The CRO Spotlight Podcast

In this thought-provoking episode of the CRO Spotlight Podcast, host Warren Zenna sits down with Jonathan Spier, CEO of Rev AI, to challenge the conventional wisdom surrounding the Chief Revenue Officer (CRO) title. Sparked by a viral LinkedIn post from Jonathan, this conversation dives deep into why he believes the CRO title is not just flawed but potentially detrimental to businesses. Jonathan argues that expecting a single person to effectively manage sales, customer success, and marketing under the CRO umbrella sets leaders up for failure and hinders organizational growth.Warren and Jonathan explore the complexities of modern revenue operations, discussing why traditional sales leaders may not be the best fit for the CRO role. They examine the critical importance of RevOps (Revenue Operations) as a function that could redefine leadership in the revenue space, offering a more holistic and strategic approach. The conversation also touches on the challenges of aligning sales, marketing, and customer success teams, highlighting how misalignment often stems from disparate incentives and organizational silos.As they debate potential solutions, Warren proposes a radical shift in how companies should approach the CRO role, emphasizing the need for proper diagnostics and strategic leadership rather than simply promoting top sales executives. This episode offers valuable insights for CEOs, CROs, and anyone involved in revenue generation, as it reimagines the future of sales and revenue leadership in a rapidly evolving business landscape.

In this episode of the CRO Spotlight podcast, we sit down with Alexa Curtis, a dynamic entrepreneur who navigated the path from a teenage blogger to a media powerhouse. Alexa shares her journey of breaking into the industry with her fearless attitude, from pitching TV segments at a young age to landing a deal with Disney. She recounts her innovative approach to content creation, emphasizing the importance of seizing opportunities and taking bold risks to achieve success. Alexa's story is a testament to the power of hustle and resilience in the competitive media landscape.As the conversation unfolds, Alexa opens up about a significant challenge she faced after a viral social media incident involving a marathon. She candidly discusses the impact of online backlash and the mental health struggles that ensued. Alexa's experience highlights the double-edged sword of social media, where rapid fame can quickly turn into widespread criticism. Through it all, Alexa remained steadfast, using the experience to refine her approach to personal branding and influence. Her insights provide valuable lessons for anyone navigating the complexities of building an online presence in today's digital age.In the final segment, Alexa delves into her current ventures, including her company "Be Fearless," which empowers individuals and startups to build authentic personal brands. She offers practical advice on leveraging platforms like LinkedIn to establish credibility and connect with the right audience. Whether you're a CEO, a marketing leader, or an aspiring entrepreneur, Alexa's journey offers inspiration and actionable insights on how to cultivate a meaningful brand that resonates with your target market. Join us for an engaging discussion filled with wisdom and encouragement from a true trailblazer.

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.

In this episode of the CRO Spotlight Podcast, host Warren Zenna welcomes Hang Black, a seasoned revenue enablement expert, to discuss the transformative role of revenue enablement in modern businesses. Hang shares her inspiring journey from being a Vietnamese immigrant to becoming a leader in the field of revenue enablement. She emphasizes the importance of empowering and inspiring revenue teams to foster creativity and innovation. By sharing her personal and professional experiences, Hang highlights how organizations can equip their teams to be successful by moving beyond traditional training to a more holistic approach that includes empowerment and inspiration.Hang also delves into the distinctions between sales enablement and revenue enablement, explaining how the latter encompasses a broader range of activities that contribute to overall revenue generation. She discusses the need for cross-functional collaboration between sales, marketing, and customer success teams, underscoring the importance of breaking down silos to create a more integrated and efficient revenue engine. Through engaging anecdotes and insights, Hang illustrates the value of storytelling in sales and how it can be used to build stronger connections with clients and prospects.Additionally, the episode explores the potential of artificial intelligence in enhancing sales and revenue enablement efforts. Hang shares her perspective on AI as a tool to augment human capabilities rather than replace them, providing examples of how AI can be utilized to streamline processes and personalize customer interactions. As a thought leader in the field, Hang offers valuable advice for organizations seeking to implement effective revenue enablement strategies that drive growth and foster a culture of continuous learning and adaptation.

In this engaging episode of the CRO Spotlight podcast, host Warren Zenna sits down with Peri Shawn, CEO of the Coaching and Sales Institute. The conversation delves into the transformative power of sales training and effective coaching techniques, exploring how Peri's unique methodology enhances sales effectiveness and overall human performance. Through real-life examples and compelling anecdotes, Peri shares her journey from high school teacher to a leading expert in sales coaching, revealing the secrets behind her success.Peri's innovative approach stems from her deep belief in the untapped potential within every individual. By focusing on uncovering and addressing performance blocks, she has helped numerous corporations elevate their sales teams' capabilities. Her story about Jim, a struggling student who became an honor roll achiever and eventually a teacher, highlights the profound impact of tailored coaching and whole-brain learning techniques. This episode is packed with insights into how personalized training can lead to remarkable improvements in both academic and corporate settings.Additionally, Peri discusses her latest venture into AI, developing a product designed to act as a sales mentor and partner. This cutting-edge tool combines her extensive research and practical experience to offer tailored advice and strategies for sales professionals. Tune in to learn more about Peri's fascinating journey, her innovative methodologies, and how they can be applied to achieve extraordinary results in the world of sales and beyond.

