Revenue will never be enough, sales cycles always too long, and market conditions never ideal. Here are 8 realities Chief Revenue Officers need to embrace:

1. There's never enough pipeline

No matter how much pipeline CROs build, it's rarely enough to hit ambitious targets. "CROs have to accept that their current pipeline often falls short of the transformative revenue goals necessary," says Matt Slonaker, founder of M. Allen. "The key is to constantly innovate in lead generation and qualification strategies."

2. Actually, there's never enough budget overall

Marketing, sales enablement, customer success - CROs always need more resources. "The most effective CROs I've worked with are masters at doing more with less," Slonaker explains. "They focus relentlessly on high-ROI activities and aren't afraid to make tough cuts elsewhere."

3. You'll be blamed even when market conditions are poor

When revenue falls short, CROs take the heat - even during recessions or industry downturns. "It's crucial for CROs to proactively educate stakeholders about market realities," advises Slonaker. "Regular, transparent communication about challenges and opportunities is key."

4. Change is constant, but that knowledge isn't enough

New competitors, shifting buyer behaviors, emerging technologies - change never stops. "Top CROs build adaptability into their DNA," says Slonaker. "They create flexible teams and processes that can pivot quickly as needed."

5. Shadow sales will always be an issue

"Informal sales conversations outside official channels are inevitable," notes Slonaker. "Smart CROs find ways to support and guide these interactions rather than trying to eliminate them entirely."

6. Much of the sales process runs on 'gut instinct'

Despite investments in data and analytics, gut instinct still drives many sales decisions. "The best CROs I've seen strike a balance," Slonaker explains. "They use data to inform decisions but aren't afraid to trust their experienced intuition when needed."

7. Being pushed out of your comfort zone comes with the job

Whether it's adopting new sales tech or entering unfamiliar markets, discomfort is inevitable. "Successful CROs view discomfort as a growth opportunity," advises Slonaker. "They lean into challenges and encourage their teams to do the same."

8. True cross-functional collaboration remains elusive

"Despite everyone knowing its importance, true alignment between sales, marketing, and product is rare," notes Slonaker. "Great CROs make breaking down silos a top priority, fostering a culture of collaboration across the entire revenue team."

By embracing these hard truths, Chief Revenue Officers can navigate challenges more effectively and drive sustainable growth.