Chief Revenue Officers Meet Cloud Services, Managed Services

Chief Revenue Officers Meet Cloud Services, Managed Services

Does the executive suite have room for one more CXO? Apparently yes. Within the managed services and cloud services markets, we're hearing from more and more companies that have hired or promoted vice presidents into the Chief Revenue Officer (CRO) position. But what exactly does a CRO do: Drive sales? Lead marketing? Offer vision? Based on recent moves at Compu-Call Inc. (CCI) and Doyenz, here are some insights.

Compu-Call Inc., a managed service provider, recently promoted General Manager Matt Moylan into the chief revenue officer position. Compu-Call CEO David Quinn said: "We chose this title based on a trend in the technology industry to utilize a "C" level title for the person responsible for all revenue-generating functions. It's senior to the VP of Sales and Marketing and connotes a significant position for any company, especially one of CCI's size." Also in recent days, Compu-Call promoted co-founder into the chief operating officer slot.

Meanwhile, Doyenz in mid-2011 promoted Eric Webster into the chief revenue officer slot. Webster had been VP of sales and marketing at the cloud-based disaster recovery specialist.

More broadly, a CRO a person who exhibits an expertise in revenue generation and comes up with a strategy for a long term, more profitable revenue generation plan. It's a way for companies to more clearly explain to shareholders (and employees) how they make money -- they now have a specific person who handles revenue generation.

Generally speaking, CROs differ from VPs of sales and marketing in that the VP's main concentration is to create short-term revenue goals,  and secondly, work with CEOs to create a long term revenue strategy. CROs are found across different sectors. Facebook, MySpace, Jobster, Twitter, Marketo, Forbes and Spot Runner all have CROs.

And within the managed services and cloud services industry, we're starting to see the CRO post pop up more and more frequently.

Additional insights from Joe Panettieri.

TAGS: Leadership
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