Yes. The nipple has to be positioned deep enough in the baby's mouth but not too deeply. The latch is the key to the whole thing! If it hurts, then something is not quite right. That is the thing to remember. If you the latch is totally correct then you won't ever have soreness. I got the latch wrong once at the beginning of my BFing days, and had a touch of soreness. Aside from that one time, I have never had any soreness or cracking caused by BFing.
Here is a great resource for latching:
https://www.kellymom.com/bf/start/basics/latch-resources.html