforming revenue operations into lean, agile engines that drive innovation and secure customer retention.Focusing on practical, data-driven solutions, the episode challenges traditional growth-at-all-costs models. The hosts advocate for disciplined pipeline efficiency and smart account expansion, rather than merely increasing volume. This engaging discussion equips CEOs, current CROs, and those aspiring to the role with the tools needed to build resilient, customer-centric organizations in today’s competitive, PE-influenced market.

On this engaging episode of CRO Spotlight, host Warren Zenna sits down with Guy Rubin, Founder and CEO at Ebsta, to dissect the evolving CRO role. They explore the challenges companies face when hiring for growth—from misaligned expectations to premature role adoption. Their conversation sparks innovative ideas on how to recalibrate commercial strategies for lasting success.Guy delves deep into the pitfalls of early CRO hires and the impact of a 17-month turnover trend. He shares insights on how misaligned sales processes can stunt growth and emphasizes the benefits of a 360 sales strategy. Backed by research, his analysis offers practical ways to realign roles within organizations for improved revenue consistency.Throughout the discussion, Warren and Guy uncover the secret of achieving execution consistency that turns modest outcomes into breakthrough performance. They explore how synchronized teams, bolstered customer engagement, and the smart use of AI can drive revenue intelligence. Their dialogue provides a roadmap for leveraging data to transform commercial operations.Wrapping up the episode, the conversation shifts to practical solutions that de-risk CRO hiring and capture emerging growth opportunities. Guy explains how Ebsta’s relationship intelligence platform offers clear insights on sales cycles, stakeholder engagement, and actionable benchmarks. Listeners leave with powerful strategies to accelerate revenue growth and secure long-term results.

Warren Zenna welcomes Elio Narciso on CRO Spotlight as they dive deep into the challenges of data overload in today’s sales environments. They explore how manual tasks and disjointed CRM systems drag down productivity while innovative integrations and AI-driven agents set the stage for a transformative approach that empowers CROs and their teams to focus on high-impact activities.The conversation shifts to the impact of agent technology and automated research on routine tasks. Warren and Elio discuss how advanced integration and workflow systems can eliminate tedious data entry, enabling sales teams to spend more time building relationships and closing deals. This vision resonates strongly with CROs seeking actionable improvements across revenue operations.In a candid exchange, the duo recounts their journey from traditional sales challenges to embracing disruptive data automation. They share firsthand experiences of overcoming manual inefficiencies that hindered performance and detail how clear, reliable data transforms decision-making for mid-market and larger companies, sparking optimism among revenue leaders.Wrapping up their discussion, Warren and Elio highlight the urgency for CROs, aspiring leaders, and CEOs to adopt innovative solutions today. They emphasize that achieving streamlined revenue operations through precise, automated analytics is not just an upgrade—it’s a vital shift in competitive sales strategy that can unlock predictable and profitable growth.

In this episode of the CRO Spotlight podcast host Warren Zenna connects with Janis Zech, Co-Founder and CEO at Weflow. They explore the rising significance of the Chief Revenue Officer role amid evolving market challenges. The discussion sets the stage by addressing operational inefficiencies and the need for precise revenue intelligence in today’s competitive environment.The conversation dives deep into aligning sales, marketing, and customer success for a unified revenue strategy. Janis shares insights from his extensive experience, emphasizing the impact of early CRO integration on business performance. Key topics include data automation, pipeline management, and the value of cross-functional collaboration.Listeners gain real-world examples and actionable advice on overcoming common pain points. The dialogue reveals how strategic hiring and the smart use of technology boost efficiency and reduce non-selling activities. Janis and Warren discuss building a cohesive leadership architecture that minimizes silos and drives sustained growth.As the episode unfolds, the focus shifts to the future of revenue operations and the transformative potential of AI-driven insights. Both experts challenge traditional models and inspire CROs, aspiring leaders, and CEOs to embrace innovation. Tune in to discover how targeted strategies and precise revenue intelligence can elevate your organization to new heights.

In this episode of CRO Spotlight, host Warren Zenna welcomes Rich Sutton, Co-Founder at DM&RS Advisory, for a deep dive into the evolving CRO role. Rich shares his unconventional journey from rock and roll DJ to strategic revenue leader, setting the stage for a conversation that challenges traditional sales-focused perspectives in today’s dynamic market.Rich explains how the fractional CRO role can transform startups by integrating sales, marketing, and customer success. He highlights that a CRO isn’t just about closing deals but also about aligning cross-functional teams to build a cohesive revenue engine that adapts swiftly to shifting market conditions.The dialogue explores the differences in CRO role perspectives. While some see the position solely as a sales driver, Rich argues that modern CROs must balance direct sales execution with broader revenue strategy. This distinction becomes vital when companies scale, as revenue leaders must foster innovation while ensuring operational discipline.Warren and Rich also discuss how leadership mindset influences these roles. They share insights on harnessing data, embracing change, and inspiring teams to evolve. The conversation bridges personal anecdotes from music to boardroom strategies, offering a fresh perspective on how diverse experiences can redefine the CRO function in an ever-changing business landscape.

