Since the first Chief Revenue Officers (CROs) started to emerge in the early 2000s as companies brought together revenue functions, the job description centered almost entirely on one thing: bookings. And that meant that pipeline, annual recurring revenue (ARR), and deal velocity ruled. But that playbook doesn’t work anymore. The growth levers CROs have historically relied on are losing their pull as buying cycles grow longer, budgets tighten, and net-new business just isn’t enough on its...
