Warren Zenna, founder and CEO of the CRO Collective, shares his perspective on the role of CMOs and the need for better integration between marketing and sales functions. He argues that the current organizational dynamics in B2B companies, with multiple C-suite executives, create silos and hinder alignment. 

"Pipeline and revenue growth are very inward-thinking goals. It's all about customer outcomes. Customers care about the experience that they have when they buy from you. There is much more purpose in focusing on outcomes." Warren Zenna

Warren proposes that a single person, the Chief Revenue Officer (CRO), should oversee all revenue-generating functions, including marketing. He believes marketing should be more integrated into the revenue operation and that CMOs have an incredibly important role in helping the organization focus on customer outcomes versus pipeline growth. 

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