Revenue Rehab - SoundSage

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This week on Revenue Rehab, Brandi Starr is joined by Lorraine Ball, an accomplished entrepreneur and marketing leader. Together, they break down how Lorraine transformed a marketing department plagued by constant resignations and instability into a high-performing, fully retained team. They discuss Lorraine’s decisive strategies, including team realignment, personalized work scheduling, and proactive leadership that delivered measurable savings and capacity gains. If you’re looking for actionable ways to create aligned, resilient revenue teams, this episode is for you.

Revenue leaders who’ve been in the trenches share how they tackled real challenges—what worked, what didn’t, and what you can apply to your own strategy. These episodes go beyond theory, breaking down real-world implementation stories with concrete examples, step-by-step insights, and measurable outcomes.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Diagnosing and Addressing Team Turnover Crisis [03:40] Lorraine Ball shares how she inherited a department where “one person a week at least was quitting,” creating massive instability and high recruiting costs. She quickly identified the root cause as a culture treating employees as interchangeable parts. Lorraine’s first step was to get to know individual team members and match roles to their strengths, directly tackling the source of ongoing resignations.

Topic #2: Implementing Flexible Work Structures for Creatives [09:29] Recognizing that rigid schedules were a poor fit for her creative team, Lorraine sat down with groups and asked, “If you could set your working hours… tell me what works for you.” By introducing customized schedules based on team input, she increased productivity and morale while extending team coverage. Within 12 weeks, this shift played a decisive role in eliminating turnover and stabilizing departmental output.

Topic #3: Achieving Tangible Financial and Operational Gains [20:17] Lorraine outlines clear metrics from her changes, noting, “We were probably spending about $10,000 a month on recruiting fees. So right off the bat, we were saving $100,000.” She further highlights how retention enabled the team to reduce marketing backorders from 300 to zero and freed up capacity to find new revenue opportunities, connecting people-focused change with direct business results.

Key Learning or Action Item

If you had it to do all over again, what's one thing you'd do differently? Lorraine said she would have involved her senior team leaders more in the beginning instead of tackling everything on her own. By engaging them earlier, she believes they could have solved problems and moved through challenges faster.

The Big Win

By rebuilding team structure and culture, Lorraine Ball reduced marketing department turnover from 100 percent annually to zero for 18 months, saving over $100K in recruiting costs and creating a team so efficient they had surplus capacity.

Links:

LinkedIn: https://www.linkedin.com/in/lorraineball/
Instagram: https://www.instagram.com/themtfwpodcast/
Facebook: https://www.facebook.com/MTFWpodcast/
YouTube: https://www.youtube.com/@MTFWPodcast
Amazon: https://www.amazon.com/stores/Lorraine-Ball/author/B0C1J55B3H
Website: https://morethanafewwords.com/

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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This week on Revenue Rehab, Brandi Starr is joined by Alan Gold and Paul Peterson, seasoned fractional CMOs who believe fractured C-suite ownership of revenue is costing your company millions, and they’re here to prove it. In this episode, they challenge the widespread idea that multiple executives should own revenue, instead making the case that a single CRO needs to drive accountability, alignment, and results. Gold and Peterson uncover the hidden costs of scattered leadership and reveal why true revenue growth depends on unified strategy, clear lines of ownership, and business-wide metrics. Are they right, or will you challenge their thinking? Dive in and join the debate.

Episode Type: Problem Solving - Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Splitting Revenue Leadership Creates Chaos, Not Accountability [02:28]

Alan Gold argues that dividing revenue responsibility among multiple C-suite leaders leads to dysfunction and wasted budget. He states, “If everyone's in charge, no one's in charge. Period. End,” urging companies to consolidate revenue ownership under a single accountable leader. This challenges the widespread belief that shared responsibility drives alignment and highlights the risk of finger-pointing and lack of true accountability.

Topic #2: One Revenue Number Alone Does Not Unite the Team [06:25]

Alan Gold dismisses the idea that giving multiple executives the same revenue goal will align efforts, describing it as “a lot of BS.” He explains that shared metrics do not guarantee unified strategy or execution, insisting that only a single leader, ideally a CRO with broad strategic skills, can effectively drive the revenue engine. This perspective pushes revenue leaders to look beyond revops and metrics, focusing instead on organizational design and true accountability.

Topic #3: C-Level Career Progression Requires Broader Business Acumen [18:33]

Paul Peterson addresses the career fears that drive resistance to a single revenue leader, emphasizing that C-suite advancement requires understanding the entire business, not just one function. He explains that to be qualified as CRO, leaders must “actually get good at what my counterpart is doing,” echoing the CEO role as a business integrator rather than a functional expert. This challenges conventional thinking around executive career paths and motivates marketing and sales leaders to develop broader skills if they aspire to top revenue roles.

The Most Damaging Myth

The Myth: “If we give each leader the same metrics to be accountable for, so instead of sending everybody in all these different directions, if we still have one number but multiple people, it accomplishes the same thing.” (Alan Gold)

Why It’s Wrong: Alan Gold explains that this belief actually complicates things further and fails to deliver true alignment. Even with a single shared metric, multiple leaders will continue to pull in their own directions based on their functional backgrounds, resulting in silos, duplicated efforts, and ongoing finger-pointing. Ultimately, this diffusion of responsibility means no one is truly accountable for revenue outcomes.

What Companies Should Do Instead: Appoint one leader, such as a strategically-oriented CRO, to oversee the entire revenue process. This creates clear accountability, streamlines decision making, and ensures all teams work in harmony toward unified revenue goals.

The Rapid-Fire Round

What is the first sign that a company is facing a C suite being too big problem, but hasn't really named it yet? “If the CEO can’t get a straight answer to what the future looks like and what the revenue stream is for the next quarter. Create unified visibility into your revenue forecast.” – Alan Gold
What’s one mindset shift that unlocks progress? “It’s the mindset of strategic delegation. Clarify who owns what, and make sure someone is accountable for connecting the dots. Marketing, sales, revenue, customer service. They all have to work together. The real shift is realizing they can’t function independently. One person has to own the alignment.” – Paul Peterson
What’s the most common mistake people make when trying to fix this? “Just following what you’ve always done before, instead of stepping back to question whether the current structure and people are right for today’s market.” – Alan Gold
What’s the most underrated move that actually works to fix this fast? “Go back to the data: analyze your sales process from prospect to closed revenue, review key metrics like close rate and cost per lead, and make sure someone is asking these questions every day.” – Paul Peterson

Links: Alan Gold

LinkedIn: https://www.linkedin.com/in/alanegold/
Email: alan.gold@techcxo.com

Links: Paul Peterson

LinkedIn: https://www.linkedin.com/in/paulpeterson52

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This week on Revenue Rehab, Brandi Starr is joined by Gabe Lullo, a sales and recruiting expert, and Rolly Keenan, CRO of Tegrita and seasoned revenue leader, who argue that outbound sales is failing not because of lazy reps, but because it's become far too complex for its own good. They challenge the conventional wisdom that ever-growing tools and metrics drive results, insisting that simplifying outbound and prioritizing authentic, intentional outreach is the only way forward. With real-world examples and sharp industry insight, Lullo and Keenan explain why revenue leaders must break away from complexity before it undermines growth. Will you rethink your outbound strategy or defend the old playbook?

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Matching Buyer Complexity With Sales Simplicity [04:50]

Gabe Lullo challenges the belief that complex B2B buying journeys require complex sales processes. He argues that success comes from a multi-threaded, highly intentional approach rather than disconnected, over-engineered outbound systems. Lullo states, “Working on it very strategically… so those three departments are communicating correctly to talk to the right people at the right time,” pushing revenue leaders to simplify and sync their sales, SDR, and marketing efforts for real impact.

Topic #2: Why High-Volume Outreach Is Just Spam, Not Strategy [13:10]

Gabe Lullo argues that most outbound activity today is indistinguishable from spam, citing mass emailing and indiscriminate dialing as ineffective. He asserts, “Intentional outbound is what I think is really what is important. Authentic outbound is what I think is important,” reframing high-volume outreach as harmful rather than strategic. Rolly Keenan agrees and emphasizes the need to target the right prospects instead of treating outreach as a numbers game.

Topic #3: Technology Alone Won’t Fix Outbound [21:40]

Gabe Lullo pushes back on the reliance on technology and AI as quick fixes for outbound challenges, warning, “If you can use AI to just spam more, I don't think that's an effective way of implementing the technology.” He urges revenue leaders to use tech for preparation, research, and training rather than simply increasing activity. Rolly Keenan echoes this caution, reminding leaders to be thoughtful about whether their tools are genuinely helping SDRs connect in meaningful ways.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “Trying to throw money at it. To Rolly's point, they're just trying to throw money at the problem to fix it.” – Gabe Lullo

Why It Fails: Simply investing more resources or buying additional tools doesn’t address the root cause of outbound motion issues. This approach often compounds complexity, increases inefficiency, and ignores the need for intentional strategy or meaningful conversations. It masks the real issues, making it harder for teams to achieve authentic engagement and sustainable revenue growth.

The Smarter Alternative: Instead of indiscriminately upping the spend or tech stack, leaders should focus on listening to what their competitors and the market are actually doing, rather than chasing analyst-driven trends. Prioritize intentional, authentic outreach and ensure your team is aligned and prepared to have relevant, high-value conversations that move deals forward.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Measure whether your connection rates and the quality of conversations are meaningfully tracked. If not, fix that first.” – Gabe Lullo
What’s one red flag that signals a company has this problem—but might not realize it yet? “If your team isn’t having meaningful conversations—and isn’t tracking them authentically—issues will show up later in the funnel.”
What’s the most common mistake people make when trying to fix this? “Throwing money at the problem—more tech, more bodies—without actually addressing the core issue.”
What’s the fastest action someone can take today to make progress? “Actively listen to what your competitors and the market are actually doing, instead of just following analyst advice and trends.”

Links: Gabe Lullo

LinkedIn: https://www.linkedin.com/in/lullo/
Podcast: https://open.spotify.com/show/7c5IlZshEVZrJtY5QtQGF3
Website: https://alleyoop.io/

Links: Rolly

LinkedIn: https://www.linkedin.com/in/rollykeenan/

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This week on Revenue Rehab, Brandi Starr is joined by Jonas Woost, media entrepreneur and co-founder of Bumper. He believes that “more downloads do NOT equal more business value” and is ready to prove it. In this episode, Jonas challenges the industry’s obsession with podcast download numbers, making the case that B2B revenue leaders should focus on true listener engagement and quality of audience over vanity metrics. From dismantling outdated measurement practices to revealing actionable strategies for aligning your podcast with business outcomes, Jonas urges CMOs and CROs to rethink how they evaluate and leverage audio content before wasted efforts drain ROI. Will you stick to conventional wisdom, or does Jonas have it right? Join the debate!

Bullet Points of Key Topics + Chapter Markers:

Topic #1: “More Downloads” Do Not Equal Business Value [02:07]

Jonas Woost directly challenges the conventional wisdom that higher download numbers automatically translate to more value for B2B podcasts. He argues, “The download is actually very, very poor way to measure podcast success because a download means basically nothing. A download is not a listen.” Brandi acknowledges how entrenched this mindset is among marketers, sparking a debate on what metrics really matter for revenue leaders.

Topic #2: Measuring Podcast Consumption, Not Just Reach [10:14]

Jonas reframes success metrics for B2B podcasts, insisting that podcasting is not a “reach medium” but an “amazing engagement medium.” He urges CMOs and CROs to focus on deep audience engagement—“how long did they stick around”—rather than chasing vanity metrics like total downloads. Brandi explores how this approach impacts real editorial decisions, making the case for aligning podcast topics more tightly with business outcomes.

Topic #3: Data-Driven Podcast Decision-Making—But Don’t Forget Your Mission [19:10]

Jonas outlines a bold, data-first approach to evolving podcast strategy, advocating for constant, insight-driven pivots in content, marketing, and business objectives. However, he warns revenue leaders not to let data be the only driver: “If we only do stuff based on data and sort of chase the best number...it doesn’t lead to great storytelling.” The discussion centers on how to balance hard metrics with purpose-driven episodes—even when certain topics (like climate or DE&I) don’t deliver the highest completion rates.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “The first thing that most people get wrong is that they don't actually know what they want to measure. This is the first step. What do you actually want? No one wants downloads. No one wants a number. People want business results, especially your audience, B2B podcasters. They want some sort of result. At the end of the day, we need to start there with result. What do you want? This is about reputation. This is about lead generation. This is about whatever. And then go backwards from there. As opposed to starting with like we want downloads in order to maybe have something else in the past.” – Jonas Woost

Why It Fails: Measuring podcast success by downloads alone is fundamentally flawed because downloads do not equate to real engagement or business impact. Companies often default to chasing higher download numbers rather than focusing on the outcomes that actually matter, like genuine audience consumption, influence on reputation, or contribution to lead generation. This results in misaligned investments and missed opportunities to connect with the right audience.

The Smarter Alternative: Companies should start by clarifying the real business result they want from their podcast—whether that’s reputation building, lead generation, or something else—and then work backwards to design their measurement approach. Instead of defaulting to download counts, focus on actual listener engagement and platform-specific consumption metrics that align with your strategic objectives.

The Most Damaging Myth

The Myth: “More downloads always equal more business value for a B2B podcast.” – Jonas Woost

Why It’s Wrong: Jonas explains that downloads are a poor way to measure podcast success because a download is not a listen, nor does it indicate actual engagement. Most downloads don’t translate to real audience interaction, and chasing bigger numbers often distracts companies from connecting with their true target audience—especially for B2B marketers with niche offerings.

What Companies Should Do Instead: Focus on measuring real consumption and engagement across listening platforms like Spotify, Apple, and YouTube. Prioritize understanding who is listening, how long they engage, and whether you’re reaching the right audience rather than blindly driving up download counts. Use these insights to inform editorial, marketing, and business decisions to drive meaningful business value.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Start by clearly defining what business result you actually want—not just downloads or numbers, but the real goal like reputation or lead generation.” – Jonas Woost
What’s one red flag that signals a company has this problem—but might not realize it yet? “If you don’t know what you actually want to measure, or you’re defaulting to downloads, you’re already off track. Focus on desired outcomes, not vanity metrics.”
What’s the most common mistake people make when trying to fix this? “Trying to be perfect and capture data from every platform. With podcasts scattered across many players, obsessing over 100% accuracy becomes overwhelming. Instead, focus on Apple, Spotify, and YouTube for the bulk of your data.”
What’s the fastest action someone can take today to make progress? “Build a simple spreadsheet to manually track engagement stats from the major platforms. It doesn’t need to be fancy—six key numbers, updated monthly, will give you the clarity to make better decisions right away.”

Links:

LinkedIn: https://www.linkedin.com/in/jonaswoost/
Website: https://wearebumper.com/

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This week on Revenue Rehab, Brandi Starr is joined by Dr. Julie Donley, a leadership expert and workplace stress researcher with nearly 30 years of experience, who believes AI isn’t easing the burden for leaders—it’s fueling burnout and quietly setting revenue teams up to fail. In this episode, Dr. Donley challenges the widespread assumption that AI will reduce stress and drive productivity, arguing that it’s actually amplifying demands and leaving leaders grappling with even greater emotional labor. Drawing on research and real-world insights, she reveals why ignoring the human impact of AI could undermine both team well-being and revenue growth. Are you ready to rethink how you lead in the AI era—or will you push back on Dr. Donley’s bold stance?

Bullet Points of Key Topics + Chapter Markers:

Topic #1: AI Is Increasing Burnout, Not Reducing It [04:26]

Dr. Julie Donely confronts the widespread assumption that AI lightens leaders’ loads, arguing, “AI is raising expectations, accelerating demands, and leaving the emotional labor, the real human work, squarely on their shoulders.” She details how adapting to AI is layered atop existing responsibilities, especially for women leaders, causing heightened stress and faster burnout. Brandi Starr highlights areas where AI can help, but Donely maintains that managing AI’s impact multiplies—not subtracts from—the human workload.

Topic #2: Lack of AI Guardrails Accelerates Workplace Risk [15:44]

Dr. Donely challenges the “just start using AI” mentality prevalent in many organizations, warning that without clear policies, boundaries, and training, leaders risk confusion, misuse, and legal exposure. “If you don’t have guardrails, people could be using it for any number of things… they’re gonna have problems.” The debate centers on whether orgs can realistically build effective frameworks fast enough to keep up with AI’s pace, with Brandi questioning business’ ability to set rules without stifling innovation.

Topic #3: The Hidden Cost of Emotional Labor in Leadership [14:09]

Dr. Donely spotlights the overlooked burden of “emotional labor” as leaders navigate AI-driven change—managing team fears, conflict, and constant adaptation. She argues this work is “just exhausting by the end of the day” and asserts that organizations consistently undervalue it, even as AI transforms technical workflows. Revenue leaders are challenged to acknowledge and plan for this persistent human toll, which will not go away with increased automation: “We dismiss emotional labor as not being important. It's huge. And it's not going away with AI.”

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “Well, I think the wrong way to integrate AI is to tell people, use AI, not give them any. They need training, they need boundaries, they need policies and procedures. When can I use AI? What can I use it for, what can I not use it for? And then train them.” – Dr. Julie Donley

Why It Fails: Simply directing employees to use AI without guidance leads to confusion, anxiety, and inconsistency. Without established guardrails, training, or a support system, teams may misuse AI tools, increase stress, and expose the company to risks, making it difficult to integrate AI productively and safely within organizational workflows.

The Smarter Alternative: Companies should establish clear guardrails, policies, and training around AI adoption. Leaders must set expectations, provide structured support, and create safe spaces for employees to ask questions and learn. By doing so, organizations empower their teams to use AI effectively and responsibly, optimizing both productivity and well-being.

The Most Damaging Myth

The Myth: “I think it’s that it’s going to replace us, that AI is going to do away with our jobs and it’s more effective than, I mean, people have to use AI to be able to produce results. And so it’s going to change how things work, but it’s not going to replace humans.” – Dr. Julie Donely

Why It’s Wrong: The fear that AI will eliminate the need for human workers causes anxiety, resistance, and a reluctance to engage with new technology. As Dr. Donely points out, this belief overlooks the critical human skills—like emotional labor, team dynamics, and workplace politics—that AI cannot replicate or replace. Holding on to this myth leads to missed opportunities for partnership and support between people and technology.

What Companies Should Do Instead: Leaders should focus on how AI can be leveraged as a tool to support human roles, not replace them. Encourage teams to explore how AI can assist in their specific functions and provide targeted training to empower responsible, effective use. Emphasize partnership, not replacement, to reduce stress and accelerate adoption.

The Rapid-Fire Round

Finish this sentence: sentence. If your company has an AI usage problem, the first thing you should do is _: “Identify how you want them to use it.” – Dr. Julie Donel
What’s one red flag that signals a company is experiencing AI related burnout—but might not realize it yet? “Well, the people are becoming irritable, productivity is going down and your morale is going down.”
What should leaders do differently to ensure AI helps rather than hurts their team? “They need to check in with their team members to take a pulse as to where they are and what their needs are in relation to AI.”
What’s the fastest action someone can take today to make progress? “Check in with your people and make sure that they're managing things well, that they have the training that they need or the instruction or guidance that they need and the support that they need and the permission potentially that they need to be able to use AI in a way that supports the organization's goals.”

Buzzword Banishment: Dr. Julie Donely’s buzzword to banish is "really, really, really" and any kind of ultra adjective that is just not necessary. She dislikes this phrase because it adds no value, is overused, and detracts from the power of communication—especially for women, who she suggests should focus on being more direct. Dr. Donely emphasizes that such unnecessary emphasis makes messages less impactful and recommends getting to the point instead.

Links:

LinkedIn: https://www.linkedin.com/in/drjuliedonley
Facebook: https://www.facebook.com/DrJDonley
YouTube: https://www.youtube.com/@DrJulieDonley
Amazon: https://www.amazon.com/dp/0976560585/
Website: https://drjuliedonley.com/

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This week on Revenue Rehab, Brandi Starr is joined by Maxwell Ivey, internationally known as the Blind Blogger and an expert in accessibility education, who believes “Accessibility isn’t charity—it’s untapped market access,” and he’s ready to prove it. In this episode, Maxwell dismantles the common industry belief that accessibility is a mere “nice-to-have,” arguing that overlooking people with disabilities is a costly, strategic mistake that hands revenue directly to competitors. Drawing on data, buyer journey insights, and firsthand stories, he exposes how accessible marketing drives greater loyalty, expands market reach, and can directly boost revenue for B2B leaders. Will Maxwell’s bold challenge reshape your approach to inclusion—or do you still think accessibility is optional? Join the debate!

Episode Type

Problem Solving: Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: “Inclusivity” Is Just Empty Jargon [02:45]

Maxwell Ivey boldly claims that the word “inclusive” is an overused, misleading buzzword that allows companies to feel good without doing the work of true accessibility. He states, “It allows a lot of people to feel like they are doing the right thing…without actually taking action,” directly challenging revenue leaders to move beyond declarations and toward measurable accessibility changes. Brandi Starr agrees that the term is often empty, setting the stage for a debate on what genuine inclusivity should look like in B2B marketing and customer experience.

Topic #2: Accessibility Isn’t Charity, It’s a Market Advantage [04:29]

Ivey confronts the myth that accessibility is just altruism or only benefits a niche group, arguing, “Accessibility isn’t charity, it’s market access.” He emphasizes the significant, loyal purchasing power of people with disabilities—estimated at $3.5-4 trillion annually—and reveals that inaccessible marketing directly costs businesses revenue, saying, “you are walking away from revenue and your competitors are happy to pick it up.” This challenges conventional thinking by reframing accessibility as a core business growth lever, not a compliance box to check.

Topic #3: Accessibility Enhancements Benefit All Buyers [06:09]

Ivey dismantles the belief that accessibility improvements are only for the disabled, stressing that accessible design actually improves user experience for everyone—including those browsing in poor lighting, on mobile devices, or with age-related challenges. Concrete tactics like simplifying website navigation, keyboard-first design, and minimizing distractions are highlighted as universally beneficial. He argues, “A lot of things that you will do to improve accessibility will improve the user experience of all your other customers who don’t have a disability,” pushing revenue leaders to rethink accessibility as a competitive differentiator rather than a narrow accommodation.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “I think I’d like to get rid of the word inclusive because it’s such a vague word, it doesn’t really get to the heart of the matter. It allows a lot of people to feel like they are doing the right thing for their business or for people with disabilities without actually taking action, without really empathizing with the needs of this huge market of highly loyal consumers. And it allows them just to avoid the hard conversations, to avoid the time and effort. Although it isn't really a lot of time and effort in most people’s cases. But by saying that they’re inclusive, it allows them to feel good about themselves, but it doesn’t necessarily mean that they’ve done the work.” – Maxwell Ivey

Why It Fails: Using “inclusive” as a buzzword lets companies check a box without making real changes. This superficial approach fails to address the specific needs of people with disabilities, meaning businesses miss out on both a substantial market opportunity and true accessibility. Ultimately, it leads to lost revenue and leaves the door open for competitors who genuinely address accessibility.

The Smarter Alternative: Companies should move beyond vague commitments and take concrete, tactical actions to improve accessibility. Maxwell recommends focusing on simplifying user journeys, prioritizing keyboard navigation, and designing with a minimalist, distraction-free mindset. These measures not only support people with disabilities but also improve usability and satisfaction for all customers, driving better business outcomes.

The Most Damaging Myth

The Myth: “I don’t have customers who with disabilities or if I have them, they do not have the funds to buy from me. And the other is that when I create for accessibility, I am only creating for people with disabilities.” – Maxwell Ivey

Why It’s Wrong: These beliefs are harmful because they severely underestimate both the size and purchasing power of the disability community. As Maxwell points out, designing for accessibility benefits everyone—not just people with disabilities—by improving the user experience for all. Additionally, the market of people with disabilities is large, loyal, and influential; dismissing their needs means leaving significant revenue and word-of-mouth opportunity on the table.

What Companies Should Do Instead: Recognize accessibility as market access, not charity or a compliance checkbox. Design campaigns, content, and customer experiences for everyone, understanding that accessibility improvements often enhance usability and satisfaction for all users—leading to broader engagement, higher revenues, and stronger brand loyalty.

Buzzword Banishment

Maxwell’s buzzword to banish is "inclusive." He dislikes this term because it is vague and allows companies to feel self-satisfied without taking meaningful action to address the needs of people with disabilities. Maxwell argues that saying you're "inclusive" often substitutes for real empathy or necessary changes, enabling businesses to avoid hard conversations and practical improvements, rather than genuinely supporting a large and loyal market segment.

Links:

LinkedIn: https://www.linkedin.com/in/maxwellivey
Facebook: https://www.facebook.com/maxwellivey
YouTube: https://www.youtube.com/maxwellivey
Podcast: https://podcasts.apple.com/us/podcast/the-accessibility-advantage/id1740242884
Website: https://www.theaccessibilityadvantage.com

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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This week on Revenue Rehab, Brandi Starr is joined by Sherry Grote, creator of the Harmony Hero framework and a B2B marketing leader with 25+ years transforming brands and driving revenue. Sherry believes marketing and HR hold untapped power as revenue accelerators—but only if their voices are amplified beyond traditional roles and given real influence in the boardroom. Challenging the status quo that sidelines these functions, Sherry argues that true revenue growth hinges on aligning people, brand, and culture—not just products and pipelines. If you’re ready to rethink where brand power really drives the bottom line, tune in—and decide if Sherry’s perspective changes your mind.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Marketing & HR—The Undervalued Revenue Drivers [04:44]

Sherry Grote boldly argues that marketing and HR are essential drivers of revenue and brand but are consistently marginalized in executive decision-making. She challenges the conventional belief that marketing is a “faucet you can just turn on” and spotlights how HR’s influence on culture is chronically overlooked—particularly damaging “in an artificial everything world.” Brandi Starr echoes the misalignment, noting most companies pigeonhole this partnership as “marketing giving HR tchotchkes,” prompting a debate on the true strategic potential of these functions when united.

Topic #2: Boardroom Influence—Turning Up the Volume on Brand Voices [07:14]

Sherry argues that the boardroom routinely sidelines marketing and HR, relegating them to after-thought status in favor of sales, finance, and product updates. “HR, we really don’t have time for you to talk, so just put your slide in there and we’ll just make sure that the board has that.” She proposes a radical change: marketing and HR should proactively demonstrate their impact on revenue, culture, and pipeline to win advocates among CFOs, CROs, and CPOs—shifting from self-promotion to integrated business influence.

Topic #3: Rethinking Compensation and Collaboration for Revenue Alignment [17:50]

Sherry challenges revenue leaders to recognize compensation misalignment as a core driver of inefficiency and discord between marketing, sales, and HR. She critiques the “rip and replace” approach to CMOs, tying it to systemic incentive problems: “It’s often the head of marketing that really sees this breakdown and challenge and having that real relationship with HR could be an opportunity to help to influence that.” Brandi pushes for actionable solutions, leading to a discussion about moving BDRs into marketing and partnering with HR to overhaul incentive structures for true revenue team alignment.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “A leader before they've had a time to actually make an impact in the business.” – Sherry Grote

Why It Fails: Swapping out marketing or HR leaders too quickly disrupts momentum and undermines strategic initiatives before they can take hold. This short-sighted turnover prevents teams from making the incremental changes necessary for lasting impact and damages organizational culture and continuity.

The Smarter Alternative: Instead of jumping to leadership changes, companies should focus on building strong alignment and rapport between sales, marketing, and HR, giving leaders the space and support needed to drive meaningful, long-term business results.

The Most Damaging Myth

The Myth: “Marketing is a faucet that you can just turn on and you will get instant results.” – Sherry Grote

Why It’s Wrong: This belief leads organizations to expect immediate impact from marketing efforts, creating unrealistic timelines and frustration when quick results don’t materialize. As Sherry explains, marketing is actually more like a well that requires consistent pumping—building effective campaigns takes time, ongoing effort, and a systems approach. When companies operate under the “faucet” myth, they make disruptive changes or swap out talent prematurely, undermining long-term progress and ROI.

What Companies Should Do Instead: Treat marketing as an engine that needs sustained investment and incremental improvement. Allow marketing leaders time to build momentum, focus on developing processes, and foster strong cross-departmental relationships—especially with HR—to build a people-first culture that supports brand and revenue growth.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Ensure that you have built rapport with sales, marketing and HR to be in total alignment.” – Sherry Grote
What’s one red flag that signals a company has this problem—but might not realize it yet? “If your employees don't have psychological safety, then you do not have a culture that is going to have a positive brand influence.”
What’s the most common mistake people make when trying to fix this? “Changing out a leader before they've had time to actually make an impact in the business.”
What’s the fastest action someone can take today to make progress? “Know what your 5% is—be clear on what makes you different from everyone else doing your type of job, whether you’re in HR, marketing, finance, or sales.”

Buzzword Banishment: Sherry’s buzzword to banish is "amplify." She dislikes this term because in today’s environment—where it’s applied to everything—the word has been overused and lost its impact and meaning. Sherry notes that while "amplify" once described increasing awareness or engagement in a meaningful way, its ubiquity now renders it ineffective and even frustrating to encounter.

Links:

LinkedIn: https://www.linkedin.com/in/sherrygrote/
Instagram: https://www.instagram.com/theharmonyhero
Facebook: https://www.facebook.com/people/The-Harmony-Hero/61568386591394
Website: https://www.theharmonyhero.com

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This week on Revenue Rehab, Brandi Starr is joined by Michael Buckbee, founder of Knowatoa and AI-driven search marketing expert, who believes most marketers are missing out on revenue by ignoring how their brands appear in AI search tools—and he’s ready to prove it. In this episode, Buckbee challenges the industry’s Google-first mindset and argues that AI platforms like ChatGPT and Gemini are now the key gateways to buyers, demanding a radical rethink of content and SEO strategy. From shifting content budgets to exposing overlooked technical pitfalls, Buckbee makes the case that revenue leaders must adapt now to avoid losing visibility and pipeline in an AI-dominated landscape. Is your strategy keeping up, or is it time for a rehab?

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Google’s Grip on B2B Search Is Slipping [02:41]

Michael Buckbee argues that relying solely on Google for B2B brand discovery is now a critical mistake. He highlights how AI tools like ChatGPT, Gemini, and Perplexity are rapidly changing buyer behavior and asserts that “most marketers have no idea how they’re showing up in AI and it's costing them real revenue.” Brandi Starr questions whether AI is truly overtaking Google, leading Michael to explain that even Google is transforming its search experience in response to these new AI platforms.

Topic #2: Outdated SEO Strategies Are Killing Organic Growth [06:23]

Michael challenges the conventional top-of-funnel, high-traffic blog strategy that marketers have depended on for years. He points out that informational queries are increasingly answered directly by AI summaries, saying “those are going away as a traffic source,” and urges leaders to shift focus toward bottom-of-funnel content that addresses specific buyer objections and differentiators. Brandi Starr pushes for actionable advice, sparking a discussion on how marketing budgets and content plans need to be realigned for this new search landscape.

Topic #3: Winning Requires Siteless SEO and AI Indexing [15:56]

Michael pushes revenue leaders to rethink basic SEO, warning that many websites are inadvertently blocking AI crawlers and missing out on AI-driven buyer research. He explains the need to ensure that AI bots can index your content and introduces the concept of “siteless SEO,” recommending that brands publish content directly on platforms like LinkedIn and Reddit for broader visibility. The segment includes specific tactics as Michael calls this a foundational shift that “marketers need to act on now.”

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: "A common trap is to stick with the existing content plans. You know, you had mentioned AI overviews and how it lists sources. You know, you can still fight for those terms, those like high level informational terms. But I do think you really need to consider, is this something where people are going to read this and then there's a list of 30 sites on the side? Is that a benefit to you that you're one of those 30 links that's buried in there? Are people actually going to find you? Is it actually going to move things forward or are your efforts better spent elsewhere?" – Michael Buckbee

Why It Fails: Traditional top-of-funnel content strategies focus on broad informational keywords, but AI search tools now summarize these queries and bury brands in a long list of sources. This leads to reduced visibility and engagement, as buyers are more likely to rely on AI summaries instead of clicking through to individual sites.

The Smarter Alternative: Companies should pivot their content strategy toward mid- and bottom-funnel topics that address buyer objections and showcase clear differentiation. Distributing this content across multiple platforms, not just your website, increases the likelihood that AI systems will pick up and accurately represent your brand, making it easier for buyers to discover and trust you during their research process.

The Most Damaging Myth

The Myth: “We kind of don't need to care about these new AI startups and all we need to do is care about Google and they just go back to doing things how they have been doing them.” – Michael Buckbee

Why It’s Wrong: Many marketers believe that focusing on traditional Google SEO is enough, but Google itself is evolving in response to AI-driven platforms like ChatGPT, Claude, and Gemini. Ignoring these changes means companies risk losing visibility where buyers are actually researching and making decisions, leading to missed revenue opportunities.

What Companies Should Do Instead: Companies should adapt by monitoring their brand visibility across AI search platforms, shifting content strategies away from solely top-of-funnel topics, and making sure their content is accessible to both Google and AI bots. This proactive approach ensures brands continue to show up where buyers are searching now and in the future.

The Rapid-Fire Round

What is the first sign that a company is facing the problem of being ready for AI search but hasn't yet named it?“In their Google search console, they're probably seeing a very steady amount of impressions coming through and a drop off in click throughs to their site. That's a pattern that's seen in lots of different places. And that's the first like real data point that a lot of SEOs have found like, something's going on here. We need to be prepared for.” - Michael Buckbee
What's one mindset shift that unlocks progress?“I think the biggest mindset shift should be the duplicate content penalty, which was something that SEOs have considered for a long time, which is like, put a blog post up on my site. I don't want another site to scrape it and put it up on their site because that pulls the Google juice from both of us. It dilutes it. But in the world of AI search, that's a huge benefit. Now you're twice as powerful because the messaging has been said twice.”
What's one common trap leaders fall into when trying to solve this?“I think a common trap is to stick with the existing content plans. You know, you had mentioned AI overviews and how it lists sources. You know, you can still fight for those terms, those like high level informational terms, but I do think you really need to consider, is this something where people are going to read this and then there's a list of 30 sites on the side? Is that a benefit to you? That you're one of those 30 links that's buried in there? Are people actually gonna find you? Is it actually gonna move things forward? Or are your efforts better spent elsewhere?”
What's the most underrated move that actually works to fix this fast?“I think the most underrated move is to just make sure that checkbox isn't hit in Cloudflare because I see that a lot. Many, many sites are inadvertently blocking these for lots of weird reasons. And you know, it's such an easy fix. Why wouldn't you do that?”

