Shows
The CRO Spotlight PodcastFrom BDR to CRO: Building Cross-Functional GTM with Michael MaimoneWarren Zenna sits down with Michael Maimone, CRO at LucidLink, to unpack his journey from BDR to enterprise sales leader to CRO. Michael shares how his time at IBM, Marketo, Adobe, and ZoomInfo shaped a systems mindset, enabling him to translate big-company rigor into agile, early-stage execution without stifling momentum.They dive into the first 30-60-90 days in the seat: observe, diagnose, implement. Michael explains how he sequenced quick wins—enablement, RevOps guardrails, hiring profiles, interview kits—before rolling out robust territory, account, and opportunity planning. He emphasizes credibility through results and the art of modulation when...
2025-10-0156 minThe CRO Spotlight PodcastAI Hype VS Reality with Ryan StaleyWarren Zenna hosts Ryan Staley, Founder and CEO at Whale Boss, to separate AI spectacle from strategic value for revenue leaders. They explore where the technology truly helps CROs versus where demos overpromise, and how practitioners can spot durable use cases. Ryan frames adoption as a pragmatic process focused on measurable outcomes rather than chasing every shiny new feature.They map three practical stages of AI adoption—augmentation, targeted automation, and cross‑functional orchestration—and show how each raises team capacity. Ryan gives concrete examples like automated call scoring that produces next‑best actions, converting call transcripts into pla...
2025-09-1752 minThe CRO Spotlight PodcastPunching Yourself in the Face and Secret CRO Roles with Andy MowatIn this episode of CRO Spotlight, host Warren Zenna sits down with Andy Mowat, Founder of Whispered, to explore the challenges of landing the ideal Chief Revenue Officer role. Andy shares his journey from running revenue operations at multiple unicorns to building a platform that uncovers unposted executive opportunities. They discuss the ambiguities in CRO job descriptions and the importance of aligning personal strengths with company needs. Warren and Andy emphasize how aspiring and current CROs can evaluate roles by challenging perceptions and ensuring a strategic fit, drawing from real-world examples of successful transitions.Andy delves into...
2025-09-1048 minThe CRO Spotlight PodcastGTM Differentiation & Decision Velocity with Amy HsuanWarren Zenna sits down with Amy Hsuan, Chief Customer & Revenue Officer at Mixpanel, to unpack what a truly unified revenue engine looks like. Amy shares how org design must follow strategy, why GTM is a core differentiator, and how aligning marketing, sales, success, and services creates consistent end‑to‑end customer experiences that actually win.Amy traces her path from journalism to BCG to Mixpanel, revealing how curiosity, cross‑functional leadership, and a customer‑first mindset shaped her Chief Customer & Revenue Officer role. She explains the shift from “hard” product differentiation to human‑driven trust, and how relationships...
2025-09-031h 02The CRO Spotlight PodcastThe Art and Science of Sales Compensation Plans with Dana TherrienIn this episode of CRO Spotlight, Warren Zenna welcomes back Dana Therrien, Vice President at Anaplan and a leading expert in sales compensation strategies. Dana shares his insights on designing simple yet effective comp plans that motivate sales teams while aligning with company goals and customer success. He emphasizes the importance of balancing short-term wins with long-term growth.Dana dives into the pitfalls of overly complex compensation plans, explaining how they demotivate sales teams and create inefficiencies. He highlights the need for clear, straightforward incentives that salespeople can easily understand and act on. Dana also discusses how...
2025-08-2746 minThe CRO Spotlight PodcastTarget Accounts, Intent Signals & Marketing Alignment with Jaime RuhlJaime Ruhl, CRO at Emergn, joins Warren Zenna to explore how a sales leader becomes a strategic revenue architect in a product‑centric consulting firm. She explains stepping into a broader remit that covers sales, go‑to‑market and marketing alignment across global teams. Jaime describes being a player‑coach who builds repeatable sales motion and champions measurable customer outcomes after delivery.Jaime digs into practical moves she led: shifting from sporadic lead chasing to a disciplined target account approach, tightening qualification at the funnel entrance, and leveraging intent signals, account reports and smarter prospecting tools. She describe...
2025-08-201h 05The CRO Spotlight PodcastHamburgers, Revenue Engines and CRO Success with Adam CrandallIn this episode of CRO Spotlight, Warren Zenna speaks with Adam Crandall, CRO at Addtronics, about his journey from VP of Sales to Chief Revenue Officer in a private equity-backed environment. Adam shares how he developed a scalable go-to-market playbook for Addtronics, a platform acquiring robotics and automation companies focused on advancing human health and technology.Adam discusses the critical distinction between simply hitting revenue targets and building truly scalable revenue systems. He explains his concept of "Revenue Generating Activities" (RGAs) and how he balances centralized strategy with decentralized execution across multiple operating companies. The conversation explores...
2025-08-051h 02The CRO Spotlight PodcastWhat do Marshmallows have to do with CRO Success? Competency Assessment Breakthroughs with Lindsay GuzowskiIn this episode of CRO Spotlight, host Warren Zenna sits down with Lindsay Guzowski, CEO at The Crucible, to explore the power of targeted competency assessments for chief revenue officers. They trace the origins of a bespoke CRO test built for private equity–backed companies, showing how tailored assessments can pinpoint the strengths and gaps that drive high-impact revenue leadership.Many off-the-shelf tests fall short when evaluating executive readiness. Lindsay and Warren unpack pitfalls such as misaligned reference sets, cultural mismatches, and predictable question phrasing that candidates can game. They explain why tracking correlation coefficients and grounding as...
2025-07-151h 03The CRO Spotlight PodcastShopify Org Design and Why CROs Must Get Technical with Bobby MorrisonIn this episode of CRO Spotlight, Warren Zenna sits down with Bobby Morrison, Chief Revenue Officer at Shopify, to explore how the CRO role has evolved beyond traditional sales leadership. Bobby shares his approach to unifying marketing, sales, customer success, and support under a single revenue organization focused on the complete customer journey rather than siloed handoffs.Bobby reveals his philosophy of building revenue flywheels through aligned incentives and systems-first thinking, explaining how he restructured Shopify's go-to-market approach to eliminate friction. He discusses the importance of creating pods that bring together account executives, solution engineers, and customer...
