Why Quebec is behind on the role of Chief Revenue Officer

Only 12% of SMEs in Quebec say they have a clear structure to align their sales, marketing and customer service. And that's exactly where the role of Chief Revenue Officer (CRO) makes all the difference... except it practically doesn't exist here.

An absence that costs dearly

While North American companies structure their growth around a Chief Revenue Officer, the majority of Quebec SMEs still manage their sales and marketing as two completely separate silos. The result? Opportunities that fall through the cracks, a loss of coherence and slowed growth.


 In the United States, the CRO position has exploded. According to a LinkedIn study, the number of CROs in employment has increased by 45% since 2020, particularly in companies experiencing rapid growth or those in the process of structuring.


And in Quebec? CRO is still often confused with sales director.

What exactly is a Chief Revenue Officer?

The Chief Revenue Officer is the person who ensures that every growth lever is aligned with a single objective: to increase the company's revenue, sustainably and strategically.

The supervise:

  • sales
  • the marketing
  • business development
  • sometimes even customer relations


This is not a middle management position. It is a leadership role, often a member of the executive committee, which brings together strategic vision and field operations.

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Why is this role vital for business growth?

Let's take a simple example: A Quebec-based B2B professional services company generates leads through its marketing, but doesn't qualify them effectively. Salespeople waste time, conversion rates stagnate and customer service never collects information on the promises made. It's a classic.


A Chief Revenue Officer would have:

  • standardized the sales cycle
  • implemented common performance indicators
  • aligned tools and teams on the same roadmap

The result? More revenue. Less waste. Better customer experience.

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Why doesn't this exist in Quebec yet?

There are three main reasons.

1. An operations-oriented corporate culture

 In Quebec, companies often grow around a product or a founder-expert. Strategic development comes afterward. Investments are made in production, HR and sometimes in marketing, but rarely in the structure of growth.

2. A lack of understanding of the role

Your solution is useful. People love it. But your revenue isn't keeping up. Chances are, the problem isn't the offering, but the positioning, prospecting strategy, or sales process. An external Chief Revenue Officer can restructure your approach to finally generate results.

3. Fear of complicating

Establishing a new leadership role, especially a cross-functional one, is daunting. "Just another title," we often hear. Yet, in reality, it's the only role that breaks down silos and moves the entire company in the same direction.

What Quebec businesses have to gain

 Adopting the role of Chief Revenue Officer means:


  • Align sales, marketing and customer relationship efforts
  • Structuring growth with data, not intuition
  • Accelerate decision-making, as a single driver is responsible for overall revenue
  • Prepare the company for growth, expansion or fundraising with an objective view and measurable results


 And above all, it’s moving from a company that sells… to a company that controls its growth.

It's not just for big companies

Think this role is only for SaaS giants or multinationals? Wrong.


Today, more and more SMEs in Canada (outside Quebec) or in Europe are integrating a Chief Revenue Officer — part-time, external, or for strategic support.

It is a powerful lever, even (and especially) when we are in the structuring phase.

Quebec can no longer afford to ignore the role of a Chief Revenue Officer

Sooner or later, Quebec will follow the wave. But the pioneers who take on this role now will have a clear advantage.

If you're a leader or entrepreneur and feel like your growth efforts are pulling in all directions, it might be time to think differently.

What if you were the first company in your sector to structure its growth like a war machine? Ready to structure your revenue around a real growth plan? Discover how an external Chief Revenue Officer can transform your business in the first 90 days with DETA.