The Revenue Takeover By The Next Generation Executive

As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control. Your organization works in departmental silos, functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins. You’re not the only one who notices—but you are the only one in the perfect position to do something about it. Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience. You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails. This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

Where to Buy CMO to CRO

Other places to buy:  Kobo | Alibris | Better World Books

“How to shift your mindset to the customer experience!”

- Michelle M.

“If you are ready to take your business to the next level, read this book!!!! CMO to CRO is a guideline to give you direction on how to look at your current business model realistically and use technology to launch your revenue to the next level. You may not be familiar with the marketing tools available or you might be familiar but feel overwhelmed by it. Don't be. Use this as a blueprint to drive customer experience, improve how you relate to your customers and thus increase your revenue. Create a vision and use marketing/revenue technology (RevOps) to build your organization around the customer experience. Brilliant!”

“A Pragmatic guide to the future state of revenue operations”

- Chris Botting

“This book is laid out in a simple fashion: where you are; where you ideally want to be; and a roadmap of how to start and maintain the journey. Based on years of experience, the "where you are" scenario will feel very recognizable in many companies, as you are walked through the many obstacles and challenges. Where do you want to go? Revenue nirvana, of course, the question remains, how to get there. The roadmap covers all of the bases, including vision, strategy, tech considerations and of course, aligning and accelerating the teams. This book will be a very welcome addition to anyone charged with growing revenue faster than your competition. ”

“For Every Sales and Marketing Leader"

- KC Jones

“Every once in awhile a book comes along that makes things clear. This is one of those times. If you are a marketing professional who aspires to one day become a revenue leader, this is the book for you. If you are a Marketing Leader who is struggling to get your entire team performing at a high level, this is the book for you. If you’d like to take your marketing leadership game to a whole new level, this is the book for you. You won't be disappointed. This will inspire a whole new career path focused on what really matters...revenue. ”

How the Book is Organized

The Problem

Today’s customer experience funnel is entombed in 1990s thinking. The biggest problem in marketing is that nobody is trying to fix it. Marketing, sales and support employ short term solutions in silos allowing revenue to slip through the cracks. Each department is buried in their independent goals, only coming up to throw technology at the symptoms of a bigger CX problem. In Part 1, we find the holes in the customer experience and explain how it is damaging your revenue.

The Future

The future is about making choices based on the customer’s success. Solving the CX equation turns prospects into brand champions and keeps teams inspired to be part of something bigger. Exponential growth is possible, you just need to look at the right problem differently.

How We Get There

CMO to CRO creates a path to the Revenue Takeover. The average enterprise has a Martech stack with 91 tools and adding more isn’t the answer. The takeover is about curating the right revenue technologies and team for a holistic, end-to-end, frictionless customer experience maximizing customer and revenue success. There is no magic pill for success but there is a path!

Who is CMO to CRO for?

Marketing & Revenue Leaders

This book is for marketing and revenue leaders responsible for shaping the future of their companies. The Chief Marketing Officer who knows that enough is enough. Band-Aid solutions are not working and more tech won’t help. Marketing, sales and support can no longer be separate. They are spokes in the same wheel of customer success.

Chief Executive Officers

CMO to CRO is also for the Chief Executive Officers who see that opportunities are being missed and sales, revenue and customers are slipping through the cracks. Independent silos, metrics and KPIs are not the future for customers. CEOs need forward-thinking strategies to enable the CMO.

Aspiring Leaders

Finally, this book is for those aspiring to lead. Those of you with a vision to recalibrate, revamp and restructure, to break new ground as the CEOs, CMOs and CROs of the future. This is your opportunity to bring new thinking and a fresh approach to a customer experience problem that will otherwise compound over time.

Meet the Authors

Mike Geller

Mike Geller is a pun-loving coffee connoisseur, panellist and facilitator who makes you question if you ever understood the power of marketing technology. Mike believes that nothing is impossible and his knowledge of data, analytics and the future of revenue technology makes a strong argument that he could be right. Bringing Mike on to your podcasts and panel discussions will implore your audience to reconsider how they approach Martech and where they see their limits.

Rolly Keenan

Rolly Keenan transferred from the world of professional sports and working with the US Olympic Volleyball team to help grow some of the biggest brands on the planet. He has made a career of tackling impossible goals. Whether it is his hostage negotiation training or his power to ask questions that unlock eminent growth, Rolly enthralls and emboldens the audiences of executive roundtables, podcasts and panel discussions.

Brandi Starr

Brandi Starr leverages 20+ years of experience infusing dynamic strategy, technology, and operations to help marketers drive exponential revenue growth. Her ability to attract, convert, close, and retain customers using technology is unparalleled. She is a sought-after speaker who provides wisdom, expertise and guidance while engaging your audience. Brandi is available for conference workshops, corporate and association meetings, executive round tables, podcasts, webinars, radio and TV shows.