People & Skills: What’s the Role of a Chief Revenue Marketing Officer?
The CRMO unifies GTM around pipeline and bookings—owning demand strategy, lifecycle & SLAs, attribution, forecasting, and the operating cadence that turns investment into revenue.
A Chief Revenue Marketing Officer (CRMO) is the executive who makes revenue the north star for marketing. They align Marketing, Sales, and CS on lifecycle definitions, SLAs, and pipeline targets; own the demand strategy and investment mix; standardize attribution & ROI; and run the operating cadence (weekly, monthly, quarterly) that connects programs to forecast and bookings.
Core Responsibilities of a CRMO
From Brand & Demand to Bookings
The CRMO turns strategy into an executable plan. They translate revenue goals into coverage models, budget allocations, and program roadmaps, then measure impact via standardized dashboards. They partner with Sales leaders on capacity & enablement and with CS on expansion & retention.
Success is visible in predictable pipeline creation, tighter forecast accuracy, faster velocity, and improved win rates. The CRMO’s hallmark is an operating cadence where every program has a hypothesis, KPI, owner, and decision date.
90-Day CRMO Operating Plan
- Days 1–15: Publish lifecycle & SLA guide; baseline funnel math by segment; set quarterly pipeline targets.
- Days 16–45: Align investment mix (inbound/outbound/ABM/partner); define attribution model; standardize campaign hygiene.
- Days 46–75: Stand up role-based dashboards; launch weekly revenue standup & risk register; execute two high-impact ABM plays.
- Days 76–90: QBR with ROI readouts; reallocate spend based on signal; finalize certification paths and hiring plan.
Frequently Asked Questions
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