2025-07-101h 02The CRO Spotlight PodcastBuilding Scalable Revenue Operations from the Ground Up with Jessica RobertsonOn this episode of CRO Spotlight, host Warren Zenna sits down with lighting-rod revenue leader Jessica Robertson, Chief Revenue Officer at Orbb. After first connecting at a lively CRO roundtable, they unpack a conversation that could have lasted hours—touching on business philosophy, sales innovation, and the evolving role of relationships in growth. Tune in to discover why Jessica’s intelligence and empathy make her a standout leader in today’s noisy market.Jessica traces her rise from a teenage sales development representative to spearheading revenue as Orbb’s CRO, reflecting on a decade spent mastering sales leadersh...
2025-06-191h 00The CRO Spotlight PodcastMarketing’s Identity Crisis & Unified Revenue Leadership with Emma ClaytonIn this episode of CRO Spotlight, host Warren Zenna welcomes Emma Clayton, C-Suite Strategic & Commercial Leadership Consultant at Be Brilliant Consultancy. With 27 years in marketing, Emma reveals the origin of her provocative LinkedIn musing on B2B marketing’s fragmentation and leadership vacuum. She shares why she left a prominent community, how her spontaneous critique went viral, and its implications for today’s revenue leaders.Emma dives into her ongoing “Who Shot Marketing?” narrative, personifying the profession’s decline through the suspects: VCs treating CMOs as disposable, CFOs overlooking marketing’s strategic role, and recruitment firms fueling tactical spe...
2025-05-281h 04The CRO Spotlight PodcastEssential CRO Competencies for PE-Backed Companies with Joe GravinoIn this episode of CRO Spotlight, Warren Zenna sits down with Joe Gravino, Principal at Falcon Partners. They explore how private equity–backed firms identify and deploy revenue leaders. Joe explains Falcon’s boutique search approach focusing on aligning go-to-market teams with strategic objectives. Together, they pinpoint key markers of organizational readiness for a Chief Revenue Officer. They discuss timing hires to maximize growth.Warren and Joe tackle confusion between the CRO role and sales leadership and why it should follow dedicated sales, marketing, and customer success structures. Joe outlines how to educate investors on sequencing leadership hire...
2025-05-1556 minThe CRO Spotlight PodcastWhat CRO Recruiters Look for in Top Revenue Leaders with Wayne StarrittHiring the right Chief Revenue Officer can make or break a company's growth trajectory. In this episode, Warren Zenna and Wayne Starritt unpack the systemic issues behind CRO hiring failures—and why fixing the hiring process itself is critical to long-term success. They reveal how many companies unknowingly sabotage CROs before day one.Wayne shares lessons from working with PE-backed SaaS firms, highlighting why hiring a CRO isn't like hiring a CFO or CMO. He and Warren dig into why short-term problem solving often trumps strategic vision—and how that dynamic must change if companies want sustainable reve...
2025-05-0758 minThe CRO Spotlight PodcastSimplifying Revenue Operations & Navigating PE Pressures with John E. Lepto IVIn this episode of CRO Spotlight, host Warren Zenna welcomes John E. Lepto IV for a deep dive into current revenue leadership challenges. Their insightful conversation unpacks the evolving CRO role amid aggressive market dynamics and PE pressures, revealing actionable strategies to balance growth ambitions with operational discipline.John E. Lepto IV shares extensive experience navigating complex revenue landscapes by aligning sales, marketing, and customer success to achieve measurable outcomes. He highlights pitfalls in outdated growth tactics and misalignment within PE-backed organizations, offering clarity on practical steps that recalibrate revenue strategy for stronger performance and sustainable profitability.
2025-04-301h 01The CRO Spotlight PodcastFinding Gold in Dirty Data & Creating Consistency with Guy RubinOn this engaging episode of CRO Spotlight, host Warren Zenna sits down with Guy Rubin, Founder and CEO at Ebsta, to dissect the evolving CRO role. They explore the challenges companies face when hiring for growth—from misaligned expectations to premature role adoption. Their conversation sparks innovative ideas on how to recalibrate commercial strategies for lasting success.Guy delves deep into the pitfalls of early CRO hires and the impact of a 17-month turnover trend. He shares insights on how misaligned sales processes can stunt growth and emphasizes the benefits of a 360 sales strategy. Backed by research, hi...
2025-04-2342 minThe CRO Spotlight PodcastFuture of Data Automation and the Death of the CRM with Elio NarcisoWarren Zenna welcomes Elio Narciso on CRO Spotlight as they dive deep into the challenges of data overload in today’s sales environments. They explore how manual tasks and disjointed CRM systems drag down productivity while innovative integrations and AI-driven agents set the stage for a transformative approach that empowers CROs and their teams to focus on high-impact activities.The conversation shifts to the impact of agent technology and automated research on routine tasks. Warren and Elio discuss how advanced integration and workflow systems can eliminate tedious data entry, enabling sales teams to spend more time building re...
2025-04-1651 min
The CRO Spotlight PodcastData Capture and AI-Driven Revenue Intelligence with Janis ZechIn this episode of the CRO Spotlight podcast host Warren Zenna connects with Janis Zech, Co-Founder and CEO at Weflow. They explore the rising significance of the Chief Revenue Officer role amid evolving market challenges. The discussion sets the stage by addressing operational inefficiencies and the need for precise revenue intelligence in today’s competitive environment.The conversation dives deep into aligning sales, marketing, and customer success for a unified revenue strategy. Janis shares insights from his extensive experience, emphasizing the impact of early CRO integration on business performance. Key topics include data automation, pipeline management, and th...
