Revenue Leadership


Revenue leadership occupies the highest position in the Revenue Growth Model. While often thought of as an individual, such as the chief revenue officer (CRO), senior vice president of marketing and sales, or vice president of sales, it’s a much more encompassing concept than a specific job role. A better analogy is to think of revenue leadership as the revenue department’s “guidance” system. Revenue leadership provides clarity of direction and meaning to actions. Its importance should never be underestimated. Effective leadership is pivotal. Whether led by the CRO or executed on behalf of the CRO office, leadership helps people know what to do and what not to do. Great CROs grasp and embrace this leadership accountability.


Revenue leadership provides overall guidance to the revenue team. Effective revenue leadership is the most powerful factor affecting revenue team success. CROs apply leadership competencies to improve revenue growth effectiveness: strategic revenue vision, growth culture, acquisition cost rigor, revenue team advocacy, and revenue acquisition proficiency. This effort encompasses marketing, sales and customer service.

LEADERSHIP TOOLS (see Chapter 3)

Tool #1: Stakeholder Strategic Alignment
Tool #2: Constituent Listening
Tool #3: Leadership Communication Methods
Tool #4: Leadership Engagement Methods
Tool #5: Strategic Revenue Plan
Tool #6: Revenue Team Themes