In this episode of CRO Spotlight, Warren Zenna engages in a candid conversation with Mark Walker, a seasoned Chief Revenue Officer with a wealth of experience in scaling businesses from zero to multimillion-dollar revenues. The discussion centers around the pivotal role of a Chief Revenue Officer (CRO) and the critical considerations companies must weigh before appointing one. Mark shares his perspective on the readiness of organizations for a CRO, emphasizing the essential groundwork needed in terms of data assessment, revenue health, and go-to-market strategies. He argues that these foundational elements must be in place before a CRO can effectively step in to scale operations and drive growth.Warren, founder of the CRO Collective, brings a contrasting viewpoint, suggesting that while ideal, the perfect readiness scenario rarely exists in early-stage companies. He stresses the practical challenges faced by founders and CEOs, who often lack the bandwidth to establish comprehensive frameworks before hiring a CRO. Instead, Warren proposes a phased approach where the CRO’s role evolves from refining existing strategies to a more proactive leadership position over time. The conversation delves into the delicate balance between strategic planning and immediate operational needs, highlighting the nuances of organizational dynamics that influence the success of a CRO.Throughout the episode, both Warren and Mark explore the common pitfalls and misconceptions surrounding CRO appointments. They advocate for clarity in defining the CRO role within organizations, ensuring alignment with business objectives, and mitigating risks associated with premature or ill-prepared hires. By sharing their insights and experiences, they provide invaluable guidance to aspiring CROs, current sales and marketing leaders, and founders navigating the complexities of revenue leadership in today’s competitive landscape.

In this episode of CRO Spotlight, host Warren Zenna, CEO of the CRO Collective, sits down with Daniel Frailey, a dynamic leader who has navigated an unconventional path to success. Starting with an early exposure to the business world through his family's sales company, Daniel initially set his sights on a career in medicine. However, he soon discovered his true passion lay in the realm of sales and business development, leading him to pivot towards a business-focused career.Daniel shares his journey from enterprise sales roles to founding his own sales consulting firm, where he specializes in helping startups develop effective sales and revenue strategies. His unique perspective, shaped by a blend of hands-on sales experience and entrepreneurial spirit, offers valuable insights into the challenges and opportunities in the sales landscape. Daniel’s story is a testament to the power of adaptability and the importance of following one's passion.Currently, Daniel is at the forefront of educating the next generation of sales leaders as he leads the CRO course at the University of Chicago. In this episode, he delves into the significance of education in sales, the evolving role of the Chief Revenue Officer, and the critical skills required to thrive in today’s competitive market. Whether you're a seasoned sales professional or an aspiring entrepreneur, Daniel's experiences and advice provide a roadmap for achieving success in the ever-changing world of sales.

Roee Hartuv, a senior consultant at Winning by Design, shares his journey from a sales engineer to a consultant focused on optimizing revenue strategies. He emphasizes the critical balance between process-oriented approaches and strong leadership qualities. Roee discusses how effective change management requires leadership to navigate organizational challenges. He also delves into the importance of customer-centric models, the impact of compensation on revenue focus, and the need for consistent growth strategies in recurring revenue businesses.

In this episode, Warren welcomes Dan Hurwitz, an experienced revenue leader and the mind behind the podcast "How to Unf**k Your Startup." Warren and Dan delve into the intricacies of revenue leadership, sharing insights from their own journeys and exploring the critical role of intuition alongside data in driving business growth.Dan shares his wealth of experience from over two decades in the industry, recounting his ventures in media and startup leadership. He discusses the common challenges faced by companies, particularly in early-stage and Series A/B stages, and highlights the pivotal role of the CRO in navigating these hurdles.Throughout the conversation, Warren and Dan emphasize the importance of nurturing talent, aligning leadership vision, and fostering a customer-centric approach. They explore the delicate balance between leveraging data-driven strategies and trusting gut instincts, acknowledging that true business alchemy arises when these elements harmonize seamlessly.Listeners gain valuable insights into the art and science of revenue leadership, learning practical strategies for optimizing team performance, fostering innovation, and ultimately driving sustainable business growth.

In this episode, Warren sits down with Mike Campagna, an executive recruiter specializing in sales leadership roles within enterprise SaaS and B2B markets. With over a decade of experience, Mike shares his unique perspective on the intricacies of hiring for the CRO role. He discusses the importance of understanding the specific needs of a company based on its stage of growth and the critical differences between a true CRO and a head of sales.For founders and executives looking to appoint a CRO, this episode offers practical advice on navigating the recruitment process.