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# Chief Revenue Officer (CRO) with an Industrial Equipment Co. – Milwaukee, WI


Role Overview for Chief Revenue Officer (CRO) with an Industrial Equipment Co. – Milwaukee, WI
JRG Partners has been exclusively retained to lead the search for a visionary and results-driven Chief Revenue Officer (CRO) for a premier, multi-generational leader in the industrial equipment manufacturing sector based in Milwaukee, WI. Our client has built an impeccable reputation over several decades for engineering excellence, product durability, and an unwavering commitment to customer success. As they embark on their next ambitious phase of growth and market expansion, they are seeking a transformative executive to architect and execute a comprehensive revenue generation strategy.
The Chief Revenue Officer will be a pivotal member of the executive leadership team, reporting directly to the Chief Executive Officer (CEO). This individual will be the single point of accountability for all revenue-generating activities, providing strategic leadership and unifying the Sales, Marketing, and Customer Success departments under a cohesive go-to-market strategy. The ideal candidate is a master of both the art and science of revenue growth, capable of building scalable processes, leveraging data to drive decisions, and inspiring a high-performance culture. This is a unique opportunity to make a significant impact on a well-respected company poised for exponential growth in a competitive global market.
Key Responsibilities of Chief Revenue Officer (CRO) with an Industrial Equipment Co. – Milwaukee, WI
Strategic Revenue Planning & Execution
Develop, implement, and continuously refine a comprehensive, multi-year revenue strategy that aligns with the company’s overall business objectives. Translate strategic goals into tangible, multi-channel revenue plans, including detailed forecasting, market segmentation, competitive analysis, and pricing strategy.
Sales Leadership & Performance Management
Direct all facets of the global sales organization, encompassing national account management, regional direct sales teams, inside sales, and a robust dealer/distributor network. Implement and optimize a scalable sales methodology, establish clear performance metrics (KPIs), and foster a culture of accountability and success to consistently exceed sales targets.
Marketing & Brand Alignment
Partner with marketing leadership to create a cohesive brand message and a powerful demand generation engine that consistently fuels the sales pipeline with qualified leads. Oversee the allocation of the marketing budget across digital marketing, content strategy, trade shows, public relations, and channel marketing to maximize ROI.
Customer Lifecycle & Success
Champion a deeply customer-centric culture throughout the entire organization. Develop and lead the customer success and service functions to ensure exceptional post-sale experiences, drive high customer retention rates, increase lifetime value (LTV), and systematically identify up-sell and cross-sell opportunities.
Data-Driven Operations & Forecasting
Establish a culture of accountability and continuous improvement through the rigorous use of data and analytics. Build and manage a reliable revenue forecasting model. Define and monitor KPIs across the entire revenue funnel, from lead generation to customer renewal, providing regular, transparent reports to the CEO and Board of Directors.
Go-to-Market (GTM) Strategy
Continuously evaluate and optimize the company’s GTM strategy for new products, services, and geographic markets. Lead market research initiatives to identify emerging trends, customer needs, and untapped opportunities, ensuring the company remains agile and ahead of the competition.
Talent Development & Team Building
Act as a magnet for top-tier talent. Recruit, onboard, coach, and develop world-class leaders and individual contributors within the sales, marketing, and customer success teams. Cultivate a collaborative, energetic, and results-oriented environment that promotes professional growth and retention.
Executive Collaboration & Partnership
Serve as a key voice and strategic partner on the executive leadership team. Provide critical insights into market dynamics, competitive landscape, and revenue performance. Collaborate closely with the COO, CFO, and CTO to ensure seamless alignment between revenue strategy, operations, financial planning, and product development.
Requirements for the Chief Revenue Officer (CRO) with an Industrial Equipment Co. – Milwaukee, WI
Executive Leadership Experience
A minimum of 15 years of progressive experience in revenue-generating roles, with at least 7-10 years in a senior leadership capacity (e.g., VP of Sales, Head of Global Sales, CRO) managing large, complex, and geographically dispersed teams.
Industry-Specific Expertise
Demonstrable and significant experience within the industrial equipment, heavy machinery, construction equipment, agricultural equipment, or a closely related B2B capital goods manufacturing environment is mandatory. The candidate must possess a deep understanding of long sales cycles, complex capital equipment purchases, and managing dealer/distributor channel networks.
Proven Track Record of Growth
A quantifiable and verifiable history of success in scaling revenue for a company of comparable size or complexity. Must be able to articulate specific strategies implemented and their direct outcomes, such as entering new markets, launching new product lines, or executing successful turnarounds of underperforming teams.
Strategic & Analytical Mindset
Strong strategic thinking skills with the ability to translate high-level corporate goals into actionable, data-driven plans. Expertise in financial modeling, P&L management, budgeting, forecasting, and using business intelligence tools to inform strategy and measure performance.
Technical Proficiency
High level of proficiency with modern technology stacks, including CRM platforms (Salesforce preferred), Marketing Automation systems (e.g., HubSpot, Marketo), and BI/Analytics tools (e.g., Tableau, Power BI).
Educational Background
A Bachelor’s degree in Business Administration, Marketing, Engineering, or a related field is required. An MBA or other relevant advanced degree is strongly preferred.
Leadership Qualities
Exceptional communication, presentation, and negotiation skills. A charismatic, transparent, and inspirational leader who can motivate teams, build consensus among executive peers, and establish immediate credibility with the board of directors, customers, and partners.
Industry Knowledge
In-depth knowledge of industry trends and best practices, as highlighted by leading organizations like the Association of Equipment Manufacturers.
Location & Travel
The ability to work on-site at the corporate headquarters in Milwaukee, WI is required. This role requires the willingness and ability to travel domestically and internationally as needed (estimated 25-40%) to meet with key clients, partners, and regional teams.
Benefits & Perks Offered
Our client is committed to attracting and retaining a top-tier executive and offers a highly compelling and competitive compensation and benefits package, including:

A significant base salary, an aggressive performance-based annual bonus, and a meaningful long-term incentive and/or equity plan.
Comprehensive, executive-level benefits package including premium medical, dental, vision, life, and disability insurance for you and your eligible dependents.
A robust 401(k) retirement savings plan with a generous company matching contribution.
Substantial Paid Time Off (PTO), company holidays, and a commitment to promoting a healthy work-life integration.
A full relocation assistance package for the selected candidate and their family to the vibrant Milwaukee area.
An annual budget for executive coaching, professional development, and attendance at key industry conferences and events.
The opportunity to work with a passionate, talented, and dedicated team and make a lasting impact on a respected industry leader.

How to Apply
JRG Partners, a nationally recognized executive search firm, has been exclusively retained by our client to lead this critical search for their Chief Revenue Officer. We specialize in placing transformative leaders within the industrial and manufacturing sectors who drive growth and create lasting value.
Due to the confidential and senior nature of this search, all applications and inquiries will be handled with the strictest discretion. Interested and qualified candidates are encouraged to submit their resume and a cover letter outlining their relevant experience and accomplishments. To apply or to learn more about our dedicated practice in this space, please visit our Industrial & Manufacturing Executive Search Practice page. A senior member of our executive search team will contact the most qualified candidates directly to discuss the opportunity in greater detail.