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With that as a preamble, during the discussion, Craig asked what we thought of the term Chief Revenue Officer. To tell you the truth, I'd never thought about it before, I'd never really taken it terribly seriously. Apparently, it's coming more in vogue, though I'm a little confused about why. I later googled it, and saw some software companies, consultants, and marketing firms talking about it. While the issues they talked about and the tools could present great value, I'm confused by the need for a new C-Level Officer accountable for the Revenue Generation Process.