An executive who exhibits CRO Thinking is consistently focused on long-term revenue strategies and plans as well as the immediate execution of those plans. These executives take clear ownership of the execution piece; they don't have to hope for Hail Marys or heroes to hit their revenue goals each quarter.
Phoenix, AZ (PRWEB) April 10, 2009
The Revenue Game, a revenue consultancy that helps clients generate proactive and profitable revenue growth, has today launched "The CEO Challenge," a blog and forum designed to help CEOs solve strategic challenges to drive revenue and profit in their organizations.
"The key message we're sharing is that every organization needs a Chief Revenue Officer - an executive who is focused on revenue strategy to the same degree that a CFO is focused on financial strategy and a COO is focused on operational strategy," says The Revenue Game's CEO Jane Adamson. "Most CEOs do not give enough attention to revenue strategy; if they did, they wouldn't face issues such as the constant conflict between sales and marketing or the question about ROI on revenue investments."
Adamson and Revenue Game president Rick McPartlin use the phrase "CRO Thinking" to describe the discipline that organizations need to instill in their senior teams.
"CRO Thinking -- Chief Revenue Officer Thinking -- is a mindset that all CEOs need to succeed in this new era," explains McPartlin. "An executive who exhibits CRO Thinking is consistently focused on long-term revenue strategies and plans as well as the immediate execution of those plans. These executives take clear ownership of the execution piece; they don't have to hope for Hail Marys or heroes to hit their revenue goals each quarter."
Each month, Adamson and McPartlin will publish a detailed challenge and recommendation borne from the work they do with CEOs of companies that generate $10 million to $100 million in annual revenue. The challenges will focus on revenue strategy, organization alignment for the creation of proactive revenue, execution, and other critical issues that prevent consistent, forecastable, profitable revenue growth. Each challenge will include a PDF with step-by-step recommendations that CEOs can use to guide their approach. CXOs and senior executives are encouraged to subscribe and participate in the forum discussion.
In the first article, "We have a great strategy but have trouble executing it," Adamson discusses a common problem: execution.
"Companies put a great deal of effort into the strategic planning process," she explains, "but all too often, those strategies are immediately filed away and never see the light of day. Executives and teams alike are inundated with their daily tasks and fires, and they lose track of the greater strategic issues that demand their attention. Six months later, nothing is different."
"Unfortunately, in today's economic environment, this inability to execute is just deadly," she continues. "In boom times, companies can survive by reacting to the pace of the market. But today, with margins and resources under severe pressure, companies that cannot proactively compete are not going to survive."
Planned future articles include a challenge to align sales and marketing, an article about changing job descriptions, and a piece that will help a CEO "act like a Chief Revenue Officer."
Learn more about the CEO Challenge here.
About The Revenue Game:
The Revenue Game is a Phoenix-based revenue consulting firm that helps clients generate reliable, repeatable and profitable growth. Its principals, Jane Adamson and Rick McPartlin, co-founded the firm to help companies focus their organizations around the critical function of revenue generation. They've spent their careers consulting to and working in senior executive positions in both large well-known organizations and in small entrepreneurial companies including Sun Microsystems, Ernst & Young, Siemens, McDonnell Douglas, Dynamic Images, Vistage, Image Craft and Impact Sales.