2025-04-091h 07
The CRO Spotlight PodcastNavigating the Spectrum of CRO Responsibilities with Rich SuttonIn this episode of CRO Spotlight, host Warren Zenna welcomes Rich Sutton, Co-Founder at DM&RS Advisory, for a deep dive into the evolving CRO role. Rich shares his unconventional journey from rock and roll DJ to strategic revenue leader, setting the stage for a conversation that challenges traditional sales-focused perspectives in today’s dynamic market.Rich explains how the fractional CRO role can transform startups by integrating sales, marketing, and customer success. He highlights that a CRO isn’t just about closing deals but also about aligning cross-functional teams to build a cohesive revenue engine that adap...
2025-04-021h 01
The CRO Spotlight PodcastThe Long Game in Software Services with Alex Asianov and Jonathan BlessingIn this episode of CRO Spotlight, host Warren Zenna welcomes Alex Asianov and Jonathan Blessing of DOOR3 for a deep dive into their company’s 22-year journey through the ever-changing world of technology services. Alex shares how his early passion for programming led to the founding of DOOR3 and how that foundation evolved into a product-focused mindset serving real business outcomes.Jonathan joins the conversation with reflections on his parallel path in the tech world and eventual return to DOOR3 as CEO. The two share candid stories of how their complementary skills, shared values, and a strong cu...
2025-03-2652 min
The CRO Spotlight PodcastNavigating the Intangibles of the CRO Role with Steve KostIn this engaging episode of CRO Spotlight, host Warren Zenna sits down with seasoned executive Steve Kost to explore the intricate world of revenue leadership. Their conversation delves into the often-overlooked intangibles that drive success, drawing on experiences from Fortune 500 giants to nimble startups. The discussion sets a thoughtful tone for tackling today’s complex business challenges.Warren and Steve share candid insights on how empathy and transparency redefine leadership. They examine the power of open communication with CEOs, executive teams, and board members, while discussing real-life scenarios that reveal the impact of active listening and honest fe...
2025-03-1559 min
The CRO Spotlight PodcastEnterprise Revenue Models and AI-Driven Efficient Growth with Justin ShriberIn this episode of CRO Spotlight, host Warren Zenna welcomes Justin Shriber, CEO of BoostUp.ai, for a deep dive into the evolution of sales technology and enterprise revenue strategies. Justin recounts his journey from early days at Siebel to his leadership roles at Oracle and BoostUp.ai, sharing insights on how traditional models are being reimagined for today’s dynamic market.Justin explains how shifting customer expectations and new revenue models demand more than legacy CRM systems. He outlines how AI agents can analyze critical signals, automate follow-up actions, and streamline the sales process. This discussion em...
2025-03-1244 minThe CRO Spotlight PodcastMusings on AI, Thermometers and Borrowed StructureIn this episode, Warren Zenna dives deep into the often-overlooked challenges of leadership, particularly for Chief Revenue Officers (CROs). He explores the immense complexity of the role, which requires managing relationships with CEOs, cross-functional teams, boards, and other stakeholders—all while making critical decisions that impact the organization. Warren emphasizes the importance of leadership skills that go beyond operational processes, such as psychological and cultural management, decision-making, and navigating political dynamics. These "intangibles," as he calls them, are essential for CROs to thrive in their roles and lead effectively.Warren also discusses the unique pressures CROs face, fr...
2025-03-0542 min
The CRO Spotlight PodcastAI-Enhanced Social Selling and LinkedIn Strategies with Brynne TillmanIn this episode of the CRO Spotlight Podcast, host Warren Zenna is joined by LinkedIn expert Brynne Tillman to explore how AI and LinkedIn Sales Navigator are revolutionizing the sales process. Brynne shares insights into using these tools to foster trust-based conversations, create tailored outreach, and enhance relationship-building strategies for CROs and revenue-driven professionals. Together, they discuss how modern technology can accelerate first connections while maintaining the authenticity required to build lasting professional relationships.The conversation delves into the balance between AI and human interaction, emphasizing the importance of using AI as a tool to support—not re...
2024-12-0450 minThe CRO Spotlight PodcastUnlocking the Power of the CRO-CFO Alliance with Eric Steele and Larry EarlIn this episode of CRO Spotlight, host Warren Zenna engages with Eric Steele, Chief Revenue Officer, and Larry Earl, Chief Financial Officer at SIB, to explore the intricate relationship between revenue operations and financial management. The discussion highlights how both roles can collaborate effectively to drive growth while maintaining financial health. Eric emphasizes the shift towards "value acceleration," where companies focus on smart growth rather than growth at all costs, ensuring profitability without disrupting operations.Warren, Eric, and Larry dive into the dynamics of their partnership, illustrating how constant communication and mutual understanding are crucial for success...
2024-11-1858 min
The CRO Spotlight PodcastPsychology, Social Selling, and LinkedIn Strategy with Chelsea OlsenIn this episode of CRO Spotlight, host Warren Zenna interviews Chelsea Olsen, founder of CLOHZ, who specializes in helping businesses enhance their sales pipelines through effective LinkedIn strategies. Chelsea shares her entrepreneurial journey, detailing how she transitioned from corporate roles to establishing her consulting business focused on sales and lead generation.The conversation emphasizes the merging of sales and marketing in today's landscape. Chelsea argues that successful selling requires not only outreach but also valuable content that aids potential clients in their research. This shift reflects the changing behavior of buyers who increasingly seek information before engaging...
2024-10-3051 minThe CRO Spotlight PodcastBalancing Short-Term Gains with Long-Term Growth Strategies with Dayna WilliamsIn this insightful episode of the CRO Spotlight Podcast, host Warren Zenna welcomes Dayna Williams, the Chief Experience Officer at The Myers-Briggs Company and author of The Diligence Fix. Warren and Dayna dive deep into the challenges of the modern CRO role, exploring how the relentless pursuit of top-line revenue often undermines long-term success. Dayna shares her unique approach to navigating the complexities of the CRO role, emphasizing the importance of simplification and alignment in creating a sustainable go-to-market strategy.Dayna draws from her extensive experience working with CEOs and sales leaders to discuss the pitfalls of...
