Understanding CXO Archetypes: Chief Revenue Officer

Each function within a business is unique. Similarly, the executives leading those functions are unique and bring particular skills and experience to their roles. No individual can be an expert at everything, and while a CXO might thrive in one situation, they might not be well suited for another. 

At Bolster, we believe there are common types of leaders within a business function, whether marketing, finance, revenue, or product. We refer to these commonalities as CXO Archetypes. When we advise our clients on a search, archetypes are a useful tool to help identify the right talent for their needs.

While anyone at an executive level will bring a wealth of experience to their functional area, each person will have preferences, values, and deeper experience in certain areas and skills. Understanding where an executive excels within their function (their archetype), and knowing what type of functional leader your business needs, significantly increases your likelihood of making a successful hire. 

In this series, we’re breaking down the most common archetypes of senior executives across marketing, finance, revenue, product, and people. In this post, we’re looking at four common archetypes of the Chief Revenue Officer role, including what makes each unique, when your business might need that type of finance leader, and how to identify them when you’re hiring a CRO. 

The Closer

The Closer embodies a powerful blend of entrepreneurial spirit, strategic insight, and tactical expertise. This CRO archetype excels at securing meetings with senior-level buyers and thrives in the direct selling environment, where they leverage a deep understanding of both the market and customer needs. Often coming from an entrepreneurial background, the Closer is driven by results. They’re always ready to seize opportunities and pivot when necessary. They possess a keen ability to think strategically and lay out long-term revenue growth plans, while also being unafraid to roll up their sleeves and engage in the tactical execution required to close deals.

When to Hire The Closer:
When your product is sold at a high price point, making it a significant investment for your customers, you may want to hire the Closer. This CRO excels in situations where the purchase decision involves careful consideration and weighs heavily on the customer. The Closer is particularly valuable when the selling process demands personal interaction, as they thrive in high-stakes environments where building trust and navigating complex negotiations are key. With their ability to engage directly with senior decision-makers and guide them through the intricate decision-making process, the Closer ensures that potential clients feel confident in making such a critical purchase.

How to Identify The Closer:
Look for a candidate with a proven track record of success in scaling a business. This candidate should have a history of consistently meeting or exceeding revenue targets, while also demonstrating the ability to grow and build high-performing sales teams. Additionally, their experience should span various sales environments, including regional territory-based selling and working with companies of different sizes, from SMBs to mid-market and enterprise-level organizations. A true Closer has the versatility to navigate these diverse sales landscapes, making them a strong candidate for driving revenue growth across multiple channels.

The Machine Builder

The Machine Builder is a master of efficiency, specializing in short, low-touch sales cycles at lower price points. This CRO is adept at driving high-volume sales through streamlined processes and understands the critical metrics and productivity tools needed to manage a successful team. With a focus on data and performance, the Machine Builder ensures that every aspect of the sales operation is optimized for speed and scale. They work closely with Marketing, bringing a wealth of experience in creating targeted campaigns and sequences designed to attract and convert potential buyers. This alignment between Sales and Marketing is key to the Machine Builder's success, allowing them to continuously fuel the sales pipeline and maintain momentum in fast-paced environments.

When to Hire The Machine Builder:
You should hire the Machine Builder when your company has achieved product/market fit and a clear understanding of the strategies needed to scale the business. This is the ideal time to bring in a CRO who can optimize and accelerate growth by capitalizing on established demand. When your sales process is lower touch and operates on a short timeline, the Machine Builder excels by implementing efficient, scalable systems that can quickly convert leads into customers. Their expertise in driving high-volume sales through streamlined processes makes them the perfect candidate to take your business to the next level.

How to Identify The Machine Builder:
To identify a candidate who fits the Machine Builder archetype, look for someone with early experience as a Sales Development Representative (SDR), where they honed their skills qualifying inbound leads and generating outbound opportunities. A strong Machine Builder candidate will have a proven track record of success, with clear, quantifiable achievements showcasing their ability to drive sales growth. Additionally, they should have experience building and scaling a sales team, as well as in developing a comprehensive sales playbook that outlines effective strategies and processes. This combination of hands-on experience and leadership in creating scalable systems is key to recognizing a true Machine Builder.

