chief revenue officer

A chief revenue officer (CRO) is a corporate officer (executive) responsible for all revenue generation processes in an organization. The role emerged primarily in the technology and SaaS (Software as a Service) sectors to unify departments that traditionally operated in silos. LaVon Koerner, a Chicago-based consultant and founder of Revenue Storm, appears to be the originator, or at minimum among the very first practitioners, to deliberately coin and operationalize the title “Chief Revenue Officer” as a C-suite role, with documented public usage by 2002 and credible practitioner usage dating back to at least 1999.