In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert interviews Warren Zenna , founder and CEO of The CRO Collective, about how Chief Revenue Officers should approach their first six months in the role. They discuss the evolving definition of the CRO role, emphasizing the importance of overseeing the entire revenue function rather than just sales.

Warren shares insights on pre-onboarding due diligence, aligning organizational stakeholders, and effectively communicating the CRO's vision. He stresses the importance of addressing potential conflicts early, understanding organizational dynamics, and constructing a detailed onboarding plan. By focusing on clear communication and strategic planning, new CROs can navigate complexities and drive organizations toward success.

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00:00 Introduction00:33 Defining the Modern CRO Role04:02 Onboarding Process for CROs05:28 Addressing Organizational Dynamics13:48 Navigating Internal Politics17:08 Aligning Sales and Marketing23:57 Formulating an Onboarding Plan29:10 The Importance of People in Business29:30 Identifying and Closing Competency Gaps29:51 Setting the Tone with a Welcome Meeting31:38 Addressing Employee Concerns and Fears32:49 Understanding the Role of a CRO34:31 Engaging with Customers and Analyzing Data38:19 Navigating Internal and External Relationships40:50 Handling Conflict and Communication42:51 Final Thoughts and Best Practices54:56 Conclusion and Next Steps

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