In this episode of CRO Spotlight, host Warren Zenna welcomes Rich Sutton, Co-Founder at DM&RS Advisory, for a deep dive into the evolving CRO role. Rich shares his unconventional journey from rock and roll DJ to strategic revenue leader, setting the stage for a conversation that challenges traditional sales-focused perspectives in today’s dynamic market.

Rich explains how the fractional CRO role can transform startups by integrating sales, marketing, and customer success. He highlights that a CRO isn’t just about closing deals but also about aligning cross-functional teams to build a cohesive revenue engine that adapts swiftly to shifting market conditions.

The dialogue explores the differences in CRO role perspectives. While some see the position solely as a sales driver, Rich argues that modern CROs must balance direct sales execution with broader revenue strategy. This distinction becomes vital when companies scale, as revenue leaders must foster innovation while ensuring operational discipline.

Warren and Rich also discuss how leadership mindset influences these roles. They share insights on harnessing data, embracing change, and inspiring teams to evolve. The conversation bridges personal anecdotes from music to boardroom strategies, offering a fresh perspective on how diverse experiences can redefine the CRO function in an ever-changing business landscape.