CRO Council
Research Report
The State of the Chief Revenue Officer: 2024
Smarter Sales Strategies for the Era of AI
Steve Frost
Steve Frost
Former TSIA VP & Managing Director, Revenue Research and Advisory
February 12, 2024

Chief revenue officers (CROs) and other top executives know that the age of artificial intelligence (AI) is upon us. They realize that new technological advancements can—and should—revolutionize the way they sell. But AI itself won’t make an impact unless it’s part of a smarter sales strategy. They must leverage technology in a smarter way, anchoring their customers’ top business outcomes and doing more with what they already have. With the right intent and actions, CROs can drive faster annual recurring revenue (ARR) growth at a lower cost.
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