In this episode of CRO Spotlight, host Warren Zenna welcomes Alex Asianov and Jonathan Blessing of DOOR3 for a deep dive into their company’s 22-year journey through the ever-changing world of technology services. Alex shares how his early passion for programming led to the founding of DOOR3 and how that foundation evolved into a product-focused mindset serving real business outcomes.Jonathan joins the conversation with reflections on his parallel path in the tech world and eventual return to DOOR3 as CEO. The two share candid stories of how their complementary skills, shared values, and a strong cultural foundation shaped a resilient and adaptable company structure. They open up about pivotal moments in DOOR3’s history and what it took to move from scrappy beginnings to operational excellence.Warren guides the conversation into the challenges of differentiation in a crowded dev space. Alex and Jonathan discuss their strategy of embedding product thinking into service delivery and maintaining a disciplined focus on client business outcomes. They unpack how cultural alignment, internal evolution, and hiring for shared values have been key to DOOR3’s long-term success.The episode wraps with a forward-looking discussion on emerging tech trends, particularly the impact of AI on the services landscape. Alex and Jonathan share insights into how DOOR3 is both adopting and advising on new technologies—balancing innovation with practicality—while staying true to their mission of delivering lasting business value.

In this engaging episode of CRO Spotlight, host Warren Zenna sits down with seasoned executive Steve Kost to explore the intricate world of revenue leadership. Their conversation delves into the often-overlooked intangibles that drive success, drawing on experiences from Fortune 500 giants to nimble startups. The discussion sets a thoughtful tone for tackling today’s complex business challenges.Warren and Steve share candid insights on how empathy and transparency redefine leadership. They examine the power of open communication with CEOs, executive teams, and board members, while discussing real-life scenarios that reveal the impact of active listening and honest feedback. Their dialogue provides listeners with practical advice for fostering trust and clarity in high-stakes environments.The conversation highlights essential strategies for navigating the unique challenges of the CRO role. Steve outlines the importance of thorough due diligence, from the interview process to effective onboarding practices, while emphasizing the need to build credibility quickly. He shares personal experiences that illustrate how reflective leadership and strategic communication can drive revenue growth.Listeners gain a fresh perspective on aligning with company culture and inspiring organizational change through servant leadership. The episode offers a roadmap for emerging revenue leaders by focusing on self-reflection, proactive problem-solving, and continuous communication. It is a must-listen for anyone looking to elevate their leadership approach and make a lasting impact.

In this episode of CRO Spotlight, host Warren Zenna welcomes Justin Shriber, CEO of BoostUp.ai, for a deep dive into the evolution of sales technology and enterprise revenue strategies. Justin recounts his journey from early days at Siebel to his leadership roles at Oracle and BoostUp.ai, sharing insights on how traditional models are being reimagined for today’s dynamic market.Justin explains how shifting customer expectations and new revenue models demand more than legacy CRM systems. He outlines how AI agents can analyze critical signals, automate follow-up actions, and streamline the sales process. This discussion emphasizes the importance of focusing on a singular customer value to drive sustainable, long-term growth.The conversation also examines the evolving role of marketing and the challenges of revenue attribution. Justin describes how integrating automated systems with human expertise not only reduces non-actionable tasks but also enhances overall productivity. The dialogue reveals how a refined focus on customer outcomes can transform both sales and marketing strategies.Throughout the interview, Warren and Justin debate the balance between short-term targets and strategic, sustainable growth. They discuss how modern AI tools can dissolve inefficiencies in sales operations, align investor expectations, and create a frictionless process that empowers teams. Listeners gain a nuanced perspective on using innovative technology to drive efficient growth in a competitive landscape.

In this episode, Warren Zenna dives deep into the often-overlooked challenges of leadership, particularly for Chief Revenue Officers (CROs). He explores the immense complexity of the role, which requires managing relationships with CEOs, cross-functional teams, boards, and other stakeholders—all while making critical decisions that impact the organization. Warren emphasizes the importance of leadership skills that go beyond operational processes, such as psychological and cultural management, decision-making, and navigating political dynamics. These "intangibles," as he calls them, are essential for CROs to thrive in their roles and lead effectively.Warren also discusses the unique pressures CROs face, from the moment they are hired to the ongoing challenges of navigating organizational structures and interpersonal dynamics. He highlights how the role often disrupts existing systems, creating resistance from colleagues who may feel threatened or displaced. This resistance, combined with the lack of proper leadership development tailored to the CRO position, can leave many feeling overwhelmed and underutilized. Warren argues that leadership development needs to focus on role-specific skills, particularly the "soft skills" that are critical for building credibility, managing conflict, and influencing others.The conversation takes a fascinating turn as Warren reflects on the role of AI in leadership and business. He shares his experience experimenting with AI abilities to create effective cold emails and ad copy, noting how the process of interacting with AI can provoke deeper thinking and innovation. However, he also raises concerns about over-reliance on AI, cautioning against sounding smarter than you are and the potential disconnect this could create in real-life interactions. Warren’s insights highlight the balance between leveraging technology and maintaining authenticity in communication and leadership.Finally, Warren delves into the importance of self-awareness in leadership, using the analogy of being a "thermostat" versus a "thermometer." Are you someone who controls the temperature in the room, or do you simply measure it? He challenges listeners to reflect on their ability to create structure, influence outcomes, and take ownership of their roles. Whether you're a CRO, an entrepreneur, or a leader in any capacity, this episode offers valuable insights into the skills and mindset needed to navigate complexity, build influence, and drive meaningful change.