Episode 52 – Summer Cognoscenti Series – JD Miller: The New CRO Playbook

Welcome to What’s Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Before getting into the main conversation, Louis shares news of the launch of the Revenue Operating Governance working paper, developed together with Kevin Brown and Travis Brown in conjunction with the Winning by Design Growth Institute, and recently presented at the Winning by Design Impact Summit Virtual. The paper addresses why well-designed revenue systems still break under pressure, arguing that while revenue architecture provides the system design and growth architecture explains how the system behaves, organisations also need a governance layer to keep the system aligned as short-term pressures and local optimisation pull it apart. Simon, meanwhile, flags two upcoming speaking engagements: the Accenture Song B2B Customer Growth Conference, where he will be discussing revenue planning, and the SME Forum for asset management distribution sales and marketing leaders, where he will be covering go-to-market measurement.

Kicking off the Summer Cognoscenti Series, this episode brings a conversation at the intersection of private equity, revenue leadership, and AI, with guest JD Miller, Operating Partner at Rothschild Five Arrows and a multi-time CRO. Here’s the TL;DL: CROs can no longer rely on heroic selling, instinctive deal judgment, or a single forecast number. In a PE-backed environment, they must understand the investment thesis, translate it into the revenue architecture, and communicate early and clearly with the board. AI raises that standard further but it cannot replace trust, judgment, leadership, or the human dynamics of complex B2B buying.

Other mentions in this episode:

The CRO’s Guide to Winning in Private Equity by JD Miller

The AI Handbook for Sales Professionals by JD Miller

JD's AI Handbook bonus materials – free 90-day AI adoption plan

CROs Who Succeed report and our ep37 discussion with Wayne Starritt and Andy Champion

Episode 19 with Joel Harrison

Episode 21 with Andy Champion

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