2024-09-1850 minThe CRO Spotlight PodcastNavigating PLG and the Evolution of the CRO Role with Kristen HabachtIn this insightful episode of the CRO Spotlight Podcast, host Warren Zenna engages in a candid conversation with Kristen Habacht, the Chief Revenue Officer at Typeform. Kristen shares her unconventional journey into the CRO role, starting from an office manager position to leading revenue teams in top tech companies. She discusses the evolving nature of the CRO position, highlighting how her path was shaped by a desire to have a seat at the executive table and to lead organizations with a holistic approach to revenue generation.Kristen and Warren delve into the challenges and opportunities that come...
2024-09-1148 minThe CRO Spotlight PodcastEnterprise CRO Insights and Strategic Career Growth with James RothIn this insightful episode of the CRO Spotlight Podcast, host Warren Zenna sits down with James Roth, Chief Revenue Officer of ZoomInfo, to explore the critical elements that shape a successful CRO career. James delves into the importance of "knowledge stickiness," explaining how the ability to absorb and retain valuable insights from various roles and experiences is more important than simply having a diverse resume. He shares his journey from a sales leader to a CRO, emphasizing the value of staying focused on your current role while being open to continuous learning.James and Warren also discuss...
2024-09-041h 04The CRO Spotlight PodcastShould we get rid of the "CRO" title? with Jonathan SpierIn this thought-provoking episode of the CRO Spotlight Podcast, host Warren Zenna sits down with Jonathan Spier, CEO of Rev AI, to challenge the conventional wisdom surrounding the Chief Revenue Officer (CRO) title. Sparked by a viral LinkedIn post from Jonathan, this conversation dives deep into why he believes the CRO title is not just flawed but potentially detrimental to businesses. Jonathan argues that expecting a single person to effectively manage sales, customer success, and marketing under the CRO umbrella sets leaders up for failure and hinders organizational growth.Warren and Jonathan explore the complexities of modern...
2024-08-2858 minThe CRO Spotlight PodcastHustle, Cancellation, and Personal Branding with Alexa CurtisIn this episode of the CRO Spotlight podcast, we sit down with Alexa Curtis, a dynamic entrepreneur who navigated the path from a teenage blogger to a media powerhouse. Alexa shares her journey of breaking into the industry with her fearless attitude, from pitching TV segments at a young age to landing a deal with Disney. She recounts her innovative approach to content creation, emphasizing the importance of seizing opportunities and taking bold risks to achieve success. Alexa's story is a testament to the power of hustle and resilience in the competitive media landscape.As the conversation...
2024-08-2145 minThe CRO Spotlight PodcastWhat it Takes To Successfully Deploy a CRO with Philip LacorIn this episode of the CRO Spotlight podcast, host Warren Zenna is joined by Philip Lacor, Chief Revenue Officer of Airbase, to discuss the intricate role of a CRO in fostering company growth and alignment. Philip, with his extensive background in engineering, finance, and sales, shares insights on how his diverse experience has equipped him to effectively lead cross-functional teams. He emphasizes the importance of understanding customer pain points and aligning sales, marketing, and product teams to deliver comprehensive solutions. By leveraging a modern procure-to-pay platform, Airbase consolidates company spending, enabling midmarket companies to manage complexity and scale efficiently.
2024-08-1458 minThe CRO Spotlight PodcastEmpowering Revenue Teams and Leveraging AI with Hang BlackIn this episode of the CRO Spotlight Podcast, host Warren Zenna welcomes Hang Black, a seasoned revenue enablement expert, to discuss the transformative role of revenue enablement in modern businesses. Hang shares her inspiring journey from being a Vietnamese immigrant to becoming a leader in the field of revenue enablement. She emphasizes the importance of empowering and inspiring revenue teams to foster creativity and innovation. By sharing her personal and professional experiences, Hang highlights how organizations can equip their teams to be successful by moving beyond traditional training to a more holistic approach that includes empowerment and inspiration.
2024-08-0746 minThe CRO Spotlight PodcastLeadership, Motivating Your Team, and Improving Sales Through Neuroscience with Peri ShawnIn this engaging episode of the CRO Spotlight podcast, host Warren Zenna sits down with Peri Shawn, CEO of the Coaching and Sales Institute. The conversation delves into the transformative power of sales training and effective coaching techniques, exploring how Peri's unique methodology enhances sales effectiveness and overall human performance. Through real-life examples and compelling anecdotes, Peri shares her journey from high school teacher to a leading expert in sales coaching, revealing the secrets behind her success.Peri's innovative approach stems from her deep belief in the untapped potential within every individual. By focusing on uncovering and...
2024-08-0150 minThe CRO Spotlight PodcastTraits of a Successful CRO and How Companies Should Prepare For Hiring One with Mark WalkerIn this episode of CRO Spotlight, Warren Zenna engages in a candid conversation with Mark Walker, a seasoned Chief Revenue Officer with a wealth of experience in scaling businesses from zero to multimillion-dollar revenues. The discussion centers around the pivotal role of a Chief Revenue Officer (CRO) and the critical considerations companies must weigh before appointing one. Mark shares his perspective on the readiness of organizations for a CRO, emphasizing the essential groundwork needed in terms of data assessment, revenue health, and go-to-market strategies. He argues that these foundational elements must be in place before a CRO can effectively...
2024-07-1754 minThe CRO Spotlight PodcastReality of the CRO Role and the Importance of CRO Training with Dan FraileyIn this episode of CRO Spotlight, host Warren Zenna, CEO of the CRO Collective, sits down with Daniel Frailey, a dynamic leader who has navigated an unconventional path to success. Starting with an early exposure to the business world through his family's sales company, Daniel initially set his sights on a career in medicine. However, he soon discovered his true passion lay in the realm of sales and business development, leading him to pivot towards a business-focused career.Daniel shares his journey from enterprise sales roles to founding his own sales consulting firm, where he specializes in...
