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With increasing recognition of the CRO’s strategic importance, they explore the systemic challenges, short tenures, and the often misunderstood scope of the role. Guy also offers a behind-the-scenes look at how Ebsta’s relationship and revenue intelligence platforms help CROs align teams, optimize operations, and ultimately improve revenue performance.

The CRO Collective: thecrocollective.com
Warren Zenna: LinkedIn
Guy Rubin: LinkedIn
Ebsta Revenue Insights Newsletter

Highlights of CRO Collective

  • CRO Role Misalignment: Why organizations frequently hire CROs too early, expecting scale when foundational work is still needed.
  • The 17-Month Tenure Trap: What causes rapid turnover in CRO roles and how better alignment and expectation-setting can fix it.
  • Role Evolution in the UK: How the CRO role is gaining traction in the UK and broader Europe, following trends set in the US.
  • Building Alignment Across Teams: The importance of consistency and integrated motion across marketing, sales, and customer success.
  • Ebsta’s Role in Revenue Optimization: How their AI-driven insights transform raw data into actionable strategies across the entire customer lifecycle.
  • Top vs. Average Performers: Why A-players thrive and how data can help uplift B and C performers.
  • Importance of Qualification and Data Integrity: Leveraging AI to automate qualification analysis and minimize manual data entry errors.
  • AI Agents for Sales Strategy: The future of deal inspection and pipeline management powered by AI agents with complete sales history access.

Key stats from the 2025 GTM Benchmark Report:

  • 52% of new revenue in 2024 came from existing customers.
  • Sellers maintaining engagement scores above 80 are 50% more likely to unlock upsell opportunities.
  • Win rates are significantly higher (45%) when selling to existing customers versus 18% for net new logos.

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