CMO to CRO: The Revenue Takeover by the Next Generation Executive

Being a CMO and reading this book opened a ton of thoughts around how to focus our company with a more unified revenue approach. This is a must-read for an C level executive!

As a marketing leader, figuring out how to build quality pipeline and generate closed-won business is far easier said than done. CMO to CRO is the book we've been waiting for, packed with useful and practical tips to help aspiring CROs (or anyone who wants to understand how to contribute more value in a marketing role). Highly recommended reading

They have an obvious familiarity with how modern businesses are bogged down making tech decisions to support a rapidly changing world, real world examples of success, and communicate a clear overall plan. Very much enjoyed.

This book is laid out in a simple fashion: where you are; where you ideally want to be; and a roadmap of how to start and maintain the journey. Based on years of experience, the "where you are" scenario will feel very recognizable in many companies, as you are walked through the many obstacles and challenges. Where do you want to go? Revenue nirvana, of course, the question remains, how to get there. The roadmap covers all of the bases, including vision, strategy, tech considerations and of course, aligning and accelerating the teams. This book will be a very welcome addition to anyone charged with growing revenue faster than your competition.

I really enjoyed this book. As I was reading, it was obvious that the authors had an intimate knowledge of the subject matter. As the CRO role continues to evolve and change, CMO to CRO is a fantastic primer for anyone in marketing or sales leadership to learn and understand the nuances of the "revenue" role. I highly recommend this book!

Authors, Mike Geller, Rolly Keenan & Brandi Starr simply get it. For some time now, elite companies have known that a customer-focused revenue engine driven by marketing is the way to landmark growth. These guys do an excellent job at capturing the plays that all companies should be making, regardless of industry. This is the future of revenue growth.

The authors do a lot of scene-setting at the beginning which might feel slow for practitioners who are all too familiar with the silos and challenges that the book addresses. But hang in there as they soon find their stride with ideas and lived examples of how to break down those silos and create alignment across teams.Every sales and marketing leader should have this on their reading list if they hope to drive revenue growth meaningfully.

The book covers a great topic. I agree with the key points, but the book lacks specifics. It often speaks in generalities. Sometimes, it feels more like a sales pitch than an executable model.