2024-07-1045 minThe CRO Spotlight PodcastHow Great Leadership Impacts Revenue Processes and Systems with Roee HartuvIn this episode of the CRO Spotlight podcast, host Warren Zenna sits down with Roee Hartuv, a senior consultant at Winning by Design, to delve into the complexities of revenue leadership. Warren and Roee explore the critical balance between process-driven strategies and the essential leadership qualities needed to drive successful revenue operations. Through an engaging and insightful conversation, they discuss how recurring revenue models require more than just systems and processes—they demand the right leadership to ensure these frameworks are effectively implemented and sustained.Roee shares his unique journey from a sales engineer focused on improving pr...
2024-06-2654 minThe CRO Spotlight Podcast"Data VS Artistry" and "How To Unf**k Your Startup" with Dan HurwitzIn this episode, Warren welcomes Dan Hurwitz, an experienced revenue leader and the mind behind the podcast "How to Unf**k Your Startup." Warren and Dan delve into the intricacies of revenue leadership, sharing insights from their own journeys and exploring the critical role of intuition alongside data in driving business growth.Dan shares his wealth of experience from over two decades in the industry, recounting his ventures in media and startup leadership. He discusses the common challenges faced by companies, particularly in early-stage and Series A/B stages, and highlights the pivotal role of the CRO...
2024-06-1941 minThe CRO Spotlight PodcastA Recruiters Perspective on the Current CRO Market and How To Navigate It - Michael CampagnaIn this episode, Warren sits down with Mike Campagna, an executive recruiter specializing in sales leadership roles within enterprise SaaS and B2B markets. With over a decade of experience, Mike shares his unique perspective on the intricacies of hiring for the CRO role. He discusses the importance of understanding the specific needs of a company based on its stage of growth and the critical differences between a true CRO and a head of sales.For founders and executives looking to appoint a CRO, this episode offers practical advice on navigating the recruitment...
2024-06-1139 minThe CRO Spotlight PodcastThe CRO Role in Modern SaaS: Navigating Shifts in Scaling Mentality with Frank NardiIn this episode of The CRO Spotlight Podcast, Warren Zenna engages in a candid conversation with a seasoned expert in the revenue space - Frank Nardi, who is the CRO at Cin7.As they navigate through topics like the "Golden Age of SaaS" and the era of "profitable efficient growth," they explore how the role of the CRO has been shaped by changing market dynamics.Together they analyze the impact of the "grow at all costs" mentality prevalent in many SaaS businesses, highlighting the need for a shift towards sustainable growth strategies. Drawing parallels between...
2024-06-0653 minThe CRO Spotlight PodcastStriking the Balance Between Happy Investors and Satisfied Customers with Lawrence LanzilliIn this episode of the CRO Spotlight Podcast, we delve into the multifaceted role of a Chief Revenue Officer. The conversation explores the challenges CROs face in navigating the demands of different stakeholders while ensuring the company's long-term success. Lawrence emphasizes the need for CROs to define themselves appropriately, advocating for a strategic approach that aligns growth plans with capital strategies. He underscores the importance of CROs being empowered to contribute strategically across the organization, beyond just sales leadership.
2024-05-2248 minThe CRO Spotlight PodcastRevenue Operations, CROs and Treating Customers like your Children with Dana TherrienIn this episode of the CRO Spotlight podcast, host Warren Zenna dives into the critical role of Chief Revenue Officers (CROs) with special guest Dana Therrien, Head of Revenue Operations for Anaplan.Warren and Dana explore the challenges faced by CROs when organizations fail to fully understand or support their roles. They discuss the importance of strategic alignment, resource allocation, and the evolution of revenue operations (rev ops) in empowering CROs to drive organizational success.From navigating unrealistic goals to advocating for greater autonomy, Warren and Dana offer practical insights for CROs, sales and marketing...
2024-04-2349 minThe CRO Spotlight PodcastHow CROs can use Negotiation Skills to Build Aligned Organizations - with Sanjay YadavIn this episode of The CRO Spotlight Podcast, Warren Zenna welcomes Sanjay Yadav, expert negotiation and sales training consultant, to the podcast. With over 26 years of corporate experience across various industries and regions, Sanjay brings a wealth of expertise to the powerful skill of negotiation.Contrary to popular belief, negotiation is not merely about haggling over prices; it's a complex interplay of psychology and language. Sanjay's insights challenge traditional notions, emphasizing negotiation as a multifaceted trading activity rather than a simple price negotiation.As a CRO, one’s entire day can be a series of ne...
2024-03-281h 05The CRO Spotlight PodcastBrand Safety, AdTech and the death of the Cookie with Joe ZappaJoin Warren Zenna, founder and CEO of the CRO Collective, in another episode of the CRO Spotlight Podcast. This week, Warren engages in a thought-provoking discussion with Joe Zappa, founder of Sharp Pen Media, specializing in marketing strategy, content, and PR for ad tech and mart tech companies.In this episode, Warren and Joe delve into the intricacies of the digital advertising ecosystem, exploring pressing issues such as the evolving role of the chief revenue officer (CRO), the intersection of marketing and revenue functions, and the reevaluation of ad tech promises. From dissecting the challenges of...
2024-03-1745 minThe CRO Spotlight PodcastRevTech and Silos - How to Manage the Tech Stack Morass with Sandy RobinsonJoin Warren Zenna, founder and CEO of the CRO Collective, as he dives into the world of revenue success in this episode of the CRO Spotlight Podcast. In this engaging discussion, Warren welcomes Sandy Robinson, Senior Vice President of Revenue Operations and Enablement at Patra, a tech-enabled insurance company. Together, they explore the intricate landscape of revenue technology (RevTech) and its profound impact on customer buying journeys.Sandy shares her wealth of experience and insights gained from years in sales operations, shedding light on the challenges and opportunities presented by RevTech adoption. From navigating the complexities...