Links:

LinkedIn: https://www.linkedin.com/in/michaelbuckbee/
X: https://x.com/mbuckbee
Website: https://knowatoa.com

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This week on Revenue Rehab, Brandi Starr is joined by Laura Patterson, a data-driven growth strategist and co-founder of VisionEdge Marketing, who believes strategic foresight—not campaign execution—is the CMO’s real job, and she’s here to prove it. In this episode, Laura challenges the industry’s fixation on activity and trend-chasing, arguing that revenue leaders must shift their focus from reactive marketing to proactive market-making by interpreting the signals that shape the future. By exposing the pitfalls of “random acts of marketing” and sharing actionable strategies, Laura makes a compelling case for why true leadership demands more than just looking in the rearview mirror. Ready to step out of the weeds and into bold strategy, or will you stick to business as usual?

Episode Type: Problem Solving Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Strategic Foresight is the CMO’s Core Mandate [00:00]

Laura Patterson asserts that the true role of the CMO is strategic foresight—actively interpreting market signals to drive the business forward—instead of focusing on executional tasks like campaign management. “If your strategic plan is just a mirror of historical data, you're not owning the market, you are in fact reacting to it,” she argues. This challenges the conventional wisdom that CMOs should be operational leaders, pushing the audience to reimagine marketing leadership as market-making rather than maintenance.

Topic #2: Countering CEO and Board Pressure to Chase Trends [00:08:33]

Laura tackles the challenge many CMOs face from CEOs and boards demanding action on the latest trends (e.g., AI), even when it’s not strategically aligned. She insists CMOs must lead with business value, stating, “If you're going to be the leader, then you have to be willing to take a little risk and have a response that says... what about what we're trying to achieve for the organization?” The discussion centers on how revenue leaders can reframe these conversations to focus on business goals, even when faced with top-down mandates to pursue shiny objects.

Topic #3: Using Market Signals for Proactive Strategy [00:17:21]

Laura advocates for harnessing both internal and external market signals—such as airline reservations or box orders—as tools for strategic foresight, rather than relying solely on the company’s own lagging indicators. She challenges the common practice of dashboard-driven decision making, asserting that by the time trends appear in company data, "you're already kind of behind the eight ball." The debate explores how CMOs, especially in smaller organizations, can identify forward-looking market signals to anticipate change and shape strategy, not just react.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “They try to reverse engineer. What I mean by that is they try to reverse engineer what they're doing to an outcome that is a mistake. Right. It doesn't start at the bottom, it needs to start at the top.” – Laura Patterson

Why It Fails: Reverse-engineering from current activities up to business outcomes leads to weak alignment and rationalizes existing work, rather than ensuring marketing efforts are directly tied to organizational goals. This approach results in disconnected tactics, poor measurement of impact, and a continual cycle of busyness without meaningful progress.

The Smarter Alternative: Start with clear business outcomes and define success at the top level—then build your marketing strategies and initiatives to directly support those outcomes. Measure and communicate value based on how each initiative contributes to creating customer value and competitive advantage, rather than backfilling activities into justifications after the fact.

The Most Damaging Myth

The Myth: “If we just do more campaigns, adopt more tools, generate more content, we'll eventually hit on something that works. And that is the myth that activity equals progress. Right? And that's not true.” – Laura Patterson

Why It’s Wrong: Laura explains that this belief leads companies to chase trends, pile on campaigns, and stay busy with random acts of marketing—all of which result in misalignment, wasted energy, and diluted impact. Instead of delivering on strategic business outcomes, marketing teams become stuck in endless execution, masking the absence of a clearly defined, customer-centric strategy that truly drives growth.

What Companies Should Do Instead: Companies should pause and get serious about evaluating their marketing work through the lens of impact and deliberate, value-driven moves. Focus on creating a customer-centric strategy that’s rooted in core competencies and value propositions, and ensure every activity aligns directly to measurable business outcomes—rather than defaulting to more activity for its own sake.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Stop. Pause and take a breath. Audit whether your marketing activities directly link to business outcomes. If you can’t draw a clear line, it’s time to halt unnecessary spending and effort until you have that clarity.” – Laura Patterson
What’s one red flag that signals a company has this problem—but might not realize it yet? “If your marketing measures don’t tie back to actual business results and you’re only reporting on activities or outputs, that’s a major warning sign you’re stuck in execution mode.”
What’s the most common mistake people make when trying to fix this? “Reverse engineering—trying to justify existing marketing activities by retroactively connecting them to business outcomes—instead of starting from the top with what business success looks like, then working downward into strategy and execution.”
What’s the fastest action someone can take today to make progress? “Take your top three marketing initiatives and ask: Do we know exactly how each one creates customer value and competitive advantage? If you can’t answer with a confident ‘yes’ (or rate them a 9 or 10), it’s time to rethink those priorities immediately.”

Buzzword Banishment

Laura’s buzzwords to banish are "pivot" and "AI powered." She criticizes "pivot" for being overused, often without a true understanding of what it really entails, even admitting she's guilty of using it herself but with proper intent. "AI powered" is singled out because it's become ubiquitous in every conversation, to the point where it has lost clear meaning and is used without critical examination of its actual value or application.

Links:

LinkedIn: https://www.linkedin.com/in/laurapattersonvem/
Facebook: https://www.facebook.com/marketingtransformation
X: https://x.com/VisionEdgeMktg
YouTube: https://www.youtube.com/user/VisionEdgeMarketing
Podcast: https://visionedgemarketing.com/whats-your-edge-latest-episodes/
Website: https://visionedgemarketing.com/
Email: laurap@visionedgemarketing.com

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This week on Revenue Rehab, Brandi Starr is joined by Maddie Bell, CEO and Co-founder of Scheduler AI, who believes “the real risk isn’t in the dark funnel—it’s failing to deliver when the buyer finally raises their hand.” In this episode, Maddie challenges the industry’s obsession with “speed to lead,” urging revenue leaders to prioritize “speed to first conversation” with AI-driven, buyer-centric engagement. She warns that outdated playbooks and one-way automation are leaving revenue on the table, while today’s buyers self-educate and expect immediate, meaningful interaction. Will Maddie’s call for rethinking the moment of engagement change your strategy—or change your mind?

Episode Type: Problem Solving

Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Dark Funnel Obsession—Are Revenue Teams Focusing on the Wrong Problem? [01:10]

Maddie Bell argues that while the industry is fixated on the challenges of the dark funnel and invisible buyer research, the true risk lies elsewhere: "The real risk isn't what you can't see, it's what you fail to act on when the buyer finally makes themselves known." She challenges CMOs and CROs to shift resources away from just uncovering hidden intent and instead ensure their processes and tech are ready for the critical moment buyers raise their hand. Brandi aligns with this shift, probing what readiness really entails and how companies can retrain their focus accordingly.

Topic #2: Personalization at Scale—Why Automation Isn’t Enough [13:36]

Maddie claims that traditional personalization methods—triggered email sequences and static nurture paths—have reached their limits due to the sheer number of signals and permutations needed. She challenges the industry to move beyond guessing with automation: "It's just really hard to personalize for a person without asking them about themselves again, without starting a two-way conversation." The discussion centers on the need for AI-driven, dynamic conversations to achieve true personalization, not just more sophisticated drip campaigns.

Topic #3: AI as the Connector—Transforming Handoffs and Sales Structure [28:38]

Maddie boldly asserts that AI agents are poised to revolutionize not just engagement, but the very structure of sales teams and revenue processes. She explains, "If you have the AI routing, you can create intelligent loops that essentially solve the leak across the pipeline..." prompting leaders to rethink their approach to sales specialization, handoff rigor, and marketing-sales alignment. Brandi challenges the scalability and organizational implications, sparking discussion on how revenue leaders should sequence process improvement before layering on AI.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “I think they look for solutions to new things rather than solving problems that again, they already have. Right. Because at the end of the day, if we’re already making buyers wait hours, days, if we follow up at all, just solving that in the near term is going to get you a measurable pipeline win now without having to re redo and try all this new stuff that you don’t really know where it’s going to go.” – Maddie Bell

Why It Fails: Chasing after new, untested solutions distracts teams from addressing the core issues already affecting buyer engagement. If companies ignore existing process gaps—like long response times—they miss out on immediate revenue gains and risk investing in initiatives that may not address their current challenges.

The Smarter Alternative: Focus first on quantifying and solving existing friction points in the buyer journey, such as reducing wait times and ensuring prompt follow-up. By tackling these proven problems, organizations can unlock measurable wins and lay a stronger foundation before experimenting with new tools or strategies.

The Most Damaging Myth

The Myth: “The moment they raise their hand visibly is the start of the process.” – Maddie Bell

Why It’s Wrong: Many go-to-market teams treat the buyer’s visible hand-raise—like filling out a form—as the beginning of engagement. But as Maddie points out, buyers actually start their process much earlier, often spending significant time researching and self-educating long before giving up their information. This myth leads companies to ignore the vast majority of prospects who never fill out a form (97%), missing opportunities to start conversations earlier and losing out on pipeline growth.

What Companies Should Do Instead: Recognize that the buying journey begins well before formal hand-raising. Invest in strategies and technologies that identify and engage buyers earlier—well before they submit a form—by leveraging intent signals, enabling frictionless conversations, and reducing reliance on traditional gates. This proactive approach captures more of the market and improves the probability of converting ready buyers.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Measure it. Find out how many balls are getting dropped. Quantify the problem so you can actually solve it and measure success.” — Maddie Bell
What’s one red flag that signals a company has this problem—but might not realize it yet? “You’re pushing out a lot of one-way communication, and buyers aren’t converting—or when they finally respond, you’re too slow to engage. If buyers ignore your outreach or you fail to respond within 1–2 minutes, that’s a big sign.”
What’s the most common mistake people make when trying to fix this? “Chasing new cool solutions instead of fixing today’s problems—like slow or missing follow-up. Start by solving existing gaps to create quick pipeline wins before adding new tools.”
What’s the fastest action someone can take today to make progress? “Start more conversations—and use AI for fair, objective, helpful buyer interactions that move them to the next step, ideally a team meeting. But don’t rush the process; let AI qualify and route effectively.”

Buzzword Banishment

Buzzword Banishment: Maddie’s buzzword to banish is "speed to lead." She dislikes this term because, in her view, it has become disconnected from what buyers actually want. Maddie argues that organizations have reduced "speed to lead" to a KPI or automated process—like quickly assigning a lead to a rep or sending out email sequences—rather than prioritizing a meaningful, timely first conversation that aligns with the buyer's needs and expectations. She advocates replacing it with "speed to first conversation" to ensure engagement is genuinely valuable to the buyer.

Links:

LinkedIn: https://www.linkedin.com/in/maddiebell/
Podcast: https://www.scheduler.ai/nextgen-gtm-podcast
Business: https://www.scheduler.ai

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This week on Revenue Rehab, Brandi Starr is joined by John Williams, a fractional CRO, and Jonathan Moss, founder of AI Business Network, who believe that “AI is useless if your customer data is a chaotic mess”—and they’re here to prove it. In this episode, they challenge the widespread assumption that companies are AI-ready just because their data is accessible, arguing that fragmented, siloed data creates “context debt” and erodes trust, retention, and revenue. From eye-opening client stories to tactical fixes, John and Jonathan reveal why senior revenue leaders must prioritize data clarity before chasing AI transformation—or risk accelerating mistakes instead of results. Is your data clean enough to matter, or are you just accelerating garbage? Listen in, debate, and decide.

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Clean Data is the Real Prerequisite for AI Success [00:00]

John Williams and Jonathan Moss argue that most companies are rushing into AI without first fixing fundamental data problems. They challenge the popular belief that AI alone can drive revenue impact, asserting instead, “AI can’t save your revenue engine if your data is a chaotic mess.” Brandi Starr pushes for specifics, leading to a candid debate on why data readiness—not AI adoption—is the real starting line for AI ROI.

Topic #2: The Cost of Context Debt on Revenue Teams [05:37]

Jonathan Moss introduces the concept of “context debt”—the hidden tax organizations pay when fragmented data erodes efficiency and trust. He challenges the common practice of making decisions in data silos, warning that “strategic decisions on impartial information” will hurt revenue and customer relationships. Brandi spotlights Moss’s point that context debt directly leads to lost deals and missed growth, stirring debate on how leaders should audit and connect data before deploying AI.

Topic #3: RevOps, Not IT, Should Orchestrate Data Readiness [22:17]

Jonathan Moss boldly claims that revenue operations—not IT or individual business units—should own the responsibility for stitching together customer data. He disrupts the status quo: “The go to market system, which I consider data, process and technology, should be owned by RevOps.” The discussion challenges traditional data ownership models and urges CROs/CMOs to empower RevOps to connect silos, warning that without clear ownership, AI projects will fail to deliver impact.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “They try to think about connecting all their systems to the single truth without asking the question, what decision are we trying to make that this would help us be faster and better? And so they try to take on the entire the entire project of connecting versus thinking about what, what do we need to answer and how do we, how do we do that in a better way?” – Jonathan Moss

Why It Fails: Attempting to integrate every data system all at once often leads to overwhelming complexity, wasted resources, and solutions that don’t directly support urgent business needs. Without clarity on the specific decisions the business wants to improve, massive integration projects lack focus and can stall or fail, burdening teams instead of accelerating outcomes.

The Smarter Alternative: Start with the decisions that matter most—determine which questions need answering to drive business impact and work backward to connect only the necessary data sources for those outcomes. By aligning data efforts with clear, actionable objectives, companies can deliver value quickly and ensure their data strategy fuels smarter, faster decision-making.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “List all your customer data locations. Don’t worry about whether it’s clean yet—just knowing where all your data is and what it contains is your starting point.” – John Williams
What’s one red flag that signals a company has this problem—but might not realize it yet? “Confusing data infrastructure with decision infrastructure. Just because your data is ‘clean’ and stored in the right place doesn’t mean it’s actionable or aligned for decision-making.” – Jonathan Moss
What’s the most common mistake people make when trying to fix this? “Trying to connect every system to a single source of truth without first asking what business decision you’re actually trying to make. Instead, start with the question you need to answer, then connect only the data necessary for that.” – Jonathan Moss
What’s the fastest action someone can take today to make progress? “Gather all your department heads for a 55-minute whiteboard session. Map out the customer journey, pinpoint each team’s touchpoints, and identify what data you have at each stage. This quickly reveals gaps and opportunities for data flow improvement.” – John Williams

Links: John Williams

LinkedIn: https://www.linkedin.com/in/growthcro
Business: https://www.sunbusinessgroup.com/

Links: Jonathan Moss

LinkedIn: https://www.linkedin.com/in/mossjonathan/
X: https://x.com/JonathanMoss
YouTube: https://www.youtube.com/@AIBusinessNetwork
Podcast: https://open.spotify.com/show/2wQXqIjaKSn97HkVYNnbzg?si=7386dc681a7f4f4c
Business: http://www.aibusinessnetwork.ai/

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This week on Revenue Rehab, Brandi Starr is joined by Leah Russo, a veteran marketing and rev ops executive and founder of Novara, who believes “treating ops like a cleanup crew is killing your go-to-market”—and she’s ready to prove it. In this episode, Leah challenges the widespread practice of sidelining marketing and revenue operations, arguing that only by giving ops an equal seat at the table can companies unlock faster, more scalable, and burnout-free growth. By exposing the cost of reactive ops and sharing playbook-shifting strategies, Leah makes the case for why it’s time revenue leaders stop seeing ops as tactical support and start leveraging them as true growth architects. Is it time to rethink your approach, or will you change her mind?

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Why Treating Ops as a Cleanup Crew Is Broken [05:21]

Leah Russo boldly asserts that the biggest myth in go-to-market is viewing operations as an afterthought or “cleanup crew.” She challenges the conventional wisdom that strategy comes first and ops simply executes, arguing, “when you build without your ops team in the room, you're not really moving fast... you're actually moving blindly.” Brandi Starr pushes for practical ways to elevate ops, spurring debate on where the real strategic value of ops lies.

Topic #2: Ops as Strategic Architects, Not Order Takers [07:38]

Leah Russo reframes operations as critical “architects” of scalable growth, rather than mere tactical support. She insists that modern ops leaders understand both the back-end structure and front-end goals: “Ops isn't a band aid. Ops is truly your blueprint for scalable growth, but you have to treat it as such to get there.” Brandi challenges her with a “building a house” analogy, sparking discussion on how early ops involvement powers cleaner, faster execution and prevents costly rework.

Topic #3: Stop Hiring More Ops—Fix the Strategic Process [29:07]

Leah Russo contends that the default reaction to operational chaos—simply hiring more ops staff—is misguided. “They hire more ops people to clean everything up faster instead of changing how they strategically plan,” she states, urging leaders to overhaul their approach and involve ops early. The debate zeroes in on practical actions: bringing ops into strategy meetings and empowering them to identify root issues before launching new initiatives.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “They hire more ops people to clean everything up faster instead of changing how they strategically plan.” – Leah Russo

Why It Fails: Simply adding more operations staff treats ops like a reactive cleanup crew rather than addressing the root issue—poor planning and lack of early involvement in go-to-market strategy. This results in inefficiencies, repeated fixes, burnout, and a failure to build scalable, sustainable processes that drive predictable revenue growth.

The Smarter Alternative: Instead of reacting with more headcount, companies should bring ops into go-to-market strategy discussions from the start. Treat ops as architects who help sequence priorities, identify potential pitfalls, and architect scalable solutions—ensuring the revenue engine is set up right the first time and reducing the need for expensive, disruptive fixes later.

The Most Damaging Myth

The Myth: “Ops is an afterthought, right. That we're here to clean up the mess once your strategy's already been put in place.” – Leah Russo

Why It’s Wrong: When companies treat operations as a post-strategy cleanup crew, they believe they’re moving fast, but in reality, they’re going blindly. This reactive approach slows down execution and leads to preventable mistakes, inefficiencies, and burnout, ultimately undermining the effectiveness of the entire go-to-market strategy.

What Companies Should Do Instead: Involve your ops team early in the strategic planning process. Treat operations as true architects of scalable growth by giving them a seat at the table from the start—ensuring that plans are executed in the right order, with the right people, and built to scale without costly rework.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _ “Stop treating ops like the help and start treating them like architects.” – Leah Russo
What’s one red flag that signals a company has this problem—but might not realize it yet? “When ops is the last to know but the first expected to actually clean it up.”
What’s the most common mistake people make when trying to fix this? “They hire more ops people to clean everything up faster instead of changing how they strategically plan.”
What’s the fastest action someone can take today to make progress? “Bring ops into your next go-to-market strategy meeting and ask them what’s broken before you decide what’s next—and listen.”

Buzzword Banishment

Buzzword Banishment: Leah’s buzzword to banish is "hustle." She dislikes this term because it has created a mindset where speed is prioritized above all, leading organizations to act reactively, often at the expense of careful strategy. Leah argues that the hustle mentality leads to burnout and reactive operations, which ultimately undermines go-to-market efforts; instead, she believes teams should focus on aligning strategy and execution in the right order, with operations involved from the outset.

Links:

LinkedIn: https://www.linkedin.com/in/leahrusso/

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This week on Revenue Rehab, Brandi Starr is joined by Rita Richa, a B2B podcast strategist and executive producer with a track record of turning conversations into revenue. Together, they break down how Lenovo overcame lackluster event ROI by transforming traditional conference sponsorships into a pipeline-driving “pop up podcast” experience—turning fleeting booth traffic into meaningful, mid-funnel conversations and a year’s worth of content in days. They discuss the end-to-end playbook for integrating real-time podcast activations, coordinated sales efforts, and data-driven storytelling to accelerate deals and maximize event impact. If you’re looking to turn event spend into measurable pipeline momentum, this episode is for you.

Episode Type: Case Study

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Transforming Event Sponsorship With Pop Up Podcasts [06:04] Rita Richa identifies the inefficiency of traditional event sponsorships—“Too many CMOs are dropping six figures on conference booths only to walk away with bad scans, vague brand awareness, and no clear ROI.” She discusses how introducing a structured popup podcast experience enabled B2B brands to turn event conversations into revenue by “creating content with your ideal, you know, business targets, your ICP, your prospects...in real time at the event.” This shift made event investments directly tied to pipeline acceleration and measurable impact.

Topic #2: Driving Pipeline and Content Scale Through Experiential Coordination [09:18] Rita describes the end-to-end activation of Lenovo’s popup podcast, detailing coordinated touchpoints that move prospects from coffee sponsorship to booth engagement, culminating in short, strategic interviews rooted in case studies. “It’s the entire collective experience of getting your customer from point A to point B to actually even want to come to your booth and have those conversations.” By enabling sales teams as ‘super fans’ and centering content on relevant industry reports, the team achieved 15+ high-value interviews in two days, batching a full year’s content while accelerating deal movement.

Topic #3: Measuring and Maximizing Event ROI Beyond Brand Awareness [22:29] The discussion shifts to the trackable business outcomes derived from the popup podcast approach. Rita shares, “They were able to book like really significant follow up meetings and close a couple of, you know, deals because of this activation that if it were not to happen, like they wouldn’t have an easy way to like follow up with these people essentially.” Brandi Starr highlights the benefit of activating both top-funnel and middle-funnel prospects at events, increasing velocity for deals already in the pipeline, and providing actionable methods to improve event ROI for CMOs and CROs.

Key Learning

If you had to do it all over again, what’s one thing you would do differently?

Rita would focus on incorporating public relations from the start to boost exposure—think reaching out to event journalists or organizers ahead of time and making the pop-up podcast an event in itself. Treating the brand like a media entity, she’d look for ways to gamify and engage the audience even more, ensuring content is compelling enough that people want to stop, watch, and share.

The Big Win

By transforming a traditional event sponsorship into a targeted pop-up podcast activation, Rita Richa enabled Lenovo to batch a full season’s worth of high-quality prospect interviews in just two days, accelerate pipeline engagement with key decision-makers, and directly drive follow-up meetings and deal progression that would not have happened through conventional event tactics.

Buzzword Banishment

Rita’s buzzword to banish is "just another day in paradise." She dislikes this phrase because it projects a disengaged, apathetic mindset in workplace interactions and can unintentionally define someone’s personal brand as indifferent or uninspired. Rita argues that being real and genuine in responses fosters better human connection and avoids falling into autopilot, noncommittal communication habits.

Links:

LinkedIn: https://www.linkedin.com/in/ritaricha/details/experience/
Instagram: https://www.instagram.com/_ritaricha/
Facebook: https://www.facebook.com/rita.richa
Podcast: https://bippityboppitybiz.com/
YouTube: https://www.youtube.com/@bippityboppitybusiness

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In this Starr-Led solo episode of Revenue Rehab, Brandi Starr brings a But How perspective to the widespread practice of handing qualified leads from marketing to SDRs and BDRs. Challenging the assumption that sales pressure is the next logical step, Brandi argues that most buyers are actually looking for guidance—not a hard sell—during the critical middle of the funnel. She introduces the vital, often-overlooked role of Marketing Development Reps (MDRs) and offers a blueprint for structuring this function to accelerate revenue. CMOs and CROs will find a compelling case for rethinking funnel strategy to close the costly gap between marketing and sales.

Episode Type: Starr-Led

Brandi Starr cuts through industry noise with bold, unfiltered insights on revenue growth. These solo episodes challenge outdated advice, debunk myths, and break down industry reports to reveal what really drives results. Expect sharp commentary, data-backed analysis, and actionable strategies to refine your marketing and sales approach.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Middle of the Funnel Is the New Battleground [03:31] Brandi spotlights a massive structural gap in the revenue funnel, arguing that 95% of the buying journey now happens before a buyer ever engages with sales. She insists that traditional automation and nurture flows can only take buyers so far—leaving them stuck, overwhelmed, and underserved. Her message is clear: CMOs and CROs must prioritize MoFu strategies and stop letting this “messy middle” bleed potential revenue.

Topic #2: Marketing Development Reps (MDRs) are Essential, Not Optional [05:43] Brandi challenges the notion that sales development roles (SDRs/BDRs) can handle the middle-funnel gap, claiming they are “chasing meetings and demos” rather than nurturing. She makes a bold case for MDRs—empathetic, insight-driven professionals who guide engaged but not-yet-ready buyers—arguing that organizations without them are leaving high-value leads to stall. Her advice: pilot or reassign resources now, and build MDR compensation and measurement around MoFu KPIs rather than pipeline quotas.

Topic #3: Rethink Buying Committee Support and Buyer Experience [14:54] Brandi exposes how complex sales cycles with large committees need a strategic MoFu resource to guide and enable all stakeholders—not just the lead contact. She advocates for a shift from automation-focused nurturing to human-led support that’s “not pushy, not looking for a quota”—arguing that this trust-driven approach becomes a competitive differentiator. Her test: if your deals are complex and require consultative education, then building this role is overdue.

Why Should Revenue Leaders Stop Ignoring This Problem Right Now?

Because you’re wasting millions generating leads only to watch 60% vanish into a black hole between marketing and sales. Brandi makes it clear: this isn’t a lead quality issue—it’s a structural gap where overwhelmed buyers stall out, SDRs get misused, and revenue opportunities die in the messy middle. Ignoring it means you’re losing deals not due to weak campaigns, but because nobody is actively guiding buyers through their biggest hurdles before they're ready to talk to sales.

What’s the First Action Someone Should Take to Apply This Insight Today?

Brandi says: shift your mindset to focus on the middle of the funnel—stop obsessing over top-of-funnel leads or bottom-of-funnel closes, and interrogate what your buyers actually need between those points so you can design support that accelerates their internal decision process. If you’re not prioritizing MoFu strategy, that’s your urgency—start now.

Takeaway

Brandi challenges revenue leaders to fundamentally rethink the buying journey, pointing out that most of the action—and friction—now happens in the messy middle of the funnel, not at the top or bottom. She urges leaders to shift their mindset away from traditional sales and marketing silos, and start prioritizing buyer enablement and support during that critical middle stage. The key move? Stop neglecting the middle of the funnel—design roles, strategies, and resources specifically to guide buyers through this phase, ensuring you become their go-to partner, not just another vendor pushing a quota.

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This week on Revenue Rehab, Brandi Starr is joined by Brittany Hansen, a seasoned SaaS executive and marketing leader who believes that most revenue issues aren’t caused by structure or strategy, but by broken internal communication—and she’s ready to prove it. In this episode, Brittany challenges the common industry belief that misalignments can be solved with org charts, OKRs, or new tools, arguing instead that clarity, consistency, and honest feedback loops are what truly drive alignment and results. She unpacks why CMOs and CROs must address communication breakdowns at every level to build trust, avoid costly silos, and deliver on their brand promises. Ready to confront the real root of disruption—or do you think she’s got it wrong?

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Alignment Isn’t a Math Problem—It’s a Messaging Problem [04:49]

Brittany Hansen asserts that “revenue is like a math problem” is a damaging myth, and pushes back on the idea that public-facing alignment is all that matters. She explains, “when you don't have internal alignment on who you are and what your messaging is, that's reflected to everybody.” Brandi challenges this view by asking why traditional alignment efforts miss the mark, provoking a debate about the centrality of message consistency across all functions.

Topic #2: Post-Mortem Meetings Are Non-Negotiable for Sustained Growth [13:24]

Brittany fiercely advocates for regular, honest post-mortem meetings and structured feedback loops, countering the “move fast, skip reflection” mindset common in high-growth companies. She emphasizes that without these rituals, “communication is just a bunch of fluff...learning after the fact creates that full circle for any business.” Brandi questions the practicality of these meetings, especially in busy organizations, sparking a conversation about how leaders can operationalize these rituals without falling into over-engineering.

Topic #3: Curiosity and Psychological Safety Drive Alignment [25:22]

Brittany challenges the assumption that pushback against alignment processes comes from difficult employees, arguing instead that resistance is a critical signal leaders should embrace. She urges executives to “get curious” and make it safe for team members to voice concerns, stating, “so rarely in life is there somebody who is just an anarchist and wants to burn your company down for the sake of watching it burn.” The conversation explores how psychological safety and curiosity—not heavy-handed enforcement—are the real levers for creating alignment and surfacing valuable organizational insights.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “Getting forceful about it and demanding answers.” – Brittany Hansen

Why It Fails: Approaching alignment issues with force or by demanding compliance breeds resistance and shuts down open dialogue. This top-down approach discourages honesty, creates fear, and leads to toxic positivity, where real problems remain unaddressed because employees don’t feel safe speaking up.

The Smarter Alternative: Instead, leaders should “get curious.” This means making it safe for employees to voice concerns, asking open questions to understand root causes, and fostering a culture where candid feedback is welcomed. By encouraging honest conversations and establishing regular feedback loops, organizations can uncover misalignments and address them collaboratively for lasting improvement.

The Most Damaging Myth

The Myth: “Revenue is like a math problem. Right. And I think the other is that we are. We are who we display publicly and that's all there is to it.” – Brittany Hansen

Why It’s Wrong: According to Brittany, treating revenue purely as a math or structural issue ignores the critical role of internal communication and alignment. When companies focus solely on external appearances or metrics without ensuring everyone internally shares a unified understanding and message, misalignment seeps into every customer interaction. This disconnect is visible to consumers, undermining trust and revealing issues beneath the surface.

What Companies Should Do Instead: Leaders must prioritize internal alignment on company identity, messaging, and goals—going beyond surface-level metrics or outward branding. Invest in transparent, consistent communication across all departments to ensure everyone can accurately articulate what the company does and stands for. This unified internal clarity creates trust with customers and eliminates damaging surprises.

The Rapid-Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _

“Get curious.” – Brittany Hansen Take immediate action by asking questions and seeking to understand where misalignment or communication gaps exist within your organization.

What’s one red flag that signals a company has this problem—but might not realize it yet?

“There’s so many silos and silent, silent conversations... when nobody’s showing up on Slack and there’s elephants in the room and you can feel it.” Watch for a lack of open communication, silos between teams, and unspoken issues—these often signal deeper alignment problems.

What’s the most common mistake people make when trying to fix this?

“Getting forceful about it and demanding answers.” Don’t try to mandate alignment through top-down force or pressure. Forcing answers undermines trust and discourages honest communication.

What’s the fastest action someone can take today to make progress?

“Have a conversation. Ask someone the questions.” Start by deliberately opening a conversation—reach out directly to team members and ask about their understanding, concerns, and viewpoints right now.

Immediate Takeaway for Revenue Leaders: Foster curiosity, break silos with direct dialogue, avoid a forceful approach, and take fast action by simply starting honest conversations—these are the first steps to resolving alignment and communication issues within your revenue organization.

Buzzword Banishment

Brittany’s buzzword to banish is "viral." She dislikes this term because while everyone wants to go viral for exposure, they rarely consider whether their message is reaching the right audience or whether it authentically represents their brand. Brittany argues that virality does not guarantee meaningful impact and that brands should focus on niche relevance and knowing their audience, rather than chasing unpredictable, hollow visibility.

Links:

LinkedIn: https://www.linkedin.com/in/brittany-a-hansen/
Website: Viiision.com

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This week on Revenue Rehab, Brandi Starr is joined by Karthi Ratnam, a category design expert who believes that creating movements, not just products, is the key to market success—and she’s ready to prove it. In this episode, they challenge the notion that category creation is prohibitively expensive and slow, arguing instead that a bold vision and leadership can redefine industries and drive exponential growth. From debunking myths to offering strategic insights, Karthi lays out her case for why revenue leaders need to rethink their approach to category design before it’s too late. Do they have it right, or will you change their mind?

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Challenging the High Cost Myth of Category Design [04:24]

Karthi Ratnam challenges the belief that it's prohibitively expensive to create a new category, labeling this a myth that holds companies back. She argues that the real barrier is not financial but rather a lack of vision and willingness to take risks, comparing it to wanting to go to heaven without the willingness to take necessary steps. Brandi Starr highlights the comfort companies feel with established practices, leading to a discussion on the necessity of disrupting the status quo to lead a market.

Topic #2: Building a Movement vs. Building a Brand [09:24]

Karthi Ratnam differentiates between building a movement and a brand, using historical movements as analogies for category creation. She suggests that movement builders prioritize the category and problem over the brand, highlighting Apple's journey as an example. This challenges traditional marketing practices, prompting Brandi to ask how this approach applies to companies that aren't inherently personal, especially in B2B markets.

Topic #3: The Role of a Charismatic Founder in Movement Building [13:39]

Karthi Ratnam emphasizes that successful category creation hinges on a dynamic and charismatic founder who can rally support beyond conventional marketing. The discussion challenges the notion that any company can build a movement, with Karthi arguing that not everyone should attempt category creation. Brandi questions how this applies in larger organizations where the personality of a single leader might not be the focal point, emphasizing the balance between idealism and operational effectiveness.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “So the wrong way to do it right, is to be very myopic about it, to think extremely short term in that, to assume that A, because you're creating a category, you're going to win, like really, really fast, you're going to see wins, but that exponential growth takes a little bit of time.” – Karthi Ratnam

Why It Fails: This approach fails because creating a category is not about quick wins; it involves longer-term vision and effort. Companies that expect immediate results may become discouraged when they don't materialize, which can lead to abandoning the initiative prematurely. It's about more than just investment—it's about having the vision and courage to disrupt existing norms.

The Smarter Alternative: Companies should recognize that while they can see wins along the way, the journey to category dominance involves gradual exponential growth. Leaders must commit to a long-term vision, focusing on truly disruptive innovation rather than just financial considerations. Embrace the risk of the unknown and be prepared to weather the challenges along the path to establishing a new category.

The Most Damaging Myth

The Myth: “The biggest myth is that it's super expensive to create a category, and it's really hard to have it realize potential in the short and medium term.” – Karthi Ratnam

Why It’s Wrong: Companies often hide behind the belief that financial constraints are their main barrier to category creation when, in fact, it is the lack of vision and willingness to take risks that truly hold them back. This myth causes organizations to remain static, instead of embracing disruptive opportunities that could redefine their market position.

What Companies Should Do Instead: Focus on a strong vision and have the courage to disrupt the status quo. Companies should prioritize innovative thinking and be willing to navigate the uncertainties of creating new categories to lead movements that matter.

The Rapid-Fire Round

Finish this sentence: If your company is trying to create a category, the first thing you should do is _

"Have the founders start evangelizing your point of view." – Karthi Ratnam

What’s one red flag that signals a company has a category problem—but might not realize it yet?

"Lack of alignment on the point of view."

What’s the most common mistake people make when trying to fix this?

"Becoming emotional."

What’s the fastest action someone can take today to make progress?

"Take the first step."

Buzzword Banishment

Karthi's buzzword to banish is "revenue marketer." She dislikes this term because she believes all marketing should inherently be in service of revenue, making the distinction unnecessary. Karthi argues that separating "revenue marketers" from other marketers suggests a false divide, diminishing the contributions of brand marketers who also aim to drive revenue.

