We are experiencing a temporary revenue downturn and need to consolidate our leadership team, combining our VP of Marketing and VP of Sales seats into a single Chief Revenue Officer seat. Both of our current directors are strong performers. How do we decide who gets this consolidated seat, and how do we transition the other without losing them?

Question

Tyler Smith · Accepted Answer

Consolidating seats during a cash flow pinch is a tough operational reality. When you have two strong performers and only one combined seat, you must make a data-driven, objective decision based on GWC and conative alignment.

First, define the exact five roles of the new Chief Revenue Officer (CRO) seat. This seat is not just a hybrid; it requires a leader who can align marketing and sales strategies to drive revenue efficiency.

Next, run both directors through the GWC filter for this new seat. Ask yourself who has the strategic capacity to manage both functions. You should also look at their conative profiles using tools like the Kolbe index. A CRO seat often requires a high Follow Thru to build integrated pipelines and systems, combined with enough Quickstart to drive growth.

Once you make the call, you must address the other director immediately. If they are a core values fit, look for a newly defined, high-value specialist seat. For example, your VP of Sales might transition to a Head of Strategic Accounts seat, focusing purely on closing key deals without the administrative burden of running the department.

Be transparent about the financial reality and the structural need. If you cannot offer them a seat that aligns with their career goals and your financial parameters, help them transition out with dignity. Keeping someone in an artificial seat just to avoid a hard conversation will only hurt your margins.