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Why The New Path To CRO Is Through RevOps

Why The New Path To CRO Is Through RevOps
Max Maeder
Why The New Path To CRO Is Through RevOps

Today, the Chief Revenue Officer (CRO) is essentially a Sales Leader; while the Head of RevOps (who reports to the CRO), is a Strategy, Technology, and Analytics leader.

My guess is that in the next couple of years, we're going to see this reporting structure get completely inverted.

Not to take anything away from all the CROs out there.

It just seems that the more logical C-suite representative for the Go-to-Market teams would be the Head of Revenue Operations, bringing a broad background across Sales/Marketing Ops, Analytics, Technology, and Financial Planning.

On the other hand, the Head of Sales is uniquely qualified to manage, motivate, and train the Sales organization.

But setting the strategy that guides those efforts requires a very different skill set.

A highly analytical, insights-driven role well suited for individuals that have been developing that craft.

A few examples of Rev Ops leader's backgrounds:

👉 VP of Rev Ops at 1Password
... comes from a Sales Operations background

👉 VP of Rev Ops at ClickUp
... comes from a Marketing Analytics background

👉 SVP of Rev Ops at Lucid
... comes from a Financial Planning & Analysis background

👉 Head of Rev Ops at Benchling
... comes from a Field Sales Operations background

👉 Head of Rev Ops at Handshake
... comes from a Management Consulting background

Genuinely Curious 🤔

Is it just a matter of time until Revenue Operations Leaders are elevated to the CRO role instead of Sales Leaders? Time will tell!

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