Links:

LinkedIn: https://www.linkedin.com/in/karthiratnam/

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This week on Revenue Rehab, Brandi Starr is joined by Steve Nolan, a high-energy executive with a knack for scaling businesses and driving strategic revenue growth, who believes focusing solely on new client acquisition is a costly mistake—and he’s ready to prove it. In this episode, they challenge the obsession with acquiring new logos, arguing that prioritizing customer success and retention strategies is the true pathway to sustainable growth. From debunking myths to sharing actionable insights, Steve Nolan makes the case for why revenue leaders need to realign their focus towards leveraging existing customer relationships before it's too late. Do they have it right, or will you change their mind?

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1: The Overlooked Potential of Customer Success [05:58]

Steve Nolan argues that focusing predominantly on new customer acquisition at the expense of supporting and expanding current customer relationships is detrimental to revenue growth. He emphasizes that companies often ignore the value of the customer success team, which he describes as "maintaining, retaining, and growing your existing customer base," and suggests greater integration among marketing, sales, and customer success. Brandi Starr concurs, highlighting the importance of customer knowledge in understanding market needs.

Topic #2: The Real Cost of Customer Churn [08:54]

Nolan challenges the conventional practice of sales teams chasing new deals while ignoring existing client relationships, which results in hidden reputational damage and revenue loss. He stresses that companies fail to recognize that "the cost of a lost customer" is more than just lost revenue—it's also about reputation. Brandi adds that negative experiences can seriously hamper new business acquisition when negative customer experiences circulate in professional networks.

Topic #3: Misaligned Sales Compensation Structures [24:10]

Nolan points out that traditional sales compensation structures often encourage behavior that undermines company stability. He argues that aligning compensation more with customer-centric practices can motivate sales teams to cultivate longer-term client relationships rather than chasing quick wins. Brandi acknowledges that changing comp structures is challenging but necessary to ensure cohesive strategies that benefit the entire organization.

The Wrong Approach vs. Smarter Alternative

The Wrong Approach: “Hiring a lot of salespeople and buying more leads.” – Steve Nolan

Why It Fails: Simply increasing headcount and lead volume doesn’t guarantee stable and scalable revenue growth. This approach overlooks internal factors inhibiting success, such as misalignment among sales, marketing, and customer success teams, and can result in high churn rates when leads are not effectively managed or converted into lasting relationships.

The Smarter Alternative: Companies should focus on aligning their sales, marketing, and customer success teams to work strategically together. By understanding and optimizing the customer journey, training teams, and utilizing data to drive decisions, businesses can enhance customer retention and upsell opportunities, ensuring sustainable growth.

The Most Damaging Myth

The Myth: “Companies automatically go to head count. Well, we need to grow by 20%, so let's just hire more people instead of looking at what's keeping those existing people from being more successful and." – Steve Nolan

Why It’s Wrong: Many companies misunderstand that simply hiring more salespeople and increasing marketing leads can grow revenue. This approach overlooks the inefficiencies within the current sales force and marketing strategies that could be optimized to improve performance without additional headcount. It fails to address the root causes of underperformance and misalignment between sales and customer success teams, ultimately leading to wasted resources and missed opportunities.

What Companies Should Do Instead: Companies should focus on enhancing the effectiveness and training of their existing teams, especially in aligning marketing, sales, and customer success. By improving processes and finding friction points in the revenue flow, businesses can achieve meaningful growth without merely expanding headcount. Emphasizing cross-functional collaboration and strategic customer engagement can unleash the potential of the existing workforce and resources.

Rapid Fire Round

Finish this sentence: If your company has this problem, the first thing you should do is _

“Get the leaders of each of the revenue teams in a room and diagnose this and set a policy around it.”

What’s one red flag that signals a company has this problem—but might not realize it yet?

“A consistently growing pipeline, but declining revenue.”

What’s the most common mistake people make when trying to fix this?

“Hiring more salespeople and buying more leads.”

What’s the fastest action someone can take today to make progress?

“Map your revenue flow from lead to renewal and find the biggest friction points.”

Buzzword Banishment

Steve’s buzzword to banish is "time boxing." He dislikes this term because he feels the English language already provides simpler ways to convey the concept, such as sticking to an agenda or ensuring discussions don't go too deep. Steve is frustrated by its overuse in meetings and hopes for its quick disappearance.

Links:

LinkedIn: https://www.linkedin.com/in/nolansteven

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This week on Revenue Rehab, Brandy Starr is joined by Jamie Walsh, a seasoned expert in go-to-market strategies with over 10 years in B2B SaaS. Together, they break down how a company overcame the entrenched challenge of sales and marketing misalignment, turning a reactive and fractured go-to-market approach into a proactive, revenue-aligned engine. They discuss Jamie's strategic use of empathy and targeted alignment with top sales performers, sharing real-world insights on achieving cohesive team operations and driving significant revenue growth. If you’re looking to enhance alignment and efficiency in your sales and marketing teams, this episode is for you.

Episode Type: Case Study

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Overcoming Sales and Marketing Misalignment [00:00:35] Brandy Starr introduces sales and marketing misalignment as a costly challenge resulting in inefficiency. Jamie Walsh recounts his experience with siloed teams and how he built a proactive revenue-aligned machine. The discussion emphasizes the importance of co-owning success and consistent messaging to avoid expensive pitfalls.

Topic #2: Leading Through Empathetic Leadership [00:08:55] Jamie Walsh shares how his unique background in various roles within the company enabled him to lead with empathy. By understanding different team motivations, he fostered trust and credibility, essential for aligning sales and marketing. His approach included open conversations and understanding, which helped bridge the gaps between departments.

Topic #3: Strategic Competitive Enablement [00:22:34] Jamie Walsh discusses the introduction of a competitive enablement program that targeted top competitors. He highlights how focusing on the top five competitors led to significant wins, including closing the largest deal in company history. This strategic decision showcases the impact of prioritizing resources and aligning efforts for maximum competitive advantage.

The Big Win

Through strategic deal support and competitive enablement, Jamie Walsh helped his company close the largest deal in its history, demonstrating the power of proactive sales and marketing alignment.

Key Learning

If you were talking to someone with the same challenge that you were before solving this, what's the first thing you'd tell them?

Jamie emphasized the importance of having clarity on objectives right from the start. He advised identifying the biggest problems that need tackling within a short time frame, like 90 days, to make a noticeable impact. Building a plan that focuses on efficiency and alignment with clear goals ensures meaningful progress.

Buzzword Banishment

Jamie’s buzzword to banish is "optimize." He dislikes this term because it is overused and implies that the opposite would be to degrade, which doesn't make much sense. Jamie believes that the constant use of "optimize" doesn't add value, as it's a given that everyone wants things to work at their best.

Links:

LinkedIn: https://www.linkedin.com/in/jamiepwalsh/

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In this Starr-Led solo episode of Revenue Rehab, Brandi Starr takes a But Also approach to the frequently heard declaration that MQLs (Marketing Qualified Leads) are dead. While acknowledging common frustrations around the inefficacy of current MQL definitions, she contends that the real problem lies in the lack of clarity and alignment between sales and marketing on what constitutes an MQL. Brandi outlines a collaborative approach to redefining MQLs that can harmonize sales and marketing teams and enhance pipeline quality. This episode is essential for CMOs and CROs who seek to improve lead processing and bolster revenue outcomes by fostering better interdepartmental cooperation.

Episode Type: Starr-Led

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Importance of Defining MQLs Clearly [02:15] Brandy emphasizes that the term "Marketing Qualified Lead" (MQL) isn't the issue; rather, it's the lack of a clear, agreed-upon definition. Incorrect definitions lead to sales ignoring leads, causing friction between sales and marketing. She argues that an MQL should be an agreement between sales and marketing on when sales should engage.

Topic #2: Focus on Middle of the Funnel [23:29] Brandy stresses that fixing the middle of the funnel is crucial for revenue growth. The middle of the funnel involves nurturing leads to reach the qualification that warrants sales involvement, thus impacting revenue. She points out that this stage can be vast and complex but is essential for orchestrating the buyer's journey effectively.

Topic #3: The Fallacy of Volume-Based MQL Metrics [25:31] Brandy challenges the conventional approach of measuring success based on MQL volume. She argues that focusing on volume leads to misaligned incentives and poor-quality leads. Instead, she advises aligning goals with pipeline impact and improving the quality of leads, which leads to faster conversion, larger deal sizes, and enhanced collaboration between sales and marketing.

Why Should Revenue Leaders Stop Ignoring This Problem Right Now?

Because the MQL misunderstanding is sabotaging your sales-marketing synergy. Brandy argues that misaligned marketing qualified lead definitions cause sales to ignore leads, waste time, and crumble trust between departments. Ignoring this alignment crisis results in pipeline chaos, delayed deals, and missed revenue—addressing it is your fast lane to grow

What’s the First Action Someone Should Take to Apply This Insight Today?

Brandi says: If you can't quickly pull up the documented definition of an MQL for your organization, you have a problem. Sit down with sales and draft that clear, agreed-upon definition now—that's your first step to aligning and driving better revenue results.

Takeaways

Brandi emphasizes the critical need for alignment between sales and marketing to improve lead quality and ultimately impact revenue. She challenges leaders to shift their mindset from focusing on MQL volume to ensuring MQLs are aligned with true buyer intent and sales interest. The next steps? Leaders should clarify what truly signals buyer readiness by having deep conversations with sales and making sure there is clear, agreed-upon qualification criteria. The core message—define when sales should engage effectively to speed up deals, increase win rates, and get sales and marketing on the same page.

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This week, our host Brandi Starr is joined by Mehak Chowdhary, a dynamic leader in marketing, growth, and brand strategy. With 15 years of experience under her belt, Mehak has successfully scaled businesses across diverse sectors like sports, climate tech, SaaS, and E-commerce, working internationally from Europe to Asia.

In this episode of Revenue Rehab, Brandi and Mehak dive deep into the transformative journey of turning a chaotic lead process into a high-converting, automated pipeline. They explore the intricacies of Mehak's "route to qualified lead" framework, which originated from a landscape of mismanaged lead flow and evolved into a streamlined system of efficiency and precision.

Join the discussion as they explore what it takes to transform a dysfunctional pipeline, why ICPs should be more than a static list, and how the right alignment between sales and marketing can speed up change. If you’re tired of sorting through unqualified leads and want a pipeline that delivers real results, this episode is for you!

Episode Type: Case Study

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Breaking Down the CRM Transformation [07:02] Mehak Chowdhary delves into the problem of visibility of who's where in an actual funnel. She recalls receiving an Excel sheet when she asked for data, highlighting the chaos and inefficiency. Mehak refers to this as the "copy paste monster," emphasizing the lack of data traceability and qualification. This moment is pivotal in transforming the process into a structured CRM framework.

Topic #2 Evolving the Ideal Customer Profile [09:34] Mehak Chowdhary shares the importance of starting with the basics and evolving the ICP over time. She explains, "first up was that, if, is there a way to take this ICP and put it into the CRM system in a way that you're able to understand who they are," highlighting a step-by-step enhancement of understanding customer behavior. Brandi Starr affirms this by acknowledging the gradual ticking away at the ICP to gain a clear understanding of customer data.

Topic #3 Navigating Sales and Marketing Alignment [29:48] Reflecting on overcoming challenges, Mehak Chowdhary highlights, "the fact that the teams could align and work together, the point that you were alluding to, that sales and marketing come together, that's really a game changer for companies if done well." This alignment is crucial for seamless operation, demonstrating how bridging departmental divides was a decisive factor in their success.

What’s One Thing They Would Do Differently

Mehak’s ‘One Thing’ is to invest in implementing CRM and automation right from the start. "Please invest the time and the money in a CRM and some good people. If you could think in terms of technology, you'll also build a lot of clarity and question yourself on how the whole process is going." This involves thinking strategically about your customer profiles and translating them into actionable data within your CRM system, allowing for the creation of well-planned systems and continuous optimization in your revenue processes.

Buzzword Banishment

Buzzword Banishment: Mehak’s Buzzword to Banish is the phrase 'secret sauce.' Mehak dislikes this term because she feels it suggests there is some sort of proprietary magic formula behind success, which undermines the hard work marketers put into learning about the industry and optimizing the marketing funnel. It implies that success comes from a mysterious trick rather than well-planned systems and continuous optimization.

Links:

LinkedIn: https://www.linkedin.com/in/mehakchowdhary/

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This week our host Brandi Starr is joined by Jorge Alvarez, seasoned B2B SaaS marketing leader and co-founder of Evolve IQ.

Meet Jorge Alvarez, a powerhouse in the marketing realm with over two decades of experience in driving growth at fintech and data organizations. With four successful stints as a CMO and a history of managing a $500 million investment portfolio at American Express, Jorge has mastered the art of data-driven marketing strategies, ABM, and funnel optimization. Currently, he integrates the latest generative AI tactics to revolutionize team efficiency and deliver high-impact results at Evolve IQ.

In this episode of Revenue Rehab, Brandi and Jorge explore how AI is transforming the marketing landscape. They delve into whether AI is making marketing specialists obsolete or is it merely the next evolution in team structure. This conversation navigates the balance between human expertise and AI capabilities, offering insights into the future of marketing roles and strategic leadership.

Episode Type: Problem Solving

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Future of Marketing Teams with AI [00:05:46] Jorge Alvarez discusses the transformative role of AI in marketing, emphasizing how it will alter team structures: “The power of AI, it's huge. And when you start digging deeper into agentic AI and the possibilities that that enables, you see that it's going to change fundamentally. The way we work, like the way we set up our teams is going to be very different.”

Topic #2 Specialists vs. Generalists in the Age of AI [00:08:27] Alvarez provides insight into the ongoing debate about the necessity of specialists vs. generalists in marketing as AI becomes more prevalent: “The way I see it is that you have your CMO that should be super experienced… and then you have generalists that are actually executing on those tasks and they work alongside maybe an engineer that is taking care of setting up the agents in the proper way.”

Topic #3 Preparing for an AI-Driven Future [00:29:44] On adapting to new AI technologies, Alvarez shares advice for those early in their marketing careers: “I would say start learning about all sorts of tools, start implementing them at your job, if it's possible. Right…I see, I follow many, many podcasts and, you know, YouTubers and on a weekly basis, the number of advancements we get…it’s going to, if you don’t, it’s going to hit you in the face at some point.”

What’s One Thing You Can Do Today

Jorge's ‘One Thing’ is to dive into implementing AI with simple workflows and activities. “Just start jumping into it and testing different ways. You'll find yourself pleasantly surprised by the efficiency and possibilities these tools bring. Start small, explore what AI can offer in your tasks, and gradually incorporate it into your workflow to maximize its potential.”

Rapid Fire Round

In this rapid-fire round, Brandi Starr asked Jorge Alvarez four critical questions about balancing AI and human resources in business.

When asked, “If your company is struggling to figure out where to leverage humans versus AI, what’s the first thing you should do?” Jorge’s advice was simple: Start implementing AI in small ways. Don’t overthink it; just begin testing and iterating.

In response to “What’s one red flag that signals a company has this challenge but doesn’t realize it yet?” Jorge pointed out that if a company outright bans AI, that’s a sign they’re falling behind.

When asked, “What’s the most common mistake people make when trying to determine human versus AI?” he emphasized that failing to revisit AI tools regularly is a huge misstep as what didn’t work two months ago may be game-changing today.

Finally, to the question, “What’s the fastest action someone can take today to make progress?” Jorge doubled down: Start experimenting. The sooner you begin, the sooner you’ll uncover opportunities.

Buzzword Banishment

Jorge’s Buzzword to Banish is ‘ABM’ (Account-Based Marketing). Jorge argues for its banishment because “people throw ABM for many things that are not ABM and it kind of cheapens a little bit the impact of such an amazing methodology.” Brandi agrees, pointing out that it is not only overused, but often used incorrectly.

Links:

LinkedIn: https://www.linkedin.com/in/jorgealvareznyc/
CMO Blueprint: https://cmo-blueprint.beehiiv.com/

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This week on Revenue Rehab, our host Brandi Starr is joined by two powerhouse guests, Sharon Nyangweso and Anna Radulovski.

Meet Sharon Nyangweso, the innovative founder and CEO of Quake Lab. Sharon champions a radical problem-solving approach with an equity lens that is measurable, strategic, and grounded in design thinking. Her work revolves around dismantling invisible systems to promote inclusivity and equity in businesses. Anna Radulovski is the visionary founder of Women Tech Network, boasting a membership of 150,000 across 179 countries, along with leading initiatives such as Coding Girls and Executive Women in Tech. Anna is passionate about breaking barriers and redefining the tech landscape for women.

In this Problem Solving episode, Brandi, Sharon, and Anna explore the critical importance of diversity, equity, and inclusion (DEI) as fundamental business drivers. As companies reconsider their DEI strategies under external pressures, our guests delve into the damaging myths around DEI, the impact on revenue, and why prioritizing equitable practices is not just morally right but strategically essential for sustainable business success.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Business Imperative of DEI [07:47] “Our big original sin when it comes to this space... is thinking about equity as a moral imperative rather than a business imperative," Sharon Nyangweso notes. "The challenge is... you decide, oh, this is no longer beneficial to me because the social capital is either reducing or it has come up against too much backlash... However, for the organizations that started seeing it as a business imperative, that does have a moral aspect, but it is first and foremost a business imperative.” This approach demonstrates the potential long-term impacts of DEI on business metrics such as market share and customer loyalty.

Topic #2 Diversity Beyond Ethnicity [16:55] “I think there is this misconception that DEI is strictly race, gender, and sexual preference," Brandi Starr mentions. She highlights the often overlooked segments like people with disabilities or mental health issues. "By doing things that help to accommodate some means, you are actually benefiting more." This discussion emphasizes how inclusivity in policies, like remote work, impacts a diverse range of individuals, ultimately benefiting the organization comprehensively.

Topic #3 The Curb Cut Effect and Inclusivity [34:13] “If you are designing for the population who is most kind of marginalized... you are inadvertently going to capture the largest amount of people," Sharon Nyangweso explains. "A great example is with these curb cuts... initially created for people using mobility devices, yet they benefited an incredible influx of other people." This example illustrates how solutions designed for inclusivity often provide broader benefits, increasing operational efficiency and market reach.

Rapid Fire Round

In the rapid-fire round, Brandi Starr asked Sharon Nyangweso and Anna Radulovski four critical questions about tackling DEI challenges.
When asked, “If your company has a DEI problem, what’s the first step you should take?” Anna emphasized the importance of analyzing data to pinpoint specific issues, as DEI challenges are often nuanced.
In response to, “What’s one red flag that signals a company has a DEI problem but might not realize it yet?” Sharon highlighted that relying solely on training is a warning sign, indicating a lack of deeper systemic change.
When asked, “What’s the most common mistake people make when trying to fix DEI challenges?” Anna pointed out that companies often expect underrepresented groups to solve DEI issues simply because they belong to those groups, which can lead to tokenism instead of real progress.
Finally, to the question, “What’s the fastest action someone can take today to make progress on DEI?” Sharon recommended conducting an organizational audit to uncover challenges and guide targeted action.

Links: Sharon Nyangweso

Instagram: https://www.instagram.com/thequakelab/

Links: Anna Radulovski

LinkedIn: https://www.linkedin.com/in/annaradulovski/

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This week on Revenue Rehab, host Brandi Starr takes the mic for an insightful solo episode in celebration of episode 149. Join Brandi as she reflects on the journey of Revenue Rehab and the evolution it sets to embark upon with its upcoming format relaunch. Brandi opens up about the podcast's inception, conceived during the pandemic as a dynamic alternative to traditional book launch events for "CMO to CRO: The Revenue Takeover by the Next Generation Executive," and evolved into a vital platform where marketing leaders find their voice and share collective challenges.

In this intimate episode, Brandi candidly explores lessons learned over three years—affirming the power of pushing past self-doubt, understanding shared industry struggles, and the wisdom in never getting too comfortable. As the face of Revenue Rehab and COO of Tegrita, she reveals how the podcast has not only enriched her connections and insights but has also played a significant role in business growth and community building.

With an eye towards the future, Brandi teases the podcast's new format and invites listeners to reflect on their own challenges, urging them to embrace the hard things in their lives. Prepare to be both inspired and encouraged, as Brandi Starr embodies the essence of Revenue Rehab: a communal space for transparent and transformative conversations designed to empower marketing leaders.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Starting Revenue Rehab and Embracing Vulnerability [00:00:35] "When we initially launched the book CMO to CRO the Revenue Takeover by the Next Generation Executive, we launched during COVID...Instead of doing in person events, we went the path of gaining exposure for the book through being a guest on various podcasts. And going through those conversations was not only really enjoyable, but we recognized that we had a missed opportunity...I wanted to create a safe space for marketing leaders especially, but really all of go-to-market to have a place to talk about the challenges and to have some open conversations."

Topic #2 Tackling Self-Doubt and Building Confidence [00:06:55] "And it's one of those things that you, you know, you get to a certain level within the organization or within your career and people start to look at you almost like superhuman...And that self-doubt and a little bit of imposter syndrome I have learned creeps in. So much for all of us having conversations with people that I look up to and admire and hearing them talk about how they too have challenges with self-doubt or with imposter syndrome really humanizes everyone."

Topic #3 The Importance of Community and Continuous Learning [00:12:44] "And so one of the catalysts for changing the format of the podcast and, you know, trying to push a little harder is that never get comfortable. And that's something that, you know, it's very easy to get comfortable, get complacent, and just, you know, keep moving along. And so the lesson that I take from, from that is the importance of having the right people in your corner...You know, sometimes have they have to voluntell. I always love the term voluntold. You know, you that you need to do something different."

What’s One Thing You Can Do Today In Brandi Starr's solo episode of Revenue Rehab, her 'One Thing' for the audience is to reflect on areas where you may be experiencing self-doubt or complacency and take proactive steps to challenge these feelings. Brandi encourages listeners to identify the hard thing they've been considering and take action. Whether it’s pursuing a hobby, seeking a promotion, or changing jobs, she urges you to step outside of your comfort zone and overcome any doubts. By doing so, you can foster personal and professional growth beyond perceived limitations.

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This week our host Brandi Starr is joined by Tracey Fudge, the visionary behind AI by Thrive.

Meet Tracey Fudge, a dynamic leader revolutionizing the intersection of marketing and artificial intelligence. With a career dedicated to untangling the complexities of marketing operations, data analytics, and AI, Tracey bridges gaps that stagnate revenue growth, making her consultancy a catalyst for marketing success.

In this episode of Revenue Rehab, Brandi and Tracey dive into the transformative potential of AI in marketing operations. As the world grapples with the rapid evolution of AI, they explore actionable insights to dispel fears and effectively harness AI for predictive analytics, lead routing, and much more. This engaging conversation offers strategies for aligning marketing and revenue operations to drive unprecedented revenue breakthroughs.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Embracing AI in Marketing Operations [03:24] "Everyone's talking about AI and it's almost like everyone's having an existential moment with it," Tracey elaborates, addressing the looming anxiety among leaders about AI's impact. She reassures them, "We've had AI for a long time and it's just doing things faster now with AI," emphasizing the steady and strategic integration of AI into marketing strategies without fear of job loss.

Topic #2 The Importance of Clean Data for AI [05:00] Tracey underscores a critical point: "AI is useless if the data does not make sense." She suggests companies should “clean your data and make sure that it is centralized in one place,” highlighting the necessity of organized and accurate data to leverage AI effectively, with tools ready to act on real-time, reliable information.

Topic #3 Overcoming Territorial Data Silos [10:55] Brandi highlights a common organizational challenge, "I just never understand that my data, your data sort of mentality," while advocating for integration. Tracey adds, "AI is leveling the field...lean on each other a little bit more as one cohesive team," pointing out that AI can serve as a catalyst for breaking down silos and fostering collaboration across different departments.

What’s One Thing You Can Do Today

Tracey’s ‘One Thing’ is to identify and automate repetitive tasks within your organization. “Look at the few tasks that people do that are mundane and repetitive and outline those and then figure out how to automate those to make things faster. Look at the things that people don't want to do and see if you could automate that. That's kind of a fun exercise too.” By tackling these types of tasks, you can enhance efficiency and free up your team to focus on strategic initiatives that drive growth.

Buzzword Banishment

Tracey’s Buzzword to Banish is ‘collaborate’. Tracey wants to banish it because she feels it's just so overused. Although she acknowledges that she loves a good collaboration, the frequency of its usage has made it a bit of a cliché in industry conversations.

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This week our host Brandi Starr is joined by Michael Allison, CEO of the Adversity Academy Leadership Development Company.

Meet Michael Allison, a U.S. Marine Corps Veteran, Purple Heart recipient, and leadership expert with over 20 years of experience transforming lives and organizations. As a globally recognized keynote speaker, Michael has delivered transformative presentations to Fortune 500 companies like Microsoft, NBC, and the University of Columbia, emphasizing leadership, resilience, and corporate culture.

In this episode of Revenue Rehab, Brandi and Michael delve into the leadership crisis facing organizations today, exploring how outdated models result in disengagement, high turnover, and a lack of resilience. They'll share insights on empowering employees at every level, tying effective leadership to revenue growth, and strategies for fostering a culture of accountability and transformation.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Unleadership Concept: Empowering Every Level [17:33] Michael Allison introduces the concept of "unleadership," highlighting that anyone with courage and willpower can assume leadership roles. He shares, "We realized that a lot of people have this mindset of thinking that I do not have a leadership role." By encouraging a culture where every employee feels empowered, Allison underscores the importance of involving all team members in innovative processes, regardless of their position.

Topic #2 Silent Killers in Leadership and Their Impact on Revenue [10:48] Allison identifies the silent killers of leadership within organizations, such as dismissing employee contributions and fostering a culture of fear. He states, "Whenever you actually shut down an employee or shut down a staff member...these are some of the silent killers." He emphasizes the importance of listening to employees and leveraging their ideas to enhance operational efficiency and revenue generation, as exemplified by his work with the railroad industry.

Topic #3 Complacency Kills: Driving Organizational Success with Resilient Leadership [20:38] Michael Allison stresses the crucial lesson of "complacency kills" learned in the military, which translates to the business world as a need for constant vigilance and adaptability. He explains, "Leadership does not stay there. Which is why I talk about you do not want to get complacent." Allison highlights that empowering teams to avoid complacency is integral in ensuring ongoing growth and success in organizations.

What’s One Thing You Can Do Today

Michael’s ‘One Thing’ for the audience is to critically assess your current leadership model and practices. Begin by asking yourself if your approach genuinely inspires resilience, or if it's driven by outdated models and fear-based strategies. He recommends investing in leadership transformation by moving beyond mere management tactics to true leadership development. Additionally, make resilience a core part of your business strategy, equipping your team with the necessary mindset, tools, and skills to propel forward. Adopting these steps will empower you to make significant improvements within your team and organization.

Buzzword Banishment

Buzzword Banishment: Michael’s Buzzword to Banish is ‘content is king’. Michael wants to banish this phrase because he believes there are deeper aspects to consider beyond just stating those words. He engages in discussions with companies to explore what content truly means in relation to their industry, company, and audience, emphasizing there's much more to it than the simplified statement.

Links:

LinkedIn: https://www.linkedin.com/in/iammichaelwallison/
Instagram: https://www.instagram.com/iammichaelwallison/
Facebook: https://www.facebook.com/michael.allison.121398
X: https://twitter.com/iammikewallison
YouTube: https://www.youtube.com/@iammichaelallison
Podcast: https://theadversityacademy.com/

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This week on Revenue Rehab, host Brandi Starr is joined by the innovative Mona Bavar, founder of Blu Apples.AI and DLISH.. Mona is a trailblazer in the intersection of technology, creativity, and human connection, leveraging her expertise to help entrepreneurs integrate AI to amplify creativity and streamline operations. She is known for her work with archetypes, guiding individuals and businesses to align strategies with purpose-driven narratives.

Join Brandi and Mona as they delve into the transformative power of understanding personal and brand archetypes, and how this introspection can drive meaningful revenue growth. Discover how embracing your unique vision and infusing innovation can make a brand stand out authentically in today's competitive market. This episode promises to inspire leaders and marketers to embrace empathy, vulnerability, and creativity to lead effectively and tell compelling brand stories.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Understanding Archetypes in Leadership [04:54] Mona Bavar discusses the significance of archetypes in leadership, referencing Carl Jung’s work to explain how they help leaders understand themselves better: “As you grow, you go into these other archetypes… and as you go through life, you have these different archetypes that are—you’re exposed to, and they become a part of your identity.” She emphasizes this self-awareness as crucial for effective leadership and connecting with your team.

Topic #2 Personal and Brand Storytelling [29:48] Bavar highlights the importance of personal storytelling in brand development, sharing her own experiences: “I put together these gift boxes with food and design… there's a story now, and these gift boxes tell that story every time.” She connects authentic storytelling to creating an emotional connection with the audience, which is key to standing out and fostering brand loyalty.

Topic #3 Integrating AI with Human Touch [32:22] Mona explains the role of AI in business with a focus on maintaining a human element: “Our agency is AI with a human touch. And the importance of it is… if you don’t know your why, if you don’t know why you are starting a business and why you want to create the content… you need someone as a soundboard.” This integration ensures authentic brand presentation and helps businesses leverage AI without losing their unique voice.

What’s One Thing You Can Do Today

Mona’s ‘One Thing’ is to begin a journey of self-exploration with AI. She suggests not only reaching out to her agency, BlueApples.AI, for a discovery call but also encourages utilizing AI tools individually. “There are guides you can purchase or just go sit down in front of your LLM, whether it's chat, GPT, Claude, Gemini, whatever, and start to play with it, having fun. And my intention was to have fun. And that's how I approach AI. Have fun with it.” Mona emphasizes exploring the archetypes and understanding what resonates with you as the first step in cultivating a deeper self-awareness and applying it effectively in both personal and professional realms.

Buzzword Banishment

Mona’s Buzzword to Banish is ‘passion’. Mona wants to banish this word because, she explains, "I think it's misused most of the time and overused a lot of the time.”

Links:

LinkedIn: https://www.linkedin.com/in/bavar/
Instagram: https://www.instagram.com/blueapples.ai/?hl=en
Facebook: https://www.facebook.com/dlishus.it/
YouTube: https://www.youtube.com/channel/UCGiUrUGqlyY4rM2wMj28RpQ

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This week our host Brandi Starr is joined by Lillian Pierson, a trailblazer in AI-driven growth and strategic marketing.

Meet Lillian Pierson, a global authority on leveraging AI for business success. With over a decade of experience, she has not only empowered 10% of the Fortune 100 companies but also served as a fractional CMO for high-growth tech brands. As the author of "The Data & AI Imperative," Lillian's expertise has been a guiding light for numerous startups aiming to scale with data-driven strategies.

In this episode of Revenue Rehab, Brandi and Lillian dive deep into the world of AI agents and their role in revolutionizing marketing efficiency. Lillian shares insights on harnessing data and AI to drive marketing-led growth, while also exploring the nuances of identifying AI use cases to maximize business impact. Join them in unraveling the future of AI in marketing and uncover practical steps for revenue leaders to embrace these transformative technologies.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Proliferation of AI Experts [00:01:59] "A lot of people are branding themselves as AI experts... I've been working in the data analytics, data science, AI space for over a decade... after ChatGPT... everyone and their mother comes and like the whole Industry just changed overnight, and there's like a million AI experts," Lillian Pierson remarks. This reflects the saturation of self-proclaimed expertise in AI without the depth of experience or understanding required.

Topic #2 The Role of AI Agents in Marketing Efficiency [00:06:15] "Almost every revenue leader is looking for more efficient ways to grow their business... I can speak on how to use data and analytics and AI... for marketing-led growth in a more efficient way. So less basically less man hours, less faster, higher-quality outputs sort of thing," Lillian explains. She introduces the concept of AI agents as tools for enhancing marketing operations and reducing the workload on human resources.

Topic #3 Embracing Multi-Agent AI Systems [00:08:19] "Multi AI agent systems... where the rubber hits the road. I'm running them in my business... I started searching and within... I found this solution within 10 minutes," Lillian shares. She highlights the power and potential of multi-agent AI systems to transform business processes, using her personal implementation as a case study to showcase their impact on efficiency and innovation in marketing strategies.

What’s One Thing You Can Do Today

Lillian’s ‘One Thing’ is to explore the possibilities of AI tools for various use cases within your business. “Go to future tools, and it basically will have all the AI tools you can imagine for all the different use cases, and start exploring and looking what's in there, and if they've got tools in there that can support your use case, and then just do some very quick and lean iterative testing to see if this might be something you could start adopting now.” This approach allows you to discover early-moving AI solutions that are not heavily hyped and ensure they align with your business objectives.

Buzzword Banishment

Lillian's Buzzword to Banish is the phrase 'AI expert.' She wants to banish this term because she feels it is overused and often misrepresents the level of expertise individuals have, especially following the release of ChatGPT version 4. Many people claim to be AI experts after minimal experience, which diminishes the credibility of those who have dedicated significant time and effort to understanding and applying AI technologies.

Links:

LinkedIn: https://www.linkedin.com/in/lillianpierson/
X: https://x.com/strategy_gal
Podcast: https://www.youtube.com/@strategy_gal

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This week on Revenue Rehab, our host Brandi Starr is joined by Emmanuel Billy Gillis-Harry, Founder and Chief Data Officer of Terra Bullion.

Meet Emmanuel, a dynamic leader with over six years of expertise in analytics, data science, and AI. With a proven track record in transforming businesses into data-driven powerhouses, Emmanuel leads Terra Bullion, a consultancy delivering innovative analytics solutions to online retail businesses and beyond. Beyond consulting, he shines as a thought leader in AI and analytics, recognized for his marketing and strategic insights.

In this episode, Brandi and Emmanuel dive into modernizing data infrastructure. They explore best practices and highlight the pressing need for clean, scalable, and efficient data structures, particularly in today's big data era. Discover Emmanuel's expert strategies for overcoming common pitfalls, achieving business alignment, and leveraging AI to unlock the full potential of data for decision-making.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Misuse of AI and Data Driven Buzzwords [00:01:37] "Well, I mean, I guess I won't really say get rid of, but I would bring it into, into the light of getting misused. And that's pretty much AI slash data driven in terms of organization use." Emmanuel highlights a growing concern about how terms like AI and data-driven are often misused within organizations, emphasizing the need for accurate application to align expectations and results properly.

Topic #2 Modernizing Data Infrastructure [00:03:50] Emmanuel stresses the foundation of AI's success is rooted in data quality: "Crappy data in, crappy results out. So the better data in, the better results are." He discusses what modern data infrastructure should embody—scalability, efficiency, and business alignment—urging organizations to assess and modernize their data handling practices effectively to achieve meaningful business outcomes.

