The CRO Spotlight Podcast

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.

In this episode of the CRO Spotlight Podcast, host Warren Zenna is joined by LinkedIn expert Brynne Tillman to explore how AI and LinkedIn Sales Navigator are revolutionizing the sales process. Brynne shares insights into using these tools to foster trust-based conversations, create tailored outreach, and enhance relationship-building strategies for CROs and revenue-driven professionals. Together, they discuss how modern technology can accelerate first connections while maintaining the authenticity required to build lasting professional relationships.The conversation delves into the balance between AI and human interaction, emphasizing the importance of using AI as a tool to support—not replace—genuine engagement. Brynne explains how Sales Navigator's advanced features, like Account IQ and Lead IQ, have streamlined pre-call planning, saving valuable time while delivering targeted insights. The duo also tackles the potential downsides of automation tools, offering actionable advice for CROs and their teams to avoid coming across as impersonal or spammy in their outreach.Brynne also introduces her eight-step framework for implementing scalable and repeatable social selling strategies. From defining KPIs to integrating AI into daily workflows, she outlines a roadmap for achieving measurable success. Tune in to learn how to slow down your outreach to speed up outcomes, and discover the tools and techniques that can help you stay ahead in today’s fast-paced sales environment.

In this episode of CRO Spotlight, host Warren Zenna engages with Eric Steele, Chief Revenue Officer, and Larry Earl, Chief Financial Officer at SIB, to explore the intricate relationship between revenue operations and financial management. The discussion highlights how both roles can collaborate effectively to drive growth while maintaining financial health. Eric emphasizes the shift towards "value acceleration," where companies focus on smart growth rather than growth at all costs, ensuring profitability without disrupting operations.Warren, Eric, and Larry dive into the dynamics of their partnership, illustrating how constant communication and mutual understanding are crucial for success. They discuss the importance of aligning financial strategies with revenue goals and how effective collaboration can mitigate risks while fostering innovation. The episode also touches on the challenges CROs face in organizations with established CFOs and offers insights into navigating these complexities through open dialogue and strategic alignment.Listeners will gain valuable perspectives on how to cultivate a productive relationship between revenue and finance leaders, ensuring that both sides work towards common objectives. This conversation serves as a guide for CROs seeking to enhance their influence within their organizations while driving sustainable growth.

In this episode of CRO Spotlight, host Warren Zenna interviews Chelsea Olsen, founder of CLOHZ, who specializes in helping businesses enhance their sales pipelines through effective LinkedIn strategies. Chelsea shares her entrepreneurial journey, detailing how she transitioned from corporate roles to establishing her consulting business focused on sales and lead generation.The conversation emphasizes the merging of sales and marketing in today's landscape. Chelsea argues that successful selling requires not only outreach but also valuable content that aids potential clients in their research. This shift reflects the changing behavior of buyers who increasingly seek information before engaging with sales representatives.Warren and Chelsea discuss the mindset required for problem-solving in sales, highlighting how personal experiences shape resilience and adaptability. This insightful dialogue offers listeners practical strategies for integrating social selling into their approaches, ultimately inspiring revenue leaders to navigate the complexities of modern business growth effectively.

In this insightful episode of the CRO Spotlight Podcast, host Warren Zenna welcomes Dayna Williams, the Chief Experience Officer at The Myers-Briggs Company and author of The Diligence Fix. Warren and Dayna dive deep into the challenges of the modern CRO role, exploring how the relentless pursuit of top-line revenue often undermines long-term success. Dayna shares her unique approach to navigating the complexities of the CRO role, emphasizing the importance of simplification and alignment in creating a sustainable go-to-market strategy.Dayna draws from her extensive experience working with CEOs and sales leaders to discuss the pitfalls of focusing solely on sales targets and tracking, while neglecting the critical infrastructure needed to support stable growth. She highlights the necessity for CROs to move beyond their comfort zones, encouraging leaders to gain a holistic understanding of marketing, customer success, and revenue operations to effectively drive alignment across the organization.Warren and Dayna also discuss the growing disconnect between companies and their customers in the age of AI and automation. They advocate for a renewed focus on service and relationship-building as a strategic differentiator, arguing that human connection will be more important than ever in the coming years. This episode is a must-listen for current and aspiring CROs, as well as CEOs looking to build more resilient and customer-focused organizations.

In this insightful episode of the CRO Spotlight Podcast, host Warren Zenna engages in a candid conversation with Kristen Habacht, the Chief Revenue Officer at Typeform. Kristen shares her unconventional journey into the CRO role, starting from an office manager position to leading revenue teams in top tech companies. She discusses the evolving nature of the CRO position, highlighting how her path was shaped by a desire to have a seat at the executive table and to lead organizations with a holistic approach to revenue generation.Kristen and Warren delve into the challenges and opportunities that come with the relatively new and undefined CRO role. They explore the importance of integrating marketing, sales, and customer success under one revenue umbrella, particularly in a product-led growth (PLG) environment. Kristen shares her strategies for building trust and collaboration among cross-functional teams, emphasizing the need for a CRO to be the CEO of the revenue operation, ensuring that every part of the funnel works seamlessly to enhance the customer journey.The episode also touches on the strategic importance of partnerships and integrations in scaling a company, especially within the PLG framework. Kristen offers valuable advice for aspiring CROs and business leaders on how to effectively navigate the complexities of the role, build strong teams, and maintain a customer-centric approach. Tune in to gain actionable insights on driving growth and fostering a unified revenue strategy.

In this insightful episode of the CRO Spotlight Podcast, host Warren Zenna sits down with James Roth, Chief Revenue Officer of ZoomInfo, to explore the critical elements that shape a successful CRO career. James delves into the importance of "knowledge stickiness," explaining how the ability to absorb and retain valuable insights from various roles and experiences is more important than simply having a diverse resume. He shares his journey from a sales leader to a CRO, emphasizing the value of staying focused on your current role while being open to continuous learning.James and Warren also discuss the potential pitfalls of title chasing and the misconception that job-hopping equates to faster career advancement. Drawing from his extensive experience, James outlines how long-term commitment to a single organization can offer deeper insights and a more comprehensive understanding of business dynamics, ultimately leading to greater career success. He also contrasts the roles of CROs in enterprise-level companies versus smaller growth-stage firms, offering valuable advice for those aspiring to lead revenue operations in different organizational contexts.Finally, James provides an insider look at his approach to customer relationships and product market fit, explaining how staying close to customers helps shape strategic decisions. He also highlights the importance of building a strong data foundation to leverage AI in go-to-market strategies effectively. Whether you're an aspiring CRO or a seasoned executive, this episode is packed with actionable insights and strategic advice that can help you navigate the complexities of revenue leadership.