Brad Cross
CRO at Upflow
About the Author
Brad is the Chief Revenue Officer at Upflow, overseeing Marketing, Sales, Success, and RevOps. He drives growth by aligning the go-to-market strategy with the needs of modern finance teams and amplifying Upflow’s message in the market. With deep experience in SaaS, revenue leadership, and customer engagement, Brad focuses on scaling revenue operations in a rapidly evolving business and technology landscape.
At Upflow, Brad coined the term Financial Relationship Management (FRM), defining a new category that reimagines how finance teams engage with their customers. Like CRM for sales, success and marketing, FRM empowers finance teams to build stronger relationships through relevant engagement and personalized payment experiences, which drive faster collections, higher retention, better relationships and sustainable growth.
Brad brings global experience across many types of customer engagement software in FinTech, MarTech, AdTech, CRM, Data and analytics, and predictive behavioral modeling. This shapes his insights on revenue transformation and financial infrastructure. As a regular contributor to Upflow’s blog, he writes about sustainable growth, financial operations, and the metrics that matter most to modern revenue leaders.