Deliver Bad News Early: Inside the Boardroom with a CRO
Bad forecasts don’t just miss targets. They influence hiring plans, budgets, and boardroom confidence. Former Chief Revenue Officer Cliff Unger joins Alex Raymond to share how account managers can build the accuracy and credibility that drive both company growth and personal career impact.
Drawing from his journey from hardware account management to SaaS leadership, Cliff reveals how forecasting, renewals, and expansions shape business strategy at the highest levels. He explains why “job number one” for revenue leaders is hitting the number, but why accuracy in forecasting is just as critical for winning trust with executives and investors. With only a small fraction of companies forecasting within 5% of actuals, Cliff points out the power of delivering bad news early, balancing realism with ambition, and building systems that eliminate surprises.
Alex and Cliff’s discussion reframes account management as a true commercial growth function, responsible for renewals, expansion, and reliable forecasting, rather than a reactive support role. The insights in this episode show how account managers and CROs alike can move beyond firefighting, strengthen credibility, and become the operators executives rely on to steer strategy and growth.
Episode Breakdown:
00:00 Why Account Managers Shape the Future of a Business
03:13 From Hardware Sales to SaaS Leadership
10:24 The High-Stakes World of SaaS Renewals
13:11 ARR, GRR, and NRR Explained
16:58 Forecasting Under Pressure as a CRO
19:29 Why Forecast Misses Erode Confidence
27:54 The Real Role of a CRO
30:04 Why Account Management Belongs Under the CRO
37:26 Diagnosing Forecast Misses and Reducing Surprises
41:44 Data Integrity and the CRO’s Biggest Pain Point
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Podcast production and show notes provided by HiveCast.fm
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