The point of a Chief Revenue Officer is that they align all three functions of marketing sales and customer success,

But marketing is a lot more than demand generation, and you’ll need to be sure that your CRO has got experience and the trust of the full marketing team beyond the sales related functions for them to be successful .

Playing to Win was written by the ex-CEO of P&G and his right-hand consultant - and in it the authors describe their framework of cascading choices to help define a company's strategy.