Most CROs Manage Reps Wrong (CRO at $4B Tech Company)

In this episode, Marcus Chan interviews Jeff Ford, CRO at a $4B+ tech company), on why beating up reps for pipeline backfires, why he manages reps to personal earnings goals instead of quota (90% pick something higher than OTE), how every customer-facing role needs pipeline targets, and why AI is the key to unlocking 10-30%+ productivity gains without adding headcount.Welcome to The Revenue Vault powered by Venli, where top Sales VPs, CROs, and revenue leaders share exactly how they build high-performance revenue engines from systems and sales plays to leadership moves that actually work.Hosted by Marcus Chan, Wall Street Journal best-selling author and CEO of Venli Consulting, who led a $195M/year sales org with 110+ emps, and was promoted 12 times in 8 years, this show is tactical, direct, and built for operators.If you’re serious about driving results, this is your playbook.👉🏼 Want to uncover your biggest hidden revenue leaks? ⁠Get our free diagnostic kit here.⁠👉🏼 Want to double revenue without increasing your headcount? ⁠Click here.⁠Follow Marcus Chan’s Socials:⁠LinkedIn⁠ | ⁠YouTube⁠ | ⁠Instagram⁠ | ⁠TikTok⁠ | ⁠Venli⁠Most CROs beat up reps for pipeline and manage them to quota—both backfire. Learn from Trimble's CRO ($4B+ company) why managing reps to personal earnings goals, assigning pipeline to every customer-facing role, and leaning into AI unlocks 10-30%+ productivity gains.