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The New Strategy Behind Revenue Growth
Published 2 weeks, 5 days ago
Description
The chief revenue officer is no longer just a sales leader.
Raghu Iyengar, Wharton Marketing Professor and Academic Director of Wharton’s Chief Revenue Officer Program, explains why companies are turning to CROs to align sales, marketing, product, finance, and growth around a single revenue strategy.
He also discusses how AI is raising the stakes for revenue leaders, why a holistic view of the organization matters, and how the role will continue to evolve as new sources of revenue emerge.
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