The Partnership Leader

The Partnership Leader is a master of collaboration and excels at building strong relationships between direct sales teams and channel partners. This CRO understands the critical role partnerships play in expanding market reach and driving revenue growth. They enable partners by ensuring they are always informed about the latest products, thoroughly trained, and motivated to sell through well-designed incentive programs. The Partnership Leader thrives in environments where teamwork and alignment across sales channels are essential, making them an invaluable asset for organizations looking to leverage partnerships to accelerate growth.

When to Hire The Partnership Leader:
You should consider hiring a Partnership Leader when your company has achieved product/market fit and has a solid understanding of pricing, competitive landscape, and market dynamics. This CRO is especially valuable for smaller companies that lack an established brand and are seeking to build brand awareness through strategic partnerships. The Partnership Leader excels at forging and nurturing relationships with channel partners who can extend your market reach and credibility. By empowering these partners with the tools, training, and incentives they need to succeed, the Partnership Leader can effectively elevate your brand and drive growth in markets that might be difficult to penetrate through direct sales alone.

How to Identify The Partnership Leader:
To identify a Partnership Leader, look for someone with experience selling other companies' products as a sales representative. This background provides them with a deep understanding of what it takes to effectively navigate and leverage partner ecosystems. Additionally, a strong candidate will have experience running a channel business or building a channel sales team, particularly within a startup environment. Their ability to grow and scale a business through strategic partnerships demonstrates their capability to drive revenue and expand market presence by working closely with partners. This combination of hands-on sales experience and leadership in channel development is key to recognizing a true Partnership Leader.

The Full Stack CRO

The Full Stack CRO is a well-rounded leader who recognizes the critical connections between all departments in driving sales team success. This CRO excels at fostering collaboration across the organization, ensuring that each department, from marketing to product development, is aligned with the sales strategy. With a strong focus on scalability, the Full Stack CRO is adept at establishing repeatable business processes to support sustained growth. Additionally, they work closely with the Chief Customer Officer to gain insights into customer engagement and retention, integrating these learnings into the sales approach to enhance overall performance. This holistic perspective makes the Full Stack CRO a versatile leader capable of steering a company toward long-term success.

When to Hire The Full Stack CRO:
Hiring a Full Stack CRO is most advantageous for later-stage companies, especially those with an annual recurring revenue (ARR) exceeding $15 million. At this juncture, businesses often face complex revenue challenges as they contemplate hiring additional regional managers or expanding their operations globally. A Full Stack CRO can provide the strategic oversight needed to navigate these growth phases effectively, optimizing revenue streams while ensuring alignment across sales, marketing, and customer success. Their expertise helps streamline processes, integrate regional strategies, and scale operations efficiently, ultimately driving sustainable growth in diverse and expanding markets.

How to Identify The Full Stack CRO:

To identify a Full Stack CRO, look for an experienced CRO with a proven track record at a company that successfully scaled from a startup to a high-growth enterprise. Such experience demonstrates their ability to manage the complexities of rapid expansion and strategic growth. Additionally, the ideal candidate should have a history of overseeing multiple teams and functions, reflecting their capability to integrate various aspects of revenue generation seamlessly. Key experience areas include Revenue Operations, Sales Enablement, or Marketing, as these roles highlight their proficiency in optimizing revenue streams and driving cross-functional collaboration. This combination of experience ensures the candidate can effectively lead and strategize across the entire revenue lifecycle.

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When it comes to hiring a Chief Revenue Officer, it’s important to understand what your business needs most and align your search around the persona that most closely matches your needs. While you may find your ideal sales and revenue leader embodies aspects of multiple archetypes, this framework can be a useful tool as you prioritize your requirements and identify the types of candidates you most want to consider. 

At Bolster, we’re reinventing executive search by combining the power of experienced recruiters with our intelligent sourcing platform. Built by entrepreneurs, for entrepreneurs, Bolster matches CEOs with transformational executives for full-time, fractional, and board roles—without the hassle of traditional talent sourcing. It’s smarter search done faster and with more confidence.

When you work with Bolster, our extraordinary team will work alongside you to make your search a success. We take the time to listen, understand, and respond to your needs, support you throughout your search, and offer our expertise as a resource. 

Want to know more about what it’s like to work with us? Let us know what you’re looking for.