Why More Marketers Need to Become CROs

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by Michelle Lawrence | Last Updated: Jun 25, 2021

Who hasn’t dreamed of becoming a CMO if you’re a marketer? We all aspire to be welcomed into the C-suite at some point, but why do so many only dream of becoming CMO? Why not CRO or even CEO?

Marketers can and should become CROs. No one knows this better than Amrita Gurney, CRO of Juno College of Technology. During her episode of the Real Marketers podcast, Amrita shared the cold, hard truth on why marketers shy away from revenue leadership roles and how more of us can take on the CRO title.

Why Do We Hesitate?

Blame it on imposter syndrome or a lack of marketers currently sitting in CRO positions, we hesitate to take on more revenue leadership roles. Sure, some of us lean more towards content marketing, brand, or communications, and a CMO role may make a better fit. But there are plenty of us that are chomping to move into a position where they are directly responsible for revenue.

Perhaps if the number of marketers we see move into CRO roles increases, our ultimate career aspirations might change as well.

How Do Marketers Prepare For the CRO Role?

It all starts with owning a revenue number and finding an excellent mentor. In the episode, Amrita shares her experience working with the head of revenue at her previous company and how that was an invaluable opportunity for her career growth. Amrita describes how she and her colleague were “attached at the hip” when it came to integrating marketing and sales.

But not all of us are lucky enough to be partnered with an amazing mentor so it’s important to speak up for ourselves. Ask to be on sales calls, ask to own a revenue number, ask for a seat at the table. Learning how to model and forecast are great skills to possess if you are wanting to move into a CRO position.

Why Are Marketers Well Equipped to Becoming CROs?

We absolutely love it when guests on the show have hot takes and Amrita certainly had one during her episode, “I feel like marketers are a lot more empathetic and aware of the needs of sales than the other way around.”

So, what does empathy have to do with revenue? Answer: everything.

In the past where sales takes on the CRO role, they tend to favor sales. And who can blame them? That’s what their experience has been! But marketers who move into the CRO role don’t immediately favor sales. When marketers become CROs, they don’t just view marketing as demand generation; they look at it holistically. Marketing by nature sees the value in brand, product marketing, community, etc., which in return creates a more balanced organization.

This was just the tip of the iceberg when it comes to the advice Amrita shared on how to take on the CRO position on Real Marketers. Take a listen to the full episode to hear Amrita’s predictions for future CROs and how to build a strong community.

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