Mastering Revenue Leadership
Discover how to avoid the costly mistakes that make the average CRO’s tenure just 17 months—and learn how to build a truly CRO-ready organization that drives predictable growth.
Most companies hire a Chief Revenue Officer with sky-high expectations only to be disappointed months later.
Why? Because even the most talented CROs can’t succeed in an organization that isn’t structured to support them.
This book uncovers why so many CROs fail, what organizations get wrong about the role, and how to fix it.
Inside What Chief Revenue Officers Actually Do,
Warren Zenna Breaks Down
Why The “Superstar Hire” Myth is Broken
And why expecting a single executive to fix everything never works.
How to Match The Right CRO to the Right Environment
Think matchmaking, not interviewing.
The Conditions For Success
Authority, alignment, and clarity of mandate.
The True Cost Of a Bad CRO Hire
Lost revenue, broken teams, and missed opportunities.
The True Cost Of a Bad CRO Hire
Lost revenue, broken teams, and missed opportunities.
How to De-risk Your CRO Hire
With the proven CRO-Readiness Program framework.
Who Is It For?
CEOs & Founders: Looking to hire the right CRO and align your organization for revenue growth.
Current & Aspiring CROs: Seeking strategies and insights to thrive in the role and make a measurable impact.
Revenue Leaders: Focused on scaling operations, aligning teams, and driving sustainable revenue growth.
Business Executives: Wanting to understand the CRO’s role and how to structure their organization to support it.
About the Author
Warren Zenna
Warren Zenna is the Founder & CEO of The CRO Collective, the advisory and executive-education firm built exclusively for the modern Chief Revenue Officer. A sales and marketing leader with 30+ years in online marketing, integrated media, brand strategy, and emerging tech, The CRO Collective helps growth-stage B2B companies design revenue engines that actually scale.
Formerly Head of Strategy at Publicis Groupe’s mobile marketing business unit, Phonevalley, and US Executive Vice President of Havas Media’s Mobext group, Warren founded The CRO Collective in 2018, to resolve the pervasive root cause of stalled growth: misaligned revenue operations.
The CRO Collective’s mission is to bring precision to the definition of the Chief Revenue Officer role, codify its scope and success criteria and develop aspiring and current CROs competencies to succeed in the role from day 1.
Warren is a regular public speaker, host of the CRO Spotlight Podcast, Chairperson for the Revenue Alliance’s Chief Revenue Officer Summit, and a contributor to Ad Age, MediaPost, AdExchanger, and Forbes. He holds a BFA from Syracuse University / Newhouse School and has lived and worked in New York City since 1987.
Get the Book and Build a CRO-Ready Organization
Gain the clarity, structure, and confidence your revenue strategy deserves.
