In the pre-Covid era, a Chief Revenue Officer's (CRO) job role was traditionally marked around driving better integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing and revenue management. But the normal is not much normal today. In the international arena, organizations are making peace with the catastrophic effects of the COVID-19 pandemic. Many of the organizations are currently crippled by their yester years' focus on cost reduction strategies across operations, supply chain, marketing and whatnot. As a result, during the post covid era, they remain stunt in terms of quickly reacting to changes in the market.

It's beyond any reasonable doubt that the subsequent few years will be dominated by several waves of partial suppression and reconfinement. Surveys conducted in the areas continuously reveal that most of the global leaders are preparing for a U-shaped recovery, considering a long gap between recession and growth. It's quite an established fact that the pathway ahead is going to be extremely rough. From trimmed operational budgets to complete disruption of the marketing models and the need for new strategies, lasting effects are anybody's guess.

The lack of clarity in such affairs can be translated as a herculean challenge for CROs. Going forward, it's imperative that CROs break down silos in order to ensure better coordination between sales, marketing, and CRM to engender overwhelming customer experience. In the process, they need to also make technology interventions wherever possible. When done right, this new, smarter aligning operations could open up new avenues for CROs. This issue is about a bunch of CROs who have been exemplary.
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