Achief revenue officer (CRO)[1] is acorporate officer (executive) responsible for allrevenue generation processes in anorganization.[2] The role emerged primarily in the technology and SaaS (Software as a Service) sectors[3][4] to unify departments that traditionally operated in silos.[5] LaVon Koerner, a Chicago-based consultant and founder of Revenue Storm, appears to be the originator, or at minimum among the very first practitioners, to deliberately coin and operationalize the title “Chief Revenue Officer” as a C-suite role, with documented public usage by 2002 and credible practitioner usage dating back to at least 1999.[6]
In this role, a CRO is accountable for driving better integration and alignment between all revenue-related functions, includingmarketing,sales,customer support,pricing, andrevenue management.[7]