The Root Causes of CRO Failure, Part 1

A Tragic Sequence of Events - An All Too Common Scenario.

Imagine the following sequence of events:

• A CEO is instructed by the board to lift revenues in the new financial year.
• To meet these ambitious targets, the CEO proposes the recruitment of a Chief Revenue Officer (CRO), which the board approves.
• Following an extensive search, the ideal CRO candidate is appointed, but at this point, the first quarter of the sales year has elapsed.
• The newly appointed CRO invests several weeks acclimatising to the organization, familiarising themselves with the teams, clients, and market dynamics.
• By now, the organisation is approaching the end of the first half of its sales year, but the new ambitious sales targets keep getting missed.
• The board is becoming impatient and puts pressure on the CEO to show results in the second half.
• This pressure is passed on to the CRO, who now has serious concerns for their tenure in the new job.
• In a state of panic, the CRO shifts focus towards short-term goals and swift revenue generation.
• A few quick-win deals offer temporary respite to the beleaguered CRO and CEO.
• But now the pressure is on to deliver MORE of these quick-win deals.
• In this flurry, the CRO is now trapped as their role is reduced to that of a VP of Sales, with an emphasis on short-term targets.
• As a consequence, the CRO never has the chance to demonstrate their capability and potential in the strategic role for which they were hired.
• The promised transformation in revenue results never materialises.
• Blame falls squarely on the CRO for the disappointing performance.
• The outcome is inevitable: the CRO is dismissed.
• The cycle recommences with the search for a new CRO.

How frustrating is that, for everyone involved?

So, What Went Wrong, Exactly?

There are 3 Key Reasons.

Read all about them in The Root Causes of CRO Failure, Part 2.

Click on the image to go there now.

About

Peter Strohkorb?is the Founder and Principal of?Peter Strohkorb Advisory, the Sales Acceleration Advisory firm with a growing list of clients in the b2b services and tech space in the USA, in Australia and in the UK.

Our motto is?"Co-Creating Your Sales Success." ,?and that is exactly what we deliver to you, our clients.

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