Topic #3 Strategy and Business Alignment [00:21:22] "It definitely comes first because at the end of the day it's going to cost you money," Emmanuel asserts regarding the importance of starting with a clear business use case. He discusses the necessity of aligning data projects with business objectives to avoid over-engineering and unproductive spending, highlighting the critical role of strategic planning before diving into technical implementations.

What’s One Thing You Can Do Today

Emmanuel's 'One Thing' for listeners is to conduct a self-audit of your data infrastructure and engage with an expert to understand your current data landscape. "Audit your current data stack, understand what it looks like, where you lack, and speak to an expert to help you even understand that beyond just what you could see. Identify a lot of inefficiencies, and align where your gap is. This self-awareness should be the homework; it sets up a strategy for data modernization and helps you explore how your data can truly drive decision-making and generate impact."

Buzzword Banishment

Buzzword Banishment: Emmanuel’s Buzzword to Banish is actually a combination of "AI" and "data driven." He explains that it's not about getting rid of these terms entirely, but addressing their misuse. Emmanuel points out that organizations often misuse these terms, which can lead to misunderstandings or improper expectations. He emphasizes the importance of using these terms correctly to make a real difference in transforming businesses into data-driven organizations.

Links:

LinkedIn: https://www.linkedin.com/in/emmanuel-b-67282aa6/
Podcast: https://terabullionnexus.com/

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Brief Description of Episode This week, our host Brandi Starr welcomes Zeke Camusio, the innovative mind behind Data Speaks.

Meet Zeke Camusio, a seasoned entrepreneur and founder of an AI-powered analytics platform that's revolutionizing how companies interpret data to drive growth. With a robust background in economics and data science, Zeke has spent the last two decades crafting AI and data analytics solutions, empowering businesses across industries to make informed, data-driven decisions.

In this insightful episode of Revenue Rehab, Brandi and Zeke delve into the intricacies of marketing attribution. They'll explore how businesses can effectively utilize data and AI to discern which marketing strategies truly fuel sales growth and how to optimally allocate resources to elevate their marketing efforts.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Importance of Marketing Attribution [03:03] Zeke Camusio emphasizes the significance of understanding marketing attribution by stating, "being able to identify what is going to create the biggest impact for my business, you know, then allows you to focus. And that little focus and concentrating your resources is really what moves companies forward more than anything else." He articulates that the goal of attribution is not about "you versus me," but rather about helping organizations optimally allocate resources.

Topic #2 Challenges with Traditional Attribution Models [07:32] Zeke discusses the limitations of traditional attribution methods, explaining, "the problem is when we look at the amount of revenue that say, for example, Google Ads is claiming... you got one sale, not three." He points out that existing data from advertising platforms is often unreliable, with multiple platforms claiming credit for a single conversion, which leads to overestimated return on investment from certain marketing channels.

Topic #3 Incrementality and Impact-Based Attribution [15:38] Zeke introduces the concept of incrementality as a solution to flawed attribution practices: "Incrementality is basically the marketing lingo for a randomized control trial, which is you have a control group and a treatment group." He describes using geographic segmentation to measure actual impacts on sales and how this method can result in "statistical relevance" without disrupting business operations, allowing for more accurate budgeting decisions.

What’s One Thing You Can Do Today Zeke's ‘One Thing’ is to adopt a scientific approach by consistently sitting with your data. “Even though you don't have an attribution platform or a team of data scientists, creating the habit of sitting with your data once a week is really key. So, you need a consistent schedule and you need to agree before going into it what metrics you're going to be looking at. You need one primary metric and between three and five secondary metrics. You decide on these and look at the trends consistently.” This practice helps you begin to understand the data's story, paving the way for informed decisions based on emerging patterns and trends. By honing this habit, you strengthen your foundation in using data to optimize performance, even without advanced infrastructure.

Buzzword Banishment Zeke’s Buzzword to Banish is the phrase ‘circle back’. Zeke wants to banish this phrase because he finds it "not concrete enough." He emphasizes the importance of specificity in communication and prefers when people say, "I don't know and I will get back to you," while being specific about the next steps and timeline.

Links:

LinkedIn: https://www.linkedin.com/company/dataspeaks/
X: https://x.com/DataSpeaksAI

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This week on Revenue Rehab, our host Brandi Starr is joined by Sunny Dublick, the award-winning marketing specialist and founder of Sunny Dublick Marketing.

Sunny Dublick, a marketing revolutionary from New Jersey, has an impressive career spanning over 15 years with high-profile clients like the Philadelphia 76ers and Hanes brands. Known as the pink starburst of marketing experts, Sunny creatively bridges the art and science of marketing to grow authentic brands. Beyond marketing, she's an avid painter and self-proclaimed taco fanatic.

In this episode, Brandi and Sunny delve into the often-overlooked realm of consumer behavior and research in marketing. They explore how understanding consumer motivations doesn't have to be daunting, expensive, or exclusive to major brands. Tune in as they discuss how CMOs can reconnect with consumers despite technological advances increasing the gap, and provide actionable insights to reignite creativity in marketing strategies.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Understanding Consumer Behavior in Marketing [04:57]

Sunny Dublick emphasizes the underutilization of consumer research in marketing strategies. She argues that marketers have access to vast amounts of data on what consumers do, but not enough on why they do it. "You kind of see these major companies, these major brands like the Coca Cola's, the Apples of the world, and you think that those are the kind of brands and companies it's reserved for and it's not true at all." Dublick highlights the need for marketers to get closer to consumers through methods like surveys and interviews to bridge the gap created by increased automation.

Topic #2 The Disconnect Between Marketers and Consumers [05:46]

Sunny highlights a critical issue: marketers being more distant from consumers than ever before. "I mean, I think we opened the floodgates when it came to digital advertising. It was one of those things that all of a sudden it was accessible to anybody." She discusses how digital marketing's vast reach has led to a scenario where consumers are bombarded with irrelevant marketing messages, resulting in burnout and disconnection.

Topic #3 Inspiring Creativity in Marketing [06:11]

Sunny expresses a desire for marketers to reinvigorate creativity in their approach, moving away from formulaic strategies. She says, "I would just do jumping jacks if I was able to inspire people to think more different about how it is that they perceive their current marketing efforts and to get more creative." Dublick asserts that the best marketing aligns deeply with understanding consumers, thereby letting creativity and innovation guide the messaging.

What’s One Thing You Can Do Today

Sunny's 'One Thing' is to engage in genuine conversations with your customers to understand their lives beyond your product or service. "Just ask them about their lives, their process, why they've chosen you over others. Focus on an open, candid conversation about what their lives are like and how your product or service fits into that." This approach helps to create a more authentic connection and provides insight that can enhance your marketing strategies. Start by reaching out to one customer for a conversation, focusing on understanding their perspective and needs, rather than just promoting your business.

Buzzword Banishment

Sunny’s Buzzword to Banish is a phrase, ‘work smarter, not harder’. Sunny feels this phrase immediately comes across as an insult, implying inefficiency or poor time management. She believes it's a smoke and mirror type phrase that is essentially meaningless unless accompanied by practical advice to improve efficiency.

Links:

LinkedIn: https://www.linkedin.com/in/sunnydublick/

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This week, our host Brandi Starr is joined by Ray Hartjen, writer, musician, and seasoned marketer.

Meet Ray Hartjen, a marketing virtuoso with a rich history spanning five decades, who has seamlessly pivoted between industries from investment banking to SaaS software. Despite the varied roles, one constant shines through: his deep passion for storytelling. Ray is the author of three published books, including "Revenue Orchestration & Today's New Era of B2B Sales and Marketing".

In this episode of Revenue Rehab, Brandi and Ray delve into the evolving landscape of the B2B buyer journey, emphasizing how today's digital-first, self-service oriented buyers are changing the game. They explore key data points highlighting these shifts and discuss the crucial role of orchestration in aligning marketing, sales, and customer success teams to meet these new demands effectively. With actionable strategies and insights, Ray shares how revenue teams can adapt and thrive amidst the changing buyer expectations.

Tune in to discover how to reimagine your tactics, optimize your processes, and embrace a culture of experimentation to propel your revenue team forward.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Changing B2B Buyer [00:02:56] “Based on Data that today's B2B buyer has changed… today's buyer can get turned off immediately by, by, you know, the timeless practice of cold calling." says Hartjen. He emphasizes that buyers are now mostly digital natives who prefer self-service and use technologies like search and keywords extensively. They work in buying groups and look for user reviews and referrals early in their buying journey, disrupting traditional bottom-of-funnel practices.

Topic #2 Importance of Revenue Orchestration [00:16:41] “How do you put them together in a way that you optimize…less is more, if you're going to have a higher return.” Hartjen explains, “It takes a lot of planning… something that we can just get and kind of quickly look on a dashboard perspective to see, are we directional?” He emphasizes that orchestrating efforts across the entire revenue team, including marketing, sales, and customer success, requires meticulous planning, coordination, and a focus on optimizing plays to ensure efficiency and effectiveness in go-to-market strategies.

Topic #3 Experimentation and Adaptation [00:36:46] “Don't be afraid to experiment, test and learn… How can we activate what ifs into our go to market efforts and see what impact they might have. Test and learn.” advises Hartjen. He stresses the importance of continuously experimenting with new strategies and learning from the results to keep up with the changing marketplace, urging teams to prioritize adaptability and continuous improvement.

What’s One Thing You Can Do Today

Ray’s ‘One Thing’ is to not be afraid to experiment, test, and learn. “I think the marketplace will forgive an error that is made with good intentions behind it. If you try different campaigns and plays, begin to get that information, test and learn, and continuously improve what's working, what's not working, what should we do more of, what should we do less of, what do we need to learn, relearn and unlearn, and then repeat. Especially in this digital marketplace, everything is quickly measurable and also changeable. So go out there and experiment.”

Buzzword Banishment

Buzzword Banishment: Ray’s Buzzword to Banish is ‘lean into’. Ray wants to banish this term because it was so overused by his colleagues about 15 years ago that it now provokes a physical reaction from him whenever he hears it. He also humorously acknowledges the possibility that he might end up using the banned phrase multiple times during the conversation.

Links:

LinkedIn: https://www.linkedin.com/in/rayhartjen/
Instagram: https://www.instagram.com/rayhartjen/
Facebook: https://www.facebook.com/ray.hartjen
X: https://x.com/RayHartjen
YouTube: https://www.youtube.com/@RayHartjen
TikTok: https://www.tiktok.com/@rayhartjen5
Amazon: https://www.amazon.com/stores/Ray-Hartjen/author/B0BK56H9TV?ref=ap_rdr&isDramIntegrated=true&shoppingPortalEnabled=true

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This week our host Brandi Starr is joined by Steven J. Lewis, Founder of the Sydney-based marketing agency, Taleist.

Meet Steven J. Lewis, a pioneering force in direct response copywriting and AI integration. From developing innovative techniques to using AI for audience research and content creation to delivering copy that’s 80% ready for publication, Steven is revolutionizing the way we approach marketing.

In this episode of Revenue Rehab, Brandi and Stephen delve into the common pitfalls of AI tool implementation, unveil effective techniques to optimize AI for content creation, and provide actionable insights to enhance your marketing workflow. Get ready to transform the way you leverage AI in your marketing strategies.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: The Importance of Detailed AI Prompts [00:03:53] "If you find yourself starting a conversation with your AI with one sentence, you're doing it wrong. That, that's, that's it. I would like people to check themselves and to know that if they see their employees or team members or whoever it might be typing into a chat, please summarize this document for me. And that is the most they think they can get from their AI. That's what I'd like people to realize. Hang on a minute, we're not doing this right." - Steven J. Lewis

Topic #2: AI as a Thought Partner [00:17:45] "Chat GPT is a Formula one car that not only can write if you prompt it correctly, but can help you with your thinking. So a lot of the prompts that I write for people, like in my course, make Chat GPT your CMO, right? That is a course that is a lot of it is about getting chat GPT to consult to you." - Steven J. Lewis

Topic #3: Custom GPTs and Workflow Enhancements [00:25:44] "And that gives you a richness of response from Chat GBT that you're just never going to get by saying, I'm writing an email to mothers aged over 35 who live in, you know, the continental U.S. you're just never going to get an answer from Chat GPT that gives you the same richness as if you've structured the data first." - Steven J. Lewis

What’s One Thing You Can Do Today

Steven’s ‘One Thing’ is to get started with understanding your voice using AI. “I've got a five-minute course on my website. It's free. You have to give me your email address. So, okay, it's not free. I will charge you one email address in order to take it. But it's a video, so you can watch part of the video first. It will show you how to get chat GPT to write in your tone of voice exactly like you. What if you could make it sound exactly like you? So I've got a prompt that will divine your tone of voice and give that back to you so that you can use that as a prompt to ChatGPT.”

To get started, visit Steven’s website and take the mini-course to learn how to make ChatGPT write in your unique tone of voice. This foundational step can transform how you leverage AI for more personalized and effective messaging in your marketing efforts.

Buzzword Banishment

Steven's Buzzword to Banish is ‘passion’. Steven wants to banish 'passion' because, he explains, "because passion is about you. It's not about your customers or your clients. Your clients don't care if you're passionate. If I go to the dentist, I do not care if my dentist is passionate. I care if my dentist is good at his job."

Links:

ChatGPT Mini Course: https://taleist.agency/chatgpt-mini-course/
LinkedIn: https://www.linkedin.com/in/stevenlewissydney/
YouTube: https://www.youtube.com/user/TaleistTV

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This week our host Brandi Starr is joined by MV Braverman, Founder of Inbox Welcome.

Meet MV Braverman, a trailblazer in email marketing with a focus on helping small businesses master email deliverability and sender reputation. MV's expertise extends far beyond just crafting compelling email campaigns; they're an industry thought leader frequently sharing insights on top podcasts.

In this episode of Revenue Rehab, Brandi and MV will debunk common email marketing myths, delve into the critical importance of email deliverability, and explore actionable strategies to enhance subscriber engagement and email list health. From decoding bounce codes to leveraging AI summation tools, they'll provide a comprehensive guide to ensure your emails not only reach the inbox but captivate your audience.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Rise of Email Deliverability Challenges [07:22] MV Braverman accentuates the shifting landscape of email deliverability, saying, "Metrics you see on your dashboard are only a portion of the story. Recent changes from Google and Yahoo mean we're constantly having to adjust our strategies. It's not just about sending emails; it's about navigating an evolving environment and ensuring our messages truly reach our audience."

Topic #2 The Misconception of the Promotions Tab [14:45] MV Braverman clears up common misunderstandings about email categorization, stating, "Landing in the Promotions tab is not a death sentence for your email. It's still the inbox, and often, users peruse this tab with a buying mindset. Viewing these tabs as opportunities rather than obstacles can shift how you approach your campaigns."

Topic #3 Vital Email Design and Accessibility [22:30] "Content should be accessible to everyone," MV underscores. "That means considering factors like ADA compliance and colorblindness. Simplifying email design by focusing on text first can enhance accessibility. We need to ensure our emails are engaging whether viewed on mobile, desktop, or even in dark mode."

What’s One Thing You Can Do Today MV’s ‘One Thing’ is to shift your mindset from using vanity metrics to focusing on engagement. “Just start by segmenting your list to identify the most engaged subscribers and treat them like VIPs. Focus on building a relationship and providing value. It’s easy to get caught up in trying to achieve higher open rates or increasing the size of your list, but engagement is what truly matters. Nurturing these relationships will naturally lead to better deliverability and stronger customer loyalty. Begin monitoring engagement trends rather than vanity metrics, and you’ll see a more robust and effective email strategy take shape.”

Buzzword Banishment Buzzword Banishment: MV Braverman's Buzzword to Banish is the term "email blast." MV wants to banish it because it implies that email marketing can be done in a haphazard, one-size-fits-all manner, which couldn't be further from the truth. MV emphasizes that effective email marketing is about nurturing relationships with subscribers and continually refining and personalizing content, not just sending out mass emails without thought or strategy.

Links:

LinkedIn: https://www.linkedin.com/in/mvbraverman
Facebook: https://www.facebook.com/inboxwelcome

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This week, our host Brandi Starr is joined by Emanuel Rose, CEO of Strategic E Marketing.

Meet Emanuel Rose, an industry thought leader with over 15 years of experience running a full-service digital marketing agency. Emanuel’s expertise spans lead generation, branding, advertising, and the integration of AI into marketing strategies. He’s also the author of "Authenticity Marketing to Generation Z,” a guide to resonating with this digital-first generation.

In this episode of Revenue Rehab, Brandi and Emanuel tackle the pressing issue of turnover in large companies and delve into effective strategies to manage these transitions. They explore the natural factors behind turnover, the role of leaders as philosophical pillars of organizations, and how to manage their departure effectively. Emanuel also sheds light on marketing to Generation Z, emphasizing the importance of authenticity and short-form video content.

Brandi and Emanuel uncover actionable strategies for adapting to changing consumer behaviors and the increasing influence of Gen Z in the workforce. Tune in for insightful discussion and practical takeaways to bolster your marketing efforts in today’s dynamic landscape.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Managing Turnover in Large Organizations [08:12] Emmanuel Rose discusses that "transition and turnover are natural parts of organizational life, often due to aging out or philosophical differences. Leaders are the primary philosophical sources in organizations, so their departure must be managed rather than overly worried about." Brandi Starr agrees, emphasizing that "leaders leaving doesn't mean crisis but a chance for growth and realignment."

Topic #2 Marketing Strategies for Generation Z [15:34] Emanuel Rose delves into the nuances of Gen Z marketing, noting, "Generation Z will comprise 27% of the workforce by 2025, and they crave authentic, digital-first marketing with short-form content due to their limited attention spans." He explains the challenges, "This generation's slower progression through life stages and reliance on parental support require marketers to rethink traditional approaches." Rose adds, "In B2B contexts, marketers must consider Gen Z's distinct decision-making styles. The contemporary B2B sale involves 6 hours of engagement and 32 touchpoints."

Topic #3 The Power of Authenticity and Transparency [28:45] Emmanuel Rose underscores the demand for brand authenticity, stating, "Younger generations who grew up with public figures like Kylie Jenner demand authenticity and transparency in branding and messaging." Brandi Starr highlights the cultural shift, pointing out, "Personal and professional lives are more integrated today, and maintaining a professional yet personal digital presence is crucial for leaders. It's about building a personal brand that is both engaging and trustworthy."

What’s One Thing You Can Do Today

Emanuel's 'One Thing' is to become a podcast guest to discuss your company values and offerings. "Position yourself as a 'social CEO' and enhance your brand visibility. By sharing your insights and values on relevant podcasts, you can create authentic connections and showcase your leadership in a personal yet professional manner. This strategy not only builds your personal brand but also humanizes your company, making it more relatable and trustworthy to all generations, especially Gen Z."

Take that first step today by identifying podcasts that align with your industry and audience. Reach out to hosts, pitch your story, and start establishing that authentic presence in the digital world. Your leadership and voice can make a significant impact, driving both personal and organizational growth.

Buzzword Banishment

Emanuel’s Buzzword to Banish is the term "viral.” He wants to banish it because, in his words, “I think it's overused and misapplied, especially in B2B contexts.” Emanuel believes that the term "viral" often sets unrealistic expectations and detracts from more meaningful and sustainable marketing efforts.

Links:

LinkedIn: https://www.linkedin.com/in/b2b-leadgeneration/
Instagram: https://www.instagram.com/strategice/
Facebook: https://www.facebook.com/StrategicEmarketing
X: https://twitter.com/Strategic_E
YouTube: https://www.facebook.com/StrategicEmarketing
Podcast: https://www.facebook.com/StrategicEmarketing

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This week on Revenue Rehab, our host Brandi Starr is joined by Jurriaan Kamer, Co-Founder of Unblock.

Meet Jurriaan Kamer, an innovation catalyst in organizational change and dynamic decision-making. With a wealth of experience transforming teams and shaping agile strategies, Jurriaan is a sought-after consultant and thought leader. He co-founded Unblock, a management consultancy dedicated to unlocking organizational potential and fostering thriving workplaces.

In this episode of Revenue Rehab, Brandi and Jurriaan dive deep into the art of decision-making, distinguishing between haircut and tattoo decisions, and how leaders can empower their teams to make faster, more effective choices. They’ll explore real-world applications, learning from failures, and actionable frameworks to overcome slow decision-making and drive substantial results.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Haircut vs. Tattoo Decisions [07:45] Classify decisions into haircut (reversible) or tattoo (irreversible), marking a clear path for making quicker, low-stakes choices. “Haircut decisions don’t need extensive analysis or approval, like testing rebrand ideas,” says Kamer. On the flip side, “Tattoo decisions, such as mergers or total rebrands, require thorough consideration and consensus.”

Topic #2: Self-Management and Decision Rights [15:32] Leaders must empower their teams by setting clear decision rights and boundaries. “Adopting the ‘waterline’ principle—where high-impact decisions below the waterline need oversight, but low-impact ones above it can be made autonomously—enhances decision-making efficiency and team empowerment,” suggests Kamer.

Topic #3: Embracing Failures and Experimentation [23:11] Encouraging small-scale experiments and treating failures as learning opportunities fosters innovation. “Leaders should create a safe space for open dialogue where disagreements lead to progress,” shares Kamer. “Fail small, learn quickly, and then scale what works. This approach reduces the risk of significant setbacks while promoting a culture of continuous improvement.”

What’s One Thing You Can Do Today

Jurriaan's ‘One Thing’ is to embrace the "Is it safe to try?" mindset in decision-making. "Start by identifying decisions that are reversible—those haircut decisions. Encourage your team to experiment within set boundaries and reflect on these choices regularly. By asking, 'Is it safe to try?', you open up opportunities for growth and learning without the paralysis of over-analysis. This simple shift can accelerate decision-making and foster a culture of innovation within your organization."

Buzzword Banishment

Buzzword Banishment: Jurriaan's Buzzword to Banish is ‘synergy’. He wants to banish this word because, he says, "It's often used to gloss over real issues and lacks specificity, turning meaningful discussions into vague conversations." Brandi concurs, adding, “Alright, ‘synergy’, you’re out of here!”

Links:

LinkedIn: https://www.linkedin.com/in/jurriaankamer/
X: https://x.com/jurriaankamer
YouTube: https://www.youtube.com/@jurriaankamer

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This week our host Brandi Starr is joined by Alice Heiman, the Chief Sales Energizer and Host of "Sales Talk for CEOs." Meet Alice Heiman, a dynamic leader transforming the B2B sales landscape. With a stellar career in boosting sales, founding multiple start-ups, and hosting her own insightful podcast, Alice is a powerhouse in the world of sales and growth strategy. From her actionable advice for C-level executives to her innovative takes on structuring go-to-market teams, Alice brings a wealth of knowledge and experience to the table. Whether it's breaking down the barriers between departments or critiquing traditional quota systems, her insights are nothing short of enlightening. In this episode of Revenue Rehab, Brandi and Alice dive deep into the importance of collaboration, customer-centric strategies, and the evolving roles in the C-suite. Tune in for a riveting discussion on aligning sales, marketing, and customer success to drive revenue and enhance customer experiences. Bullet Points of Key Topics + Chapter Markers: Topic #1 Importance of Collaboration for Revenue Teams [08:51]: Alice Heiman underscores the essence of cross-departmental collaboration in eliminating internal barriers, stating, “When departments like sales, marketing, and customer success work together, we close the gaps that slow our processes, especially those hindered by internal legal or operational hurdles.” This cooperative spirit ensures smoother operations and better alignment with customer needs. Topic #2 Role of the Chief Revenue Officer (CRO) [16:32]: Alice Heiman provides insight into the role of the Chief Revenue Officer, explaining, “The CRO exists to bridge the gap between sales, marketing, and customer success. This role is crucial for aligning departmental goals and driving a unified strategy. Without a CRO, the CEO must take on the challenge of orchestrating these efforts, especially in smaller companies where each leader needs to wear multiple hats effectively." Topic #3 Customer-Centric Strategies Over Traditional Quotas [27:45]: Critiquing traditional quota systems, Alice advocates for a customer-first approach, pointing out, “Quotas often miss the mark by prioritizing financial targets over customer satisfaction. Instead, our strategies should be aligned with customer timelines and demands, fostering a more sustainable and loyal customer base. This shift requires us to focus on real customer insights and integrated market strategies rather than mere numbers." By keeping the conversation aligned with these key pillars of collaboration, leadership, and a customer-centric approach, Brandi and Alice bring actionable insights to the forefront, empowering revenue leaders to rethink their strategies for sustainable growth and customer satisfaction. What’s One Thing You Can Do Today Alice Heiman's ‘One Thing’ is to take a critical look at your team's structure and collaboration. "Evaluate whether your current team setup fosters collaboration or creates silos. Make it a priority to realign your teams around customer-centric goals and ensure that leaders are not just meeting internal metrics, but also enhancing customer satisfaction. Regularly communicate these goals and check for seamless integration across departments. The focus should always be on closing gaps and ensuring the customer experience is at the forefront of every decision." Buzzword Banishment Alice’s Buzzword to Banish is 'quota'. Alice wants to banish this word because, she explains, “the term 'quota' is too limiting and fails to reflect the true potential and performance of sales teams."

Links:

LinkedIn: https://www.linkedin.com/in/aliceheiman/
Instagram: https://www.instagram.com/janicebgordon/
Facebook: https://www.facebook.com/AliceHeimanLLC
X: https://x.com/aliceheiman
YouTube: https://www.youtube.com/@AliceHeiman
Podcast: https://aliceheiman.com/podcast/

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This week on Revenue Rehab, our host Brandi Starr is joined by Richard Levy, an experienced MBA-level marketer with a wealth of expertise in growing brands and enhancing marketing effectiveness.

Meet Richard Levy, a dynamic strategist known for his prowess in both brand and performance marketing. With a career that spans both large organizations and nimble start-ups, Richard has seamlessly blended strategic insights to drive financial success.

In this episode, Brandi and Richard dive deep into the intricate world of distribution strategy and pricing considerations. They explore how traditional methods are evolving, and why understanding market diagnosis and crafting a solid strategy are crucial for effective communication. Richard also sheds light on the unique challenges faced by B2B vs. B2C dynamics and how the evolution of marketing roles is reshaping the commercial landscape.

Tune in for a conversation that promises unexpected solutions to common challenges and emphasizes the importance of viewing situations from the customer’s perspective. Richard’s insights on the significance of the Chief Market Officer role and his approach to boosting brand salience over mere awareness are not to be missed.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Distribution Strategy: Direct vs. Intermediaries [07:15] Richard Levy emphasizes, "Deciding whether to go direct to consumer or through intermediaries such as retailers or wholesalers is crucial. It fundamentally impacts your financial model and your pricing strategy. It's not just a logistical choice; it's a strategic decision that can make or break your market approach."

Topic #2 The Evolution of Pricing Strategies [14:42]

"Traditional pricing methods are becoming obsolete," says Levy. "Today, pricing has to be a multifaceted approach, considering competition, value perception, and cost structures. The old one-size-fits-all model simply won’t cut it in today’s dynamic market environment."

Topic #3 The Role of Market Diagnosis and Strategy in Communications [22:10] Levy asserts, "Too often, organizations jump straight into communications without the groundwork of market diagnosis and strategic planning. Effective communication stems from a deep understanding of segmentation, targeting, and positioning. You need to know precisely who you're speaking to and why before you decide how to communicate." These pointers encapsulate the essence of Richard Levy's insights on pivotal topics, from strategic distribution choices to the evolving nature of pricing and the foundational importance of thorough market diagnosis for successful communication.

What’s One Thing You Can Do Today

Richard’s ‘One Thing’ is to shift your focus from tactics to fundamentals. “Take a step back and diagnose your market thoroughly. Understand who your customers are, what they need, and how they perceive you. Before jumping into your next communication plan or tactical move, ensure you have a solid strategy rooted in accurate segmentation, targeting, and positioning. This foundational work is what differentiates a good marketer from a great one. It’s not about being louder; it’s about being smarter and more strategic. Recognize that marketing is more than just communication—it's about deeply understanding and effectively meeting your market's demands.” Buzzword Banishment

Buzzword Banishment: Richard's Buzzword to Banish is 'brand awareness'. He wants to banish it in favor of 'brand salience'. Richard explains that brand awareness focuses merely on being known, whereas brand salience is about being thought of in buying situations, which is far more impactful and relevant for driving business revenue.

Links:

LinkedIn: https://www.linkedin.com/in/richardlevy1

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This week our host Brandi Starr is joined by Dan Englander, CEO and founder of Sales Schema.

Meet Dan Englander, a seasoned expert in the realm of B2B sales and account management. With a wealth of experience from leading new business efforts at Idea Rocket to authoring acclaimed books on sales strategies, Dan has seen it all. In this episode of Revenue Rehab, Brandi and Dan dive into the intricacies of selling in low-trust environments. Together, they unpack the challenges posed by today's competitive landscape and information overload, probing into strategies to de-risk sales conversations and foster meaningful connections.

Tune in as they explore innovative approaches for complex sales, the importance of identifying trust-rich networks, and the evolving interplay between sales and marketing departments. Plus, Dan offers practical insight on navigating the world of personalized outreach at scale, making this episode a must-listen for any revenue leader looking to enhance their engagement tactics.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Defining Low-Trust Environments in B2B Sales [07:15]

Understanding Market Skepticism:

Dan Englander explains the challenges posed by low-trust environments. “In today’s B2B sales landscape, trust is at an all-time low due to the sheer amount of competition and information overload. COVID-19 has only exacerbated this, pushing everyone into remote work, making it harder to build genuine connections."

Topic #2 Strategies for Selling in Low-Trust Environments [12:45]

Low-Trust Sales Strategies:

Dan discusses the difficulty of selling in a market saturated with information and options. "In a low-trust environment, the key is to de-risk the conversation. You have to build initial engagements around forming connections and finding commonality rather than just pushing value immediately."

Topic #3 The Need for Personalized Outreach in Sales [29:52]

Effective Outreach Techniques:

Dan talks about the faults of traditional sales methods and the importance of personalization. "Cold outreach isn't effective anymore. We have to find areas where trust already exists and leverage those relationships. It’s about having knowledgeable team members making those calls and creating a systematic yet personal approach to outreach."

This structure maintains the authoritative yet conversational tone, encapsulating key insights shared by Brandi Starr and Dan Englander while providing clear chapter markers for listener convenience.

What’s One Thing You Can Do Today

Dan’s ‘One Thing’ is to focus on ensuring the right people are executing tasks. “Just make sure that your team members are trained, motivated, and properly assigned. This means reviewing who is doing what and ensuring that everyone is working in roles that leverage their strengths and keep them engaged. By aligning the right people with the right tasks, you're setting up your team for success, making your outreach efforts more effective, and ultimately driving better results.”

Buzzword Banishment

Buzzword Banishment: Dan’s Buzzword to Banish is "virtual assistant." Dan wants to banish it because he finds it meaningless due to the global availability of talent and expertise, making everyone essentially virtual.

Links:

LinkedIn: https://www.linkedin.com/company/sales-schema/?viewAsMember=true
Facebook: https://www.facebook.com/salesschema
YouTube: https://www.youtube.com/playlist?list=PLaFCR8Z1_y7xuBuQyVe899i5WjaQWG6Y6
Podcast: https://www.salesschema.com/podcast/

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This week on Revenue Rehab, our host Brandi Starr is joined by Janice B. Gordon, Founder of Scale Your Sales.

Meet Janice B. Gordon, a trailblazer in customer growth and sales innovation with over 20 years of experience. Named one of LinkedIn Sales’ 15 Innovating Sales Influencers, Janice bridges the gap between people and processes to fuel revenue growth. As the founder of the Scale Your Sales Framework and host of the "Scale Your Sales Podcast," she's a vocal advocate for diversity within sales teams.

In this episode of Revenue Rehab, Brandi and Janice delve into the transformative impact of having diverse voices in leadership. They explore why traditional recruitment methods fall short and how to effectively engage a diverse customer base by building inclusive sales teams. Listen in for insightful strategies on fostering diversity, the economic imperative behind it, and actionable steps for creating high-performing, diverse teams.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: The Economic Imperative for Diversity [08:14]

"It's crucial to shift from a moral standpoint to an economic one. Diverse teams are 33% more likely to outperform. This isn't just about doing the right thing—it's about enhancing productivity and profitability," asserts Janice B. Gordon.

Topic #2: Traditional Recruitment Pitfalls [15:22]

"Traditional recruitment methods are not serving us anymore. We need to reach a wider community early on to truly increase diversity in our recruitment pools. It's about creating opportunities, not just checking boxes," emphasizes Janice B. Gordon.

Topic #3: The Importance of Diverse Leadership [29:08]

"To drive real change, we must start by assessing the diversity of our senior management and board. This promotes awareness and gentle agitation for change," Janice B. Gordon says. "It's about understanding where we are and what steps we need to take to improve."

These key topics explore Janice B. Gordon's insights on the economic benefits of diversity, the necessity of revamping traditional recruitment methods, and the importance of diverse leadership in driving significant organizational change.

What’s One Thing You Can Do Today?

Janice’s 'One Thing' is for leaders to conduct an introspective evaluation of their organization's senior leadership and board diversity. “Take a close look at who is on your senior management team and board. Assess the level of diversity within these groups, and acknowledge any gaps that exist. This awareness is the first step in agitating for change, and it will set the groundwork for creating a more inclusive and representative environment at the highest levels of your company.”

By starting with this evaluation, you pave the way for fostering diversity that naturally trickles down through the organization, setting a precedent for an inclusive company culture.

Buzzword Banishment Janice’s Buzzword to Banish is ‘hunter’ and ‘target’. Janice wants to banish these terms because she feels, "they are militaristic and disrespectful to customers, framing the relationship as adversarial rather than collaborative." She advocates for using more respectful language that recognizes the value and humanity of the customers.

Links:

LinkedIn: https://www.linkedin.com/in/janice-b-gordon/
Instagram: https://www.instagram.com/janicebgordon/
Facebook: https://www.facebook.com/ScaleYourSalesJBG
YouTube: https://www.youtube.com/@JaniceBGordon
Podcast: https://scaleyoursales.co.uk/podcast/
TikTok: https://www.tiktok.com/@janice.b.gordon

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This week our host Brandi Starr is joined by Rachel Minion, Founder of Rockstar and Moon.

Meet Rachel Minion, an unapologetic marketing strategist with a flair for creativity and a resilient spirit. From navigating the collapse of her family's printing business during the 2008 recession to building her own marketing empire, her journey is nothing short of inspirational.

Leveraging her experience and existing client base, Rachel has successfully transitioned from a side hustle to a full-time thriving business, with her husband by her side, driving growth through technology and process efficiency. Today, she aims to help 100 businesses double their size and empower cancer warriors.

