How to hire the right commercial leader for your C-suite

Too often, executive teams conflate commercial titles, assuming that senior-level sales and business development leaders are one in the same.

If you’re hiring a commercial leader, especially at the C-suite level, you will benefit from understanding the nuances behind each title, their different mandates and the kinds of candidates who fit into these separate commercial buckets.

In this article, we break down the four most common commercial leadership roles, their respective candidate profiles and how to match these roles with your business needs.

Chief revenue officer (CRO)

The CRO is your go-to leader when you need to align all revenue-facing teams under one unified strategy. Their job is to drive top-line growth across the board. That means hitting numbers, building repeatable systems and leading high-performing teams that know how to close.

The best CROs are seasoned sales operators. They’ve led complex teams, owned big quotas and know how to turn pipeline into revenue. Industry relevance matters here, especially if your sales cycle is technical or enterprise focused. You want someone who’s cut their teeth in your industry so they can bring relevant knowledge and expertise to align sales and revenue teams toward one specific goal.

Chief business officer (CBO)

The CBO sits at a different altitude. This is your strategic operator who connects the dots across functions and steers the company toward long-term growth. A good CBO can own their own P&L, evaluate new markets, build partnerships and help shape product strategy while keeping the business grounded operationally.

If your biggest challenge is navigating complexity or scaling with intention, the CBO is likely the right pick. You’re looking for someone who can drive change across a matrixed organization, especially in the context of transformation or integration.

Chief commercial officer (CCO)

Think of the CCO as a hybrid between the CRO and the CBO. They own the full commercial strategy and make sure go-to-market teams are operating in lockstep. That includes sales, marketing, customer success and product management.

The ideal CCO has a deep sales background, but they also think a few moves ahead. Many have consulting experience from a top-tier firm like McKinsey & Company, Bain & Company or the Boston Consulting Group, which helps when the job calls for structured thinking. If your go-to-market engine is disjointed or underperforming, the CCO can be the one to pull it all together.

Chief business development officer (CBDO)

Your CBDO focuses on creating new revenue streams through partnerships, alliances and strategic ventures. They’re constantly looking beyond the core business to find the next opportunity, whether that’s a new geography, product extension or a joint venture.

Look for someone with strong industry roots and a track record of closing complex deals. P&L understanding is key, and consulting or banking experience helps. This role is about vision, hustle and relationships.

So, who do you actually need to hire?

When determining which title makes sense for your business, it depends entirely on the problem you’re solving.

If your sales organization is struggling to reach quota or needs institutionalization, bring in a CRO or CCO who knows how to rebuild and scale. If your growth challenge is more about strategic direction or operational cohesion, a CBO might be the better call. And if partnerships or market expansion are where you’re stuck, the CBDO is likely your answer.

Another question you should ask early: are you looking for a multi-functional leader or a focused specialist? CBOs and CBDOs often have a more varied job description, while CROs and CCOs focus more intently on niche functional oversight.

Bottom line

The right commercial leader is the one whose skills and experience match your company’s most urgent priorities and long-term strategy. Start by determining the problems you need solved, then find the person who’s been there and done it.

To learn more, contact Brian Landau at (336) 217-9137 or brian.landau@charlesaris.com.