Chief revenue officer

A Chief Revenue Officer (CRO) is a corporate officer (executive) responsible for all revenue generation processes in an organization. In this role, a CRO is accountable for driving better integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing, and revenue management.[1]

Roles and functions

In short, a CRO is responsible for all activities that generate revenue. In most companies, the CRO is tasked with primary or shared responsibility for operations, sales, corporate development, marketing, pricing, and revenue management. Since these functions extend across multiple teams in most companies, a good CRO must maintain an excellent communication framework across the various organizational functions and share best practices among the revenue stream managers in order to maximize revenue production and the ability to report to the CFO.[2]

Like with any corporate officer, the performance of a CRO must be evaluated to ensure maximum return to the company and its shareholders. Performance metrics should focus on the following areas:

The CRO profile

There are a few key personal and professional attributes that define a successful Chief Revenue Officer:


  1. 1 2 Cross, R. (1997) Revenue Management: Hard-Core Tactics for Market Domination. New York, NY: Broadway Books.
  3. Albright, Paul (13 March 2012). "The CEO's New Secret Weapon: The Chief Revenue Officer". Forbes. Retrieved 22 May2013.
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