In this episode of Revenue Rehab, Brandi and Rachel dive into the importance of believing in your "why," embracing flexibility when the universe redirects you, and the power of impactful daily reflection. Discover how Rachel's unique perspective on marketing and her journey of turning adversity into advantage can inspire you to make something out of nothing.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 The Genesis of Rockstar and Moon [08:12] “When the printing industry began to decline, I realized I had to pivot quickly,” Rachel Minion shares her turning point. “Using my background with my parents' business, I seized the opportunity to offer marketing services to my existing clients.” Brandi Starr acknowledges, “That’s a fantastic example of leveraging what you already have to create something new and impactful.”

Topic #2 Embracing Change During COVID-19 [15:43] “The pandemic was a blessing in disguise for me,” admits Rachel. “Being furloughed from Ticketmaster pushed me to dive fully into Rockstar and Moon and gave me the time to focus and grow it.” Brandi reflects, “It’s all about following where the universe directs you, sometimes those unexpected turns in life take you exactly where you need to be.”

Topic #3 The Importance of Complementary Skills [22:57] “My husband joining the business was a game-changer,” Rachel states. “His technology and process efficiency skills perfectly balance my creative strengths, helping us serve small businesses more effectively.” Brandi adds, “It’s crucial to recognize your skill gaps and fill them with talent that complements your strengths. That collaboration can elevate your business to new heights.”

What’s One Thing You Can Do Today

Rachel’s ‘One Thing’ is to form the habit of asking yourself how you can make an impact each day. "Take a moment every morning to reflect and identify one action that will drive positive change, either for yourself or for others. This daily intention not only creates a sense of purpose but also contributes to meaningful progress. Just like in marketing, where we aim for small conversions that build up, consider each impactful action as a micro yes towards your larger goals."

Buzzword Banishment

Rachel’s Buzzword to Banish is 'TOFU, MOFU, and BOFU'. She wants to banish these terms because she believes they represent an outdated view of marketing funnels. Rachel explains that these buzzwords imply prospects are simply falling through a funnel, whereas she envisions a more engaging journey where prospects make "micro yeses" and climb upwards.

Links:

LinkedIn: https://www.linkedin.com/in/rachelminion/
Instagram: https://www.instagram.com/rachminion/
Facebook: https://www.facebook.com/marketingrockstarr

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This week our host Brandi Starr is joined by Lindsay Tjepkema, Founder of Human Brands Win.

Meet Lindsay Tjepkema, a visionary leader reshaping the landscape of human-centric branding and marketing. As the former CEO of Casted, she spearheaded the integration of podcasting and video into effective marketing strategies. Now, through Human Brands Win, she is on a mission to empower brands to prioritize genuine human connections.

In this episode of Revenue Rehab, Brandi and Lindsay dive into the transformative power of human-centric marketing. They explore the benefits of shifting away from fear and scarcity mindsets, and delve into practical frameworks like "BRAVE" to enhance daily decision-making. They also discuss the long-term impact of authentic brand building and the critical role of storytelling in developing meaningful customer relationships. Join us to uncover strategies that not only drive revenue but create lasting legacies.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Framework and Decision-Making in Marketing [05:12] “Using a specific framework for daily decisions can transform your marketing efforts,” Tjepkema asserts. “It shifts the focus to fostering human connections rather than operating from fear and scarcity. Whether you're posting on social media or writing emails, this approach ensures that human connection remains at the core.”

Topic #2 Human Brand as a Differentiator [18:47] “Human connection may not be explicitly listed in RFQs, but it's a critical factor in decision-making through storytelling and empathy,” Tjepkema explains. “Brands that understand and resonate with their customers' stories stand out,” she notes. Brandi Starr agrees, emphasizing that “having an internal favorite or personal connection to a brand significantly influences decision-making.”

Topic #3 Impact of Fear and Scarcity on Creativity [27:39] “The prevalent mindset of fear and scarcity is stifling creativity in business and marketing,” Tjepkema warns. “Over-reliance on data and the pressure for short-term ROI-driven decisions hinder relationship-building and long-term strategy.” Brandi Starr recalls, “Earlier in my career, less fear around taking risks allowed for more innovative marketing, similar to how excessive focus on health metrics can negatively impact well-being.”

Buzzword Banishment Lindsay’s 'One Thing' is to create space for creativity within your team. “As leaders, it's crucial to hold space for creativity in your daily operations. Encourage your team to explore, express, and experiment without the constraints of immediate ROI concerns. Think about ways to foster an environment where innovation isn't stifled by fear and scarcity but nurtured through human connection and trust. This space for creativity is where genuine human brands are born, evolving into relationships that last.”

So, What’s the One Thing You Can Do Today? Liz’s ‘One Thing’ is to delve into your metrics to uncover the priorities for your marketing strategy. "Look at your metrics. Those are probably the truest measure of how you're performing. And I would look at things not, I mean revenue growth. That's all important. Those are the obvious ones. But I would take a look at some more granular ones. Trends such as your sales cycle, has it been lengthening or shrinking your win rate? What are the trends going on there? Your win loss intel? Why are you winning? Why are you losing? So I would look at some of those more granular metrics to tell you just how or to signal to you how prioritized should a reworking of your marketing strategy be and whether you need to invest in research now or six months from now or a year from now. I think the metrics are going to give you the answer."

B.R.A.V.E. Scorecard: https://lindsaytjepkema.com/scorecard

Links: Get in touch on:

LinkedIn: https://www.linkedin.com/in/lindsaytjepkema/

Website: https://lindsaytjepkema.com/

Instagram: https://www.instagram.com/human_brands_win/

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This week our host Brandi Starr is joined by Liz Harr, Managing Partner at Hinge Marketing.

Meet Liz Harr, an accomplished entrepreneur and executive specializing in brand management and growth strategies for professional services firms. Leading Hinge Marketing's client delivery team, Liz helps businesses solve critical marketing and brand-related challenges.

With co-authorship of several influential books and research studies, including the Visible Expert Revolution and Hinge's annual high growth reports, Liz is a regular speaker and writer in professional services circles.

In this episode of Revenue Rehab, Brandi and Liz dive into the power of research-driven marketing strategies. They'll uncover how understanding your target audience's behavior can lead to spending less while achieving significant revenue growth. Get ready to explore actionable tactics for developing a science-based marketing strategy that drives relevance and revenue.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The Importance of Market Research [04:18] “When you approach your marketing with that formula in mind, your strategy is gold,” Harr emphasizes, identifying the powerful impact of research-driven strategies. She states, “Research yields relevance, and relevance yields revenue.” This key insight shapes the way marketing leaders should understand the behavior and needs of their target audience, ensuring that marketing efforts are not just aimless shots in the dark but are strategically aimed at achieving the highest impact.

Topic #2 Conducting Effective Behavioral Research [07:45] Liz Harr underscores the need for structured conversations with your ideal clients: “You need to understand what keeps them up at 4 AM,” she says. Harr elaborates, “What are your chief organizational challenges? What criteria are important to you as you're whittling down that list from like 10 to 5 companies?” This type of research, focusing on why customers choose or reject certain solutions, is essential for crafting relevant marketing messages that resonate deeply with the target audience.

Topic #3 Efficiency in Marketing Spend [16:48] Harr shares a poignant case study: “Instead of promoting some salesy aspect…you're actually promoting a piece of content,” she recalls, detailing how a client slashed their budget in half by switching to content marketing from costly, ineffective paid ads. She concludes, “We wrote some content and brought visibility to these executive guides…yielding better results with less spend.” This illustrates that understanding the target audience and meeting their needs with insightful content is more effective and economical compared to traditional, broad-spectrum advertising.

Buzzword Banishment Liz’s Buzzword to Banish is “actionable insights.” Liz finds this term redundant and unnecessary, stating, “None of us have time for unactionable insights. We don't want unactionable insights. So just call it insights. That is what we mean. Let's just say what we mean.”

Links: Get in touch on:

LinkedIn: https://www.linkedin.com/in/eharr/

Website: https://hingemarketing.com/

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This week, our host Brandi Starr takes the solo spotlight in the latest installment of Revenue Rehab, diving deep into "Quick Wins & Optimization" for your email nurtures.

Join Brandi Starr, the insightful COO of Tegrita, as she navigates the pivotal "middle of the funnel," often referred to as the "messy middle." Leveraging her recent insights from the Winning by Design Revenue Architecture course, Brandi shares invaluable strategies for enhancing conversion rates and aligning your funnel goals with actionable tactics.

Discover how small, incremental improvements can lead to significant gains in targeting and personalization, and why clean data and detailed tracking are essential for maximizing every lead. Through Brandi's expert narrative, you'll learn to re-evaluate existing strategies, focus on meaningful engagement, and ultimately, prevent your resource bucket from leaking.

Tune in as Brandi breaks down the importance of optimizing the middle of the funnel to transition leads from curiosity to commitment, ensuring you're not just managing, but excelling in your revenue goals.

Brace yourselves for a therapy-like session packed with actionable insights and practical solutions, perfect for CMOs and CROs striving to elevate their marketing strategies.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Quick Wins & Optimization: Personalizing Email Nurtures [07:45] “Small, incremental improvements can yield significant results,” Brandi Starr emphasizes. “By refining email nurtures and focusing on better targeting and personalization, we can significantly optimize conversion rates. Don’t overlook the power of leveraging digital behaviors to understand and engage your audience effectively.”

Topic #2 Challenges with Nurture Campaigns: Aligning with Sales Cycles [13:22] “Before replacing underperforming campaigns, it’s crucial to understand why they failed,” Brandi Starr advises. “Aligning your nurture durations with your sales cycles can greatly enhance their effectiveness. Remember, it’s about creating a journey that transitions leads smoothly from curiosity to commitment.”

Topic #3 Data Tracking and Metrics: Conversion Points Analysis [23:15] “Clean data is the backbone of efficient campaign management,” Starr argues. “Focusing only on large conversion points can cause us to miss the nuances. By tracking detailed metrics and understanding the ‘in-between’ conversion points, we ensure that every part of our funnel is optimized and no revenue leaks through the cracks.”

Links: Get in touch on:

Mofu Impact Calculator: https://interactive.tegrita.com/mofu-impact

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This week our host Brandi Starr is joined by Angela Frank, Founder of the Growth Directive.

Meet Angela Frank, a powerhouse in the marketing world with a decade-long track record of generating substantial revenue. As a fractional CMO, Angela has carved out a unique niche, creating sustainable marketing strategies that drive significant business growth. She is the brains behind the Growth Directive consultancy and the author of "Your Marketing Ecosystem: How Brands Can Market Less and Sell More."

Angela also hosts the Growth Pod podcast, where she delivers actionable branding tips to an eager audience. In today’s episode of Revenue Rehab, Brandi and Angela dive into the crucial subject of building a cohesive marketing ecosystem. They explore strategic approaches to propel brands from seven to eight figures, emphasizing ease and integration to create seamless customer experiences and substantial growth.

Tune in to discover how Angela transformed a B2B virtual event company's marketing strategy, the importance of psychological safety in marketing teams, and how to avoid common CMO blind spots.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Creating a Cohesive Marketing Ecosystem [08:45] “Your marketing efforts should feel like a well-conducted symphony,” Angela emphasizes, “every touchpoint, whether it’s your website, email, or social media, should work in harmony to guide your customer through their journey seamlessly.” She continues, “When you silo your teams, what you end up with is disharmony—channels that don't communicate well, leading to a fractured customer experience.”

Topic #2 Significance of Integrating Marketing Channels [15:20] Angela Frank discusses, “When you dissect the customer journey and break it into separate compartments managed by different teams without communication, you risk losing potential conversions. Integration is the linchpin that ties everything together and enhances overall effectiveness.” Brandi Starr adds, “The website revamp followed by email, paid ads, and organic channels was a strategic sequence aimed at creating a fluid experience for users.”

Topic #3 Empowering Teams and Psychological Safety [22:47] “A psychologically safe environment is crucial for innovation,” Frank stresses. “When team members feel safe to voice concerns and acknowledge mistakes, it prevents small issues from snowballing into bigger problems.” She goes on to say, “Empower your team by giving them the tools and support they need to consider the broader marketing context, whether they’re focusing on email, paid ads, or content creation.” Brandi echoes, “Effective leadership isn't just about directives—it's about fostering an environment where every team member feels they are an integral part of the marketing ecosystem.”

So, What’s the One Thing You Can Do Today? Angela Frank’s ‘One Thing’ is to revisit your brand’s core message with your team. “Take a step back and ask yourself, ‘What is the main goal we want to communicate about our brand?’ Ensure this message is crystal clear and shared consistently across all marketing efforts. This unified approach will foster trust and lead to a seamless customer experience. Regularly revisiting this core message ensures your team stays aligned and responsive to market changes, helping your brand continue to grow effectively.”

Buzzword Banishment: Buzzword Banishment: Angela Frank’s Buzzword to Banish is the phrase "incremental to the business." Angela wants to banish this word because, she emphasizes, “It’s all about striving for significant growth rather than settling for small changes that barely move the needle. Aiming higher brings substantial results."

Links: Get in touch on:

Instagram

YouTube

Podcast

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This week our host Brandi Starr is joined by MJ Smith, CMO of Colab.

Meet MJ Smith, a dynamic leader with a robust background in the industrial and software sectors. From her key roles at Refine Labs and FTSE 100 Halma to leading marketing at Colab, MJ brings a wealth of experience and strategic insights.

In this episode of Revenue Rehab, Brandi and MJ dive into the pivotal role of marketing leadership in owning the entire pipeline number, a function traditionally dominated by sales. They explore how marketers can effectively manage and optimize pipeline generation, focusing on executing known strategies with excellence and maintaining innovation.

Join Brandi and MJ as they unravel actionable strategies, emphasizing quality over quantity, to drive exceptional results and foster a culture of internal competition and creativity.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Owning the Entire Pipeline Number as a CMO [08:45]

MJ Smith discusses the benefits of marketing leadership taking ownership of sales development to streamline processes and avoid inter-department conflicts. "When marketing owns the entire pipeline, you treat SDRs as a channel to distribute your messaging, ensuring resources are invested more efficiently," MJ shares. "It prevents a lot of the 'sales vs. marketing' battles over who’s responsible for revenue."

Topic #2 The Importance of Personalization in BDR Outreach [16:22]

MJ emphasizes the necessity of personalized interactions over mass-produced messages for Business Development Representatives (BDRs). "It's about crafting meaningful connections rather than pushing out scripted automation. Personalized touchpoints can significantly enhance the effectiveness of your outreach," she asserts, highlighting how tailored communication can drive better results.

Topic #3 Mastering One Channel Before Moving to Another [29:54]

In discussing growth strategies, MJ advises focusing on perfecting one marketing channel at a time. "Conferences, despite their high costs, were part of our initial strategy because they allowed for rich, face-to-face interactions that translated into valuable leads," she explains. "Our idea was to execute top-tier strategies rather than chasing every new trend. It’s about quality over quantity, making each channel work exceptionally well before expanding further.

So, What’s the One Thing You Can Do Today? MJ’s ‘One Thing’ is to launch a use case campaign to drive targeted growth. "Start by collecting customer interaction data, such as calls, to identify recurring needs and frustrations. Analyze this data to uncover patterns and insights, and then use these findings to create specific marketing assets like ads or landing pages. This targeted approach allows you to demonstrate your capability in addressing both strategic messaging and tactical execution. By focusing on this task, you can achieve meaningful results within a two to three-week cycle.”

Buzzword Banishment: Buzzword Banishment: MJ's Buzzword to Banish is "headcount." MJ dislikes this term because she believes it dehumanizes roles that are filled by real people. She emphasizes that referring to team members merely as numbers undermines their value and contributions, reducing them to mere headcounts rather than recognizing them as individuals with unique skills and importance. Links: Get in touch on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Latane Conant, Chief Revenue Officer at 6sense.

Meet Latane Conant, a trailblazer in revenue technology with a visionary approach that's reshaping the industry. As the Chief Revenue Officer at 6sense, she oversees Marketing, Sales, Customer Success, Partnerships, and Professional Services, driving the company's exponential growth.

Latane's dynamic career includes penning the influential book "No Forms, No Spam, No Cold Calls," and founding the CMO Coffee Talk and Empowered CMO Network, platforms for marketing leaders to connect and innovate.

In this episode of Revenue Rehab, Brandi and Latane dive deep into breaking down silos in go-to-market strategies and the value of integrating marketing, sales, and customer operations under a unified leadership. Listen in for Latane’s insights on overcoming challenges in revenue leadership, the critical nature of planning as "dreaming in detail," and practical advice for aspiring CMOs and CROs.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Buzzword Banishment: The Ambiguity of "Customer Journey" [09:14] Latane Conant expresses her desire to do away with the term "customer journey" due to its overuse and ambiguity. "I think 'customer journey' is one of those terms that has lost its meaning due to overuse," Latane says. "It’s so broad and vague that it doesn’t really help us understand or improve our strategies anymore. It’s time we get rid of it and focus on more specific objectives and outcomes."

Topic #2 Team Recognition and Trust [14:37] Latane Conant emphasizes the importance of recognizing and appreciating team members. "Your team is everything," she states. "I like to think of my team as my 'ride or dies' because success is a collective effort. It’s not just about having a vision but about everyone doing their part and feeling valued for it. When your team feels appreciated, they’re more motivated to go the extra mile."

Topic #3 Scaling Challenges in Revenue Leadership [22:51] Latane Conant talks about the difficulties of scaling amid economic uncertainties. "One of the hardest things is context switching and feeling like there’s never enough time," she explains. "The first year in a new role is particularly challenging because you have these big plans and visions that take time to execute. It’s crucial to zoom out and recognize the progress you’re making, even if it takes longer than expected. Having support from your loved ones helps keep things in perspective."

So, What’s the One Thing You Can Do Today? Latane’s ‘One Thing’ centers around deeply connecting with the market to form clear and strategic initiatives. “Make sure to dive into win-loss studies through direct interviews rather than relying on surveys. Get hands-on with your customers, understanding their perspectives and needs intimately. By doing so, you’ll be able to implement meaningful and impactful lightning strike programs that resonate and drive significant results.”

Buzzword Banishment: Buzzword Banishment: Latane’s Buzzword to Banish is "customer journey." She wants to banish this phrase because it is overused and often leaves too much room for ambiguity. Latane says, "The term is tossed around so frequently that its true significance gets lost, making it hard to align on what it really means within organizations." Links: Get in touch on:

Amazon

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This week our host Brandi Starr is joined by Laura Zwahlen, Co-Founder of Zwalen Bennett Rescue Ranch.

Dive into the world of high-growth tech and animal rescue with Laura Zwahlen, who boasts over 25 years of driving startups to acquisition or IPO in the tech sector. Laura and her husband traded the hustle and bustle of the Bay Area for the serene pastures of Austin, Texas, where they founded the Zwalen Bennett Rescue Ranch, dedicated to the rescue and rehabilitation of neglected animals.

In this episode of Revenue Rehab, Brandi and Laura delve into the evolving role of the Sales Development Representative (SDR) in today's market. They explore the integration of AI to enhance, rather than replace, the SDR role, and discuss strategies for reducing task saturation among SDRs to boost productivity. Tune in to uncover actionable insights on improving personalization in lead prioritization, successful adoption of new tools and processes, and the critical importance of role clarity within SDR teams. Plus, get a glimpse into Laura's inspiring work at the rescue ranch and how it's impacted her family and personal growth.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The Role of AI in SDR Efficiency [08:40] “AI can complement the SDR role by enhancing effectiveness and efficiency,” explains Zwahlen. She emphasizes, “It’s not about replacing SDRs, but about automating repetitive tasks to free up time for more valuable activities.” This includes leveraging tools like Hemantech AI and Tact AI to reduce task saturation, enabling SDRs to focus on high-value interactions.

Topic #2 Personalization in Lead Prioritization [11:37] Zwahlen asserts the necessity for personalized outreach: “Generic outreach is ineffective; personalization is increasingly important in a high-noise market.” Starr highlights the issue within CMO communities, stating, “There’s a lot of complaints about SDR outreach making incorrect assumptions,” underscoring the need for well-targeted efforts. Successful personalization involves understanding potential customers deeply, which can be aided by AI-driven insights.

Topic #3 Clear Processes and Role Clarity for SDR Teams [13:17] “Clear, articulated processes are essential for SDR team success,” states Zwahlen. Drawing from her experience, she advocates for bifurcation in SDR roles: “Separate handling of inbound leads and outbound efforts is crucial.” Responding swiftly to marketing-qualified leads within a tight SLA and hiring for specific strengths are keys to optimal performance. Starr concurs, emphasizing the distinct requirements and necessary context for inbound versus outbound roles.

So, What’s the One Thing You Can Do Today? In traditional therapy, the therapist gives the client homework. But in Revenue Rehab, I like to flip that on its head. Laura’s ‘One Thing’ is to conduct a comprehensive "day in the life" exercise for your SDR team. “Take the time to meticulously map out, hour by hour, where your SDRs are spending their time. Look at every task they handle, identify the pain points, and see where artificial intelligence can step in to ease the burden. This granular inspection will highlight the inefficiencies and reveal the areas ripe for optimization. It’s about pinpointing what's working well and doubling down while addressing the bottlenecks to enhance overall productivity and effectiveness.”

Buzzword Banishment: Laura’s Buzzword to Banish is "double click." Laura finds this buzzword particularly irksome due to its overuse and general annoyance. She notes that while it might have started as a tech-specific term, it’s now been stretched far beyond its meaningful context, making it more of a distraction than a useful term in professional discussions.

Links: Get in touch on:

Facebook

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This week our host Brandi Starr is joined by Emily Schneider, a specialist in presentation design and visual storytelling.

Meet Emily Schneider, an expert in translating complex content into engaging visuals. With nearly two decades of experience in marketing and branding, Emily knows how to tailor specific conversations to facilitate informed and impactful business decisions.

In her work with clients, Emily focuses on visual storytelling across three critical aspects: slide intention, content, and visuals. Her emphasis on balancing content and visual elements, simplifying data presentation, and using consistent design principles has helped many businesses elevate their presentations.

In this episode of Revenue Rehab, Brandi and Emily will dive deep into effective data visualization, slide design, and presentation techniques, exploring how to enhance storytelling and communication within business settings. Tune in for actionable insights and practical advice on making your presentations more impactful and engaging.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The Essentials of Slide Intention [08:12] "Balancing between content and visuals is crucial to keep your audience engaged. Focus on 2-3 key takeaways so you don’t overwhelm them," Emily Schneider advises, "Remember, slides are there to support you, not take the spotlight."

Topic #2 Effective Data Visualization Techniques [18:27] "Differing data sets require unique approaches. Simplify your charts—remove unnecessary labels and keys, highlight essential numbers, and use color coding to make connections clear," Emily states. "The goal is clarity and retention; people are 65% more likely to remember visually designed information."

Topic #3 Practical Tips for Presentation Planning [32:15] "Intentionality and structure are paramount. Start early and segment your preparation into dedicated time blocks," Emily recommends. "This allows for a refined, high-quality presentation. Giving yourself about ten days can make a significant difference in the final product."

This layout mirrors the tone, style, and format you requested, focusing on the key points discussed by Emily Schneider and featuring direct quotes to maintain authenticity and relevance

So, What’s the One Thing You Can Do Today? Emily’s ‘One Thing’ is to plan ahead and allocate sufficient time to prepare presentations. "Start your planning process early, even if your board dates aren’t fixed yet. Use structured and functional time blocks to draft and refine your presentation. This way, you're allowing yourself the necessary turnaround time to really hone in on integrating data and crafting your story. It’s about being intentional and making sure every element adds value to your presentation, ultimately enhancing clarity and engagement."

This aligns with the principle of “less is more,” ensuring your content is concise yet impactful. Begin this process by identifying key takeaways and crafting your slides with a clear, consistent visual style.

Buzzword Banishment: Buzzword Banishment: Emily’s Buzzword to Banish is "Make it sexy" when referring to PowerPoint presentations. Emily wants to banish this phrase because she finds it inappropriate in a business context. She expressed, "It doesn't add any value and often leads to confusion on what is actually being asked.”

Links: Get in touch on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Aaron Witnish, Co-founder of Content Only.

Meet Aaron Witnish, a trailblazer in the realm of digital marketing. With over a decade of experience, he's built two successful marketing agencies and amassed a following of over 15,000 across LinkedIn, Facebook, Instagram, and YouTube. Having collaborated with the likes of Grant Cardone and as the host of the Content Marketing podcast, Aaron's insights are invaluable.

In this episode of Revenue Rehab, Brandi and Aaron delve into the essentials of efficient content creation. They explore Aaron's revolutionary "30 days in 90 minutes" system and tackle the common challenges faced by time-poor executives in social media management. The conversation is packed with tangible steps and practical advice designed to help you navigate the digital content landscape effortlessly.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Overcoming the Fear of Video Content [05:17] Aaron Witnish emphasizes, “Your first video might be rough, and that's okay. The key is to put yourself out there and start. The discomfort will fade, and the support you'll receive can be encouraging. It's all about starting and then improving as you go.” Brandi Starr adds, “Absolutely, Aaron. We all start somewhere. I encourage our listeners to tag 'Revenue Rehab' when posting their first video. We’d love to support you on this journey."

Topic #2 Efficient Content Creation: 30 Days in 90 Minutes [12:45] "The secret isn't creating high volumes of poor-quality content; it's about smart, efficient production," says Aaron Witnish. He continues, "With a solid strategy, you can generate 30 days of content in just 90 minutes. Focus on real value and address your audience's questions and problems, then record and repurpose effectively. This system not only saves time but ensures you're constantly providing meaningful content."

Topic #3 Practical Tips for Content Repurposing [23:30] "Don't overcomplicate it," advises Brandi Starr. "Identify the issues your audience cares about, use tools like Google’s 'People Also Ask' and Vidiq to gather questions, record genuine conversations, and repurpose your content across formats. Tools like Opus Clip or hiring freelancers can help you break down long-form videos into engaging snippets. These steps remove the guesswork from content creation and repurposing."

So, What’s the One Thing You Can Do Today? Aaron's 'One Thing' is to take action and post your first video. "Just go ahead and shoot that first video, no matter how uncomfortable it may feel. Over time, the discomfort will decrease, and you'll find your audience is much more supportive than you think. The key is to start, improve your content creation skills, and build from there."

In the spirit of actionable insights, Aaron challenges listeners to dive headfirst into content creation by posting that initial, vulnerable video. His guidance emphasizes that taking this first step is crucial, as it paves the way for skill improvement and audience engagement. By committing to this initial action, you embark on a practical journey towards effective content creation and demonstrating authenticity.

Buzzword Banishment: Aaron’s Buzzword to Banish is "algorithm." Aaron wants to banish it because he finds the constant focus on "hacking the algorithm" incredibly frustrating. He believes that it distracts from creating meaningful content and encourages people to chase trends instead of building authentic connections with their audience.

Links: Get in touch on:

Instagram

Facebook

Youtube

Podcast

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This week our host Brandi Starr is joined by Corey Quinn, Best-Selling Author and Expert in Agency Growth.

Meet Corey Quinn, an industry maven with a wealth of experience in guiding agencies beyond founder-led sales. With an extensive tenure in agency management and a best-selling book to his name, Corey has dedicated his career to helping agencies escape the founder's shadow and find sustainable growth through vertical market specialization.

In this episode of Revenue Rehab, Brandi and Corey dive deep into the nuances of understanding target audiences and crafting empathetic messaging. They explore the transition from founder-led sales to building versatile sales teams and the immense value this brings to larger organizations. Corey shares real-world examples, such as business owner Luke Agebrotten’s success story, and provides a step-by-step process to achieve focused vertical market expertise.

Join Brandi and Corey as they discuss the benefits of approaching change with curiosity, the importance of thought exercises in business evolution, and strategies for founders to adopt a less hands-on sales approach, all aimed at maximizing growth and efficiency.

Bullet Points of Key Topics + Chapter Markers: Topic #1: Understanding Target Audiences and Empathetic Messaging [07:22] Corey Quinn emphasizes the necessity for businesses to deeply understand their target audiences beyond generic marketing language. “Even larger organizations must create messages that resonate on an empathetic level,” Quinn states. “It’s not just about industry jargon; it’s about truly aligning your identity with the industry you serve.”

Topic #2 Transitioning from Founder-Led Sales to Scalability [14:45]Brandi Starr and Corey Quinn discuss the challenges involved in moving away from a founder-led sales model and transitioning to a scalable approach. “Gradually replacing the founder's role, while building the brand to meet its promises, is key,” Starr advises. Quinn adds, “Creating a specific vertical market focus through client grouping and revenue analysis can facilitate this shift and mitigate churn.”

Topic #3 Specializing in Vertical Markets for Higher Rewards [22:57]Corey Quinn outlines the high rewards and lower risks associated with vertical market specialization. “Identify your vertical market through quantitative and qualitative analysis,” Quinn suggests. “By focusing deeply and empathically on a specific industry, you can create more targeted marketing campaigns and a repeatable sales process that doesn’t rely on the founder's personal network or judgment.”

So, What’s the One Thing You Can Do Today? Corey Quinn’s 'One Thing' is to approach change with curiosity instead of a rigid commitment. "Take one element of your business, maybe that’s your target market, your client messaging, or your sales process, and experiment with it. Don’t think of it as a permanent change; consider it an exploration. This mindset will allow you to discover valuable insights without the pressure of long-term commitment. Just like conducting market tests or collecting customer feedback, this practice can open up pathways to more effective strategies and sustainable growth."

Buzzword Banishment: Corey's Buzzword to Banish is "viral." Corey criticizes the term for misleading marketers into chasing fleeting trends rather than focusing on genuine customer engagement and long-term value. He underscores that the obsession with going viral detracts from building sustainable, meaningful relationships with the target audience. The use of "viral" often results in short-sighted marketing strategies, leading to temporary spikes in attention but not necessarily in stable growth or loyal customer bases.

Links: Get in touch on:

Twitter

Instagram

Facebook

YouTube

Podcast

TikTok

Amazon

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This week our host Brandi Starr is joined by Jason Kramer, Founder of Cultivise, a consulting firm specializing in B2B lead nurturing strategies and technology.

Meet Jason Kramer, a seasoned expert who has identified and bridged revenue gaps in marketing and sales funnels for businesses of all sizes. Through his innovative work at Cultivise, Jason empowers companies to connect prospect and customer data with marketing campaigns and sales activities, driving better quality leads and substantial revenue growth.

In this episode of Revenue Rehab, Brandi and Jason dive into the challenge of cleaning dirty data, aligning technology with business goals, and the importance of holistic reflection on marketing efforts. Discover actionable strategies to nurture leads effectively, harness the power of CRM, and boost your team’s productivity by leveraging the right technology. Whether you're struggling with data chaos or looking for ways to enhance your sales and marketing connectivity, this episode promises invaluable insights.

Bullet Points of Key Topics + Chapter Markers: Topic #1: The Challenge of Dirty Data in Business Processes [08:22]

“Cleaning data is like convincing your child to clean their room,” Jason Kramer explains. “It’s not glamorous, but it’s essential. You can’t just fix one corner and expect everything to be perfect. It’s a continual commitment to maintaining a clean state, and this process needs to be holistic.”

Topic #2: Evaluating Marketing Channel Effectiveness [17:45]

“A key part of successful marketing is tracking and attributing where your best leads come from,” Brandi Starr comments. “If you’re able to predict which channels generate the most revenue, you can tailor your future investments efficiently.” Jason Kramer builds on this, “We used QR codes to track lead origins and found that Facebook leads were less effective because we couldn’t connect with them reliably. This insight told us we needed to tweak our approach.”

Topic #3: The Gap in Lead Nurturing [23:14]

“Companies often treat marketing and sales as separate silos,” Jason Kramer notes. “Marketing qualified leads (MQL) and sales qualified leads (SQL) are concepts that emphasize the importance of handoffs between teams, yet many companies fail to nurture leads who aren’t ready to buy yet. A systematic nurturing process, like email sequences and education, can increase conversion rates by 63%.”

So, What’s the One Thing You Can Do Today? Jason's 'One Thing' is to start with a technology inventory. "Begin by taking a comprehensive inventory of the technology and software that you currently use within your sales and marketing teams. Identify what's being utilized effectively and what's not, and then consider the integration points between these tools. This will help you free up budget, ensure alignment with your business goals, and streamline your data flow. Remember, the right technology should support your strategy, not define it. By taking this first step, you'll lay the groundwork for better lead nurturing and ultimately, drive revenue growth."

Take this actionable step to create a clear and organized snapshot of your current technology landscape, which will help in making informed decisions moving forward.

Buzzword Banishment: Jason Kramer’s Buzzword to Banish is "synergy." He wants to banish it because, as he explains, “It’s become this catch-all word that, frankly, presents more confusion than clarity. Companies throw it around without really understanding or explaining what it truly means in their specific context. Instead of driving alignment, the term often ends up muddling communication.”

Links: Get in touch on:

Facebook

YouTube

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This week on Revenue Rehab, our host Brandi Starr is joined by Moira Vetter, Founder and CEO of Moto Moto Agency.

Meet Moira Vetter, a seasoned marketing visionary thriving at the intersection of strategy and innovation. From leading growth for global brands and mid-market companies to navigating the intricacies of publicly traded firms, Moira possesses a wealth of experience in strategic, long-term business planning and marketing innovation.

In this episode, Brandi and Moira delve into the pressing need for brands to extend their runway and relax immediate KPIs to foster innovation and enter new markets. They discuss the essential practice of setting aside a portion of the marketing budget for R&D, protecting it against the unpredictability of results. The conversation touches on the ever-evolving marketing landscape, marked by digital transformation, automation, and the dilemmas of mergers and acquisitions.

Tune in as Moira shares her insights on building a fluid two-year plan, balancing short-term goals with long-term brand development, and maintaining confidence amidst rapid change. For marketing leaders feeling the pressure of constant transformation, this episode offers valuable strategies and a reassuring perspective on finding direction and making impactful decisions. Join us for a therapeutic session designed to reignite your confidence and strategic vision on Revenue Rehab.

Bullet Points of Key Topics + Chapter Markers: Topic #1: The Need for Innovation and Flexibility in Marketing [08:25] “If marketing is constantly being driven by immediate KPIs, there's simply no room left for innovation... Brands need that longer runway to test, learn, and ultimately thrive in new markets,” Vetter asserts. She emphasizes, “Setting aside a specific percentage of the marketing budget for R&D protects your long-term interests, even without immediate results.”

