revenue management's fit within the organizational structure depends on the type of industry and the company itself. some companies place revenue management teams within marketing because marketing initiatives typically focus on attracting and selling to customers. other firms dedicate a section of finance to handle revenue management responsibilities because of the tremendous bottom line implications. some companies have elevated the position of chief revenue officer, or cro, to the senior management level. this position typically oversees functions like sales, pricing, new product development, and advertising and promotions. a cro in this sense would be responsible for all activities that generate revenue and directing the company to become more "revenue-focused".