IIM Lucknow’s Chief Revenue Officer (CRO) Programme Batch -01 (in association with Emeritus)

What Is the Chief Revenue Officer Programme?

The Chief Revenue Officer (CRO) Programme by IIM Lucknow is a 10-month executive education programme designed to prepare senior leaders to lead enterprise‑wide growth and revenue initiatives. It equips leaders for an expanded, enterprise-level mandate by building the capability to think strategically and act decisively across the entire commercial ecosystem—from revenue and growth leadership to marketing, customer success, monetisation, partnerships, and business development. Rather than focusing on functional excellence in isolation, the programme emphasises orchestrating revenue and growth at a business-wide level, enabling leaders to move from managing individual functions to owning integrated outcomes that increasingly resemble the remit of a Chief Revenue Officer or Chief Business Officer in complex organisations. In today’s environment—marked by economic volatility, shifting customer expectations, new go-to-market models, and AI-driven disruption—organisations must rethink how they create and sustain value; however, fragmented ownership across revenue, marketing, customer success, and business development often results in inconsistent outcomes. As growth remains a priority, leaders are required to unify enterprise revenue, market leadership, P&L accountability, growth strategy, and customer lifecycle value, bringing a cohesive, organisation-wide perspective to drive sustainable growth.

Macroeconomic Forces Influencing Demand, Pricing, and Growth

Strategic Decision-Making Across Business Cycles and Economic Shocks

Building Revenue Confidence: Predictability, Bias, and Cost Pressure

Owning the Growth P&L: Margin Tension, Scale Effects, and Trade-offs

Interpreting Financial Signals for Revenue Leadership

Funding Growth: Investment Decisions Under Uncertainty

Strategic Market Segmentation and Positioning Choices

Linking Market Insight to Enterprise Value Creation

Value Creation Logic and Differentiated Value Propositions

Brand as a Strategic Moat and Source of Pricing Power

Competitive Advantage, Category Positioning, and Revenue Impact

Category Structure, Profit Pools, and Sources of Brand Power

Describe Your Brand Persona and Your Organisation's Success/Challenge In Building and Measuring Brand Equity

Competitive Positioning: Category Leadership vs Challenger Strategies

Brand Extension Strategy

ARD Framework and Value Drivers Across the Customer Lifetime Value

CLV Analysis and Retention Curves

Using CLV to Inform Enterprise Growth, Pricing, and Resource Allocation Decisions

Customer Portfolio Strategy: Segment Prioritisation, Investment Trade-offs, and Post-Sale Revenue Expansion

Customer Acquisition Strategies and Growth Efficiency Across the Lifecycle

Retention, Expansion, and Lifecycle Value Growth: Cross-Functional Trade-offs and alignment between sales and marketing

Designing the Enterprise Revenue Engine: Distribution Strategy, GTM Architecture, and Negotiation Power

Sales Architecture Design: Coverage Models, Channel Mix, and Revenue Leverage

Sales Force Design Trade-offs: Scale, Cost Structure, and Growth Priorities

Omnichannel Go-to-Market Models: Economics, Channel Conflict, and Control

Diagnosing Sales Organisation Failure Modes and Performance Frictions

Incentive Design and Behavioural Outcomes in Revenue Organisations

Authority and Control Mechanisms in Sales Organisations

Motivation Systems, Target Setting, and Unintended Consequences

Designing and Governing the Enterprise Revenue Operating (RevOps) Model (Structure, incentives, data, and decision rights tied together)

Scoring System to Prioritise Interests In Preparation For Negotiation

Stakeholder Mapping in Enterprise Negotiations

Techniques to Facilitate Communication and Relationship Building With Negotiation Counterparts

Negotiation Strategy and Game Plan For A Successful Negotiation

Pricing Strategies, Revenue Management and Strategic Execution to Transform Organisation Vision Into Impactful Business Outcomes.

Value-Based Pricing Using Economic Value To The Customer (EVC) Framework

Pricing Floors, Cost Structures, and Margin Protection in Competitive Markets

Pricing Strategy Design: Trade-offs Across Value, Demand Sensitivity, and Cost Economics

Value-Based vs Cost-Based Pricing: Strategic Choice and Long-Term Implications

Pricing Structures and Packaging: Bundling, Unbundling, and Discrimination Trade-offs

Matching Pricing Methods to Customer Segments, Use Cases, and Revenue Objectives

Pricing Governance for Products and Subscriptions: Metrics, Controls, and Decision Rights

Revenue Models and Pricing Structures: Benefits, Risks, and Failure Modes

Behavioural Pricing Effects and Incentive Distortion Across the Organisation

Algorithmic and AI-Driven Pricing: Opportunity, Bias, and Governance Risk

Ethical and Sustainable Pricing: Trust, Regulation, and Long-Term Value Creation

From Data to Decisions: Analytics as a Revenue Leadership Capability

Designing Executive Revenue Intelligence: What CROs Should See—and What They Should Ignore

Enterprise Customer 360 Insight: Integrating Signals Across the Revenue System

Decision Rights and Accountability in Revenue Analytics

Revenue Forecasting Models with AI

AI for Predictive Market Intelligence/Competitor Analysis

Customer Segmentation using AI models and Attribution Modelling

AI for Predictive Lead Scoring

Social Media Analytics from Revenue/ Business Leaders' Lens

Generative AI Readiness

Digital Transformation and Revenue Innovation

Leading with AI: Executive Communication, Change Management, and Adoption

IIM Lucknow Executive Alumni Status Benefits

Upon completion of the programme, participants will need to register with a one-time registration fee of INR 10,000 + GST to receive the prestigious IIM Lucknow Executive Alumni Status (optional). The benefits include:

Note: The Executive Alumni benefits are subject to the discretion of IIM Lucknow.

Enterprise Growth Leaders (CROs, CBOs, CCOs) Refine your ability to align sales, marketing, product, customer success, and RevOps into a single revenue engine. Strengthen enterprise-level growth strategy, pricing intelligence, and commercial execution.

Functional Revenue Leaders Senior leaders in Sales Leadership, Growth Marketing, Customer Success, Product Leadership, RevOps, Business Development, Partnerships & Alliances, and Category Management who want to move to integrated revenue ownership and cross-functional growth leadership.

P&L and Business Unit Leaders Business Unit Heads, General Managers, Country Heads, and Commercial Planning leaders responsible for scaling revenue, profitability, and execution across complex organisations.

Entrepreneurs and Founders Leaders building or scaling businesses who want to design scalable revenue models, pricing architectures, and AI-driven growth systems to accelerate market expansion and investor readiness.

High-Potential Future CROs and C-Suite Leaders Senior executives preparing for broader leadership roles who want to develop strategic judgment, financial acumen, and AI-led decision-making capabilities.

Eligibility:

Any Graduate (10+2+3)/Diploma holder (10+2+3)/Postgraduate with a minimum of 8 years of work experience as of the Programme Start Date, i.e., 12 June 2026

Candidates should have a minimum of 50% marks in Graduation/Diploma/Postgraduate.

Candidate should be currently working at the time of filling up the application form