Copy of Why New CROs Fail - And What To Do About It

Going into 2026…does everyone in your GTM know 𝘸𝘩𝘦𝘳𝘦 revenue comes from?

🟥🟥🟥 THE PROBLEM 🟥🟥🟥

Most revenue plans are vague.

But you have an entire GTM team

trying to win gold by year-end

and they're not clear

on what plays

are each own

and why.

How much comes from 𝘄𝗵𝗲𝗿𝗲?

What must happen in each.

each quarter?

So teams default to noise:

Sales chases everything.

New and existing business

CS is told “just retain.”

Product ships and prays.

Pricing is untouched.

🟨🟨🟨 THE SHIFT 🟨🟨🟨

Serious growth leaders break revenue

into explicit buckets:

𝗘𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀

✅ Retention & churn mitigation

✅ Expansion & cross-sell

𝗡𝗲𝘄 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀

✅ Deeper market penetration

✅ Net-new segments

𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀

✅ New products / SKUs

✅ Pricing optimization

Each bucket has:

▶️ A target % of revenue

▶️ Clear owners

▶️ A quarterly priority

And this is discussed

at your Sales Kick Off,

at your monthly business reviews.

with leadership and front-line reps.

🟩🟩🟩 ACTION 🟩🟩🟩

If you’re a #CEO or #CRO:

Can your leaders answer this 𝘤𝘰𝘭𝘥?

Do sellers know Q1 vs Q3 priorities?

If not,

▶️ LET’S TALK ◀️

We help teams ensure revenue plans

are explicit, owned, and executed.