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The Chief Revenue Officer (CRO) is responsible for all revenue generating processes within Company. The CRO is responsible for defining and maintaining the revenue strategy, architecting and integrating the revenue system, and designing and launching revenue programs. He/She is accountable for driving better integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing, and revenue management. Generates revenue by increasing sales through successful marketing for the entire organization, using market research, pricing, product marketing, marketing communications, advertising and public relations. Creates a standardized outreach for current and future clients and coordinates its implementation across sales channels, client management, and marketing and communications. Develop growth strategies with the executive team and board of directors while also transforming the sales mix from being weighted toward Channel/Partner Sales to being weighted toward Direct Sales. Defines a sustainable and predictable revenue architecture that continuously aligns with the business architecture. Demonstrates the ability to execute those strategies. Creates accountability within the company by developing appropriate metrics and coordinating compensation and promotions with these metrics. Embraces market trends and disruption to achieve growth plans. Demonstrates the ability to lead the organization through changes.