In BtoB in particular, the CRO holds final responsibility for new and recurring revenue. In this interview with Warren Zenna, Founder & CEO of the CRO Collective, an organization providing resources and community for Chief Revenue Officers. In this segment, Warren argues that marketing, sales, and customer success functions should be equal peers. CMOs should report to someone overseeing the revenue team — the CRO (Chief Revenue Officer).
Much of our full interview was spent discussing how sales and marketing as well as revenue ops end up with mis-aligned incentives and even work at crossed-purposes to each other.