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Companies (mostly) exist to solve problems for customers.
The longevity and survival of a company is ultimately measured in terms of its ability to generate revenue and profits.Over the years, the various titles, roles and functions that manage revenue generation in a company has changed from Vice President of Sales to Chief Revenue Officer and other variations.
Depending on the stage and type of organization the VP of Sales might be in charge of New Sales, Existing Customer Sales and sometimes Marketing.
You can still see the title Vice President of Sales and Marketing in “old school” companies or in smaller companies where a few people wear many hats.
For many reasons, most SaaS and software companies separate the roles and have a VP of Sales (who is in charge of Sales) and a VP of Marketing (who is in charge of advertising and marketing) and a third leader in charge of Customer Success / Upsells.Recently, the role of Chief Revenue Officer has emerged as a way to consolidate and align the various departments of Sales, Marketing and Customer Success.
While the CRO title is often reserved for later stages in a companies lifecycle it is becoming more common to see the CRO title in early stage companies as well.This same progression of titles has occurred in the management and operational functions of sales, marketing and customer success.