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  • Writer's pictureAndy Hamer

Hiring a separate CMO and CRO for Startups is a mistake: Hire a Chief Commercial Officer.

As the business landscape becomes more competitive, organizations need leaders who can navigate the complexities of commercial operations to achieve long-term growth and profitability. That's where the Chief Commercial Officer (CCO) comes in.

The CCO is a senior executive responsible for leading and managing an organisation's commercial strategy and operations. They are critical in identifying new business opportunities, developing strategic plans to achieve revenue growth and profitability targets, and building and managing high-performing sales, marketing, and business development teams.


Working closely with other senior leaders, including the CEO and board members, the CCO ensures that its commercial goals and objectives align with its overall mission and vision. They focus on driving customer acquisition and retention, developing and maintaining solid relationships with key stakeholders, and staying informed about market trends and emerging technologies.


Hiring a full-time CCO may not be feasible for some businesses, particularly startups and small businesses. That's where the Fractional Chief Commercial Officer (FCCO) comes in. A CCO is a part-time executive who provides strategic leadership and guidance on commercial activities for a business. Typically, they work a fraction of the time that a full-time CCO would work, ranging from a few days to a few weeks per month.


One question that often arises is why not separate sales and marketing into distinct roles, as many startups are advised. However, I have to disagree with this advice. In my experience, startups face significant challenges and uncertainties, and a lack of alignment between sales and marketing can cause more harm than good. Sales and marketing are not mutually exclusive; they rely on each other, particularly in the early stages, during growth, and in scaling.


Therefore, I recommend that startups hire a Chief Commercial Officer (CCO) with separate reports for sales and marketing. This approach ensures that these functions work together effectively and that their focus and direction are aligned. Ultimately, this will help optimize commercial outcomes and drive success for the startup.


In summary, the role of the Chief Commercial Officer is critical in today's business environment. Whether you are a large organization or a startup, having a senior executive who can lead and manage commercial operations is essential for achieving long-term growth and success. And for businesses that can only afford a part-time CCO, the Fractional Chief Commercial Officer is an excellent alternative that provides strategic guidance and leadership part-time.


Schedule a discovery chat with me to find the Fractional CCO service that meets your business needs.


We'll discuss your goals, challenges, and opportunities to identify the best CCO strategy to optimize your commercial outcomes and drive success.


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