'A CRO is responsible for revenue creation for a company,' says Courtny Cloeter from OneSource Virtual

Media 7 | March 30, 2022

Courtny Cloeter, Chief Revenue Officer at OneSource Virtual talks about his 30 years of business management experience, including opening up of the global economy. Read more to know more about the role of the CRO is evolving across businesses.

The CRO role is designed to ensure the alignment of these functional teams around synergies that maximize a company's revenue generation.

Media 7: Courtny with 30 years of business management experience - including senior leadership experience with Asurint, Mercer, and Ceridian. How has the experience been all of these years?
Courtny Cloeter:
The past 30 years have been a real journey. Helping some leading businesses through financial, global, political, and pandemic events has been an incredible journey. Corporate America thrives on predictability which is a challenge with these large-scale events. Without the ability to forecast these events, we have had to adjust our go-to-market (GTM) strategies and factor in flexibility for changes at a moment's notice. However, this string of unforeseeable challenges has also revealed positive resilience in the human spirit. Despite the global seismic shift, my professional agility has sharpened, essential to meet the newly-established customer expectation of undisrupted services and solutions.


M7: Could you please elaborate, for our readers, on the roles and responsibilities of a CRO and how the position is different from sales, marketing, and finance?
CC:
Simply put, a CRO is responsible for all functions that lead to revenue creation for a company. Historically, companies have aligned resources in traditional teams around marketing, lead generation, sales and account management. However, most of these functional teams didn't have alignment around a single revenue generation goal. The CRO role, which has become popular with technology companies looking to accelerate revenues in the past ten years, is designed to ensure the alignment of these functional teams around synergies that maximize a company's revenue generation.

Read More: Rocket.Chat's Bruno Bin believes that good leadership plays a vital role in making a sales and marketing strategy successful.


It's about capitalizing on the tailwinds as the economy heals and fully reopens.



M7: As the newly appointed CRO at OSV, what strategic changes are you looking to implement within the organization?
CC:
OneSource Virtual (OSV) has a strong culture and proven track record in the Workday ecosystem. Building on these strengths, we are looking to accelerate growth via new customer acquisitions and new service offerings. With all of our services purpose-built for Workday software, we strive for ever-increasing alignment with Workday to better serve their customers. Increasingly, companies are delivering HR and financial wellness products to their employees via digital applications. These new solutions require a strategy to sell them to customers and engage with the customer employees to drive adoption and value. In addition, it requires a new GTM strategy and alignment of resources, which is a vital area of initial focus in my new role at OSV.


M7: What benefit and objective do you think a CRO brings?
CC:
The mindset of a CRO is solely focused on the alignment and productivity of assets to grow and accelerate revenues. Sales and marketing leaders focus on brands, campaigns, building pipelines and managing sales cycles. Unfortunately, these critical functions' effectiveness is often not maximized because they are not working in concert, resulting in poor execution and unmet expectations. A CRO will bring these departments together so that the whole is greater than the sum of the parts, define one GTM strategy that everyone embraces, and deliver on the company's growth goals.

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The string of unforeseeable challenges has also revealed positive resilience in the human spirit.



M7: Avasant recently recognized OSV as a Leader in their Workday HCM Services 2021-2022 RadarView Report. How do you feel about that achievement?
CC:
OSV is pleased to be recognized by Avasant as a leader in the Workday ecosystem. The Avasant team did an incredible job understanding the value OSV will bring to our customers daily. Their report also highlighted the uncommon maturity of our BPaaS products and services, which enable Workday customers to optimize the HR experience for their employees.


M7: What are some of the challenges you face on the revenue front at OSV? What is your approach to tackling and overcoming these?
CC:
OSV has faced many of the same challenges as other global companies: the COVID-19 pandemic, a lumpy reopening of the economy and the difficulty of managing talent. However, within each of these macro trends are sub-elements that have been effectively controlled by the OSV leadership team with no resulting disruption to our services to our customers. Looking forward, it's about capitalizing on the tailwinds as the economy heals and fully reopens. Customers and prospects are looking for partners to help them navigate these challenges, and OSV is well-positioned.

Read More: 'Over the next five years, the role of analytics and big data will become increasingly critical for businesses, says Dan Fiehn, COO at Incited.

M7: What sort of inclination in the HR technology industry are you watching avidly?
CC:
We're carefully monitoring the continued adoption of mobile technology and apps, providing real-time and predictive data. And with our customers facing employee retention challenges, providing pay on-demand options and additional automation solutions for manual, repetitive tasks will continue to make work more meaningful for our customer employees.

ABOUT ONESOURCE VIRTUAL

OneSource Virtual (OSV) is the Workday partner that has helped more than 1,300 companies with everything from deployment to maintenance to payroll and more to make the day more doable. Founded in 2008, OSV pioneered Business Process as a Service (BPaaS) and has become the leading provider of automated solutions for organizations of all sizes using Workday, delivering services with unparalleled choices, unwavering commitment, and uncompromising care. OneSource Virtual's global headquarters is located in Dallas, Texas, with additional locations across North America and Europe. OneSource Virtual: let's make the day more doable.

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OneSource Virtual

OneSource Virtual

OSV is the Workday partner that has helped more than 1,300 companies with everything from deployment to maintenance to payroll and more—all to make the day more doable. Founded in 2008, OSV pioneered Business Process as a Service (BPaaS) and has become the leading provider of automated solutions for...

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