CRO Spotlight

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.

In this episode of the CRO Spotlight podcast, host Warren Zenna sits down with Roee Hartuv, a senior consultant at Winning by Design, to delve into the complexities of revenue leadership. Warren and Roee explore the critical balance between process-driven strategies and the essential leadership qualities needed to drive successful revenue operations. Through an engaging and insightful conversation, they discuss how recurring revenue models require more than just systems and processes—they demand the right leadership to ensure these frameworks are effectively implemented and sustained.Roee shares his unique journey from a sales engineer focused on improving processes to becoming a consultant who helps companies optimize their revenue strategies. He reflects on the pivotal moments and influences that shaped his approach, emphasizing the importance of scientific methods in sales alongside the more intuitive, artistic aspects of the profession. This episode provides valuable insights for sales and marketing leaders aspiring to the CRO role, as well as founders seeking to understand what makes a successful revenue leader.Warren and Roee also tackle the challenges of change management within organizations, highlighting the need for strong leadership to guide and support these transitions. They discuss practical strategies for diagnosing root causes of revenue issues and the importance of having the right leadership in place to steer the company through necessary changes. Tune in to gain a deeper understanding of the dynamic interplay between leadership, process, and success in the revenue operations space.

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.

In this episode of The CRO Spotlight Podcast, Warren Zenna engages in a candid conversation with a seasoned expert in the revenue space - Frank Nardi, who is the CRO at Cin7.As they navigate through topics like the "Golden Age of SaaS" and the era of "profitable efficient growth," they explore how the role of the CRO has been shaped by changing market dynamics.Together they analyze the impact of the "grow at all costs" mentality prevalent in many SaaS businesses, highlighting the need for a shift towards sustainable growth strategies. Drawing parallels between organizational silos and revenue inefficiencies, they emphasize the importance of alignment between sales, marketing, and customer success teams. By breaking down these barriers and fostering cohesion, businesses can provide a seamless customer experience and drive long-term success.

In this episode of the CRO Spotlight Podcast, we delve into the multifaceted role of a Chief Revenue Officer. The conversation explores the challenges CROs face in navigating the demands of different stakeholders while ensuring the company's long-term success. Lawrence emphasizes the need for CROs to define themselves appropriately, advocating for a strategic approach that aligns growth plans with capital strategies. He underscores the importance of CROs being empowered to contribute strategically across the organization, beyond just sales leadership.

In this episode of the CRO Spotlight podcast, host Warren Zenna dives into the critical role of Chief Revenue Officers (CROs) with special guest Dana Therrien, Head of Revenue Operations for Anaplan.Warren and Dana explore the challenges faced by CROs when organizations fail to fully understand or support their roles. They discuss the importance of strategic alignment, resource allocation, and the evolution of revenue operations (rev ops) in empowering CROs to drive organizational success.From navigating unrealistic goals to advocating for greater autonomy, Warren and Dana offer practical insights for CROs, sales and marketing leaders, and founders looking to optimize their revenue strategies.Join them as they shed light on the dynamic landscape of revenue leadership and provide actionable strategies for achieving peak performance in the CRO role.

In this episode of The CRO Spotlight Podcast, Warren Zenna welcomes Sanjay Yadav, expert negotiation and sales training consultant, to the podcast. With over 26 years of corporate experience across various industries and regions, Sanjay brings a wealth of expertise to the powerful skill of negotiation.Contrary to popular belief, negotiation is not merely about haggling over prices; it's a complex interplay of psychology and language. Sanjay's insights challenge traditional notions, emphasizing negotiation as a multifaceted trading activity rather than a simple price negotiation.As a CRO, one’s entire day can be a series of negotiations. Understanding how to excel at negotiating and how to apply this nuanced skill is invaluable.  So get comfortable and tune in.

