Built on 20+ years of Operating Experience
Our Mission
We are passionate about Business, Technology, and Pricing & Revenue Management. We seek to scale our experience to create value and enrich lives, for the Cross family, our business partners, and our community.
Core Values
Integrity. We operate with honesty and transparency. We believe that accountability drives execution.
Insight. We don't apply rigid playbooks. We dig deep into each business, ask hard questions, and craft solutions tailored to the company's real challenges.
Impact. We invest our time, experience, and capital where it can create maximum value. Our partners’ success drives our success.
Value Proposition
Our value proposition revolves around a few key aspects of our experience:
- Founding Revenue Analytics, a tech-enabled services firm that we grew from $0 to $20m+ in revenue over 12 years. Hallmarks of our success include “bootstrapped,” profitable growth and serving an enterprise client base including companies like Marriott, Carnival, IHG, iHeartMedia, and Kimberly-Clark Professional.
- Pivoting Revenue Analytics from a services business to a SaaS business, including taking on venture capital, defining and executing a new Go-to-Market strategy, and building a scalable SaaS organization.
- Growing Revenue Analytics from $5m in ARR in 2019 to $20m in ARR in 2024 (32% CAGR), and executing a majority re-capitalization transaction with Lead Edge Capital in 2022.
Meet the Team
Dax Cross
Managing Partner
Dax Cross is a Managing Partner of Cross Operating Partners. Previously, he served as CEO of Revenue Analytics, a pioneer and industry leader in Pricing & Revenue Management SaaS applications.
Prior to pivoting Revenue Analytics from Services to SaaS, Dax led consulting engagements for Fortune 500 companies like The Coca-Cola Company, Marriott, IHG, Hyatt, Royal Caribbean, and General Motors.
Before co-founding Revenue Analytics in 2005, Dax was an attorney at King & Spalding. He holds a JD from the University of Georgia Law School, where he graduated 1st in his class, and a BA in History from Davidson College.
Zach Cross
Managing Partner
Zach Cross is a Managing Partner of Cross Operating Partners. Previously, he served as President of Revenue Analytics, a pioneer and industry leader in Pricing & Revenue Management SaaS applications.
Prior to pivoting Revenue Analytics from Services to SaaS, Zach led consulting engagements for Fortune 500 companies like Toyota, General Motors, iHeart Media, Sirius XM, Cox Media Group, and Shaw Industries.
Before co-founding Revenue Analytics in 2005, Zach was at Revenue Technologies, a leading provider of Pricing and Revenue Management software solutions. He holds a BBA from the University of Miami, with a double major in Marketing and Entrepreneurship.