Inversion Kevin French - Inversion GTM
When You Need a CGO,
Not a CRO
Most technology companies hire a CRO when they actually need a CGO. Getting it wrong costs 18 months and $500K. Kevin French explains the difference.
The Situation
Most technology companies hire a CRO when they actually need a CGO.
The most common revenue mistake technology companies make is hiring a CRO to solve a CGO problem. A CRO optimizes execution within an existing go-to-market model. A CGO redesigns the model itself. If your model is misaligned - wrong ICP, wrong positioning, wrong pricing structure, wrong channel strategy - a CRO can't fix it. They can only run a broken system more efficiently, which accelerates the decline rather than reversing it.
Start the ConversationThe Signs You Need a CGO
You need a CGO when: your win rate on qualified deals is declining despite consistent effort; your ICP is defined but your pipeline doesn't reflect it; your differentiation has collapsed in the market and you're winning primarily on price or relationships; your revenue model itself - not just your execution of it - is misaligned with how buyers in your market actually make decisions.
The AI disruption of technology services is producing CGO problems at scale. Companies built on the billable hour are watching the economics of that model compress, but their go-to-market is still built around selling hours. That's a model problem, not an execution problem. No CRO can fix it.
The Signs You Need a CRO
You need a CRO when: your go-to-market model is sound but execution is inconsistent; your pipeline is real but forecast accuracy is poor; your sales process is undocumented and varies by rep; your quota attainment is uneven across the team.
Most technology companies at the $10M-$100M revenue range need both - a CRO to fix execution and a CGO to rebuild the model. Kevin French plays both roles inside a single engagement, which is why he positions as Fractional CRO & CGO rather than choosing one.
Why Getting It Wrong Is Expensive
Hiring a CRO to solve a CGO problem costs 18-24 months and $400K-$600K before you recognize the mistake. The CRO optimizes execution, the metrics look better for a quarter or two, and then the underlying model problem reasserts itself. By the time you hire the right person with the right mandate, you've lost two years to a competitor who got this right.
The diagnostic is simple: if you ran a perfect sales process against your current ICP with your current positioning and your current pricing, would your revenue problem go away? If yes, you need a CRO. If no, you need a CGO. Kevin French's Growth Audit answers this question in 30 minutes.
Work With Kevin French
Get the Diagnosis Right
Before the Hire.
Kevin French starts every engagement with a Growth Audit that determines whether your problem is a CRO problem, a CGO problem, or both. Flat fee. No commitment. Real answers.
Contact Kevin FrenchOr call directly: 856-418-0502