A CRO’s Guide to Revenue and Reporting
This eBook begins by discussing the broad strokes of Revenue Stack Management and how it’s connected to the rise of the Chief Revenue Officer. Then, individual chapters cover the most important elements of the Revenue Stack: Analytics, Advertising, Marketing Automation, and Salesforce (CRM). The purpose of this eBook is to give you a holistic view of how Sales and Marketing should work together to close more sales and secure more renewals, faster, more often, and for more money.
The Chief Revenue Officer has become more popular, in part, because companies have realized that siloing Sales, Marketing, and Customer Success doesn’t work for subscription-based companies. Revenue is generated at all points of the customer life cycle. Understanding holistically how your organization generates revenue is necessary to optimize and reinvest correctly. Having an integrated technology stack (what we call the Revenue Stack) is the first step in that process.
In 2015, the title Chief Revenue Officer (CRO) gained popularity within the SaaS space. Since, we’ve seen it grow in prominence among tech companies. In this chapter we’ll talk about why the CRO is a more common position and how its rise is connected to the Revenue Stack.
- It’s built from the ground up with integration in mind, not as an afterthought.
- The Revenue Stack is focused on ROI, not just clicks or leads or visits. It’s optimized to provide end-to-end reporting on how specific efforts (like an AdWords campaign) influence pipeline and sales.
- It extends beyond the first sale and continues to track value and optimize renewal and upselling efforts.
