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The title of your manager doesn't matter


“I will never report to a CRO” VP of Marketing
“RevOps should only report to CRO, never to CFO”. RevOps leader
“AM has to report to CS” Account Management leader

We often hear candidates who are dogmatic on the title they have to report. But we have learned from working with thousands of executives that it can limit your career.  Certainly org structure is a key component of alignment but if leaders above you are ineffective, the culture is wrong or people leave, optimizing on who you report to may not be the correct move.  Rather than ruling out a role just because of the title that it reports to, take the next step and learn more before you dismiss.


1) Role Titles aren’t consistent


Titles can mean many things.  For example, CRO can mean:

  • Head of Sales (VP of Sales but with CRO title)

  • Head of All Revenue (Leads all GTM)

  • Head of Sales and Marketing (but doesn’t have CS)

  • Head of Sales and Expansion (but doesn’t have marketing)


Here is a great podcast on the nuances of CRO roles


This same lack of consistency in roles applies across the board:

  • RevOps can include or exclude MOPS, SOPS, CSOPS, GTM Systems, Enablement and more

  • CS can include or exclude AM, Support

  • Marketing can include or exclude PMM, MOPS, Brand


2) Who manages you is more important than their title


If you boss doesn’t understand your function or can’t give you political air cover, what their title is not important.  See our playbook on how to diligence your boss.


3) Leaders change FAST

Who you report to may change anyway and then you are left with an interim manager.  For all those who say RevOps should report to the CRO think through these stats.  


4) No GTM org is designed exactly the same

There are many nuances to GTM org design:

  • GTM Decision Making/Alignment: Is there a single C-Level exec other than the CEO driving alignment or do several C-level executives roll up to the CEO

  • Business model:  Often PLG businesses have many parts of GTM in product

  • ACV: If you are chasing enterprise deals you may have a very different CS/AM construct than an SMB focused company

  • Company Politics: Every company has them, you just need to understand what they are (Whispered’s company insights can help).  They can affect org design


5) The CEO can change everything


When you pick a company, whether you are working for the CEO or not, they drive a ton of the culture at the company.   See our playbook on how to diligence a CEO.


Bottom Line...  


There is no ABSOLUTE CORRECT role for you to report to.  There are definitely better GTM org designs but remember… never assume there is only one correct title you can report to.  It will dramatically limit your career options!

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