The CRO Collective is a B2B consultancy that uniquely focuses on supporting the success of Chief Revenue Officers and the CEOs who appoint them. CROs are in a particularly challenging position. They carry enormous responsibility and their role impacts multiple departments that directly touch customers and revenue. The company's success is directly attached to the CROs performance. It's the one position that CEOs cannot afford to have underperform. And CROs can't afford to fail either. Too much is on the line not only for their current appointment but their reputation and future opportunities are at stake. The challenge is that as the role of CRO is still relatively new - only about 6-8 years - CEOs still struggle to understand what CROs really do, what the scope of the role actually is, and how to set them up to succeed. CROs - who come almost without exception from sales leadership roles - bring their own preconceived perspectives. Perspectives that worked brilliantly for deal-making but do not allow for the more holistic, multi-disciplinary scope that the role actually requires. As a result, CROs frequently find themselves in contention with other executive leads, fighting to implement their strategies, and struggling to use their limited strengths to unify multiple divisions. Let's face it, If the CRO wins, the company wins. And if the CRO loses, the company loses. That's the bottom line.