Navigating Complexity And Fostering Teamwork In A Digital, Data-Driven Go To Market Engine

For decades, growth leadership in a B2B organization involved building a capable sales force that could generate demand, close deals, and scale. The GTM model was simpler, the customer journey was more linear, the metrics were familiar, and the leadership structure was clear. Today’s revenue engine has evolved into a complex, dynamic, interconnected system shaped by digital channels, real-time data, specialized roles, and increasingly unpredictable market forces. Leading this complex revenue engine involves teamwork across a complex, data-driven and now AI enabled channel system to produce reliable, profitable and scalable revenues. This shift has given rise to one of the fastest-growing—and least understood—roles in the modern enterprise: the Chief Revenue Officer (CRO). Dan Frailey, the Co-Creator of the CRO Executive Education Program at Chicago Booth School of Business, joins Stephen Diorio, Author of Revenue Operations, to discuss:

• The market forces that led to the emergence of the Chief Revenue Officer function
• The fundamentals of what the CRO role actually entails
• How a CRO contributes to growing firm revenues and value
• The skills, capabilities, and experience needed to become a CRO
• The reasons why most CROs are rarely prepared for the role
• What makes CROs stand out and create value
• The best ways for the next generation of growth leaders can prepare to become a CRO

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