Navigating the Spectrum of CRO Responsibilities with Rich Sutton

In this episode of CRO Spotlight, host Warren Zenna welcomes Rich Sutton, Co-Founder at DM&RS Advisory, for a deep dive into the evolving CRO role. Rich shares his unconventional journey from rock and roll DJ to strategic revenue leader, setting the stage for a conversation that challenges traditional sales-focused perspectives in today’s dynamic market.

Rich explains how the fractional CRO role can transform startups by integrating sales, marketing, and customer success. He highlights that a CRO isn’t just about closing deals but also about aligning cross-functional teams to build a cohesive revenue engine that adapts swiftly to shifting market conditions.

The dialogue explores the differences in CRO role perspectives. While some see the position solely as a sales driver, Rich argues that modern CROs must balance direct sales execution with broader revenue strategy. This distinction becomes vital when companies scale, as revenue leaders must foster innovation while ensuring operational discipline.

Warren and Rich also discuss how leadership mindset influences these roles. They share insights on harnessing data, embracing change, and inspiring teams to evolve. The conversation bridges personal anecdotes from music to boardroom strategies, offering a fresh perspective on how diverse experiences can redefine the CRO function in an ever-changing business landscape.

What is The CRO Spotlight Podcast?

Are you a CRO looking for insights and ideas from your peers?

Are you a Revenue Leader with aspirations to become a Chief Revenue Officer?

Are you a CEO looking to appoint a CRO to scale your business?

Welcome to the CRO Spotlight podcast, a weekly show featuring insights from Chief Revenue Officers, B2B Revenue Leaders, and CEOs.

Hosted by Warren Zenna, Founder and CEO of The CRO Collective, the show goes deep behind the scenes with the people who have been there, done that, and have seen the results.

The CRO Spotlight Podcast is an open, free-form conversation that digs into real issues that Revenue Leaders and CROs grapple with everyday.