As businesses aim to optimize their revenue streams, the role of the Chief Revenue Officer (CRO) has become increasingly critical. Deciding who should fill this pivotal position is not just about selecting a capable leader; it's about finding someone who can align sales, marketing, and customer success efforts under a unified strategy to drive growth.
For B2B marketers, understanding who should be the CRO is essential because it directly influences marketing strategies, cross-departmental collaboration, and the overall customer experience. The right CRO can bridge gaps between teams, foster better communication, and ensure that marketing initiatives effectively contribute to revenue generation. This decision impacts not just the leadership dynamic but also the company's ability to compete and thrive in the marketplace.
In this episode of Inside The Box, we speak with Deva Rangarajan, an expert in sales and marketing leadership. We delve into what qualities and backgrounds make someone the ideal CRO, discuss the importance of cross-functional expertise, and explore how the right choice can propel your organization's revenue goals forward.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
