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Chief Revenue Officers (CROs) and Chief Commercial Officers (CCOs) are under unprecedented strain. Across industries—from software to consumer goods to manufacturing—firms are replacing revenue leaders at a faster pace than ever. With average tenure barely two years, the shortest in the C-Suite, these executives are often seen as the quick “fix” when growth slows. Yet replacing them rarely delivers results.
The challenge today
Growth engines that once worked—like price increases in consumer packaged goods—are no longer reliable. Volumes are declining, inflation is sticky, tariffs are rising, and consumer preferences are shifting in unpredictable ways. In Q1 2025, CPG top-line revenue growth fell to just 1.6%, below inflation, compared with 11% two years earlier. Pressure from boards and investors is cascading down to CEOs and then to CROs.
Why churn isn’t the solution
Research shows 62% of mid- and large-sized software firms that replaced CROs saw revenues stagnate or decline afterward. Leadership turnover often disrupts customer relationships, delays deals, and increases employee departures. New CROs face steep learning curves: they must quickly separate internal execution gaps from external headwinds while under pressure to deliver quick wins.
Actionable insights for C-Suite leaders
- Resist reflex replacements. Diagnose whether challenges are structural, strategic, or external before changing leadership.
- Support rapid but thoughtful onboarding. New CROs need clear priorities and safe spaces to innovate.
- Emphasize innovation over sales heroics. Sustainable growth comes from systematic innovation and scenario planning.
- Balance expectations. Ninety-day turnarounds are unrealistic; align on achievable milestones..
- Think ecosystem, not individual. Growth depends on marketing, product, operations, and sales working in sync.
Bottom line: replacing CROs without addressing systemic issues compounds instability. Sustainable growth requires collective ownership, patience, and enabling CROs to lead with creativity and rigor.
We are grateful to Stephanie Broadright, Senior Client Partner, Chicago; Torrey N. Foster, Jr., Vice Chairman, Consumer Markets, Chicago; and Peri Hansen, Senior Client Partner & Consumer Products Leader, Los Angeles, for generously sharing their perspectives on the evolving role of revenue leaders.
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