Topic #2: Adapting to the New Marketing Landscape through Collaboration [16:47] “Leaders must advocate for the value of innovation within the c-suite and ensure budgets for testing aren't cut,” Vetter advises. Brandi Starr adds, “Marketing roles are undergoing rigorous change due to digitalization, and it's crucial to align leadership measurement with integrated technology... the expectation now is to measure every effort, and adaptability is key.”

Topic #3: Building Confidence in Uncertain Times [29:33] “In the face of unexpected changes, staying calm and making decisions, even when things aren’t perfect, is crucial,” Vetter reiterates with a nod to Winston Churchill. Brandi Starr concurs, “We might not always get it right, but it’s about acknowledging what isn’t working, what’s being done to fix it, and learning from those actions.” Vetter further suggests, “Developing a fluid, two-year plan helps maintain long-term thinking while adapting to change, balancing both short-term revenue goals and long-term brand development.”

So, What’s the One Thing You Can Do Today? Moira Vetter's 'One Thing' is to create a fluid, two-year plan starting from today. “Consider both the short and long term in your strategy. Identify the key stakeholders who will impact your future and incorporate flexibility into your planning process. By doing so, you provide a longer runway for action and growth, which is crucial in this dynamic business environment. While traditional one-year plans have their place, the two-year plan allows for adaptability, ensuring your brand's sustained innovation and market engagement."

Buzzword Banishment: Moira’s Buzzword to Banish is the phrase ‘synergy’. She wants to banish it because, she says, “It’s overused to the point of being meaningless and often masks a lack of real strategy or substance.” Moira believes that relying on 'synergy' diminishes the importance of clear, concrete plans and objectives in business discussions.

Links: Get in touch with on:

Marketing Madhouse Podcast

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This week on Revenue Rehab, host Brandi Starr sits down with Mark Osborne, a top marketing technology trailblazer and best-selling author renowned for driving substantial revenue growth for clients.

Mark is on a mission to eradicate the notion of 'growth hacks', instead advocating for sustainable growth systems rooted in fundamental strategies. He underscores the criticality of unifying marketing, sales, and customer success around the metric of pipeline velocity to achieve transformational growth and market dominance.

In this episode, Brandi and Mark dive deep into the importance of defining context for ideal customer profiles throughout the sales process, the perils of unqualified leads, and the game-changing potential of better coordination between marketing and sales in nurturing campaigns and defining lead qualification criteria.

Tune in as they explore what success looks like for companies that effectively tackle these challenges and the positive implications for businesses when these problems are solved. Get ready for an insightful discussion on driving revenue faster through better marketing-sales integration.

Bullet Points of Key Topics + Chapter Markers: Topic #1: Importance of Visual Tools in Analyzing Systems [05:12] "Flowcharts are really powerful tools to help analyze and improve systems within organizations," Mark Osborne emphasizes. "By visually mapping out the critical path of processes, you can identify bottlenecks, set KPIs at crucial steps, and refine the process to achieve exponential growth." Brandi Starr agrees, adding "Visual tools make it easier to communicate complex processes and get everyone on the same page."

Topic #2 Unifying Revenue Teams for Transformational Growth [14:37] Mark Osborne suggests, "To achieve transformational growth and dominate a marketplace, companies need to unify marketing, sales, and customer success under a shared objective of growing revenues." He recommends "creating a unified revenue team, building a scorecard with KPIs across the revenue system, and aligning incentives based on the scorecard to remove friction and create coordination." Brandi Starr concurs, stating "Measurement and accountability are key to creating alignment and removing friction between revenue teams."

Topic #3 Defining Context for Ideal Customer Profiles [22:51] Brandi Starr and Mark Osborne discuss the importance of defining context for ideal customer profiles throughout the sales process. "Companies often fail to effectively communicate this context," Brandi observes, leading to "unqualified leads and decreased resource allocation for the best opportunities." Mark expands, "By better defining lead qualification criteria and setting up targeted nurturing campaigns, marketing and sales can collaboratively improve pipeline velocity and accelerate revenue growth."

So, What’s the One Thing You Can Do Today? Mark's 'One Thing' is to get your revenue team together and define your revenue system. "The very first thing is to get the team together, define your system and think through the roles, especially if you're a small company... it's really easy because you've probably got one or two people in marketing and then a handful of salespeople. Get those folks together and start to define what that looks like and what you're trying to achieve." He encourages listeners to download the free book offered in the show notes, which provides templates and a guide on modern revenue strategies to help you get started.

Buzzword Banishment: Mark's Buzzword to Banish is 'growth hacks'. He wants to get rid of this concept forever because he believes "growth hacks are not a thing. Growth hacks don't exist." Instead, Mark emphasizes building sustainable growth systems based on fundamental strategies.

Links: Get in touch with on:

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This week our host Brandi Starr is joined by John David, a renowned expert in crisis communications and online reputation management.

John David is the go-to resource for companies navigating high-stakes public relations challenges. As the author of "How to Protect or Destroy Your Reputation Online" and with deep experience advising organizations of all sizes, he brings unparalleled insight to the art and science of crisis management in the digital age.

From handling community opposition to real estate projects to combating media pressure during legal controversies, John has seen it all. He's guided major corporations like Delta through turbulent times and helped countless small businesses weather reputational storms.

In this episode of Revenue Rehab, Brandi and John delve into the fundamentals of effective crisis communication. They discuss how CMOs and marketing leaders can prepare for the unexpected, balance transparency with reputation protection, and harness the power of strategic messaging to emerge from crises stronger than ever. Tune in for John's top tips on developing a robust crisis plan and preserving your hard-earned reputation when it matters most.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Navigating Crisis Communication [08:15] "The first thing is to gather the facts, develop a messaging strategy, reach out to your employees, reach out to your customers, and then handle media inquiries," John David emphasizes. "You need to have a spokesperson, you need to have a communication team, and you need to have a media policy in place. Then it's a matter of triaging the situation and managing communication through various channels." Topic #2 Balancing Transparency and Reputation [14:42] Brandi Starr asks, "How do you balance being transparent and sharing information with protecting the company's image?" John David responds, "It's a challenge. You want to be as transparent as possible, but you also need to protect the company's reputation. It's a bit like the TV show 'Scandal' where they're always trying to control the narrative. You need to be strategic about what information you release and when." Topic #3 Crisis Preparedness for Small Businesses [19:57] "Small businesses are more vulnerable to reputational damage because negative incidents can quickly spread on social media," John David highlights. "It's important to be prepared for various crisis scenarios, including natural disasters, cyber outages, embezzlement, workplace violence, and succession issues." Brandi agrees, expanding the definition of crisis to include unexpected events or leadership changes that can impact a business's reputation. So, What’s the One Thing You Can Do Today? John David's 'One Thing' is to proactively prepare for potential crises by creating a media policy and establishing centralized communication within the company. "Create a media policy, because most companies don't have them. Figure out who's going to speak for the company in a crisis. Don't let it be your receptionist. Don't let it be someone who doesn't have the facts. Figure out what that chain of communication is and stick to it. Have one voice, one message. Buzzword Banishment: John David's buzzwords to banish are "facilitate" and "empower". He wants to eliminate these overused terms because, as he puts it, "Every time I hear facilitate, I think of someone who can't make a decision." Regarding "empower," John David humorously remarks, "You're going to empower someone to screw up."

Links: Get in touch with Holly on:

Twitter

Facebook

Amazon

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Jill Rowley, Chief Growth Advisor at Stage 2 Capital. Meet Jill Rowley, a trailblazer in the world of B2B SaaS with over 24 years of experience. From her tenure at industry giants like Salesforce, Eloqua, and Marketo, to her current role as Chief Growth Advisor at Stage 2 Capital, Jill has been at the forefront of go-to-market innovation. With a passion for customer-centricity and a keen eye for industry trends, Jill introduces the game-changing concept of "near bound" strategy, emphasizing the power of collaboration and partnerships in delivering unified solutions to customers. In this episode of Revenue Rehab, Brandi and Jill dive deep into the evolving landscape of buyer-seller relationships, the crucial role of the Chief Partner Officer, and actionable insights for implementing a near bound go-to-market strategy that drives growth and customer success. Bullet Points of Key Topics + Chapter Markers: Topic #1 The Power of Partnerships in Go-to-Market Strategy [07:15] "I believe that every company needs to have an ecosystem strategy, a partner strategy as part of their go-to-market," Rowley emphasizes. She proposes the need for a "chief partner officer" who "should have an equal seat at the go-to-market table" and be responsible for "understanding all of the data around partners" and "the different partner motions." Topic #2 Navigating Risks and Ethics in Partnerships [18:42] Rowley highlights the importance of transparency and trust in managing partnerships, especially when a company is "building capabilities that could be competitive to partners." She stresses, "You have to be very transparent with the partner in terms of your roadmap and your intentions," and "if you aren't transparent, and the partner finds out later that you've now built a competitive product, that's going to erode trust." Topic #3 Implementing a "Near Bound" Go-to-Market Approach [31:56] To start implementing a "near bound" go-to-market strategy, Rowley advises companies to "be very deliberate in terms of which partners you're going to start with." She suggests "assessing the health of the partnership" regularly and emphasizes the importance of "doubling down on trust and transparency." Rowley concludes, "The company that's going to win is the company that makes their customer successful. And if that means they're successful, because your partner did something amazing, celebrate that." So, What’s the One Thing You Can Do Today? Jill's 'One Thing' is to be deliberate about incorporating partnerships into your go-to-market strategy. "Look at your current go-to-market strategy. Look at your current tech stack. Look at the data that you have today in your CRM. And then look at the white space. What is missing? What partners can you bring in to surround your future customers in a way that helps them achieve their desired outcomes and helps you achieve your business outcomes? Be very deliberate and intentional about the partners that you choose to work with. Buzzword Banishment: Jill's buzzword to banish is "prospect". She dislikes this term because it promotes the wrong mindset, focusing on the seller's perspective rather than the customer's. Jill believes that using more customer-centric language can help shift the dynamic and improve the buyer-seller relationship.

Links: Get in touch with Holly on:

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This week our host Brandi Starr is joined by Holly Chen, Managing Partner of Exponential X.

Meet Holly Chen, a visionary in the field of marketing and growth advisory. Holly's career spans from leading global digital marketing efforts at Slack to her recent role as an interim CMO for a self-funded SaaS company, navigating the complexities with limited resources. A polyglot fluent in Italian and Chinese, Holly brings a rich blend of cultural and professional experiences.

Oh, and don’t forget her leadership at Exponential X, a collective of former CMOs and VPs of marketing helping high-growth SaaS startups accelerate their journeys.

In this episode of Revenue Rehab, Brandi and Holly dive into the nuanced strategies tailored for companies at various revenue stages, the evolving landscape of traditional marketing channels, and the critical role of aligning marketing with sales. Ready to harness technology and fresh tactics? Brandi and Holly have the recipe for driving impact even when resources are tight.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Organic Growth Strategies for Startups [07:15]

"For companies with less than 1 million ARR, it's essential to focus on organic growth, building a solid foundation through content marketing and social engagement rather than diving into paid channels immediately," Holly Chen advises. Brandi Starr underscores this point by emphasizing, "Aligning priorities with resource capabilities really sets the stage for sustainable growth."

Topic #2 Measuring Brand Impact [18:40]

"One way to measure brand impact effectively is by leveraging various tactics such as surveys and geo control holdouts, and keeping an eye on brand search volumes," Holly Chen explains. Brandi Starr adds, "The advancements in technology have certainly made it easier for us to quantify the impact of brand initiatives, which was a significant challenge in the past."

Topic #3 Effective Integration of Sales and Marketing [29:58]

"Being closely connected with your sales leader is crucial for mutual insights and ensuring a tight handoff. Set realistic expectations and maintain a solid feedback loop with your product and customer success teams," Holly Chen suggests. Brandi Starr concurs, stating, "Each role builds upon the next, providing essential skills for future success. Integration and clear communication between departments can really bolster both marketing and revenue outcomes.

So, What’s the One Thing You Can Do Today? In traditional therapy, the therapist gives the client homework. But in Revenue Rehab, Brandi Starr likes to flip that on its head by asking guests for their 'one thing' or action item for the audience to do. In this episode, Holly Chen's ‘One Thing’ is to embrace the new age of AI tools. "Try out new outbound sales AI tools. Experimenting with these can provide invaluable insights and efficiencies. You might discover ways to optimize your processes and better align your strategies with your sales team's efforts. Keeping abreast of technology not only sharpens your skill set but also ensures you're leveraging every tool at your disposal to drive growth."

So, take that first step today: explore and test some outbound sales AI tools. By doing so, you’ll set the stage to enhance your marketing tactics and better integrate with your overall sales and growth strategies.

Buzzword Banishment: Holly’s Buzzword to Banish is ‘growth hacking’. Holly wants to banish this term because, she explains, “It's often used as a catch-all phrase that dilutes real, data-driven marketing strategies into a vague promise of quick fixes and shortcuts. It’s misleading and oversimplifies the hard work involved in true growth.”

Links: Get in touch with Holly on:

YouTube: https://www.youtube.com/@ExponentialX-Collective

LinkedIn: https://linkedin.com/in/holly

Twitter: https://x.com/hollyny

Website: https://www.exponentialx.com

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Travis McAshan, Founder and CEO of Glide Design.

Meet Travis McAshan, a pioneering leader in web optimization and user-centered design. With an extensive background in planning, designing, and optimizing marketing websites, Travis brings a wealth of knowledge on how to successfully drive continuous improvement and maximize conversions.

In this episode of Revenue Rehab, Brandi and Travis dive into the intricacies of conversion optimization, dissecting why frequent, incremental changes are more effective than major overhauls. They explore actionable strategies for maintaining a user-centered focus, utilizing tools like Hotjar and Crazy Egg to gather real-time data, and implementing split testing to ensure your website consistently delivers high ROI. Join us as they unpack the challenges of modern digital marketing and provide a roadmap for sustained success.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Incremental Change vs. Major Redesigns [08:21]

“Frequent, incremental changes are far more effective than a complete overhaul. When you redesign, you risk disrupting the user experience too drastically,” McAshan advises. Brandi Starr acknowledges, “It's a challenge to resist the allure of a fresh look, but what you’re saying is that those small, continuous adjustments can lead to better outcomes in the long run.”

Topic #2 Tools for User-Centered Optimization [17:45]

“Tools like Hotjar, Clarity, or Crazy Egg can provide invaluable insights into how real users interact with your site,” McAshan highlights.* He elaborates, “Seeing where users click, where they get stuck—these are goldmines for data-driven optimization.” Brandi Starr adds, “I think many of us overlook how transformative these tools can be for improving the customer journey.”

Topic #3 Strategic Planning and Metrics [27:12]

“A strategic plan needs to be both user-centered and data-focused,” McAshan emphasizes. He asserts, “Measuring the impact of changes is crucial. Without meaningful metrics, you’re just guessing.” Brandi Starr concurs, “The challenge is sticking to the plan amidst competing priorities, but as you’ve said, having that structured approach can make all the difference.”

So, What’s the One Thing You Can Do Today? Travis McAshan’s ‘One Thing’ is to embrace incremental and meaningful changes to your website. “Instead of gearing up for a full-scale redesign, start focusing on small, user-centered changes you can implement frequently. Use tools like Hotjar, Clarity, or Crazy Egg to observe real user behavior and make data-backed decisions. This allows you to continuously optimize for conversion rates and demonstrate ROI, keeping the focus on usability and functionality over just aesthetics. Incorporate a strategic plan that involves your entire team and stick to it, ensuring that every change made is aligned with your business goals and user needs.”

Buzzword Banishment: Travis’s Buzzword to Banish is ‘fast follow’. Travis expresses his frustration with this term, saying, “Honestly, I feel like ‘fast follow’ is just an excuse to not prioritize properly. It’s a buzzword that masks poor planning and execution.” He emphasizes that in the dynamic world of website optimization and marketing, prioritization is key, and phrases like ‘fast follow’ often lead to misguided decisions and wasted resources. Links: Get in touch with Travis on:

Instagram

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This week our host Brandi Starr is joined by Melissa Rosenthal, a powerhouse in marketing creativity and innovation.

Meet Melissa Rosenthal, an experienced marketing executive with a stellar career spanning ClickUp, Insight Timer, Cheddar, and BuzzFeed. She's an advocate for bold brand marketing and differentiating from efficiency-focused strategies.

Melissa brings to the table a nuanced understanding of taking creative risks, having helmed campaigns that generated buzz and polarized opinions. Today, she fervently champions the ongoing investment in brand identity, even in the age of AI and machine learning.

In this episode of Revenue Rehab, Brandi and Melissa delve into the transformative power of risk-taking in marketing, discuss the cyclical nature of brand importance, and explore how AI serves as a co-creator in the creative process. They also navigate the legal considerations of edgy campaigns and share actionable advice for marketers to inject creativity into their strategies.

Bullet Points of Key Topics + Chapter Markers: Topic #1: The Importance of Making Small Iterations [07:21]

"Small wins can be a powerful lever in justifying bigger investments. When you make minor tweaks and see success, it creates a path for larger changes. It's about building confidence to go bigger in the future.” - Melissa Rosenthal

Topic #2: AI as a Co-Creator in Marketing [14:47]

"AI is revolutionizing creative processes. It's not replacing human creativity but enhancing it. We can produce high-quality work more efficiently, and AI becomes a co-creator, making creativity limitless." - Melissa Rosenthal

Topic #3: Handling Legal Risks in Creative Work [20:33]

"Taking creative risks often means involving the legal team from the outset. It's essential to be mindful of the potential consequences, like cease and desist letters. Calculated risks can be managed better when the legal team is aligned with the brand's vision." - Brandi Star

So, What’s the One Thing You Can Do Today? Melissa's 'One Thing' is to rethink your current marketing activities through the lens of creativity and differentiation. "Take a step back and scrutinize the marketing activities you're already doing. Ask yourself how you can inject a bit more creativity, how you can stand out and create meaningful conversations. Consider the emotions you want to trigger and experiment with new channels or unique approaches to reach your niche communities. This isn't about reinventing the wheel but making those small tweaks and iterations that can lead to bigger successes down the road. Remember, those small wins build the confidence and justify the budget for more substantial projects in the future."

Buzzword Banishment: Melissa's Buzzword to Banish is "synergy." She believes it has become a hollow term used to obscure real issues or overstate the value of simple collaboration. "Too often, 'synergy' is thrown around in meetings without any actual substance behind it. It’s a filler word that's lost all meaning," Melissa states passionately. By banishing "synergy," Melissa hopes to encourage more precise and meaningful communication within the marketing industry.

Links: Get in touch with on: LinkedIn

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This week our host Brandi Starr is joined by Josías De La Espada, a digital marketing leader renowned for his expertise in engaging audiences across various industries.

Josías De La Espada emphasizes the transformative power of personalization in marketing. By leveraging data to tailor customer experiences, he has driven impactful results in revenue generation. With an impressive track record in aligning marketing strategies with audience goals, Josías brings invaluable insights to the table.

Join Brandi and Josías on this episode of Revenue Rehab as they delve into the importance of understanding the emotional context of your audience, the challenge of retaining customers, and practical steps for effective personalized messaging. Discover how to use data not just to know your customers, but to truly connect with them, and enhance your marketing impact.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The Power of Data in Personalization [04:22] Josías De La Espada emphasizes, "Personalization isn't just about addressing a customer by their first name; it's about understanding the context behind their profile and segment." He gives an example of a resort tailoring recommendations based on children's ages, showcasing how data can revolutionize customer experience and drive revenue.

Topic #2 Emotional Connection Through Personalized Content [15:07] Brandi Starr delves into the importance of emotional connections in B2B marketing, stating, "It's crucial to recognize individual motivations and emotional drivers in business decisions." Josías extends this by explaining, "Conversations and communications should be dynamic, considering the audience’s goals and aspirations—just like in a real conversation."

Topic #3 Video as a Personalized Storytelling Tool [28:34] "Video offers a unique opportunity to create an emotional connection with your audience," Josías highlights. He recommends using data-driven video personalization, explaining, "Automated video creation tailored to individual contexts can make your communication feel one-to-one, effectively boosting engagement and loyalty."

So, What’s the One Thing You Can Do Today? Josías's 'One Thing' is to start leveraging the data you already have to create more personalized experiences for your customers. “Begin by analyzing the data you currently collect on your customers, understand their profiles and segments, and use that insight to craft personalized messages and offers. It’s not just about using their first name, but about making every interaction relevant to who they are and what they need at that moment. An excellent starting point is to pick just one customer segment and map out what their specific journey looks like, then tailor your communications to enhance that journey with data-driven personalization. This small step can dramatically improve engagement and customer satisfaction.”

Buzzword Banishment: Josías’ Buzzword to Banish is ‘synergy’. Josías wants to banish this word because, as he explains, “It's overused and often lacks substance. People throw it around without truly understanding its meaning or impact, making it more of a filler than a value-adding term.” Josías emphasizes that conversations should focus on real, tangible strategies and actions rather than relying on vague buzzwords.

Links: Get in touch with Josías De La Espada on:

Twitter

YouTube

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This week our host Brandi Starr is joined by Karen Mangia, a recognized thought leader in the realms of customer success and employee experience.

Karen is a powerhouse in the world of business strategy and growth. With her extensive experience at Salesforce and her role as a sought-after keynote speaker and author, she brings invaluable insights into flexible frameworks for the modern workplace.

In this episode of Revenue Rehab, Brandi and Karen explore the intricacies of integrating flexibility within organizational structures. They delve into innovative approaches like PTO exchange, discuss the importance of understanding employee motivators, and highlight actionable strategies for balancing remote work policies. Plus, they tackle the ever-persistent trust gap between employers and employees, sharing how to build clear, purposeful policies that resonate with today’s workforce.

Join us as we navigate the evolving landscape of workplace dynamics and uncover essential strategies for attracting, retaining, and progressing top talent. All this and more on this week's episode of Revenue Rehab: It's like therapy, but for marketers.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Flexibility Within a Framework [05:27]

“The idea of flexibility within a framework is not about an all-or-nothing approach. It’s about understanding employee motivators and offering choices, like PTO exchange, where employees can spend PTO on things other than traditional time off,” explains Karen Mangia. “It’s essential for leaders to recognize that flexibility is possible within a structured framework.”

Topic #2 Remote Work Policies & Trust [12:46]

Brandi Starr posits, “We often see friction when it comes to remote work from anywhere. I remember a case where an employee wanting to work from their vacation spot became a problem. What are your thoughts on the difference between remote work from home and from anywhere?” In response, Karen Mangia highlights, “It’s crucial to have clear policies and expectations to avoid hardships on the team. Organizations need to set purposeful policies and communicate them effectively to build trust and transparency.”

Topic #3 Attracting and Retaining Top Talent [18:33]

Karen Mangia stresses the importance of curiosity, stating, “Ask questions to understand why employees prefer certain work arrangements. This understanding is key to attracting, retaining, and progressing top talent. When leaders are curious and seek to understand employee preferences and values, they can create a workplace strategy that benefits everyone.”

So, What’s the One Thing You Can Do Today? Karen Mangia’s ‘One Thing’ is to develop a deeper curiosity about your team's needs and preferences. "Take the time to ask thoughtful questions and genuinely listen to your employees. Understanding what motivates them and their individual circumstances can provide valuable insights that help in creating flexible, yet structured arrangements that benefit both the organization and its people. This practice not only fosters a sense of trust but also leads to more tailored, effective policies that enhance overall productivity and employee satisfaction."

Buzzword Banishment Karen’s Buzzword to Banish is ‘synergy’. Karen wants to banish this word because, she says, "It's overused and often masks a lack of real collaboration." She emphasizes that true teamwork should be about meaningful partnerships and tangible results, not just tossing around jargon to appear cooperative.

Links: Get in touch with Karen Mangia on:

LinkedIn
Engineered Innovation Group
Podcast: Success from Anywhere
Facebook
Instagram
Twitter
Youtube

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This week our host Brandi Starr is flying solo for National Email Week. It’s all about understanding the unparalleled potential of email in B2B marketing.

Brandi Starr, a visionary in B2B marketing and Chief Operating Officer at Tegrita, dives deep into why executive attention towards email strategy is crucial. Email is often underrated in B2B due to its low cost and perceived difficulty in measurement. In this insightful solo episode, Brandi unveils how email, when done right, can significantly impact lead generation, opportunity creation, customer retention, and more.

She'll share data-driven case studies showcasing how strategic email campaigns can drive revenue, improve deal velocity, and bolster long-term customer relationships. Brandi stresses the importance of accurate measurement and attribution of email campaign success and advocates for a coordinated approach across multiple marketing channels.

Join Brandi on Revenue Rehab as she breaks down the essential role email plays in a comprehensive B2B marketing strategy, and how marketing leaders can tap into this resource to transform their approach.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Leveraging Multiple Channels with Email [08:24]

"I really see email as the backbone of our multi-channel strategy," Brandi Starr states. "When a contact engages but doesn't convert, we’ve found tremendous success in using LinkedIn ads to re-engage. The beauty of email in this approach is its scalability and ability to sustain engagement over a longer period." She adds, "By complementing email with social campaigns and nurturing through thought leadership webinars, we're tapping into different touchpoints that continue to drive interest and interaction."

Topic #2 Optimizing Email Engagement Through Data [14:17]

Brandi emphasizes the importance of utilizing data from email campaigns to steer broader marketing strategies. "The insights from your email data are gold. They can inform everything from which content to syndicate to how to word your messaging for higher registration rates," she says. "It's not just about open or click rates; it's about understanding the journey and using that data to refine our approach across all channels."

Topic #3 Email’s Role in Long-Term Customer Retention [32:45]

"Email is invaluable beyond just lead gen—it's a key player in customer retention and product engagement," Brandi notes. "By identifying accounts at risk and deploying targeted email campaigns, we've been able to re-engage and retain customers who might otherwise have been lost." She explains, "Effective communication, especially during the transition from sales to customer success, is critical. Emails, if done right, provide those necessary touchpoints that keep the customer journey smooth and consistent."

So, What’s the One Thing You Can Do Today? Brandi’s “One Thing” is to have a conversation with all of the email stakeholders. If the person responsible for email is the only one thinking about email, then you're not doing it right. The full marketing team needs to consider the use of email in all aspects of the business and how they can leverage the data. “This is a place where if you, as the leader of the marketing team, give it the proper attention, not that you need to stay in the weeds, but take a moment to get in the weeds with your team to really understand how do you unlock the potential of email. Because again, email is low cost and high impact if done well.”

Links: Get in touch with Brandi on LinkedIn.

Connect with Revenue Rehab on LinkedIn.

Follow Tegrita on LinkedIn.

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week on Revenue Rehab, our host Brandi Starr is joined by Ellza Malek and Baron Lukas. Ellza, a principal and CMO at ExecHQ, leads the international group supporting organizations expanding into new markets. Ellza, an award-winning CMO, drives businesses into the future. With a data-driven and strategic mindset, she has led global marketing teams, spearheaded brand transformations, and achieved remarkable results. Baron is an executive leader, board member, advisor, coach, and retired Marine Corps Colonel. Baron has 43 years of leadership, management, and mentoring experience. His professional career spans a diverse spectrum of positions: fighter pilot, instructor, strategist, intelligence officer, professor, commander, and finally, business executive, entrepreneur, board member, and advisor. In this insightful episode of Revenue Rehab, Brandi, Ellza, and Baron dive into the intricacies of international market expansion. They redefine the roles of C-suite members in revenue generation, emphasizing the importance of cultural intelligence, legal compliance, and staying agile. From addressing the critical phases of going global to sharing actionable insights and proven strategies, our experts shed light on making your mark overseas successfully.

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In this episode of "Revenue Rehab," our host Brandi Starr is joined by Michelle E. Dickinson, a renowned figure in mental health innovation, workplace resilience training, and personal mastery. With a background encompassing TED talks, best-selling authorship, and transformative consulting work, Michelle brings a wealth of insights to the table.

Tune in as Brandi and Michelle delve into the crucial topic of resilience in leadership, focusing on guiding teams through emotional fatigue. From practical meditation tips to fostering trust and compassion within teams, they explore actionable strategies for leaders to navigate and support their teams' emotional well-being effectively.

Discover how to cultivate resilient teams, lead others during a period of emotional exhaustion, and empower your leadership approach with the invaluable advice shared by Brandi Starr and Michelle E. Dickinson on "Revenue Rehab."

Bullet Points of Key Topics + Chapter Markers: Topic #1 Importance of Meditation in Reducing Emotional Fatigue [08:15]

“I think even just five minutes a day is a great starting place… As you become more comfortable, then you can add on another five or ten minutes.”

Topic #2 Building Trust and Compassion in Leadership [16:47]

"Trust and compassion are the foundations of strong leadership. Listening actively and showing empathy can truly drive team performance and loyalty."

Topic #3 Strategies for Supporting Team Resilience and Well-being [23:32]

"Encouraging team members to disconnect and take care of themselves is crucial. A supportive leader can help create a positive work environment that fosters well-being."

So, What's the One Thing You Can Do Today? Michelle's 'One Thing' is to prioritize self-care by dedicating time in the morning just for yourself. "Before diving into the day's demands, take at least ten minutes to enjoy a moment with your coffee or tea. Breathe, set intentions, and engage in a brief meditation. Giving yourself this time at the start of the day can positively influence how the rest of your day unfolds, leading to a more grounded and peaceful start."

Buzzword Banishment: Michelle's Buzzword to Banish is the phrase 'it is what it is'. She seeks to eliminate this phrase as she perceives it as conveying a sense of resignation and lack of agency. Michelle finds this phrase to be passive-aggressive and unhelpful in fostering positive change and problem-solving. By banishing 'it is what it is', Michelle aims to encourage a mindset of empowerment and proactive engagement with challenges.

Links: Get in touch with Michelle E. Dickinson:

LinkedIn
Instagram
Facebook
TikTok
Trifecta MH LLC Website

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This week, our host Brandi Starr is joined by Greg Plum, a distinguished expert in ecosystem channel development.

Meet Greg Plum, a trailblazer who has built partner programs from scratch for multiple SaaS providers and facilitated Partner Ready's ecosystem academy. With lobbying on Capitol Hill in support of the IT industry, delivering three TEDx talks, and active involvement in various industry councils and mentoring programs, Greg's contributions are nothing short of extraordinary.

In this episode of Revenue Rehab, Brandi and Greg delve into the intricacies of the partner ecosystem, distinguishing between channels and ecosystems. Drawing from Greg's vast experience, they explore how marketing leaders can leverage partner ecosystems to enhance understanding of their Ideal Customer Profile, thereby improving collaboration with influencers and increasing the value proposition to both customers and their influencers.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The Importance of Ideal Customer Profile (ICP) [09:47] "Your ICP isn't just a target; it's the foundation for all your partnerships," stresses Greg Plum. "Misalignment is the main reason partnership programs fail. By focusing on a few perfectly aligned partners who can mutually support your goals, you're setting the stage for meaningful and productive collaborations."

Topic #2 Building Mutually Beneficial Partnerships [16:22]

Brandi shares, “The biggest mistake companies make is focusing on how partners can benefit them rather than seeing it as a two-way street. It's about creating mutually beneficial relationships that open new avenues for revenue that wouldn't exist otherwise. Misalignment often stems from this one-sided mindset, and that’s why partner programs fail."

Topic #3 Managing Channel Conflicts Effectively [32:45]

"Channel conflicts are inevitable, but transparency and a customer-first approach can turn these conflicts into opportunities," explains Greg Plum. "I had a case where two different partners brought in the same deal. We handled it by being transparent with everyone involved and letting the customer decide who they wanted to work with. It's crucial to have clear processes and the right people to manage these conflicts effectively."

So, What's the One Thing You Can Do Today? Greg’s 'One Thing' is to start with your ideal customer profile (ICP) when developing your partner strategy. "Identify three of your top clients and conduct a thorough 90-minute discovery call to deeply understand their needs, tech stacks, and ecosystem influencers. This will help you pinpoint the right partners who align perfectly with your business goals and customer needs. It's not about having a large number of partners; it's about cultivating a few, perfectly aligned relationships that can drive significant mutual success. Approach this like an IndyCar pit stop—each partner has a unique job but a common goal of serving the customer. By focusing on these key alliances and understanding the nuances of your top clients, you'll be better equipped to create a robust and effective partner ecosystem."

Buzzword Banishment: Greg's Buzzword to Banish is ‘thought leader’ and ‘ecosystem.’ He shares, "These terms are so overused and have lost their original significance. Everyone today is a 'thought leader' without genuinely bringing new insights to the table, and 'ecosystem' has become a catch-all phrase that muddles more than it clarifies. I've started advocating for the term 'evangelist' instead, because it implies a deeper, more authentic level of advocacy and engagement."

Links: Get in touch with Greg Plum:

LinkedIn
Website
PRTNERNOMICS Free Starter Membership which includes the Partnering Foundations course, PF Exam, and digital certification badge (LinkedIn)

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Neil Rogers, Author & VP of Sales at Rogers Marketing.

Neil has built a successful career in sales and marketing that spans almost forty years in a variety of industries, ranging from pharmaceuticals to military defense contractors. But before the multiple sales awards and accolades, Rogers spent ten years slinging beers behind the bar at some of the top establishments in and around Boston. The lessons learned during his “cocktail years” have provided him with the skills needed to excel in sales and marketing. And now, he’s sharing the knowledge gleaned from long nights of sticky floors and slinging shots that have propelled Rogers to the upper echelons of salesmanship.

This episode is a deep dive into the significance of blending traditional methods with modern marketing tactics to achieve lasting success in the fast-evolving business landscape.

Bullet Points of Key Topics + Chapter Markers: Topic #1 The True Value of Hospitality in Business [08:22] “The essence of hospitality isn’t confined to hotels and bars; it’s foundational in creating genuine customer connections regardless of your business sector,” Neil articulates. He stresses the importance, noting, “What I learned from my time-serving drinks wasn’t just about crafting a perfect cocktail, but about understanding people and creating moments that matter. This same principle applies directly to engaging customers in any business environment.” “These minor details and personal touches," Neil adds, "can set you apart in a crowded market.”

Topic #2 Reinventing Direct Mail and Relationship Building [17:45] Neil explains, “In an age where digital noise is louder than ever, going back to basics like direct mail can cut through the clutter.” He elaborates on integrating traditional tactics with modern strategies, saying, “Direct mail isn’t just about sending letters. It’s about personalization, about being memorable. Combine that with today’s analytics, and you target not just effectively but meaningfully.” Brandi adds, “It’s about leveraging every tool in our arsenal to maintain that crucial human touch.”

Topic #3 Longevity and Ethics in Marketing [32:18] Neil emphasizes long-term success tied to ethical practices, stating, “You can chase quick wins or you can build lasting relationships based on integrity.” He further advises, “Honesty, fairness, and sincerity aren’t just moral choices; they are strategic advantages in business.” Discussing the impact of these values, Neil notes, “When clients trust you, they not only return, they become advocates for your brand. That’s the real power of ethical business practices.”

