The CRO Collective

About The CRO Collective

CRO Collective is the first advisory firm built exclusively around the Chief Revenue Officer role. 70% of CROs fail within 18 months. The conventional explanation is bad hires. The real cause is organizational — companies that aren’t structurally ready for a CRO set even the best leaders up to fail. We work both sides of the CRO equation: advising the companies that hire CROs on organizational readiness, and developing the CROs who take the role. That dual-sided position is how we built the diagnostic frameworks — AARR, 4 CRO Types, CRO-Readiness Model, The Panda Problem — that predict and prevent CRO failure before it happens. No other firm sees this problem from both sides. That’s why no other firm has the frameworks we have. Founded by Warren Zenna, author of “What Chief Revenue Officers Actually Do” and three-time chair of the Revenue Enablement Alliance CRO Summit.