In this episode of the Go To Market Podcast, host Dr. Amy Cook, CMO at Fullcast, sits down with Warren Zenna, Founder and CEO of The CRO Collective, to explore one of the most misunderstood executive roles in modern business: the Chief Revenue Officer.
Warren has spent years studying the CRO function across startups, scaleups, private equity rollups, and enterprise organizations. His conclusion?
Most companies want a CRO… but very few actually understand what a CRO does, how the role differs from sales leadership, or how to build the organizational environment required for one to succeed.
Together, Amy and Warren discuss:
Why CROs are not "super VPs of Sales"
How misalignment across sales, marketing, and customer success quietly destroys growth
The shift from acquisition-focused revenue to retention, expansion, and advocacy
How interest rates, market cycles, and the SaaS funding model reshaped the CRO role
What aspiring CROs must learn before pursuing the title
Why companies need a "CRO readiness" plan just as much as CROs need training
How stage, size, and business model (PLG, SMB, enterprise, services) fundamentally change what a CRO should look like
This is a must-listen for revenue leaders, founders, aspiring CROs, and anyone navigating the complexity of modern GTM leadership. Warren's insights on competencies, curiosity, business acumen, and organizational maturity will reshape how you think about revenue.
