Exit Interview: Ryan Bretsch, Chief Revenue Officer (CRO)

Posted by Kristin D. Sadler

Exit interview with our CRO

In 2014, after many years in sales and sales leadership roles around the country, Ryan started Algorythmics, a company devoted to the discipline of sales operations. Nine months later he met Tara Kinney, now CEO of Atomic Revenue, who at the time owned a marketing operations firm. The two created a partnership and co-founded Atomic Revenue to combine sales and marketing operations with the intent of helping companies align both disciplines for the achievement of customer success. 

In 2016, Atomic Revenue added digital operations to the mix and continued to define and refine Revenue Operations as both an academic discipline and a customer acquisition process. Atomic Revenue is recognized today by the subsequent data-driven Revenue Operations formula for reliable and measurable growth.

While transitioning to new ventures outside of Atomic Revenue, Ryan granted us the first exclusive interview.

What did you enjoy most about your role at Atomic Revenue?

I loved the opportunity to meaningfully contribute to the academic discipline of Revenue Operations. To perform the research and innovate around the discipline and have a say in shaping the formula for larger audiences was endlessly fascinating. Since Revenue Operations is still being defined and the core elements are constantly evolving, I feel passionate about my role in helping to create innovative, dynamic, and ordered process for businesses to more effectively capitalize on revenue creation across sales, marketing, and customer functions.

“Revenue Operations is deceptively challenging. That’s why companies struggle to succeed in bringing it all together to obtain powerful revenue results. When inputs are aligned and collaborative, a unified company strategy emerges more organically and revenue outcomes soar.”

What would you say are some of the most important skills or lessons learned during your time with Atomic Revenue?

The biggest skills I learned were the ability to put everything in an order and approach it all thoughtfully. We created a periodic table of Revenue Operations elements required for business success and that’s when we realized the extreme complexity of revenue generation. After hundreds of hours analyzing and factoring it all together, we determined that a successful business requires skill to put every piece in order and every action must be intentional. It’s like a mechanical watch – if one part is not in alignment and working with the rest of the parts, it will not function properly. The watch will not keep accurate time. The same is true in business.

I also learned countless valuable lessons – I’d like to highlight two of them.

#1: It was much easier to help our clients align their people, process, and data and implement a Revenue Operations protocol for them than it was for our growing company. Revenue Operations is deceptively challenging, that’s why companies struggle to do it – the same was true for us, though Atomic Revenue has since become an EOS company and implemented the Revenue Operations formula more objectively.

#2: There is a big difference between customer satisfaction and customer advocacy. When a company focuses its strategy on customer satisfaction, wasteful decisions are made just for the sake of “customer satisfaction.” A customer advocacy focus, on the other hand, drives referrals, lowers customer acquisition costs and overall cost of sales, and drives revenue almost effortlessly. This is where the emphasis needs to be to thrive in business. How you get there is the complicated part – hence that periodic table mentioned before. 

How to create customer advocacy strategy

How did your time at Atomic Revenue prepare you for the future?

Aside from the skills and lessons mentioned previously, my time at Atomic Revenue helped me become more nimble, thoughtful, and a more open-minded problem solver. I am better prepared to work with people and businesses and get everyone to come together for the greater good, rather than for individual objectives. People are passionate about their expertise; it’s important to get them to collaborate with each other successfully to make the whole group work like a fine-tuned machine to reach company goals. Aligned inputs equal maximized outputs. Collaboration supports a unified company where profitable revenue can be maximized.

We wish Ryan the best of luck and much success in his new endeavors and thank him for his contributions and dedication during his time with Atomic Revenue!

Topics: Atomic Revenue, customer advocacy, News, Ryan Bretsch, CRO, revenue operations

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