So, What's the One Thing You Can Do Today? Neil’s ‘One Thing’ is to develop a process for prospecting new clients or launching new products, and stick to a multi-touch, multi-media micro-marketing campaign for 90 days, making adjustments along the way.

Buzzword Banishment: Neil has two Buzzwords to Banish, "dive in" and “super”. Neil wishes to eliminate these phrases because he feels, "They’re overused to the point of losing all meaning. Every meeting, every call—it's always “let's dive in” and “super.”

Links: Get in touch with Neil Rogers:

Twitter Website
Instagram
Facebook
YouTube
TikTok
Amazon

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This week our host Brandi Starr is joined by Jeff Winters, CRO of Abstrakt Marketing Group.

While at a previous sales position, Sapper founder Jeff Winters implemented a unique email strategy that consistently landed him in Fortune 100 boardrooms. But every time he finished his pitch, these companies would grill him on his strategy: “Great product, but how the heck did you get this meeting?" In 2013, after hearing this a dozen-too-many times, he started Sapper Consulting. Since then, Jeff has led the business to become one of the fastest growing companies in St. Louis and was most recently featured in St. Louis Business Journal’s list of 40 under 40. He is a candid, thoughtful, and dynamic leader. Once Sapper was acquired by Abstrakt Marketing Group in 2021, Jeff took over as Chief Revenue Officer, leading the sales and sales enablement teams tasked with getting the company to reach their $70M yearly sales goal.

In this episode of Revenue Rehab, Brandi and Jeff address the challenge of ineffective BDR/SDR emails that often get overlooked and demonstrate how a refined email strategy can significantly increase meeting acquisition rates.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Evolving Email Strategy in Sales [09:28] “There's no such thing as a good list, you have to verify everything," Jeff states, underscoring the necessity of due diligence in sales prospecting. "A lot of people skip these steps and then wonder why their email campaigns aren't effective. It’s about the discipline in verification, and then actually getting out there and confirming email addresses.” Jeff continues, emphasizing, "This is what separates the successful outreach from the noise in your inbox."

Topic #2 The Art of Writing Sales Emails [17:45] Jeff explains the nuanced craft of engaging potential clients via email. “Avoid traditional greetings and close with something unexpected. Use an ampersand, keep it short, and stay away from jargon that makes your email cringey,” he advises. Brandi adds, “It’s about connecting with the person on the other end, understanding their problem, and presenting your email as a conversation starter, not just a pitch.”

Topic #3 Integrating Technology and Email Sequences [31:09] “Technology now plays a bigger role in making sure our emails get noticed,” Jeff remarks, discussing the evolution of email tools. “We’ve moved from just crafting content to focusing on how to get our emails into the eyes of decision-makers.” He shares, “A successful email sequence involves multiple touchpoints over weeks, combining emailing with calling, respecting the cool-off periods, and constantly testing our strategies to optimize for response rates.” This approach, he notes, is crucial for maintaining domain health and avoiding being blacklisted.

So, What's the One Thing You Can Do Today? Jeff advises revenue leaders to base their sales planning and budgeting on the number of meetings rather than traditional sales quotas. He suggests assessing how many meetings are held, which channels are used, and the closure rates of each channel. By focusing on these metrics, leaders can create more accurate and reliable forecasts, transitioning from quota-based forecasting to a model that emphasizes the effectiveness of meetings in generating sales.

Buzzword Banishment: Jeff Winters’ Buzzword to Banish is the term "value add." He expresses his disdain for the phrase by explaining, “It’s just so overused and nebulous. Everyone throws it around without really understanding what actual value they’re adding.” Jeff wants to rid the business world of this term to encourage clearer, more meaningful communications.

Links: Get in touch with Jeff Winters:

Abstrakt Marketing
LinkedIn Instagram
YouTube
Podcast

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This week our host Brandi Starr is joined by Kurt Uhlir, Chief Marketing Officer at Ethereal Innovations.

Kurt is a sought-after marketing leader that's been called "king of scaling". He has built and run growth for early-stage companies as well as those over $500M in annual revenue and assembled teams across six continents.

In the past few years, he's been an executive with a public company and coached dozens of mid-market companies, in addition to giving numerous keynotes and podcast guest appearances about growing companies of all sizes with high-achieving servant leadership and modern marketing.

In this episode of Revenue Rehab, Brandi and Kurt will tackle exploring how marketing leaders can adopt servant leadership to enhance team performance, foster innovation, and drive meaningful customer engagement.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Defining Leadership Styles [05:02] “There are only two styles of leadership,” Kurt explains, “there's an authoritative leadership style, which at the end of the day says, ‘Hey, do what I say exactly how I say to do it, or there's the door, you're fired’. And then there's a servant leadership approach, which is a very different approach that says, ‘Hey, I've hired you for a business reason to help the company hit business outcomes. And my job then is not to tell you exactly what to do…it's to serve you to help you better accomplish the outcomes the company has hired you to do.”

Topic #2 Assessing Your Leadership Approach [13:35] “I think that part of that is a self-assessment,” Kurt says, “taking 15 to 20 minutes, once a once a week.”. The reality, he says, is that “the vast majority of executives I’ve worked with, they don't think that they're an authoritative boss.” He continues “and if you talk to their team, they're like, ‘she is so nice’. But if you underlie this nice personality, they're still the authoritative boss, they just don't realize it. They think because they're nice and they ask how the weekend went, that they're not an authoritative boss. That's not what servant leadership is, servant leadership is coming in every day and saying, ‘hey, I want to see you to be successful in your job. How can I make that better?’”

Topic #3 Reflecting on Decisions [28:34] Kurt encourages listeners to consider including a decision self-assessment habit to help them to lean into developing service style leadership. He suggests identifying three potential mistakes or missteps taken in the past, recognizing that wrong decisions often feel right until proven otherwise by resulting data. Additionally, he suggests that team participation in this exercise can foster open communication and potential blind spots.

So, What's the One Thing You Can Do Today? Kurt’s ‘One Thing’ is to evaluate where you are in your leadership style. Take a vacation, Kurt quips, and that will reveal the answer to the question “are you a servant leader, or are you an authoritative leader? What do you think would happen to your team, if you just didn't show up to work for the next four weeks? If you're not confident that you're sure that the people reporting to you could make enough decisions to keep things at least pretty much status…you're an authoritative leader.”

Buzzword Banishment: Kurt’s Buzzword to Banish is ‘AI’. “I'm actually really sick of hearing artificial intelligence or AI right now, especially from people that have no idea what it actually means.”

Links: Get in touch with Kurt Uhlir:

LinkedIn
Kurt Uhlir
Twitter
Instagram
YouTube
Pinterest
TikTok
Amazon

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Eileen Campbell, Founder of Womintuition.

Meet Eileen Campbell, a force to be reckoned with in the world of marketing and insights. From launching US operations for a global Insights agency, to serving as CEO of a $1B consulting firm and serving as CMO for one of the world's most iconic entertainment brands, she's done it all.

Oh, and let's not forget about the start-up she co-founded, which reached $30MM revenue in just four years. Today, she leads Womintuition, a growth advisory service and serves on a number of boards.

In this episode of Revenue Rehab, Brandi and Eileen will tackle addressing the gap between CMOs' aspirations for board positions and the challenging reality of securing these roles, while exploring actionable strategies to improve their chances.

Bullet Points of Key Topics + Chapter Markers: Topic #1 CMOs and Board Service [06:34] Eileen encourages CMOs who are pursuing serving on a Board to consider their current professional impression and the old stereotype of the CMO as the ‘corporate artiste’; “if I'm the CMO of a company am I being invited in to present to my own company's board? And am I privy to the concerns in that boardroom?” Because, she says, “if that's not happening in your own company, it's highly unlikely that you are presenting the skills that will be valued in someone else's company.”

Topic #2 Serving on Boards: Dream vs. Reality [12:42] Serving on a board requires significant preparation, Eileen explains. Understanding of financials as well as a willingness to fulfill legal obligations of serving on a board, all add up to serious commitment rather than an easy path to wealth or prestige. She continues, “there's a lot of legal liability associated with board work. So, you need to be aware of that, because that's certainly a risk. [There’s] also reputational risk. If you sit on the board of a company that has some sort of serious public relations problem, by default you will take some of that heat.”

Topic #3 Board Service: Self Evaluation [26:24] Eileen presents several factors to consider when it comes to motivation to joining a board, whether it's the pursuit of prestige and leadership recognition, seeking an income stream, or the inclination to give back and impart knowledge. She encourages CMOs to ponder; “I think just really understanding your own ‘why’, which I think is important in sort of everything in life, right? Why do I want to do this? Why does this matter to me? And that helps guide your choices.”

So, What's the One Thing You Can Do Today? Eileen’s ‘One Thing’ is: “I would seriously consider whether there's an opportunity for you to get P&L responsibility,” she says, “if you really, really, really want to serve on a board, it will be easier if you've had P&L experience, it's not an absolute, but it will be easier.” She continues, “and, if you don't feel like you have the skill set for P&L responsibility, you might want to question whether you have the skill set for board service.”

Buzzword Banishment: Eileen’s Buzzword to Banish is not one but two phrases ‘it is what it is’ and ‘low hanging fruit’. The first Eileen wants to banish because, she says, “I think it is the most passive aggressive thing on the face of the earth.” The second, she quips, is “mostly because I think it sounds dirty.”

Links: Get in touch with Eileen Campbell:

LinkedIn
Womintuition

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This week our host Brandi Starr is joined by Deidre Hudson, Revenue Marketing Leader, Speaker, and Author.

With over 20 years of experience, Deidre Hudson has built and scaled demand generation and revenue marketing functions for companies ranging in size from under a million to over $5 billion in revenue. She has appeared on several podcasts and frequently speaks about fixing what's broken in marketing.

Deidre takes a holistic approach and is deeply committed to expanding the art and science of marketing. She is also the author of "How the F*ck Did I Get Here" where she speaks about her journey to personal self-actualization and transformation.

In this episode of Revenue Rehab, Brandi and Deidre will tackle unveiling how to break free from the monotony of life on autopilot, by making transformative changes towards living with purpose and intention.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Journey Beginnings: Data-Driven [06:34] “I was in undergrad for accounting. And I was working in the marketing department of a human rights non-profit organization. And we were doing lots of demographic and behavior-based segmentation, using lots of data, kind of psychographics, demographics. And I just became fascinated with that,” Deidre says, “So that's how I fell into it. And I switched my major to marketing. And it's been marketing ever since.”

Topic #2 Unconventional Edge [10:30] “I was doing this data-driven stuff before data was cool,” Deidre quips, “before it was cool to be, you know, like a nerd or whatever.” She continues, “I got inspired by the stories that I was able to extract from data analysis [and] from what I learned going back to those roots that I had about really being able to take these different data sets, from a psychographic and demographic and behavioral perspective…and how do I create messaging that's going to appeal to them.”

Topic #3 Journey Pivot: Routine to Intentional [21:13] “I talk about this in my book, and I think it was a couple of little things. I started hyperventilating. And I would wake up every morning, and it was like just this feeling of dread,” she says, “I realized that this is not how life is supposed to be. And I just started doing a lot of examination…I shifted my focus in that I started to feel more like I had a choice in taking on some roles. I had a choice in who I presented in those roles. I had a choice in [asking myself] how am I going to receive you know things that are being said and things that are being done,” Deidre says, “I just I felt like I had more dominion over the things that were taking place around me.”

So, What's the One Thing You Can Do Today? Deidre’s ‘One Thing’ is to spend time projecting ahead to where you want to be with intention. “Just make sure to look at the things you're doing today and see if that fits in line with you be becoming that person that you want to be tomorrow. We do that in business, right? We look at our revenue goals, we work backwards from our revenue goals and say, ‘these are the things we need to do to achieve that’ and apply that same thing to you as a person, your personal and professional goals as well.”

Buzzword Banishment: Deidre’s Buzzword to Banish is the phrase “roll up your sleeves”. “When you are talking with people and looking to join a new company for your next role or opportunity, a phrase that you often hear is we want somebody that's going to come in and ‘roll up their sleeves’,” Deidre says, “I think we just need to banish that and just be real and say what it is that we're actually looking for when you're in those situations. What are you actually looking for? What does that actually mean?”

Links: Get in touch with Deidre Hudson:

LinkedIn
Deidre Hudson
How the F*ck Did I Get Here

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This week our host Brandi Starr is joined by Lihong Hicken, Chief Executive Officer at TheySaid.

Lihong is the co-founder and CEO of Theysaid (Theysaid.io), a company that is disrupting the customer engagement space to drive business growth. With a background in user experience and B2B revenue growth, Lihong is transforming the way businesses interact with their customers by leveraging the power of journey pulsing and advanced analytics.

Fun fact: Lihong started Theysaid when her daughter was just 3 weeks old, demonstrating her passion and commitment to innovation in the industry. Niko Bonatsos, Managing Director at General Catalyst, describes Lihong as 'a Force of Nature,' recognizing her unwavering determination and drive to transform the customer engagement space.

In this episode of Revenue Rehab, Brandi and Lihong will tackle the belief that it is customer value VOC (not NPS) that is a leading signal of churn.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Tech Leader Insights: Churn and Upselling [07:06] “The first biggest learning I got from interviewing these 50 tech company CEOs and COOs, is that when I ask them ‘how does your team know if your customer is about to churn?’ And 80% of the companies say, ‘Oh, we look at their product usage or login section’…When I asked them, ‘Okay, so how does your team know if a customer's ready to buy more?’” Lihong says, “100% of the companies said that we talk to our customers in the form of customer reaching out to us.”

Topic #2 Critical Shift: Customer Insights and Timing [09:52] Lihong explains how the typical customer journey gathers data too late to prevent churn. Communicating frequently with your customers to gather good data is key to preventing churn and being successful in upselling she explains. “Depending on who you are, and where your journey is, the frequency and the questions sent to you will be different,” Lihong says, “and these questions are curated to find risk and growth opportunities.”

Topic #3 What Does Good Data Look Like? [24:35] “I think there's three different levels of the goodness. Typically, in the short term, like within a month, you may find some [dissatisfied] customers who you may be lucky enough to catch them before they make the change is layer number one,” Lihong shares. Layer number two is picking out where there is opportunity for cross sell deals. Layer three is identifying growth opportunities of your existing customers.

So, What's the One Thing You Can Do Today? Lihong’s ‘One Thing’ is to identify insights you wish you knew about your customers. “Add a few questions that, you know, that's something that you wanted to know, maybe a little bit uncomfortable to ask customer face to face,” Lihong advises, “write them down, and then ask them either on the next call with them, or in the NPS survey.”

Buzzword Banishment: Lihong’s Buzzword to Banish is ‘synergy’. “It's funny, I didn't know what that it meant,” Lihong says, “[but] ever since I got to business school at Berkeley it was everywhere…it is too overused.”

Links: Get in touch with Lihong Hicken:

LinkedIn
LinkedIn Live
TheySaid

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This week our host Brandi Starr is joined by Max Gomez, Chief Marketing Officer at Next Net Media.

Max Gomez Montejo is the influential Chief Marketing Officer at Next Net Media, a company at the cutting edge of data-driven marketing solutions. His visionary leadership extends to various brands, most notably the HOTH, a renowned search engine marketing firm that empowers businesses to amplify their online visibility. The HOTH offers a comprehensive range of services, including managed SEO, PPC, blog content creation, and link building, making it a one-stop destination for enhancing search engine traffic. Moreover, the HOTH provides a reseller SEO program tailored for agencies, affiliates, and consultants, expanding its impact within the digital marketing landscape.

Max's professional journey boasts a rich variety of experience in e-commerce, travel, telecommunications, and B2B sectors. At Next Net Media, his strategic acumen and digital marketing expertise have propelled the company to the forefront of the industry. Through Max's guidance, Next Net Media consistently delivers remarkable returns on investment, solidifying its reputation as an industry leader.

Going beyond his corporate accomplishments, Max shares his knowledge and wisdom as a guest professor at multiple universities. His dedication to shaping the marketing leaders of tomorrow underscores his commitment to the industry's future and continuous innovation.

In this episode of Revenue Rehab, on the couch Brandi and Max will tackle demystifying how AI is reshaping search strategies and what marketers must do to stay ahead in the ever-evolving SEO and SEM landscape.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Organic Panic? [06:24] “We're seeing an evolution of organic channel,” Max says, “what would happen if you…couldn’t spend money on paid ads, and if you couldn’t get any jobs done on social media; the most important channel is going to remain your organic effort.” He continues, “in a nutshell, organic efforts right now are still the number one source of traffic, the number one source of conversions from a website; if your website doesn't have 50 or 60% of traffic from organic sources, you need to be worried. But at the same time, you need to find a new story to be discovered and to understand the search and the user’s intent.”

Topic #2 Google Algorithm [17:07] “I will give you three things you need to ask yourself before panicking or not. The first one, Google is penalizing those who have been repurposing domains” says Max. “The second one is abuse of AI, meaning that you just create content without any context…And the third one is kind of a messy one, if you were bragging on social media or on different websites that Google didn't pay attention when [you were] abusing of AI or something like that, you're going to get penalized.”

Topic #3 Don’t Put All Your Eggs in One (AI) Basket [25:44] “Up to a certain point, you can rely on AI to analyze your data to analyze what's happening in the Search Console, to give you different indexing, maybe help from a developer development perspective,” Max advises, “but if you if you want to trust AI to create 100% of your content, that's going to be a big no-no. Because, again, AI could know tons of things about the world, but the only one who knows about your business is the business owner, the brand, the team, the company. So don't forget your expertise and your experience on each subject.”

So, What's the One Thing You Can Do Today? Max’s ‘One Thing’ is 3 steps: “First, go to Search Console, and analyze what's happening with your metrics there, especially in a couple of metrics…Second, check out the CPR, because maybe you have a low CPR, you can do some things to get more traffic, more clicks…And then third, check the keywords that users have been using to find you, once you have those keywords, think if you're creating content for those keywords.”

Buzzword Banishment: Max’s Buzzword to Banish is the alphabet soup of acronyms; “I would like to eliminate using just words to communicate a strategy. I'm really tired of hearing when we have different conversations, and they say, ‘I think the CPA of the AI strategy is not working because the MLA Q is not working’. What are you saying when you’re just putting different letters in front of the audience. I think we just need to get rid of those things.”

Links: Get in touch with Max Gomez:

LinkedIn: Next Net Media
LinkedIn: Max Gomez
The HOTH on Instagram
The HOTH on YouTube
Next Net Media

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This week our host Brandi Starr is joined by an exceptional returning guest, Matt Heinz, Founder and President at Heinz Marketing.

Matt Heinz has more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries, and company sizes. Throughout his career, Matt has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty.

In this special 100th episode of Revenue Rehab, on the couch Brandi and Matt will tackle unpacking the secrets to being a standout leader, building teams that are as passionate as they are productive, and nailing the basics that drive business and brand growth.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Self Reflection, Purpose, and Impact [05:56] “I fundamentally believe if you don't look back at sort of your earlier stages of your career in life, and if you don't cringe a little bit, you're probably not improving,” Matt reflects, “and [you’re] probably not sort of learning enough and becoming a better, not just better at what you do, but a better human, a better contributor to society and the people around you.”

Topic #2 Leadership: Balancing Culture and Business [17:07] “Well, first, I would just say that if you if you are feeling that struggle, if you're feeling that tension, you are already a great leader,” Matt says, “because that means you are prioritizing, your brain is already prioritizing, supporting the people on your team.”

Topic #3 Strategies for Accelerating Revenue Growth [29:45] To get there, Matt says, “we have to pull back all the way back honestly, to corporate strategy. And let's not dwell on this a lot. But like, where are you as a business? Are you early stage? Are you in Product Market Fit mode? Where are your funding sources? And what do they need? What are the shareholder or stakeholder objectives?” He continues, “because if we just sit here and say, ‘we should start a community’, or you know what, ‘we should start a podcast’, or ‘how come we're not advertising here?’, ‘how come we're not winning the search wars?’, or whatever it is. Legit questions. But without context of ‘why’, we're just going to fight over a variety of well-meaning priorities.”

So, What's the One Thing You Can Do Today? Matt’s ‘One Thing’: “I'm going to quote Eric Schmidt, former CEO chairman of Google, I remember, years ago, he was on stage at Dreamforce with Marc Benioff and at one point in telling a story he said, ‘life is short work with people you enjoy’.”

Buzzword Banishment: Matt’s Buzzword to Banish: “There's a category of buzzwords I describe as what I'm selling led growth,” he says, “it just seems like everyone's trying to say, well, you can lead use this to the growth or you can use this to lead growth or this tactic or this channel. And way too often, it's the company selling you a solution for that, that is coming up with that.”

Links: Get in touch with Matt Heinz:

LinkedIn
Twitter
Heinz Marketing

Episode 14 - Finding Your Circle: The Importance of Community for Personal Growth

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This week our host Brandi Starr is joined by Jennifer Hopkins, Senior Vice President of Marketing at Sonar.

Jennifer Hopkins, the driving force behind the marketing strategy at Sonar, has 14 years as a B2B marketing executive. She’s known for driving category-leading brands to unprecedented growth and helping founders successfully exit.

With a knack for sales acquisition, she thrives at the intersection of art and analytics, constantly pushing the envelope to deliver campaigns that not only resonate but also deliver tangible results. As CMO, Jennifer understands the value of building high performance marketing teams and collaborating across the C-Suite to propel growth.

When not crafting the next big campaign, she can be found enjoying time with her family in her new role as mom or mentoring the next generation of marketing trailblazers.

On the couch in this week’s episode of Revenue Rehab, Brandi and Jennifer will tackle sales and marketing success and increasing pipeline velocity via collaboration and a healthy competitive mindset.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Building Healthy Competition: Marketing and Sales [05:49] “I think the first thing is that you've got to have a marketing leader who's not afraid to put a number on their back,” Jennifer says. “I think that starts this healthy kind of Olive Branch of building a relationship, building trust.” The second thing Jennifer identifies as a critical factor is alignment, “both sales and marketing leaders, they've got to have their teams aligned on the same KPIs, the same targets that they're going after.”

Topic #2 Creating a Collaborative Environment [13:43] “My number three is you've got to bring people into the fold,” Jennifer explains, “alongside your sales leadership, you've got to create a collaborative environment. Oftentimes, these teams that are siloed, they're not even meeting regularly.” The most successful approach, Jennifer stresses, is going to be top-down, “your marketing leader and your sales leader have to find a way to make sure that the team sees the value in these meetings.”

Topic #3 Ensuring Time Spent is Valuable [19:28] “I think this kind of leads me into the fourth point of,” Jennifer says, “you've got to share the data. And you got to be transparent across both teams.” She continues “I think the important thing is too, your entire marketing team, and your entire sales team doesn't have to be in a meeting all the time together…I think it's finding the right meetings and putting the right people in the same room…whether it's your head of marketing, or your head of demand gen who's hearing those conversations, they've got to then bring it back to the team.”

So, What's the One Thing You Can Do Today? Jennifer’s ‘One Thing’ is: “Audit your current process, like take five minutes and actually sit down and think ‘how am I currently collaborating with the sales team?’ And if you're doing all four of the things that we talked through today, awesome, high five, keep doing it. If there's something that you haven't tried yet, my one homework would be pick one. Try it out for 30-60 days and see if it's helping.”

Buzzword Banishment: Jennifer’s Buzzword to Banish is ‘frothy’. “I've heard it a lot in the past year and a half in regard to capital flowing around the marketplace,” Jennifer says, “but for me, it just, it's a little cringe worthy.”

Links: Get in touch with Jennifer Hopkins:

LinkedIn
Sonar

Episode 38: Marketing & Sales Divide: Perspective from Both Sides

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This week our host Brandi Starr is joined by Anastasia Pavlova, Founder & CMO at Bold GTM.

Anastasia is not your average CMO. She is a go-to-market strategist with a robust foundation in business, backed by an MBA from the prestigious Haas School of Business, and enriched by nearly 20 years of full-funnel marketing experience across B2B SaaS, cybersecurity, ecommerce, and B2C Tech. Her career spans a wide range of company stages, from agile VC/PE-backed start-ups to established enterprises.

Her journey has been anything but linear. Starting her career in Europe, Anastasia has not only helped companies there but also scaled US go-to-market teams across the European and APAC markets. This global experience, combined with her background in linguistics, gives her a unique edge in leveraging AI language models to communicate effectively and understand customers deeply.

On the couch in this week’s episode of Revenue Rehab, Brandi and Anastasia will tackle optimizing B2B customer marketing to enhance retention and maximize cross-selling success.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Retention vs Growth Stages Strategies [05:52] “I think that it really depends on the size of the company and the stage that they're in,” says Anastasia, “as companies move from sort of first building the product and building the initial customer base, they start expanding to become a platform, and then they start launching new products. So, there's more opportunities to cross sell additional products into their existing customer base. And companies just have more levers, perhaps they grow through acquisitions. So, they acquire new customers, or they acquire new tools. So, there are additional opportunities for them to cross sell into the existing base.”

Topic #2 The Changing Landscape of the Buying Environment [12:06] “The old lead gen marketing playbook just doesn't work anymore,” Anastasia explains, “the reality is that when companies operate in silos and…marketing is responsible for driving in MQL, sending them over to SDRs, and then trying to set up meetings and bombarding all the prospects with mass email…and putting gates in front of prospects, and then doing SDR cold calls…it translates into lots of inefficiencies for companies and frustrated buyers and longer sales cycles.” She continues, “companies that are working in this outbound sales go-to-market motion, they really need to think about a more integrated and targeted way to go-to-market.”

Topic #3 An Integrated Go-to-Market 5 Step Framework [29:52] “The framework is very simple,” Anastasia says, “it's five steps that starts with setting the goals, or really getting everyone on the page with regard to the goals.” Step two is selecting the accounts that you’re going to focus on. Step three, she explains, is developing content that would help you drive whether it is retention or cross sell, for example. Step four is running campaigns, she says “that's what we just touched upon which tactic tactics are available to you, where do you find your customers, and testing different things and see what works.” The final step is measuring and optimizing.

So, What's the One Thing You Can Do Today? Anastasia’s ‘One Thing’ is: “if you are in customer marketing, make sure that you go and talk to your sales and customer success leaders and align with them on the goal. So, understand the goals in their priorities and start thinking about how you can partner with them together and drive the same outcomes and what things you need to do to change your current processes in order to help them achieve the same goals.”

Buzzword Banishment: Anastasia’s Buzzword to Banish is ‘Doing more with less’. “It's not about doing more with less,” Anastasia says, “it is about doing the right things, right. And it's focusing on the outcomes that you're trying to drive and really focusing on what will make the biggest impact. So, it is not about quantity of things that we do, we really need to focus on quality.”

Links: Get in touch with Anastasia Pavlova:

Bold GTM

Episode 72: Deciphering Customer Desires

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This week our host Brandi Starr is joined by Melissa Moody, GM at Matcha.

A full-stack marketing executive with a profound commitment to user-centric innovation, Melissa followed her 14-year tenure in large-partner marketing at Google with a role as Founder and CMO at tech start-up Gated. In her current role at Matcha, a Commsor brand, she champions the concept of “go-to-network” with a focus on the role of building connections for professional growth.

Additionally, she is host of the 2 Pizza Marketing podcast for small-team marketers and recently launched a bootstrapped social advocacy tool. Melissa lives and works in Anchorage, Alaska.

On the couch in this week’s special episode of Revenue Rehab, in honour of International Women's Day, Brandi and Melissa will tackle Unleashing Potential: Women Empowering Women.

Bullet Points of Key Topics + Chapter Markers: Topic #1 Wednesday Women [05:37] “About a year and a half ago, this wonderful woman named Leslie Greenwood had posted on her LinkedIn feed, I'd like to see more women CEOs in my feed, she just wasn't getting enough of them,” Melissa explains, “probably about six months ago, I posted in my feed, I'd like to see more women founders.” This alignment sparked a conversation between the two; “we said ‘we should do something, just a small pebble into the water, let's make a few ripples. And maybe it'll cause something bigger’, and what happened was once a week on Wednesdays, as you might imagine, we started featuring an extraordinary executive woman.”

Topic #2 Amplifying the Professional Voices of Women [18:05] “It does come back to what we do with Wednesday Women,” Melissa advises, “I would say just do something small, start small, put something out into the universe. Maybe you have a speaking opportunity that you weren't going to take, maybe you submit your bio to be on a podcast that you really, really love. Maybe you just start posting regularly, you know, twice a week on LinkedIn, just to add your little pebble to this pile…we need authenticity, we don't need you to be the best person who's ever run a demand generation campaign, we need you to be someone who's done it, and to talk about it and to talk about your lived experience.”

Topic #3 Empowering More Women: [24:50] “I do think uplifting others is one of the best content strategies out there right now,” says Melissa, “so if we're talking to people who are actually running content teams, or running social media, consider how uplifting others, specifically in this case if we want to put the emphasis on women, uplifting women can be a part of your content strategy. So, by that, I mean, if you're spotlighting successful clients, do you have a balanced roster? If you are supporting folks who are great customers of yours are you uplifting people who are of both genders?”

So, What's the One Thing You Can Do Today? Melissa’s ‘One Thing’ is: “Let me give a small and a large. So, if you need a small today, whoever's listening, write one of your public outputs, so maybe it's in your newsletter, maybe it's your podcast, maybe it's your LinkedIn post, make one of those purely uplifting someone else who is fantastic,” she says. “On the larger…if you have some budget, even a small amount, can go a long way toward making a difference in in creating more uplift and shining the spotlight. So yeah, we're shining a spotlight.”

Buzzword Banishment: Melissa’s Buzzword to Banish is ‘Bruh’. “Well, you told me I could pick anything, and it doesn't have to be professional,” Melissa says, “I have two teens. And you know, I went immediately to ‘motion’ and ‘drinking from the firehose’ and ‘circle back’. And I said no, what would I really want to disappear? It's ‘Bruh’.”

Links: Get in touch with Melissa Moody:

Matcha

Podcast: 2 Pizza Marketing

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This week our host Brandi Starr is joined by Orly Glick, Founder and CEO of ESGgo, the AI-powered operating system for sustainability.

Orly has lived and worked in different countries and speaks several languages. Before founding ESGgo she was a Partner at Vintage, where she invested in technology start-ups and VC funds and built and led the Value-Added Services practice, bringing start-up innovation to solve corporate challenges.

Prior to that, Orly worked at McKinsey & Company for two careers driving digital transformation for global enterprises. Orly spent 10 years in California where she worked at Merrill Lynch in asset management and private banking. Before that, she started and led a boutique consulting company in the Netherlands, Belgium, and France.

For the first 8 years of her career, Orly worked in technology, in the IDF and at Indigo-HP as a service engineer and technical trainer. Orly is a guest lecturer and speaker at Tel Aviv University.

Orly lives in Israel with her husband and three children and is passionate about technology, naturopathic medicine, cultures, and diversity. She is an avid baker and a VR beat saber player.

On the couch in this week’s episode of Revenue Rehab, Brandi and Orly will tackle Building a Better Tomorrow: ESG Strategies for Impactful Marketing.

Links: Get in touch with Orly Glick:

LinkedIn
ESGgo

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This week our host Brandi Starr is joined by Jaina Mistry, Director, Brand and Content Marketing at Litmus.

As the Director of Brand and Content Marketing at Litmus, Jaina leads a team that strives to create captivating and educational content for email marketers of all stripes. An #emailgeek to her core, Jaina’s worked in and around email for over 15 years and is now taking her email expertise into the world of brand and content marketing.

On the couch in this week’s episode of Revenue Rehab, Jaina will tackle Email ROI Unlocked: Unraveling Insights from Litmus's Report.

Links: Get in touch with Jaina Mistry:

LinkedIn
Litmus

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This week our host Brandi Starr is joined by Tracy Sestili, Chief Revenue Officer at Intellimize.

Tracy is the former Chief Marketing Officer (CMO) turned Chief Revenue Officer (CRO) at Intellimize where she brings a holistic perspective and approach to the organization to drive end-to-end revenue generating strategies. Prior to Intellimize, she has led teams at Fountain, SparkPost, CA Technologies, Cisco, and TiVo.

Tracy has 20+ years’ experience helping GTM teams drive brand awareness along sustainable and scalable revenue streams.

She has served on the board of Women for WineSense, is an active member of CHIEF, and co-founded a non-profit for lung cancer, for which she received a Bay Area Jefferson Award. Tracy has also been an adjunct professor in digital marketing at UC Berkeley and San Francisco State University and has authored a book on digital marketing.

In the fifth installment of Revenue Rehab’s My Journey series, on the couch in this week’s episode, Brandi and Tracy tackle My Journey with Tracy Sestili: Going from CMO to CRO

Bullet Points of Key Topics + Chapter Markers: Topic #1 Going Wide and Varied or Going Deep [07:10] Tracy describes a key conversation that guided some of her decisions on next steps for her career while she was at TiVo; “I went to lunch with the CMO there and she said, ‘What do you want to do with your career?... your resume is very deep. And you know, you can go wide and be very varied. Or you can go deep in one area and sort of make that your career path. Have you thought about what you want to do?’”

Topic #2 Finding Your Career Path: Taking Time for Reflection [15:30] “I think it's hard for people to take a break, and sit back and consider that it does take, literally taking time off,” Tracy says. “I always recommend to people, when you kind of feel like you're burned out, maybe they'll take a staycation or something and try to decompress and really give it some thought about what you want to do.”

Topic #3 The Journey from CMO to CRO [25:05] “It is not something that I sought out, it kind of fell in my lap,” Tracy reflects. Built off an existing solid relationship with the CEO, who offered her the position, she considered that rapport as well as the company culture when she finally decided to make that move. “I also really love working for my CEO, he's just the kindest human and he's a very good thought partner. And I think that that's important if you're going to make that transition, to have a good relationship with your CEO and have a good relationship with finance. Because that, that's all that the CRO does, right? And those are the reasons why I said yes.”

So, What's the One Thing You Can Do Today? Tracy’s ‘One Thing’, when it comes to evaluating making the transition from CMO to CRO, “I think you need to get in the trenches with sales,” she says, “and see if you can shadow a salesperson from like, start to finish to really determine first, if that's something that you want to do, right? And then from there…seeing if you really understand the bigger picture of what's happening across the org from a data perspective, like, do you have insight to understand that? To me, those are the two things that I think would really help you decide if you want to do it.”

Buzzword Banishment: Tracy’s Buzzword to Banish is ‘attribution. “I think now that I've gone from CMO to CRO it drives me even more crazy,” Tracy says, “[attribution] just really trips up marketers as a whole to try to figure out who gets credit for what, it’s exhausting you know, if it's working, it's working and there's no need to fight over credit in my opinion.”