2024-03-1042 minThe CRO Spotlight PodcastParallels in Misalignment in Business and Education with Bob McDowellJoin Warren Zenna, founder and CEO of the CRO Collective, for another enlightening episode of the CRO Spotlight Podcast. In this installment, Warren welcomes Bob McDowell, Senior Vice President of Leadership Organizational Health at CESO, to explore the intersection of education and organizational effectiveness.Bob McDowell brings a wealth of experience as a former superintendent and education expert, offering unique insights into the challenges and opportunities facing the educational sector. With a focus on building aligned education systems, Bob shares his journey from the classroom to district administration and his transition to the private sector.
2024-03-0342 minThe CRO Spotlight PodcastMusings on the Value of Change, Technology and Innovation and of course AI - with Tom Goodwin.Welcome to the CRO Spotlight Podcast, where we delve into the strategies, insights, and challenges of achieving sustainable and scalable growth in today's dynamic business landscape. In this episode, we explore the world of Chief Revenue Officers (CROs) and their critical roles in driving revenue growth for organizations. Our discussion is centered around a candid conversation with Tom Goodwin, a seasoned expert in facilitating meaningful transformations within companies.Tom shares invaluable perspectives on addressing short-termism and embracing industry changes, particularly in the context of the ever-evolving car industry. Alongside the host, Warren Zenna, Tom challenges conventional practices, advocating...
2024-02-061h 02The CRO Spotlight PodcastThe Power of establishing thought Leadership with Steve MacDonaldWelcome back to the CRO Spotlight Podcast! In today's episode, we delve into the world of content marketing and thought leadership strategies with a special focus on chief revenue officers and B2B businesses. Our guest, Steve MacDonald, founder of Content Strategies, shares valuable insights on the importance of creating content based on input from prospects and sales teams, rather than solely relying on marketing-generated material. We explore the significance of thought leadership content in differentiating businesses in crowded markets and the challenges faced by companies, especially in the B2B space. Join us as we discuss the impact...
2024-01-2255 minThe CRO Spotlight PodcastWho Owns Go-To-Market? CMO or CRO? With Anastasia PavlovaWelcome to the CRO Spotlight Podcast! In this episode, we dive into an insightful conversation between host Warren Zenna and guest Anastasia Pavlova, a seasoned CMO and startup CRO with extensive experience in technology marketing. The discussion centers around the critical importance of aligning marketing, sales, and revenue operations within a company, notably through the role of the Chief Revenue Officer (CRO). Anastasia and Warren explore the challenges and opportunities in implementing new technologies, particularly AI, in today's business landscape, and emphasize the need for authentic thought leadership and strategic go-to-market approaches. Join us as we uncover valuable insights...
2024-01-1150 minThe CRO Spotlight PodcastThe Evolution of OKRs: How to Inspire your teams to become Leaders with Paul Niven & Chris WollermanWelcome to the CRO Spotlight Podcast! In this episode, we dive into the world of chief revenue officers and organizational growth with a focus on goal setting and OKRs. Our guests, Paul Niven and Chris Wollerman, bring a wealth of experience in strategy execution and performance measurement, offering valuable insights for managing growth and complexity. From the importance of customer-centric strategic planning to the challenges of aligning culture in mergers and acquisitions, our speakers shed light on key issues facing businesses today. Join us as we explore the crucial role of goal setting in driving engagement and performance, and...
2024-01-0146 minThe CRO Spotlight PodcastWhy Chief Revenue Officers are the most critical role in B2B with Tamara McMillenWelcome to the CRO Spotlight Podcast! In this episode, we dive into the world of revenue operations with our special guest, Tamara McMillen. Get ready to explore the dynamic roles of Chief Revenue Officer (CRO) and Chief Marketing Officer (CMO) we discussed the ideal structure for revenue operations. From insights on organisational design for future growth to the challenges of customer acquisition versus customer outcomes, this episode offers valuable perspectives on building sustainable business strategies. Join us as we uncover the complexities of C-suite titles, the evolving mindset of business leadership, and the critical role of customer-centric values in d...
2023-12-1753 minThe CRO Spotlight PodcastBuilding a Marketplace of Expertise for a World of Complacency with Julia NimchinskiWelcome to the CRO Spotlight Podcast! In today's episode we delve into a thought-provoking conversation between Warren Zena, CEO of the CRO Collective, and Julia Nimchinski, founder of Hype Cycle and the Hard skill Exchange. The discussion centers around the vital role of chief revenue officers (CROs) in integrating sales, marketing, and customer success functions within businesses. Together, they explore the challenges of hyperbolic growth, the impact on customer neglect, and the necessity for collaboration across various departments to foster innovation and customer-driven organizations. Get ready to explore the evolving landscape of business ecosystems, the importance of knowledge-sharing platforms...
2023-12-0840 minThe CRO Spotlight PodcastThe Role of Chief Revenue Officer and how to resist the pull of Sales with Duane DuFaultWelcome back to another episode of the CRO Spotlight Podcast! In today's episode, we dive deep into the world of Chief Revenue Officers (CROs) and their impact on B2B businesses. Our guest, Dwayne Default, is a seasoned CRO coach and go-to-market adviser, bringing a wealth of experience and insights to the table. We discuss the challenges and opportunities faced by CROs in today's ever-changing business landscape. Throughout the episode, we explore the misconceptions surrounding product-led growth and the vital role of salespeople in building relationships and driving revenue.We also highlight the need for CEOs to understand their...
2023-11-2256 minThe CRO Spotlight PodcastFrom Oil Changes to Global Revenue Enablement leadership: how grit, tenacity, and self determination builds endless possibilitiesWelcome to the CRO Spotlight Podcast! In this episode, we delve into the dynamic world of revenue enablement with special guest Teri Long, VP of Sales and Revenue Enablement at Mindtickle. Throughout our conversation, we explore Teri's fascinating career journey and her passion for driving success in organizations. We also discuss the evolving role of sales and revenue enablement in the context of changing buyer behaviors and the enduring importance of human interaction in sales. Join us as we dive into the critical impact of revenue enablement, the alignment with the Chief Revenue Officer, the relationship with revenue operations...
