My Battlefield Leadership Lessons: Applying to CROs
Mar 19, 2025
The Battlefield Leadership Method: A CRO’s Guide to Mastering Resilience and Revenue Growth
By Matt Slonaker, Founder of M. Allen
March 16, 2025
As the Founder of M. Allen, I’ve carried the lessons of my military veteran experience into the high-stakes world of revenue leadership. Decades ago, I traded the structured discipline of military service for the unpredictable front lines of entrepreneurship. The strategies that kept me steady under fire—focus, resilience, and tactical execution—now shape my leadership at M. Allen. If you’re a veteran turned Chief Revenue Officer (CRO), these principles can empower you to conquer your revenue battlefield.
Here’s how a military mindset can elevate your role as a CRO:
1. Maintain Laser Focus Like a Mission Objective
In the field, a moment’s distraction could compromise the mission. As a CRO, you face a barrage of market shifts, customer demands, and competitive threats. The key is to zero in on your top three to five revenue priorities—whether it’s securing critical accounts, optimizing your sales pipeline, or launching a strategic campaign—and revisit them daily. At M. Allen, we start each day with a quick briefing to align on these mission-critical goals, fostering momentum and accountability. Even when side-tracked by chaos, returning to your objectives keeps your revenue operation on target.
2. Build Unshakable Resilience to Endure the Fight
On the battlefield, plans can unravel in an instant under enemy fire. Resilience is what keeps you adapting and advancing. In revenue leadership, disruptions like the recent AI and security upheavals from DeepSeek and OpenAI can derail your strategy. At M. Allen, we treat these shifts as opportunities to innovate and strengthen our position. As a CRO, draw on your veteran grit—stay calm, assess the terrain, and adjust your approach to keep revenue flowing.
3. Anticipate the Ambush and Turn Setbacks into Victories
In combat, ambushes are inevitable—but anticipating them lets you defend and counter effectively. Every CRO will face setbacks—lost deals, missed targets, or market missteps. The trick is to shed pride and treat failure as a training exercise. At M. Allen, we use a dynamic “debrief round-robin” to analyze every possibility, including potential pitfalls, with candid feedback. This battle-tested approach speeds up decisions and reduces surprises, enabling you to pivot and reclaim revenue ground.
4. Strike with Precision, Not Just Force
In the military, every operation is planned for maximum impact with minimal waste. In revenue leadership, resist the urge to chase every trend or overextend your team. Focus on a few high-impact initiatives—perfecting your sales tactics, targeting key clients, or enhancing a standout product—and execute them with precision. At M. Allen, we prioritize quality over quantity in our go-to-market and product strategies, ensuring every move drives revenue success.
5. Commit, Execute, and Press Forward
On the front lines, you execute your orders and move past hesitation—overthinking costs lives. As a CRO, once your strategy is set (like a new pricing model or market expansion), commit fully and act with conviction. Tough calls—like cutting underperforming units or reallocating resources—may sting, but dwelling on “what ifs” stalls progress. The pressure of today’s revenue landscape is intense, but like a veteran turning stress into resolve, you can transform challenges into growth. Victory belongs to those who keep advancing when others retreat.
The modern CRO’s battlefield is the marketplace—a proving ground where resilience, strategy, and focus build winning teams and unstoppable revenue streams. Embrace these veteran-honed principles, and you’ll lead with strength at M. Allen and beyond.
Matt Slonaker is the Founder of M. Allen. Explore more of his insights at
https://matthew-slonaker.mykajabi.com/blog
Self-Assessment: Are You a Battlefield-Ready CRO?
Take this 10-question quiz to gauge your leadership resilience and revenue readiness. Choose the answer that best reflects your current approach, and tally your score at the end to see how you measure up!
- How do you handle distractions during a busy sales quarter?
a) I get pulled in multiple directions and struggle to refocus (1 point)
b) I try to prioritize but often lose track of key goals (2 points)
c) I identify top priorities and revisit them daily like a mission brief (3 points) - When a major deal falls through, how do you respond?
a) I take it personally and dwell on the loss (1 point)
b) I analyze what went wrong but find it hard to move on (2 points)
c) I adapt quickly and pivot to the next objective (3 points) - How do you prepare for market shifts or competitor moves?
a) I react after the fact and scramble to catch up (1 point)
b) I monitor trends but hesitate to adjust my strategy (2 points)
c) I anticipate changes and proactively realign my revenue plan (3 points) - How often do you address potential failures in your team’s strategy?
a) Rarely—we avoid tough conversations (1 point)
b) Sometimes, but it feels uncomfortable (2 points)
c) Regularly, with open debriefs to improve outcomes (3 points) - How do you approach new revenue initiatives?
a) I chase every trend to stay competitive (1 point)
b) I try a few things but spread my team too thin (2 points)
c) I focus on a few high-impact moves and execute them with precision (3 points) - When a decision backfires, how do you proceed?
a) I second-guess myself and hesitate to act (1 point)
b) I review the mistake but get stuck overanalyzing (2 points)
c) I learn from it, adjust, and move forward decisively (3 points) - How do you motivate your team under pressure?
a) I struggle to keep morale up during tough times (1 point)
b) I encourage them but focus mostly on results (2 points)
c) I inspire resilience and turn challenges into opportunities (3 points) - How well do you balance short-term wins with long-term growth?
a) I focus only on immediate revenue targets (1 point)
b) I try to balance both but lean toward short-term gains (2 points)
c) I align daily actions with a clear long-term revenue mission (3 points) - How do you handle conflict within your sales or revenue team?
a) I avoid it or let it fester (1 point)
b) I address it but struggle to find resolution (2 points)
c) I turn tension into collaboration with effective leadership (3 points) - How confident are you in your ability to lead through uncertainty?
a) I feel overwhelmed by unpredictable markets (1 point)
b) I manage but worry about the unknowns (2 points)
c) I thrive, using uncertainty to sharpen my strategy (3 points)
Scoring Your Results
- 21-30 Points: Battle-Hardened Leader
Well done! You wield the resilience and focus of a seasoned veteran. Keep honing your skills to lead your revenue team to victory at M. Allen. - 11-20 Points: Rising Soldier
You’re building strength but can sharpen your adaptability and focus. Target one or two areas for growth, and apply these battlefield principles daily. - 10-20 Points: Rookie on the Front Line
No need to worry—you’re at the start of an exciting mission. Focus on mastering resilience and seek mentorship to elevate your CRO game.
Step onto the battlefield with this assessment as your guide, and watch your revenue leadership soar at M. Allen!