In conversation with Professor Dominique Lauga, Director of the CRO Programme

This article features insights from Professor Dominique Lauga, Professor of Marketing and Programme Director of the Chief Revenue Officer Programme offered by Cambridge Judge Business School Executive Education, exploring how the role of the chief revenue officer (CRO) is evolving as organisations rethink market strategy, pricing strategy and data-driven approaches to growth.

With increasingly complex market dynamics, Chief Revenue Officers (CROs) are at an inflexion point of achieving sustainable growth. The new role is to co-ordinate market strategy, customer insight and operational execution.

Our  Chief Revenue Officer Programme examines how organisations can integrate these functions to drive revenue growth in a structured and strategic way. Through a combination of academic insight and executive discussion, the programme helps senior executives and aspiring CROs examine how revenue leadership is evolving in today’s markets.

In this conversation, Professor Dominique Lauga, Professor of Marketing and Programme Director of the Chief Revenue Officer Programme at Cambridge Judge Business School Executive Education, shares her perspective on how revenue leadership is changing and how executives can prepare for this expanding role.

Q: How has data changed the way revenue leaders make decisions, and how does the Chief Revenue Officer Programme help?

Data now shapes many of the decisions organisations make about customers and markets. Organisations can observe how customers interact with products, how pricing strategy affects purchasing behaviour and how marketing channels influence demand.

However, the presence of data does not automatically create insight. Leaders must interpret information and translate it into decisions about product development, pricing strategy or market entry.

This is why revenue leadership increasingly relies on data-driven thinking. Revenue leaders must understand how analytical tools support decision-making and how those insights influence broader market strategy.

In the Chief Revenue Officer Programme, participants examine these questions through discussion, applied frameworks and case studies that explore how organisations interpret data to guide revenue decisions.

Q: How does the Cambridge Chief Revenue Officer Programme support leaders advancing in this role?

The Chief Revenue Officer Programme brings together senior executives, functional leaders and industry experts who are responsible for driving growth within their organisations.

Participants explore how revenue strategy connects marketing, product development, analytics and pricing strategy. The programme draws on insights from world-class faculty at Cambridge Judge Business School, combined with executive discussion and applied learning.

A key element of the programme is the opportunity to learn from global peers. Executives often approach similar challenges from different industry perspectives, and structured discussion allows participants to compare approaches to revenue leadership and refine their own strategies.

Q: Could you share more details on how the CRO Programme helps participants apply revenue leadership concepts to real business challenges?

A defining element of the Chief Revenue Officer Programme is the opportunity to move beyond theory and apply ideas directly to organisational challenges. The programme concludes with an in-person capstone project in Cambridge, where participants work through complex scenarios related to market strategy, pricing strategy and data-driven decision-making.

During this experience, senior executives reflect on how the frameworks explored throughout the programme translate into practical strategic decisions. The capstone project allows participants to test their thinking, refine growth strategies and consider how revenue leaders can build long-term competitive advantage within their organisations.

Q: How does the programme help CROs understand AI and emerging technologies as tools for driving revenue strategy?

Many CROs are asking similar questions today. How will AI influence customer behaviour? What does it mean for pricing strategy, market strategy and the way organisations make data-driven decisions?

The Chief Revenue Officer Programme addresses these questions through AI-focused live online sessions. In these discussions, senior executives explore how emerging technologies are shaping revenue leadership and influencing the strategic decisions that drive sustainable revenue growth.

Q: How does the CRO Programme help leaders develop the right mindset?

Revenue leadership requires leaders to think beyond individual functions. The CRO role focuses on how organisations create value for customers and translate that value into growth.

This perspective requires curiosity about how different parts of the organisation interact. Leaders also need to remain adaptable because technologies, markets and customer expectations continue to evolve.

For many organisations, the CRO now plays an important role in shaping long-term revenue direction. The Chief Revenue Officer Programme helps leaders examine how this role is developing and how organisations can approach revenue strategy in a more integrated and structured way.

For executives interested in strengthening their approach to revenue leadership, the Chief Revenue Officer Programme offered by Cambridge Judge Business School Executive Education explores how organisations can integrate analytics, pricing strategy and market strategy to drive revenue growth in complex markets.

Explore the Cambridge Judge Executive Education Chief Revenue Officer Programme to learn more.

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Professor Dominique Lauga is the Programme Director of the Chief Revenue Officer Programme, a collaborative programme between Cambridge Judge Business School Executive Education and Emeritus.