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Customer Value Management (13):

The Increased Focus on Value Management – and ROI – by Leading CROs in 2021

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Since the early 2000s, there has been an interesting trend, especially in the technology industry, to install a Chief Revenue Office instead of a CSO. It started off as a large, but by no means exclusively, Silicon Valley trend and focused on SaaS providers. Most SaaS start-ups were led by CEOs with product and engineering backgrounds and many of them quickly realized (or were advised so by their investors) that they needed further executive leadership with revenue and customer DNA to complement those skills and interests — but more than just a sales leader because SaaS success is about more...

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