Why Quebec is lagging behind in the role of Director of Revenue

Only 12% of SMEs in Quebec claim to have a clear structure to align their sales, marketing and customer service. And that's exactly where the role of Chief Revenue Officer (CRO) makes all the difference... except that it practically doesn't exist here.

An absence that comes at a high price.

While North American companies structure their growth around a Chief Revenue Officer, the majority of Quebec SMEs still manage their sales and marketing as two completely separate silos. The result? Opportunities that fall through the cracks, a loss of coherence, and sluggish growth.


In the United States, the CRO role has exploded. According to a LinkedIn study, the number of employed CROs has increased by 45% since 2020, particularly in rapidly growing or structuring companies.


And in Quebec? People still often confuse CRO with sales director.

What exactly is a Director of Revenue?

The Chief Revenue Officer is the person who ensures that every growth lever is aligned with a single objective: to increase the company's revenue in a sustainable and strategic way.

The supervise:

  • sales
  • marketing
  • business development
  • sometimes even customer relations


This is not a middle management position. It is a leadership role, often a member of the executive committee, that combines strategic vision and field operations.

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Why is this role vital for business growth?

Let's take a simple example. A Quebec-based B2B professional services company generates leads through its marketing, but doesn't qualify them effectively. Salespeople waste time, conversion rates stagnate, and customer service never gets feedback on promises made. It's a classic scenario.


A Director of Revenue would have:

  • standardized the sales cycle
  • common performance indicators have been put in place
  • aligned tools and teams on the same roadmap

The result? More revenue. Less loss. Better customer experience.

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Why doesn't this exist in Quebec yet?

There are three main reasons.

1. An operations-oriented corporate culture

In Quebec, companies have often grown around a product or an expert founder. Strategic development comes second. Investments are made in production, HR, sometimes marketing, but rarely in the structure for growth.

2. A lack of understanding of the role

Your solution is useful. People like it. But your revenue isn't keeping pace. It's highly likely the problem isn't the product itself, but rather your positioning, prospecting strategy, or sales process. An external Revenue Director can restructure your approach to finally generate results.

3. The fear of complicating things

Introducing a new leadership role, especially a cross-functional one, is daunting. "Just another title," is a common refrain. Yet, in reality, it's the only role that breaks down silos and moves the entire company forward in the same direction.

What Quebec companies stand to gain

Taking on the role of Director of Revenue means:


  • Align sales, marketing and customer relationship efforts
  • Structure growth with data, not intuition.
  • Accelerate decision-making, as a single pilot is responsible for overall revenue
  • Preparing the company for growth, expansion, or fundraising: an objective perspective and measurable results

And above all, it's about moving from a company that sells... to a company that controls its growth.

This is not just for large companies

Do you think this role is only for SaaS giants or multinationals? Wrong.


Today, more and more SMEs in Canada (outside Quebec) or in Europe are integrating a Revenue Director — on a part-time, external basis, or for strategic support.

It is a powerful lever, even (and especially) when you are in the structuring phase.

Quebec can no longer afford to ignore the role of the Director of Revenue.

Sooner or later, Quebec will follow the trend. But the pioneers who embrace this role now will have a distinct advantage.

If you are a manager or entrepreneur and you feel that your growth efforts are pulling in all directions, it may be time to think differently.

What if you were the first company in your sector to structure its growth like a war machine? Ready to structure your revenue around a real growth plan? Discover how an external Revenue Director can transform your business within the first 90 days with NOVERA.