The Future of CROs in B2B Sales with Kelly Lewis

Is the CRO role changing to meet modern sales demands?

In this episode, Jarod Greene connects with Kelly Lewis of  B2B Go-To-Market Strategy, to discuss the ever-evolving nature of the CRO role and B2B selling teams in general.

Kelly explains why today’s CROs need more than just sales skills. They have to master strategy, operations and even AI to lead teams effectively and scale success. She also predicts a rise in CRO educational programs to meet these needs.

Listen to learn how sales leaders can evolve into CROs and adapt to the growing expectations of this complex role.

In this episode, you’ll learn:

1. How the CRO role is expanding – Beyond sales, the role now includes responsibilities in operations and strategy, making it a more complex leadership position.
2. Why asking “why” matters – Sales leaders aspiring to be CROs must develop a deeper understanding of decision-making processes across their teams.
3. The shift towards a new breed of sellers – With AI transforming the industry, Kelly shares her thoughts on where the next generation of sales talent will come from.

Things to listen for: 

(00:00) Introduction

(02:25) Why scaling teams and adopting AI are key CRO challenges

(03:54) Balancing marketing, ops, and sales within the CRO role

(05:57) Why realistic expectations matter in revenue operations

(07:37) The role of behavior change in successful enablement

(13:09) How AI is reshaping the next generation of sellers

(14:17) The future of sales engineers transitioning to account executives