2023-11-1052 minThe CRO Spotlight PodcastDeath of the salesman? - Two old salts reminisce on door to door hustle and the lost art of relationship buildingWelcome back to the CRO Spotlight Show! In today's episode, Jim Wexler joins the show and we dive into the realm of sales and the importance of genuine connections in the modern business world. Jim shares his insights on salesmanship, the art of building relationships, and the challenges faced by Chief Revenue Officers (CROs) in today's highly competitive market. From pioneering gamification to creating memorable experiences, Jim's journey will inspire you to rethink your approach to sales and prioritize meaningful connections over transactional deals. Get ready to explore the power of human connection in sales, right here o...
2023-10-2446 minThe CRO Spotlight PodcastValue Selling Methodology: Empowering Customer-Facing Teams for Consistent ConversationsWelcome back to another episode of the CRO Spotlight Show, where we dive deep into the world of sales and revenue optimization. In today's episode, we have the pleasure of speaking with Carlos Nouche and Lisa Schnare, industry experts in value selling methodology. Join us as we unpack the power of asking compelling questions, uncovering buyer motivation, and shifting the conversation from constant pitching to understanding customer needs. We'll explore how this cross-functional approach helps organizations approach sales from a buyer's perspective and avoid the common pitfalls of traditional selling. From the importance of executive alignment workshops to navigating...
2023-09-2551 minThe CRO Spotlight PodcastSales Leadership: Understanding the Shift from Head of Sales to Chief Revenue OfficerWelcome back to CRO Spotlight Show, the podcast where we delve into the world of sales, startups, and revenue growth. In today's episode, we explore the complexities of career progression within the sales field and the intriguing role of the Chief Revenue Officer (CRO). From understanding motivations and skill gaps to the challenges of leadership and decision-making, we uncover valuable insights about finding success in these positions. Join us as we dive into the intricacies of sales strategies, the importance of customer-centricity, and the delicate balance between serving both customers and investors. During this episode we...
2023-09-1642 minThe CRO Spotlight PodcastDo CRO Robots Dream of Sales Funnels? How AI will change the life of CROs forever with Heidi MesserIn the latest episode of the CRO Spotlight Podcast, we talk with Hiedi Messer, Founder and CEO of Collective[i] an AI-enabled revenue forecasting platform.This episode is brought to you by Growth ForumGrowth Forum is a place to Connect, Learn and Grow. Join NowThe program is usually valued at $2500, but if you sign up to Growth Forum now, you will receive access to this program for free! https://www.growthforum.io/
2023-07-0758 minThe CRO Spotlight PodcastUsing Leverage to Activate Revenue Function Alignment, w/ Kevin “KD” DorseyIn this indepth episode, I spoke to the great Kevin KD Dorsey about how "revenue" is distinct from Sales and how Revenue Functions can activate their partnerships to maximize their expertise.This episode is brought to you by Growth ForumGrowth Forum is a place to Connect, Learn and Grow. Join NowThe program is usually valued at $2500, but if you sign up to Growth Forum now, you will receive access to this program for free! https://www.growthforum.io/
2023-07-0647 minThe CRO Spotlight PodcastDo Customer-Centric RevOps Leaders Make Better CROs?In this great episode of the CRO Spotlight Podcast, we talk to Jackie Rousseau-Anderson, CRO of BlueConic about how data analytics leaders make great CROs - and how they tackle the "sales stigma" that comes with the role. Connect with Jackie:LinkedIn URL:https://www.linkedin.com/in/jackiera/ Other places to connect:https://twitter.com/jaranderson?s=20This episode is brought to you by Growth ForumGrowth Forum is a place to Connect, Learn and Grow. Join NowThe program is usually valu...
2023-04-1751 minThe CRO Spotlight PodcastThe Rise of RevOps and The Data Driven CROIn this episode of the CRO Spotlight Podcast, we are joined by Rosalyn Santa Elena, Founder, and CEO of The RevOps Collective. Rosalyn is the leading voice in the RevOps space and has an enormous amount of insight into the meteoric growth of the RevOps model and how it is impacting B2B businesses.This episode is brought to you by Growth ForumGrowth Forum is a place to Connect, Learn and Grow. Join NowThe program is usually valued at $2500 but if you sign up to Growth Forum now you wi...
2023-04-1644 minThe CRO Spotlight PodcastUnderstanding the Revenue Function as a CRO with Steven SchmidtDuring this episode of the CRO Spotlight show, Warren chats with Steve Schmidt who shares his experience as a Chief Revenue Officer (CRO) and discusses the importance of fully understanding how revenue functions within an organization.Steve, shares his journey of becoming a CRO and how he learned to navigate the role through a baptism by fire in 2020. He emphasizes the significance of the CRO role and its various functions, including outbound and inbound motions, retention motion, and operational motion.Steve believes that a CRO needs to be enabled by the CEO to cruise through...
2023-04-0645 minThe CRO Spotlight PodcastThe Evolution of Prospecting with Mike SchumannHow do you prospect in a declining market? Prospecting is evolving. Top of funnel pipeline creation is essential to enabling growth but the strategies that worked yesterday need to change in order to be successful in 2023 and beyond. During this episode of the CRO Spotlight Show, Warren is joined by Mike Schumann, who is the CRO at Revenue Base and has spent the last decade as a revenue leader for venture-backed companies. Mike shares his background and how he became a CRO.Main Takeaways from the Podcast:The ideal CRO should be a steward o...
