The Evolution of the Chief Revenue Officer and Enrollment
Season 6, Episode 197
Too often in higher ed, finance, marketing, and enrollment teams operate in silos, creating roadblocks to sustainable growth. Steven Rutt, Chief Revenue Officer at Abilene Christian University, joins us to break down why alignment between these teams is crucial—and how to make it happen.
In this conversation, Steven shares why more universities should rethink the CRO role, how to bridge the gap between finance and marketing, and what it takes to build a true growth culture in higher ed. He unpacks the myths around marketing ROI, the power of data-driven decision-making, and why universities need to stop viewing marketing as a cost center—and start treating it as a revenue driver. Plus, we explore the impact of AI and emerging technologies on enrollment strategy and how higher ed leaders can future-proof their investments in an evolving landscape.
🎧 Listen Now to Learn:
✅ Why a growth mindset is essential for overcoming scarcity.
✅ Why collaboration between finance, marketing, and enrollment is crucial.
✅ How data-driven decisions can reveal unexpected insights.
✅ Rethinking ROI for strategic growth.
✅ Explore how holistic view of marketing spend is necessary for success.
Join us as we discuss:
03:10 - Rethink the Role of the Chief Revenue Officer
06:07 - Balancing Enrollment Growth and Financial Sustainability
08:57 - Data-Driven Decision Making in Higher Education
11:54 - Explore a New Way to Understand Marketing ROI
15:04 - Navigating Marketing Investments
18:03 - Emerging Technologies and Their Impact on Your Team.Â
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