Chief Revenue Officer Program (CRO)
In today’s complex business environment, scaling an organization is not an easy task. There is also a paradigm shift from “growth at all costs” to an increased focus on driving sustained, profitable growth. To address this, organizations are increasingly looking for senior executives who can combine the strategic vision of the C-suite with a tactical view of all the functions linked to revenue.
The chief revenue officer (CRO) role emerged out of the need for bridging several traditionally siloed departments to focus on revenue growth, the backbone of an organization’s success. This C-suite role works closely with the executive team and is at the center of all revenue-related functions, including marketing, sales, customer support, pricing, and revenue operations management.
Program Highlights
- Evaluate an organization’s financial value and analyze the implications of adopting and implementing new technologies
- Examine various organic growth initiatives, including diversification, mergers, and acquisitions, and identify drivers of success or failure
- Analyze an organization’s current growth and scaling trajectories and discuss processes to support future growth
- Delve into the core concepts of revenue management analytics and learn how price experimentation can help optimize expected revenue
- Discuss key concepts of pricing in revenue management analytics and understand how to use estimation data to make business decisions
- Present an action plan for generating revenue that synthesizes concepts of growth strategy, revenue management, and product management
PROGRAM DETAILS
Duration: 9–10 months
Location:
Online + On Campus*
*Includes a two-day immersion on the University of Pennsylvania campus in Philadelphia, USA
The program fee is US$20,000 and covers teaching fees, all academic material, and access to online coursework. The fee does not include accommodation for the on-campus recognition ceremony and networking event, transport expenses (domestic, international, visa fee, and more), and other expenses not specifically mentioned in the fees.
Program Format
The CRO Program is designed with the needs of busy executives in mind. You will learn through online sessions, including fireside chats and guest lectures from leading researchers and global industry leaders. The flexible format of the CRO Program allows you to customize your learning journey for maximum career and business impact.
You will learn through online and interactive sessions and guest lectures led by Wharton faculty and global industry leaders. Through a blend of cutting-edge core modules, fixed electives, topical case studies, a capstone project, reflection exercises, and try-it activities, the program will help you emerge as a successful CRO.
Orientation: Two Weeks
Online Core Modules
(19 weeks)
| Growth Strategy | Revenue and Product Management |
Short Courses
(16 weeks)
| Driving Strategic Innovation | Executive Presence and Influence |
Two-day on-campus recognition ceremony and networking event
Who Should Attend
The Chief Revenue Officer Program is ideal for executives involved in revenue management for their organizations or functions. This can include CROs or VPs of sales or marketing who are looking to deepen their skills, and C-suite executives or functional heads who want to formulate growth strategies for their organizations.
It is particularly beneficial for:
- Experienced revenue heads, including current and aspiring CROs, who are looking to maximize the returns on investments
- Business-function heads looking to take on broader, revenue-impacting capabilities and develop a toolkit of strategies and tactics
- C-suite officers keen to develop the strategic skill set required to transition into the CRO role
Pathway to Wharton Alumni Status
After completing the Chief Revenue Officer Program and subsequent open-enrollment programs, subject to further qualification criteria and additional tuition, you have a pathway to apply for Wharton Alumni Status.
Executives who successfully complete the Chief Revenue Officer Program have the option of applying to the General Management Program (GMP). The GMP provides a further opportunity to enhance your leadership skills and business acumen with a flexible curriculum. The Chief Revenue Officer Program provides one credit towards the six required to complete the GMP and earn alumni status. Learn more about GMP ».
Upon qualifying for Wharton Alumni Status, you will be eligible to receive:
- Full access to become a member of 77+ Wharton Alumni Clubs
- Invitation to attend future Wharton Global Alumni Forums
- A Wharton forwarding email address
Please also note that participation in the Chief Revenue Officer Program (CRO) (a) will not result in a degree from, alumni status with, or earned credit at the University of Pennsylvania or the Wharton School (or, to Wharton’s knowledge, any other institution), (b) will not be recorded on a University of Pennsylvania or Wharton transcript; and (c) does not guarantee or suggest that a participant will be admitted to the University of Pennsylvania, the Wharton School, or to any other university or institution.
Delivered in collaboration with program partner Emeritus:
Raghuram Iyengar, PhDSee Faculty Bio
Miers-Busch, W’1885 Professor; Professor of Marketing; Faculty Director of Innovation, Experiential Learning and Research Initiatives, Analytics at Wharton, The Wharton School
Research Interests: Pricing, social influence, social networks
Jeffrey A. Keswin Professor; Professor of Operations, Information and Decisions; Director, Jerome Fisher Program in Management & Technology, The Wharton School
Research Interests: Operations management and operations strategy
David Wessels, PhDSee Faculty Bio
Adjunct Professor of Finance, The Wharton School
Emilie Feldman, PhDSee Faculty Bio
Michael L. Tarnopol Professor; Professor of Management, The Wharton School
Research Interests: Corporate governance, corporate strategy, diversification, divestitures, firm scope, spinoffs, mergers and acquisitions
Anheuser-Busch Professor of Management Science; Professor of Operations, Information, and Decisions, The Wharton School
Research Interests: Service operations, stochastic processes, the control of queueing systems
Senthil Veeraraghavan, PhDSee Faculty Bio
Professor of Operations, Information, and Decisions, The Wharton School
Research Interests: Empirical operations management, operations analytics, operations management, operations strategy, pricing and revenue management, service operations management, supply chain management
Karl Ulrich, ScDSee Faculty Bio
CIBC Endowed Professor; Professor of Operations, Information and Decisions; Professor of Management; Dean’s Office Advisor on Asia Strategy, The Wharton School
Research Interests: Environmental issues, product design and development, innovation