CMO to CRO audiobook cover - The Revenue Takeover by the Next Generation Executive

CMO to CRO

The Revenue Takeover by the Next Generation Executive

Mike Geller, Rolly Keenan & Brandi Starr

★ 4.2 / 5(12 ratings)
Start ListeningDownload App
Categories:
Corporate CultureMarketing & SalesManagement & LeadershipCareer & Success

If You're Curious About These Questions...

You should listen to this audiobook

Listen to CMO to CRO — Free Audiobook

Loading player...

Key Takeaways from CMO to CRO

Learning Tools

Reinforce what you learned from CMO to CRO

Mind Map

CMO to CRO
The Problem+
The Solution+
Phase I: Leveraging Tech+
Phase II: Unified RevOps Team+
Phase III: Aligning Strategy+
Phase IV: Choosing the Right Leader+

Quiz — Test Your Understanding

Question 1 of 6
What is identified as the root cause of fractured and inconsistent customer experiences in digital business?
  • A. Lack of investment in artificial intelligence and automation
  • B. Organizational silos that isolate data, budgets, and processes
  • C. Over-reliance on outdated marketing strategies
  • D. Customers having unreasonably high expectations
Question 2 of 6
What is the 'Modern Front Office' as described in the book?
  • A. A physical workspace designed to impress visiting clients and stakeholders
  • B. A centralized software platform that replaces all existing marketing tools
  • C. An executive board composed solely of marketing and sales leaders
  • D. A unified revenue team combining marketing, sales, customer success, and support
Question 3 of 6
Before purchasing new technology in Phase I, what does the book recommend organizations do first?
  • A. Define business objectives and create a matrix of the existing tech stack against current use cases
  • B. Hire a new Chief Technology Officer to oversee the transition
  • C. Increase the overall IT budget by at least 10 percent
  • D. Immediately terminate contracts with underperforming software vendors
Question 4 of 6
Which of the following best describes the primary role of the newly formed RevOps team in Phase II?
  • A. To reduce the company's overall technology expenditure
  • B. To manage the customer-facing technology stack holistically across departments
  • C. To replace the traditional IT department and manage internal hardware
  • D. To execute daily marketing campaigns and sales calls
Question 5 of 6
What characterizes the 'Wildly Important Goals' (WIGs) established in Phase III?
  • A. They are departmental goals designed to increase competition between teams
  • B. They are short-term metrics focused strictly on quarterly lead generation
  • C. They are critical objectives that cut across boundaries and require the collective effort of multiple teams
  • D. They are financial targets set exclusively by the CFO to reduce operational costs
Question 6 of 6
In the context of the 'Revenue Takeover,' how does the book redefine the role of the Chief Revenue Officer (CRO)?
  • A. A leader focused strictly on sales quotas and closing new bookings
  • B. A financial executive obsessed with cutting costs and maximizing margins
  • C. A technical expert who solely manages the backend integration of RevTech
  • D. A unifying leader who brings together every function that impacts the customer experience and revenue

CMO to CRO — Full Chapter Overview

CMO to CRO Summary & Overview

CMO to CRO (2021) presents a groundbreaking approach to transform the role of the Chief Marketing Officer into a powerful force for driving revenue growth and delivering exceptional customer experiences. It offers a roadmap to breaking down departmental silos, aligning customer-facing teams around a common goal, and harnessing the power of CX technology to gain a competitive edge in today’s ever-changing business landscape.

Who Should Listen to CMO to CRO?

  • Chief marketing officers looking to expand their influence and drive revenue growth within their organizations
  • Aspiring marketing leaders seeking strategies to advance their careers 
  • Business owners and entrepreneurs seeking to optimize their marketing efforts

About the Author: Mike Geller, Rolly Keenan & Brandi Starr

Mike Geller has 15 years of consulting experience and is the CTO of marketing consultancy Tegrita. As a technologist, he provides valuable insights on harnessing the power of CX technology to gain a competitive edge and drive revenue growth.

Brandi Starr is a seasoned digital marketing expert with two decades of experience and is the COO of Tegrita, spearheading the company's marketing initiatives. She wields her extensive knowledge and insights to help marketing leaders drive revenue growth and deliver exceptional customer experiences.

Rolly Keenan, who holds an MBA in marketing from the prestigious Kellogg School of Management at Northwestern, is the CRO of Tegrita. His expertise in enterprise software, consulting, and marketing strategy makes him the perfect mentor for marketing leaders looking to elevate their positions and drive unstoppable momentum.

🎧
Listen in the AppOffline playback & background play
Get App