Join Warren Zenna, founder and CEO of the CRO Collective, in another episode of the CRO Spotlight Podcast. This week, Warren engages in a thought-provoking discussion with Joe Zappa, founder of Sharp Pen Media, specializing in marketing strategy, content, and PR for ad tech and mart tech companies.In this episode, Warren and Joe delve into the intricacies of the digital advertising ecosystem, exploring pressing issues such as the evolving role of the chief revenue officer (CRO), the intersection of marketing and revenue functions, and the reevaluation of ad tech promises. From dissecting the challenges of attribution in proving ad effectiveness to addressing concerns surrounding privacy and surveillance marketing, Warren and Joe offer valuable insights garnered from their extensive experience in the industry.Discover how the proliferation of programmatic advertising has given rise to complex issues such as ad fraud, brand safety, and consumer privacy, prompting brands and advertisers to reassess their strategies and adopt more transparent and ethical practices. With a keen focus on building brands and fostering meaningful customer relationships, Warren and Joe provide actionable strategies for navigating the ever-changing digital advertising landscape.Whether you're a seasoned marketing professional, a CRO striving for success, or an entrepreneur seeking to elevate your brand's presence, this episode offers invaluable perspectives on harnessing the power of digital advertising to drive sustainable business growth in today's dynamic marketplace. Tune in now to stay ahead of the curve and unlock new opportunities in the realm of digital advertising and revenue optimization.

Join Warren Zenna, founder and CEO of the CRO Collective, as he dives into the world of revenue success in this episode of the CRO Spotlight Podcast. In this engaging discussion, Warren welcomes Sandy Robinson, Senior Vice President of Revenue Operations and Enablement at Patra, a tech-enabled insurance company. Together, they explore the intricate landscape of revenue technology (RevTech) and its profound impact on customer buying journeys.Sandy shares her wealth of experience and insights gained from years in sales operations, shedding light on the challenges and opportunities presented by RevTech adoption. From navigating the complexities of integrating disparate tools to fostering organizational alignment around customer-centric strategies, Sandy offers practical advice for CROs, sales leaders, and marketers alike.Discover how RevTech transcends mere toolsets, becoming a catalyst for enhanced customer experiences and streamlined revenue generation. Whether you're a seasoned CRO or a budding sales professional, this episode provides invaluable perspectives on leveraging technology to drive sustainable business growth.Tune in to gain actionable strategies and expert guidance on harnessing the power of RevTech to unlock your organization's full revenue potential. Don't miss out on this enlightening conversation that promises to revolutionize your approach to revenue operations.

Join Warren Zenna, founder and CEO of the CRO Collective, for another enlightening episode of the CRO Spotlight Podcast. In this installment, Warren welcomes Bob McDowell, Senior Vice President of Leadership Organizational Health at CESO, to explore the intersection of education and organizational effectiveness.Bob McDowell brings a wealth of experience as a former superintendent and education expert, offering unique insights into the challenges and opportunities facing the educational sector. With a focus on building aligned education systems, Bob shares his journey from the classroom to district administration and his transition to the private sector.In this thought-provoking conversation, Warren and Bob delve into the parallels between revenue misalignment in businesses and organizational dysfunction in education. Discover how human-centered design principles and agile methodologies are revolutionizing the way educational institutions approach leadership and organizational health.From enhancing operational efficiency to improving student outcomes, Bob offers practical strategies for fostering organizational alignment and driving meaningful change within the education system. Whether you're a seasoned educator, a school administrator, or a business leader interested in education reform, this episode provides invaluable insights into transforming education systems for the better.Tune in now to gain actionable tips and expert advice on bridging the gap between theory and practice in education leadership and organizational effectiveness. Don't miss this opportunity to be inspired and empowered to make a positive impact in the world of education.