2023-03-0748 minThe CRO Spotlight PodcastHow Publishers manage revenue in an automated world, With Rob BeelerThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30
2022-12-0954 minThe CRO Spotlight PodcastWhat's Different About Selling A Service, With Greg LewisThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30What's fundamentally different about selling a service vs selling a product? Let's find out. In this episode, Warren and Lupe are joined by Greg Lewis, Chief Growth Officer - Communications at Syneos Health Communications. They take a deep dive on what's different about selling a service vs a product, from go-to-market strategy to the sales cycle. They also cover the value of relationship building, and how to insulate your sales function from staff turnover. 🔗 LINKS...
2022-10-1944 minThe CRO Spotlight PodcastAn Alternative To Hopes and Dreams, With Eddie ReynoldsThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30It's time to talk about some likely neglected parts of your revenue engine, and how they help you turn dreams into reality. In this episode, Warren and Lupe are joined by Eddie Reynolds, CEO and Revenue Operations Strategy Consultant at Union Square Strategy, and host of the RevOps Corner podcast. They tackle the topics with no easy answers including: why we don't do things we know are important, why planning, testing and proving with data are f...
2022-10-1249 minThe CRO Spotlight PodcastFundamental Insights on Succeeding as a CRO, With Scott StoufferThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30CRO is a new job title, but that doesn't mean there's a lack of knowledge on how to succeed as one. In this episode, Warren and Lupe are joined by Scott Stouffer, CEO and Founder at scaleMatters. Join them as they discuss a key thing sales-centric CROs are often light on (and what landed them in that CRO seat), how to stop throwing money away by finding your product-market-message fit faster, the problem with data, bringing t...
2022-10-0548 minThe CRO Spotlight PodcastKnowing Your Numbers, With Ray RikeThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30Metrics are essential to measure, manage, and predict performance in revenue. But when almost everything is trackable these days, exactly what do you need to keep your finger on? In this episode, Warren and Lupe are joined by Ray Rike, Founder and CEO (Chief Evangelism Officer) at RevOps Squared. They discuss the staple and expanded metrics sets for every CRO, explain how you can use metrics to help better understand and align your revenue teams (and w...
2022-09-2848 minThe CRO Spotlight PodcastStumble-Proof Your First CRO Role, With Stephanie ValentiThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30Regardless of your department, stepping up and out of it into the C-Suite puts you in a lot of new territory. You wouldn't have taken it if you didn't want a challenge, but you still want to avoid any missteps you can–you're about to find out how. In this episode, Warren and Lupe are joined by Stephanie Valenti, CRO at SmartBug Media. Follow her adventurous footsteps to the CRO role (featuring networking, touring via alternate per...
2022-09-1446 minThe CRO Spotlight PodcastThe Strategies You Need to Scale, With Nancy MalusoThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30The more your company scales in size, the more it needs to scale in every other way too–especially stability. In this episode, Warren and Lupe are joined by Nancy Maluso who is VP, Principal Analyst at Forrester. Join them as they consider why alignment needs to be the first thing you get right, tips to structure your week for success, the other 'S word' to think about as you grow, and why delegation and data are...
2022-09-0739 minThe CRO Spotlight PodcastMaking CRO Without Sales Experience, With Serkan HoneineThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30Although it's hotly debated, sales leadership seems to be emerging as a staple position in the career path to CRO. But at what cost? In this episode, Warren and Lupe are joined by Serkan Honeine, Chief Revenue Officer @ Certn. They chat about how deeply roles other than sales leadership can uniquely qualify you to lead revenue, how leading an international team from the other side of the world can be simple, the biggest challenge CROs face (a...
2022-08-0343 minThe CRO Spotlight PodcastOpportunities and Threats To The Marketing Function, With Tim HinesThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30Marketers today have more power in revenue than ever before, with their wealth of data key to identifying how buyers behave. This data is a double-edged sword though, with attribution-anxiety sometimes disincentivising the marketing team from pushing into new territory. How do you strike the right balance? This week Warren and Lupe are joined by The Marketing Starter Tim Hines. Tim is an iCMO, founder, author, speaker, podcast host, and all round expert in all things m...
2022-07-2747 minThe CRO Spotlight PodcastCROs Can't Afford to Have an Ego, With Todd HegerThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30In a role as complex as the CRO, it's impossible to have expertise in every area. So, how do you respond right when you're entering a new territory. In this episode Warren and Lupe are joined by Todd Heger, CRO @ Digilant. They cover why coachability and humility are essential skills for CROs, the power of seeking advice, a quick hack to diffuse team tensions, the importance of managing talent, and why you need to insist on t...
2022-07-2044 minThe CRO Spotlight PodcastSucceed with Relationships in Revenue, With Christina WoronchakThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30You know that healthy relationships with your team, company, customers, and peers lead to strong short and long term outcomes. But how high do they really rank on your list of priorities? In this episode, Lupe is joined by Christina Woronchak, CRO at Deem, Inc. This episode is packed with simple, effective ways to improve business outcomes using a human-centric approach. They also cover the dynamic nature of the CRO remit, what it was like weathering C...
2022-07-1333 minThe CRO Spotlight PodcastLeading Change as a CRO, With John SmibertThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30In a sales career spanning 5 decades you see a lot change, and a lot stay the same. Get ready to hear the most important parts of both.In this episode Lupe is joined by John Smibert, co-author of The Wentworth Prospect. In this episode Lupe and John talk about revenue operation in the pre-CRO days, the role of culture in change, what both sides of the table must consider when filling the CRO seat, plus the...
2022-07-0634 minThe CRO Spotlight PodcastWhat to Expect In The Chief Revenue Officer Role, with Avi ZimakThis episode is brought to you by Growth Forum - sign up for 30-days free, use the code: GROW30Sometimes our goals coming true result in unexpected outcomes, and the CRO role is no different. It's time to do get some deep-dive insights on what's really awaiting you in the C-Suite. In this episode of the CRO Spotlight Podcast, Warren and Lupe are joined by Avi Zimak, Chief Revenue & Strategy Officer at The Arena Group. Avi has had a fascinating revenue career spanning more than 20 years (featuring New York Magazine, Time Inc, and Condé Nast)....
2022-06-2949 min