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Wednesday, November 30, 2022


Michelle Milbourn – Can a VP of Sales become a CRO?


One of the most positive influences the SaaS industry has had on the business world is the promotion of an integrated approach to finding, winning and retaining customers.  

This might have been born out of SaaS companies wanting to put all “salesy” type things in one place, leaving the engineers free to develop product.  

Or….. that buyer behaviour and technology is enabling companies to sell both digitally (traditionally sits in marketing) as well as physically (sits in sales) 

And more likely…that a relentless focus on growing MRR & exit valuation leaves less room ego’s that love silo’s 

Yet, the evolution of this unified approach created a new breed of revenue leader.  The Chief Revenue Officer (CRO).  

Over the last 10 years recruitment of CRO’s become a regular hire for  scale-ups tech firms as they growth through different rounds of funding,  but the CRO role is increasingly being seen in larger organisations. 

But as demand grows, where does the talent come from to fulfill market demand?   Can leaders in organisations with a more traditional approach to their revenue engine qualify to be a CRO. 

In this interview we talk to Michelle Milbourn, who has spent over 20 years recruiting executive talent into tech firms and placed CRO’s, VP sales, CMO’s and more into some of the worlds fastest growing SaaS organisations. 

Key Take-aways:

  • Why do companies decide to recruit a CRO?
  • What are the key attributes of a successful CRO?
  • What experiences & skills do first time CRO’s have?
  • How can someone in a VP of sales role gain the experience to qualify to apply for a CRO role.

About Michelle Milbourn:

Michelle has spent over 20 years helping technology companies recruit tech talent.  For the last 9 years she has helped some of the worlds fastest growing SaaS companies build leadership teams and boards.  In this time she has seen the recruiting needs of the revenue function evolve and is perfectly placed to explain the role of the CRO and how it is different to more traditional roles within the marketing, sales and customer success arena.

Michelle Milbourn – Founder & Director Kommol


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