Chief Revenue Officer hired within 2 months – Craftware case study

Craftware is a technology company with over 250+ employees that helps its clients implement technologies for sales management and customer service. The company is a Salesforce platinum partner.


The sales and marketing department was run by a manager who had strong capacities in only one of these fields. Therefore, it was difficult for a person with great marketing experience to enforce changes in the sales department. On the other hand, if the director of these departments was someone with only sales experience, they could easily dominate marketing and focus solely on sales goals. To avoid such a situation, we decided to support Craftware in finding an alternative solution and changing the employment and management structure.


We proposed several organizational models with their advantages and disadvantages in the context of a growing technology company. After analysis, the company decided to employ a Chief Revenue Officer who controls marketing and sales, which would also ultimately help create a third department: customer service. The key was to find someone with extensive experience in these 3 areas so that instead of favoring any of them, they would mediate between departments and management with the support of functional leaders in each of these areas. Finally, the CRO is to act as an arbitrator, strategist and high-level management leader who supports the leaders of individual areas and reports to the board.

The first step in the recruitment process was determining the skilss of the candidate and creating and distributing the ads. Due to the fact that there are not so many experienced people on the market with the desired skills, we decided to also launch our network.

Then, after an initial assessment of all the applications, we conducted the first stage of the recruitment interview with selected candidates to verify their skills in relation to Craftware challenges. Each candidate passed through Casbeg verification and returned to the client’s HR department with extensive feedback. The next stages of recruitment were planned: a meeting with the HR, the Management Board and the team that the candidate was to manage.


The entire recruitment process lasted 2 months, during which we verified over 20 CVs and conducted 10 interviews with potential candidates.

As a result, the company hired a person who had extensive experience in management positions in the industry along with highly developed skills in the field of marketing, sales and customer service, as well as ​​proficiency in foreign languages and a lot of business contacts.

For this particular recruitment, it was important for someone who had the same or greater experience in sales and business to participate in the interview. A good salesperson is able to convince even the best recruiters and board members, so talking to someone who has extensive experience in sales and management allows you to realistically verify the candidates.

Cooperation with Casbeg in this recruitment has allowed us to look from a different perspective on who is really missing in our organization and why employing a CRO may prove effective in our case. The feedback we received after each recruitment interview was very factual and accurate, and finally formed the basis for the employment decision. What I think ensured the rapid success of this recruitment was the detailed screening, after which I had precise guidelines for who to contact and who is not worth it. I didn’t waste time on any unnecessary lengthy meetings. I think that this is what distinguishes Casbeg — you don’t provide candidates like agencies (at least here it wasn’t the case), but you give very substantive feedback on the sent candidatures.

Sylwia Bil HR Manager, Craftware


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