Welcome to the CRO Spotlight Podcast, where we delve into the strategies, insights, and challenges of achieving sustainable and scalable growth in today's dynamic business landscape. In this episode, we explore the world of Chief Revenue Officers (CROs) and their critical roles in driving revenue growth for organizations. Our discussion is centered around a candid conversation with Tom Goodwin, a seasoned expert in facilitating meaningful transformations within companies.Tom shares invaluable perspectives on addressing short-termism and embracing industry changes, particularly in the context of the ever-evolving car industry. Alongside the host, Warren Zenna, Tom challenges conventional practices, advocating for simplification and profound understanding of industry shifts.We also dive into the complexities of communication, customer-centricity, and the impact of technology on sales and customer experience. Tom also discusses  the pitfalls of neglecting customer knowledge in product design and the essential need for honest conversations to navigate the intricacies of investor involvement.Join us as we explore the nuances of brand purpose in marketing and the effects of remote work on company dynamics, showcasing the real challenges and opportunities in driving sustainable growth in today's business environment.This episode is a thought-provoking exploration of the revenue space, providing valuable insights for business leaders striving for scalable growth in an ever-changing marketplace.00:00 CRO podcast featuring top revenue experts. Thanks for listening.04:49 Reassuring companies about ongoing success amid new tech.08:30 Questioning organizational decisions and promoting early innovation.12:40 Distractions in startups due to funding changes.15:10 Acquisition dynamics akin to human relationships surprise.19:53 Focus on customer needs and innovation loss.21:00 Measuring cost of customer service, advertising impact.24:57 Car app and technology didn't work well.27:41 Cost-saving compromises in design lead to dissatisfaction.31:04 Net promoter score criticized for being pointless.35:01 Brands aligning with causes may not matter.38:11 Brand purpose adds alignment and logic internally.42:29 Contemplating the impact of remote work.43:36 Early stages, long-term impacts uncertain, diverse perspectives.49:04 Seeking comfort without growth, challenges, and connections.52:51 Ideological divide creates volatile office environment.53:53 Balancing differences, complexities in work, cultural alignment.57:07 Enjoying the orchestration of mundane technological experiences.

Welcome back to the CRO Spotlight Podcast! In today's episode, we delve into the world of content marketing and thought leadership strategies with a special focus on chief revenue officers and B2B businesses. Our guest, Steve MacDonald, founder of Content Strategies, shares valuable insights on the importance of creating content based on input from prospects and sales teams, rather than solely relying on marketing-generated material. We explore the significance of thought leadership content in differentiating businesses in crowded markets and the challenges faced by companies, especially in the B2B space. Join us as we discuss the impact of podcasting as a thought leadership strategy, the role of differentiation within companies, and the complexities of aligning with external causes for marketing purposes. Stay tuned for an engaging and thought-provoking conversation on how businesses can navigate the ever-evolving landscape of content marketing.00:00 Warren introduces Steve McDonald's marketing expertise.06:34 Companies struggle with differentiation in crowded markets.09:04 Helping companies redefine problems for stronger impact.13:21 Shift focus to phone calls and demos.17:04 Trusted advisor status streamlines the sales process.20:25 Marketing and sales collaboration is crucial for success.23:08 Sales meetings, buyer insights, content from customers.26:11 Create valuable content for internal and external audiences.29:43 Podcasts create valuable conversations and relationships.31:27 Podcasts drive deals and brand enhancement.35:36 Defining unique company point of view is key.40:11 Emphasize point of view, not just cause.43:06 Some companies adopt values for strategic purposes.47:19 Team collaboration, client focus, internal culture impact.49:25 Marketing officers and revenue officers both seek thought leadership content.51:43 C-suite marketing perspectives and contact information shared.

Welcome to the CRO Spotlight Podcast! In this episode, we dive into an insightful conversation between host Warren Zenna and guest Anastasia Pavlova, a seasoned CMO and startup CRO with extensive experience in technology marketing. The discussion centers around the critical importance of aligning marketing, sales, and revenue operations within a company, notably through the role of the Chief Revenue Officer (CRO). Anastasia and Warren explore the challenges and opportunities in implementing new technologies, particularly AI, in today's business landscape, and emphasize the need for authentic thought leadership and strategic go-to-market approaches. Join us as we uncover valuable insights on driving scalable growth and success in the evolving world of business.