The 80/20 CRO Role
The Sales Revenue System 2.0 book defines 80% of the CRO role – coaching, accountability, motivation and staffing. Some folks have asked what’s typically included in the remaining 20%. Recognizing no two companies are identical, the 20% list can cover a wide bandwidth of topics. Below is a partial list of duties, tasks and responsibilities that I have seen included in CRO role descriptions:
- Customer support, service, satisfaction and retention programs
- Marketing Communications including new product pricing structures, sales strategy and product launch programs.
- Marketing Strategy to identify and prioritize target segments, primary competition and the windows of opportunity to make the revenue ramp.
- Strategic partnering with outside organizations for ramping/expanding target market segments.
The larger the organization, the larger the CRO role so you will need all the quality support you can get. One technique I have used with good success is to have manufacturing drive the forecast process. They need to translate forecast data into production schedules so being skilled with the 4 Aces data and understanding the closing strategies/schedules for key opportunities brings clarity to the whole process.
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Carl Moe is the founder of CRO Success, an organization dedicated to developing and delivering the tools, processes and systems CRO’s need to succeed. Moe specializes in helping restructure revenue systems for sustainable growth and optimized performance.
