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TV Expert Interviews / Marketing / May 29, 2023 / Posted by Nathan Yeung / 50

The CRO: A Mediator Between Sales and Marketing (video)


The Human Connection: Why the CRO Role Is Changing the Sales and Marketing Landscape

In today’s fast-paced world, sales and marketing have become more complicated with the introduction of new tools and platforms. However, the key to success lies in the human connection. In a recent podcast episode, two experts discuss the Chief Revenue Officer (CRO) role and how it is changing the landscape of sales and marketing alignment.

The CRO role is helping to overcome the silos between sales and marketing by aligning the priorities of both departments. Marketing can be seen as a productivity hack, where the focus is on increasing the productivity of sales. However, marketing often uses outdated or meaningless metrics that don’t align with sales. The speakers suggest that marketing should focus on trends rather than absolute numbers.

The blurred lines between sales operations and marketing are also discussed, with the latter being more technically savvy. However, the potential impact of AI on sales and marketing is not a replacement for the need for human connection. People crave to be seen, heard, and understood, and this can only be achieved through human interaction.

The CRO should focus on getting salespeople into more human contact and understanding the role of AI in enabling them to do more while maintaining that human connection. By doing so, they can double down on sales productivity and increase the impact of marketing on sales.

In conclusion, the CRO role is becoming more critical in modern sales and marketing. The human connection is crucial, and companies that can build that into their business model will have a market that is willing to pay for it. The CRO should focus on maximizing the productivity of their team and not be confined to traditional KPIs. With the right strategy and focus on human connection, companies can achieve success in the ever-changing world of sales and marketing.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Nathan Yeung is an experienced marketing strategist with over 10+ years of expertise in advising B2B businesses. Throughout his career, Nathan has helped numerous companies build their marketing teams from scratch, delivering successful go-to-market deployments, and launching new products into the market.


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