Links: Get in touch with Tracy Sestili on:

Twitter

Intellimize

e-Book: Filling in the blanks of your ABM program

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This week our host Brandi Starr is joined by Celeste Berke Knisely, Certified Sales Trainer & Founder at Celeste Berke Knisely Sales Training & Coaching.

Celeste, a self-proclaimed “Sales Growth Strategist” is a natural collaborator and partner to executives who easily pinpoint gaps in strategy and creates road maps to implement plans and achieve targets. Passionate about creating cross-functional collaboration, team development, and delivering results across top-performing teams.

Celeste has over 21 years of experience within the non-profit and for-profit arenas; holding both a B.S. and M.S. degree. In her last corporate role, Celeste held the position of Regional Director of Sales and Marketing for a privately held hospitality management company overseeing 19 properties, a sales team of 50+, and $105M in annual sales. Her accolades include the Director of Sales of the Year award, 2x Manager of the Year, and being named 40 under 40 for the Triad Business Journal. Celeste also holds a certified sales designation from Marriot International and in 2023 was named one of the Top 15 LinkedIn Experts in Denver by Influence + Digest.

In early 2020, Celeste branched out on her own to scale a female-owned consulting and training business. Celeste holds the designation of Certified Gap Selling Training Partner with A Sales Growth Company and the Gap Selling Methodology. Celeste resides in Colorado with her husband and daughter.

On the couch in this week’s episode of Revenue Rehab, Brandi and Celeste will tackle Transforming Sales with Gap's customer-centric focus in Gap Sales Approach: The Key to Customer-Centric Sales.

Links: Get in touch with Celeste Berke Knisely:

LinkedIn
YouTube
Podcast: The Sales Edge

Celeste Berke Knisely Sales Training & Coaching / Certified Gap Selling Training Partner with A Sales Growth Company

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This week our host Brandi Starr is joined by Angela Chong, Founder and Executive Producer of Amplify Podcasts.

2024 marks Angela’s fourth year in the podcasting industry, previously managing a talented team of producers and working with mid-enterprise level clients. As a Founder, Angela believes in conducting business with emotional intelligence, emphasizing Empathy, Encouragement and Empowerment as her core values.

Before leaping into podcasting, Angela served in a variety of roles in Digital Marketing, Sales, and Customer Success. She knows that her experiences set her up for success in the work she's doing now as a small business owner.

She is a proud wife to Paul, and together they have an under one year old daughter, and fur-baby, Zuko.

On the couch in this week’s episode of Revenue Rehab, Brandi and Angela tackle Podcasting Power: Building Relationships That Last.

Links: Get in touch with Angela Chong:

LinkedIn
Instagram
Amplify Podcasts
Podcast: Personal Podcaster

Episode 66 - The Power of Podcasting - Cultivating Brand Love through Authentic Stories

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This week our host Brandi Starr is joined by the rest of the Tegrita Executive team; Mike Geller, Rolly Keenan, and Max Stoddard.

Mike Geller is the cofounder of Tegrita and is the firm’s principal technologist. Mike graduated from the famed Toronto Metropolitan University and wasted no time in building a 20-year career covering all angles of marketing technology consultancy. Mike’s a self-proclaimed coffee snob, an author, a Trekkie, a husband, and a proud dad to two children.

Rolly Keenan is the Chief Revenue Officer at Tegrita and resides in Colorado. He is a born leader and the key growth specialist at Tegrita. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University’s Kellogg School of Management, Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala.

Max Stoddard is the Chief of Staff at Tegrita and is passionate about enabling growth & success. She loves seeing anything run more smoothly and people achieve more because of her contribution. Having spent most of her career working for start-ups, within established companies embarking on something new and in traditional industries in the midst of disruption. She strives to make things better! She’s mentored many colleagues and helped others build their careers. Max has flipped existing, outdated processes on their heads to streamline and add sanity to obsolete approaches. She has also helped build new processes and practices from the ground up for ground-breaking services and products.

Brandi Starr is the Chief Operating Officer at Tegrita and of course, the host of Revenue Rehab. Brandi is a true Modern Marketing Maven; she believes marketing magic happens at the intersection of strategy, creativity, and technology. In her role at Tegrita, Brandi helps companies of varying sizes to attract, convert, close, and retain customers using technology. Voted one of the top 50 Women You Need to Know in Martech, 2018 Brandi's 20+ year career has spanned a variety of industries and marketing disciplines. Brandi is the Co-Author of CMO to CRO, The Revenue Takeover by The Next Generation Executive. When she’s not making the magic happen, you can find her on a plane (she loves to travel), eating street tacos (#TacosAreLife), or spending time with her family.

On the couch in this week’s episode of Revenue Rehab, Brandi and the ELT will unpack Tegrita's unique approach and universal business insights in Tegrita at Ten: Innovations & Universal Lessons.

Links: Get in touch with the team on LinkedIn:

Mike Geller
Rolly Keenan
Max Stoddard
Brandi Starr

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This week our host Brandi Starr is joined by Kim Barnes, Co-Founder at Parenting Aging Parents.

Kim Barnes has spent 30+ years on the air! She was an award-winning reporter and news anchor for 15 years. Since leaving news, she is also seen in corporate videos, commercials and does voiceover work.

Kim works with her former sportscaster husband as Barnes Team Media where they work with executives, entrepreneurs, speakers, and small business owners who want to improve their on-camera presence for video, virtual presentations, media interviews, as well as public speaking. They have a son who graduated from Texas A&M and a daughter who graduated from UT.

Kim & Mike also have parents in their 80’s in Dallas and Houston and are navigating long distance caregiving. They launched Parenting Aging Parents in 2021 to help others trying to help their parents.

Parenting Aging Parents provides content, connection, and community so caregivers don’t feel alone and have the information they need to navigate this challenging time. PAP has a website with 80+ expert interviews and they lead a private Facebook group with more than 9000 adult children. They like to say, “We’re all in this together!”.

On the couch in this week’s episode of Revenue Rehab, Brandi and Kim will tackle finding harmony in work, life, and parental support in Executive Caregivers: Managing Work and Elderly Parents.

Links: Get in touch with Kim Barnes and Parenting Aging Parents on:

LinkedIn - Kim Barnes
LinkedIn – Parenting Aging Parents
Instagram
Facebook
YouTube
Parenting Aging Parents

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This week our host Brandi Starr is joined by returning guest, Avnita Gulati, Head of Marketing at Genasys Inc.

Avnita is a B2B enterprise marketing executive with experience leading revenue-based marketing organization that delivers new business pipeline and expands footprint within the customer base. As a change agent, Avnita leverages data, technology, and analytics to deliver successful, scalable marketing programs that drive company growth.

Avnita drives transformation by leading the vision for global go-to-market planning, steering cross functional collaboration through alignment, and building a multi-channel marketing strategy. She empowers and motivates the team by creating a culture of innovation and growth to support the company’s evolution and develops a long-term strategy that’s rooted in program performance, scalable models, and analytics.

On the couch in this week’s episode of Revenue Rehab, Brandi and Avnita will tackle Two Leaders, One Vision: The CEO & CMO Alliance That Transformed a Brand.

Links: Get in touch with Avnita Gualti on:

LinkedIn
Genasys Inc.

Episode 10 - Celebrate Your Small Wins - Leading to Create a Collaborative Culture

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This week our host Brandi Starr is joined by Kasper Sierslev, CCO at ZITE.

Kasper has more than 20 years of experience in the advertising industry and numerous creative awards for his work.

He has written two best-selling books on the subject and worked with big international brands such as Apple, Lego, and Mars.

Kasper has built and directed the in-house creative departments at Maersk, Georg Jensen, and Saxo Bank and has helped other organizations and brands set up their teams.

On the couch in this week’s episode of Revenue Rehab, Brandi and Kasper will tackle In-House vs. External: Crafting the Ultimate Marketing Ecosystem.

Links: Get in touch with Kasper Sierslev on:

LinkedIn
Kasper Sierslev Books

Related Episodes on Revenue Rehab:

Episode 44 - In-House vs Outsourced: The Debate
Episode 82 - The Tipping Point: Signs You're Ready to Outsource Marketing Efforts

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Jason Yarborough, Co-Founder at Arcadia.

Jason is a relationship builder, Revenue Growth Strategist, and Podcast Host who is passionate about people, partnerships, and purpose. Tenured VP, Partnerships with experience scaling ecosystems and now training field teams how to implement partner data and strategy into their daily activities.

Jason lives in Montana with his wife Sam and two kids and spend their free time hiking, fly fishing, and skiing. Jason and his wife, also host a partnerships podcast called Friends with Benefits.

On the couch in this week’s episode of Revenue Rehab, The Profitable Partnership: Navigating Revenue-Generating Alliances.

Links: Get in touch with Jason Yarborough on:

LinkedIn
Podcast: Friends with Benefits

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This week our host Brandi Starr is joined by Drew Smith, CEO/Founder for Attributa.

As the CEO/Founder for Attributa, Drew is passionate about helping B2B organizations solve complex marketing attribution challenges. With a broad range of marketing experience, including event management, partner marketing, web marketing, email marketing and most recently marketing/revenue operations, Drew understands the complex challenges that CMOs face when trying to tie disparate channels into a cohesive attribution story.

On the couch in this week’s episode of Revenue Rehab, Brandi and Drew will tackle The Attribution Debate: What Level is Worth It.

Links: Get in touch with Drew Smith on:

LinkedIn
YouTube
Attributa

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Brian Cooper, Marketing professional and Author.

Brian was most recently the Vice President of the Digital, Data, and Demand team at Juniper Networks. He has also served on the board of directors for the Advertising Research Foundation and the Marketing Science Institute.

He is a frequent publisher, including an article titled “Don’t Buy the Wrong Marketing Tech” in the Harvard Business Review and a book titled “Custom Surveys Within your Budget.”

Prior to Juniper, Brian served on the senior leadership team at RealityMine where he built a US, West Coast presence for the company. Before joining RealityMine, he was the SVP for the customer, employee, and reputation practice for the western region where he was responsible for designing and overseeing research programs, maintaining client relationships, and managing a team of account executives, research managers, and project managers.

Brian holds a Bachelor of Science degree in Economics from Southern Oregon University and an MBA from the Wharton School of Business, University of Pennsylvania.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Brian will tackle Avoid the Hype: Making Smart Choices in Marketing Tech.

Links: Get in touch with Brian Cooper on:

LinkedIn
Harvard Business School Article: Don’t Buy the Wrong Marketing Tech
Book: Custom Surveys Within your Budget

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This week our host Brandi Starr is joined by Deevo Tindall, CEO of Fusion Creative.

Deevo is an extraordinary Entrepreneur, Holistic Branding Strategist, and Content Creator who redefines brand narratives with innovation and authenticity. After a thriving corporate career spanning over 15 years, Deevo embarked on an audacious journey to rewrite the rules of branding through his own entrepreneurial venture.

With an approach to branding that transcends superficial elements, Deevo understands that it's about crafting an immersive experience that resonates deeply with audiences. As the CEO of Fusion Creative, he orchestrates a symphony of touchpoints, ensuring a cohesive and unforgettable journey for customers. Beyond his strategic acumen, Deevo is a master storyteller and master photographer. His holistic approach to branding captures hearts and minds, bridging the gap between imagination and execution.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Deevo will tackle From Corporate to Creative: Navigating the Entrepreneurial Journey.

Links: Get in touch with Deevo Tindall on:

LinkedIn
Twitter
Instagram
Facebook
YouTube
Pinterest
Podcast: Unlearn Everything
Fusion Creative

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This week our host Brandi Starr is joined by Denmark Francisco, CMO of BlackBox Consulting & Advisory.

A seasoned marketing executive with 15 years of expertise driving revenue growth and achieving outstanding results for start-up ventures, Denmark’s career highlights include assisting four start-up’s in achieving successful acquisitions, contributing to a total value of $860 million. Denmark has achieved significant achievements as a CMO, such as catapulting KnowBe4's annual recurring revenue (ARR) from $62 million to $117 million within a single year. He also played a pivotal role in scaling Jive Communications from $15 million to $30 million ARR, leading to its subsequent acquisition by LogMeIn for $342 million. With a proficiency in growth hacking, he successfully scaled DigitalOcean's user base from 500 to an impressive 10,000 users. In 2019, he continued to excel, elevating Emailage's ARR from $25 million to $40 million, ultimately resulting in its acquisition by RELX for $480 million in 2020.

Denmark’s skill set encompasses various aspects of marketing, including product marketing, demand generation, marketing communications, and sales development. His unique approach to marketing is rooted in a scientific and mathematical framework, prioritizing data-driven analysis, bringing a distinctive blend of CFO, CRO, and CMO thinking and action to the table. Throughout his career, he has consistently exceeded target KPIs, including LTV/CAC (>7x), Gross Retention (>95%), Net Retention (>120%), and Sales Efficiency (>1.0x), underscoring his unwavering commitment to delivering exceptional results. As a CMO/VP of Marketing, he is well-equipped to make a significant impact and contribute to the success of the next great company.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Denmark will tackle From Doubt to Dollars: How Email Marketing Drove Unprecedented Growth.

Links: Get in touch with Denmark Francisco on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Erik Huberman, CEO & Founder of Hawke Media and the Co-Founder of Hawke Ventures.

CEO & Founder Erik Huberman launched Hawke Media in 2014, growing the company value to over $150M and working with 3,000+ brands worldwide.

Hawke Media is the fastest-growing marketing consultancy agency in the United States, working with brands like Red Bull, Verizon, and Eddie Bauer. Erik has expanded his business portfolio with Hawke Ventures, which raised $25M in its second fund, and HawkeAI, which has helped over 5,000 companies benchmark analytics and improve results.

Prior to Hawke Media, Erik successfully founded, grew, and sold two e-commerce companies by the age of 26.

As a serial entrepreneur, national best-selling author, and marketing expert, Erik has been recognized by his industry peers through honors and awards including, Forbes Magazine’s 30Under30, CSQ’s 40Under40, and Inc. Magazine’s Top 25 Marketing Influencers.

On the couch in this week’s episode of Revenue Rehab, Brandi and Erik will tackle The Tipping Point: Signs You're Ready to Outsource Marketing Efforts.

Links: Get in touch with Erik Huberman on:

LinkedIn
Twitter
Instagram
Facebook
HawkeTalk Podcast
HawkeAI
The Hawke Method

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The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar

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This week our host Brandi Starr is joined by Eileen Page, Senior Vice President of Digital Solutions and Innovation at InVision Communications (IVC).

Eileen spearheads IVC’s digital and technology innovation team, ensuring digital activations and experiences are executed to the highest standards. With 20+ years of expertise crafting break-through digital solutions for Fortune 1000 brands, she fuses strategy, creativity, and technical insight to create proprietary technology (apps, custom CMS) installations, virtual experiences, and digital campaigns for brands like DuPont, Siemens, Amway, Dell Technologies, and Oracle.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Eileen will tackle Events Reimagined: How AI is Shaping the New Normal in Experiences.

Links: Get in touch with Eileen Page on:

LinkedIn
Instagram

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This week our host Brandi Starr is joined by Rolly Keenan, Chief Revenue Officer and Mike Doane, Sr. Client Engagement Manager at Tegrita.

Rolly Keenan is a CRO who resides in Colorado. He is a born leader and the key growth specialist at Tegrita as our CRO. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University’s Kellogg School of Management. Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala.

Mike Doane is a management professional with nearly 10 years of experience managing projects and improving processes in various industries such as Healthcare, Technology, Manufacturing, Construction, Pharmaceuticals, and Marketing. Mike is a Senior Client Engagement Manager at Tegrita and works closely on Tegrita’s Email Flight Management service. Mike grew up on the east coast of Canada, where he attended Dalhousie University and received an Engineering Degree and an MBA. He is an avid athlete who loves to travel and play guitar.

On the couch in this weeks’ episode of Revenue Rehab, Brandi, Rolly and Mike will tackle Email Fight Management: The Secret Engine Behind Email-Driven Growth.

Links: Get in touch with Rolly Keenan on LinkedIn

Get in touch with Mike Doane on LinkedIn

Get in touch with the Tegrita team

Related Revenue Rehab Episodes: Episode 44 - In-House vs Outsourced: The Debate

learn more about Email Flight Management:

Visit Tegrita’s EFM page
Explore the success story of Tegrita’s EFM client in the Email Excellence Case Study

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Brian Powers.

Brian has a background managing customer operations and product management. Most recently, he was Chief Experience Officer (CXO) for a financial services firm. He's worked closely with Marketing to improve revenue, retention, and overall customer satisfaction.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Brian will tackle CMO vs. CXO: Who Owns the Customer Journey.

Links: Get in touch with Brian Powers on:

LinkedIn
Instagram
Facebook

Related Revenue Rehab Episodes

Episode 19 - Voice of the Customer

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This week our host Brandi Starr is joined by Mark Raffan, CEO of Negotiations Ninja.

Mark is an award-winning negotiation trainer, speaker, podcast host, well-known negotiation expert, and entrepreneur. He has coached executives and teams in some of the largest companies on the planet and has been featured in Entrepreneur, Forbes, Thrive Global, Supply and Demand Chain Executive Magazine (as a 2021 ‘Pro-to-Know’).

Additionally, Mark has appeared on dozens of podcasts, including Make it Happen Mondays, The Brutal Truth About Sales, and The Insider’s Guide to Finance.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Mark will tackle Reading the Room: Mastering Body Language and Non-Verbal Communication.

Links: Get in touch with Mark Raffan on:

LinkedIn
Negotiations Ninja
9 Secrets to Win Deals and Influence Stakeholders
Twitter
Instagram
Facebook
YouTube
Negotiations Ninja Podcast

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Robin Bowling, VP of Marketing at Sentrics.

Robin Bowling is a dynamic force in the marketing and leadership realm. Based just outside of Atlanta with her supportive husband, Gabriel, and their lively trio of dogs, Riley, Lola, and Batman, Robin has shaped an impressive 25-year trajectory in marketing. While she's got a natural talent for sales, her heart truly beats for genuine connections and innovative leadership approaches.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Robin tackle The Heart of Marketing: Staying True to Brand Authenticity & Purpose.

Links: Get in touch with Robin Bowling on:

LinkedIn
Sentrics

Related Episodes:

Episode 76 - Emotions in Motion: Marketing Strategies that Reach the Heart

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Ellza Malok, CEO of Blue Monarch Group.

Ellza is an award-winning CMO, who drives businesses into the future. With a data-driven and strategic mindset, she has led global marketing teams, spearheaded brand transformations, and achieved remarkable results. Her expertise lies in developing innovative strategies, leveraging data science, and captivating audiences through compelling storytelling.

In addition to her role as CEO, Ellza is also the founder of Blue Monarch Group; a psychology-based marketing firm that helps brands change hearts and minds through their proprietary approach, the Butterfly Effect. These strategies enable them to create programs that resonate on a deep emotional level with target audiences.

On the couch in this weeks’ episode of Revenue Rehab, Brandi and Ellza tackle Emotions in Motion: Marketing Strategies that Reach the Heart.

Links: Get in touch with Ellza Malok on:

LinkedIn
Blue Monarch Group

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Jim Berkman, Fractional CMO at GROW Powered/ New Zealand Trade and Enterprise.

Jim is a seasoned marketing and growth leader with several decades of experience in the B2B start-up technology space. He has helped dozens of companies cross the chasm, scale, and achieve market leadership with successful exits. As a fractional CMO and board advisor, he has leveraged his expertise in strategy, product marketing, digital marketing, and competitive differentiation to help B2B start-ups grow and innovate.

Passionate about empowering start-ups to thrive in competitive and emerging markets, Jim has hands-on global experience in the LATAM, EMEA, APJ, and ANZ regions.

Jim holds an MBA from Pepperdine Graziadio Business School.

On the couch in this weeks’ episode, Brandi and Jim will tackle Channeling Success: Navigating the Creation of a Powerful Reseller Channel.

Links: Get in touch with Jim Berkman on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Steve LaChance, Founder, Speaker, and Author at
discernr.

Steve LaChance is an (inter)nationally recognized speaker, 4x entrepreneur, and author of the book Marketing for Product-Led Growth: Become a Company Leader through Credibility and Empathy. He teaches growth leaders to accelerate success by engaging their entire organization and customer base.

On the couch in this weeks’ episode Brandi and Steve will tackle From Chaos to Clarity: How to Get Your Marketing Data in Order.

Links: Get in touch with Steve LaChance on:

LinkedIn
The Marketing Microdose
discernr
Book: Marketing for Product Led Growth

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Stosh D. Walsh, Founder and Managing Principal at Constant Organizational Development.

Stosh D. Walsh serves leaders and their organizations as a consultant, coach, facilitator, speaker, and writer. His direct, insightful, and encouraging style invites individuals and organizations to live with greater courage and create the best world they can envision.

He began his career in traditional education settings, honing his leadership as a classroom teacher for middle school through college, and as a university residence life director and athletics coach.

After those experiences, he spent nearly a decade with The Gallup Organization as part of their executive leadership practice, where he contributed to the best-selling Strengths Based Leadership, won several awards as Gallup’s top presenter in his practice category, and published 2 articles: Five Questions You Must Ask Your Team". Gallup Business Journal, May 2013-subsequently named top read article of 2013, and "Leadership is More Than the C-Suite". Gallup Business Journal, September 2013.

Stosh is an expert in strengths-based organizational development, including leadership and executive coaching, employee engagement, and talent management, having spent thousands of hours consulting, coaching, and training on each. He has also been a TEDx speaker and is the author of Along the Way: Leadership Stories from Everyday Life (2012).

Over the course of his career, Stosh has delivered keynotes, facilitated workshops, and coached leaders in both non-profit and for-profit organizations, including many Fortune 500 companies. His experience spans a wide variety of industries, including healthcare, financial services, automotive, government, retail and manufacturing, a partial client list of which includes GE, HP, Boeing, Microsoft, Cardinal Health, Johnson & Johnson, State Farm, Caterpillar, Northrup Grumman, Alcoa, Johnson Controls, US Bank, Old Navy, Banana Republic, Waste Management, Kiewit, Stryker, Eastman Chemical, Harley Davidson, Charles Schwab, McKinsey, Federal Aviation Administration and Kohler.

Stosh's formal education includes a BA in Education and an MA in Leadership. His other interests include photography, hiking, tattoos, good whisky, and spending time with his wife and 2 children.

On the couch in this weeks’ episode, Brandi and Stosh will tackle: The Heart of Success: A Leader's Guide to Highly Engaged Teams.

Links: Get in touch with Stosh Walsh on:

LinkedIn
Instagram
Facebook
Constant Organizational Development
YouTube
Podcast: Insubordinate

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This week our host Brandi Starr is joined by Jim Combs, Vice President of Experience Strategy & Research at Human Spark.

As VP of Experience Strategy & Research at Human Spark, Jim leads development and integration of digital and traditional brands, products, services, and marketing for global Fortune 1000 companies.

Jim is one of those rare individuals who lives and breathes at the experience design intersection of creative, business, and technology. He has over 25 years of experience leading successful teams and global, strategic-level initiatives for clients including Philips Healthcare, 3M, Cox Communications, AT&T, UPS, The Coca-Cola Company, The Home Depot, IHG, Verizon Wireless, Marriott, The WK Kellogg Foundation, Kimberly-Clark, Equifax, Universal Music, Rounder Records, CareFirst Blue Cross Blue Shield, the American Cancer Society, and Macy's.

Prior to Human Spark, Jim served as Experience Director for T3 in Atlanta, Georgia, and has previously held executive positions with Slalom Consulting, WebMD, Moxie Interactive, Sapient, and IBM.

He started his career in the music business as a marketing and sales lead for CBS Records in the heyday of vinyl records before leaving after five years when CDs were released to be a pioneer in new media, eCommerce, and enterprise digital transformation. He continues to compose, record, release, and perform his own music which can be heard on radio and streaming channels around the world.

Jim holds a Master's Degree in Interactive Telecommunications from New York University’s Tisch School of the Arts and graduated from the University of Oklahoma with a Bachelor of Arts in Journalism: Radio, TV, Film.

On the couch in this weeks’ episode, Brandi and Jim will tackle Deciphering Customer Desires: From Insights to Brand Promise Delivery.

Links: Get in touch with Jim Combs on:

LinkedIn
Twitter
Instagram
Facebook
Human Spark

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by special guests, Mike Geller, President, Co-Founder and Chief Technology Officer at Tegrita and Rolly Keenan, Chief Revenue Officer at Tegrita.

Mike Geller, Rolly Keenan and Brandi Starr are co-authors of the book CMO to CRO: The Revenue Takeover by the Next Generation Executive.

Mike Geller is the cofounder of Tegrita and is the firm’s principal technologist. Mike graduated from the famed Ryerson University, Toronto and wasted no time in building a 15-year career covering all angles of marketing technology consultancy. Mike’s a self-proclaimed coffee snob, an author, a Trekkie, a husband, and a proud dad to two children.

Rolly Keenan is a CRO who resides in Colorado. He is a born leader and the key growth specialist at Tegrita as our CRO. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University’s Kellogg School of Management, Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala.

On the couch in this weeks’ episode, Brandi, Mike and Rolly will tackle Revenue Takeover on Revenue Rehab: Author Discussion.

Links: Get in touch with Mike Geller on:

LinkedIn
CMO to CRO: Revenue Takeover
CMO to CRO: The Revenue Takeover by the Next Generation Executive
Tegrita

Get in touch with Rolly Keenan on:

LinkedIn
CMO to CRO: Revenue Takeover
CMO to CRO: The Revenue Takeover by the Next Generation Executive
Tegrita

Referenced Episode(s):

Episode 50 - RevOps as a Growth Driver: Why CMOs Need to Invest
Episode 23 - Un-Siloed - Leading a Single Revenue Team

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

CMO to CRO: The Revenue Takeover by the Next Generation Executive

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This week our host Brandi Starr is joined by Alex Levin, Co-Founder and CEO at Regal.io.

Along with his roles as is Co-Founder and CEO of Regal (formerly Regal Voice), he also leads the GTM (Go-To-Market) teams.

Prior to Regal.io, Alex was a product manager at Personal and Thomson Reuters, and then joined Handy (acquired by ANGI in 2018) as an early employee. At Handy and then ANGI Alex led growth and marketing.

Alex grew up in New York and graduated with a Bachelor of Arts from Harvard University.

In the fourth installment of Revenue Rehab’s My Journey series, on the couch in this week’s episode, Brandi and Alex discuss his career path: From Product Manager to CEO.

Links: * Get in touch with Alex Levin on: + LinkedIn + Regal.io + Regal.io Podcast * Revenue Rehab My Journey Episode 35 * Revenue Rehab My Journey Episode 37 * Revenue Rehab My Journey Episode 41

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Jim Kraus, President of Buyer Persona Institute (BPI) and a leading authority on buyer personas and buying insights.

BPI’s buyer persona research and workshop methodologies have become the gold standard for thousands of marketers in hundreds of companies worldwide that rely on these studies to reveal everything a prospective buyer needs to know and experience to have confidence in their solution. Marketers use these insights to develop strategies and messaging that drive more leads, improve conversion rates, and helps sales hit their numbers.

In addition to his work at BPI, Jim is an avid blogger, author of the Buyer Persona Buzz newsletter, and is currently working on a second edition of the book Buyer Personas with BPI’s founder, Adele Revella. Jim also frequently speaks at events and podcasts to advance the thinking around buyer personas and buying insights more broadly.

Outside of work, Jim enjoys travel, reading, sports, and spending time with his family.

On the couch Brandi and Jim will tackle Common Hurdles in the Journey to Uncover Buyer Insights.

Links: * Get in touch with Jim Kraus on: + LinkedIn + Buyer Persona Institute (BPI) * Revenue Rehab Episode 19 Voice of the Customer

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This week our host Brandi Starr is joined by Steffen Hedebrandt, Chief Marketing Officer & Co-Founder at Dreamdata.

Dreamdata is a Revenue Attribution Platform that collects, joins, and cleans all data to give an insightful value to your business.

Steffen is a subject matter expert in connecting marketing activities with revenue. He has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling the commercial side of a business.

A notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen knows the pain points of rapidly scaling marketing and growth firsthand.

On the couch Brandi and Lindsey will tackle Content ROI: How B2B Teams Measure & Optimize for Success.

Links: Get in touch with Steffen Hedebrandt on:

LinkedIn
Twitter
YouTube
Dreamdata- Revenue Attribution
Attributed Podcast by Dreamdata

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This week our host Brandi Starr is joined by Lindsey Hawkins, Founder, and President of Be More Nimble consulting.

Lindsey is a dynamic professional who combines her artistic background, problem-solving abilities, and leadership acumen to create impactful results in the business world. Throughout her career, Lindsey has had the opportunity to work with some of the largest brands in the world, showcasing her expertise in the fields of art, design, and communications. Her involvement in the operations of creative content and digital transformations, from large IT training programs to Fortune 500 content ecosystems, demonstrates her versatility and adaptability across various industries.

Lindsey's entrepreneurial spirit and curiosity have led her to explore different avenues within the business world. She has developed a passion for coaching, consulting, and collaborating with clients and colleagues, leveraging her diverse experiences to provide valuable insights and guidance.

Today, Lindsey serves as a strategic leader of leaders, capable of building and overseeing global teams. She understands the importance of uniting individuals toward a common goal, providing them with the necessary support and resources for success. Lindsey's leadership skills enable her to effectively navigate complex situations, make informed decisions, and drive positive outcomes for her employees, colleagues, clients, and community.

On the couch Brandi and Lindsey will tackle The Ecosystem of Content: A Harmony of Strategy, Vision, and Brand Integrity.

Links: Get in touch with Lindsey Hawkins on:

LinkedIn
Be More Nimble
Instagram

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This week our host Brandi Starr is joined by Rachel Downey, Founder & CEO at Share Your Genius.

Rachel is the founder and CEO of Share Your Genius, an award-winning podcast production company. With an innate ability to connect with humans first on all levels, plus her years of work in B2B marketing, live performance, and large-scale events, she and her team of strategic producers create brand shows that drive real engagement and impact.

On the couch Brandi and Rachel will tackle The Power of Podcasting: Cultivating Brand Love through Authentic Stories.

Links: Get in touch with Rachel Downey on:

LinkedIn
Share Your Genius
Voicemails with Rachel (podcast)

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Abi Williams, Chief Revenue Officer at Lead Not Lag.

Abi has spent 20+ years in Venture Capital and PE-backed companies of varying sizes in the SaaS, B2B space such as Oracle, META, LinkedIn, Pluralsight, Udemy, and Oliva as a revenue leader. She has also excelled in driving sustainable profitability for businesses, improving bottom and top-line revenue performance for scaleups.

Abi’s expertise is focused on three areas. One is Fractional CRO; helping CEOs fill in strategic and tactical GTM voids such as mapping out effective customer engagement processes, optimizing the sales funnel, establishing sales processes and systems to define ICPs and increase operational efficiencies. This also includes improving revenue forecasting and rigor, coaching head of sales, hiring, developing, and retaining top talent to optimize revenue outcomes across go-to-market.

Abi is also experienced in C-Suite and Executive Coaching. By supporting leaders at all levels to lead authentically, compassionately, and effectively, she helps them remove roadblocks to make intelligent and impactful decisions.

As a board member or consultant, Abi supports founders, CEOs, CROs, and other senior leaders create and execute robust GTM strategies spanning sales led, PLG or ecosystem motions.

Abi is currently a member of the European Women on Boards, and an advisor to several start-ups, an ardent keynote and public speaker on topics such as leadership, sustainable revenue growth, building a world-class executive team, DEI, and fostering people-centric cultures for consistent results.

She is the author of the book 10 Traits of Great Leadership That Are Often Overlooked, a playbook for leaders and aspiring leaders who want to be outstanding in their role.

Abi's mantra is: 'see a diamond in every stone and make your environment better than you met it”.

On the couch Brandi and Abi will tackle Filling the Void: Strategies to Overcome the Executive Competency Gap.

Links: Get in touch with Abi Williams on:

LinkedIn
Lead Not Lag
10 Traits of Great Leadership That Are Often Overlooked

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Braxton Carr, Revenue Enablement Director at UserGems.

Braxton Carr is passionate about building enablement programs that feature coaching at the center and reflect the skills and growth opportunities of reps on the team.

Before leading Enablement departments, Braxton cut his teeth as a mid-market and enterprise AE, selling in the MarTech space.

When not in the office, you can find Braxton downhill skiing in the winters and scuba diving in the summers.

On the couch Brandi and Braxton will tackle Champion Tracking: Unearthing Hidden Pipelines in B2B Marketing.

Links: Get in touch with Braxton Carr on:

LinkedIn
UserGems

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Georgie Papacostas, VP of Customer Success at Sales Assembly.

Georgie is a third-culture kid born in the US to Greek immigrants who grew up in the Middle East. She began her career in the public sector at the Embassy of Cyprus, conducted health care research as an analyst at the Advisory Board Company in Washington, DC., and taught English in Spain and Ethiopia.

Leaping into SaaS and Customer Success in 2015, her first Customer Success role was at HubSpot’s Dublin, Ireland office, where she became a leader overseeing the Implementation Specialist team. Since then, Georgie has led more than 40 global Customer Success professionals across teams at SaaS companies of various stages, including Sprout Social, Showpad (Learncore) and Workday (ScoutRFP).

Georgie has spent her entire career at mission-driven organizations and companies, consistently putting the citizen, the patient, the customer, or the team at the center of everything she does.

On the couch Brandi and Georgie will tackle Sustaining Success: The Integral Role of Customer Success in Revenue Teams

Links: Get in touch with Georgie Papacostas on

LinkedIn
Sales Assembly

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Ryan Johnston.

Ryan is a marketing executive with deep expertise in demand generation. From highly verticalized and ABM motions in the enterprise to PLG motions at start-ups, he has seen it all and built go-to-market strategies at multiple B2B tech companies along the way. In his most recent role, he caught the AI wave early as VP, Marketing at Writer.

On the couch, Brandi and Ryan will take on AI Powered Content Creation: Key Considerations When Getting Started with AI.

Links: * Get in touch with Ryan Johnston on LinkedIn * Revenue Rehab Episode 53: AI and Marketing: A Love Story in the Making

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Taft Love, founder of Iceberg RevOps.

Iceberg RevOps is a service that helps sales and marketing teams with their operation needs.

Taft is also the head of sales for DocSend, a Dropbox company.

When he's not focused on sales or revenue operations, Taft is usually spending time with his wife and son or volunteering as a medical transport pilot.

On the couch, Brandi and Taft will tackle Outsource to Outperform: Unlocking Growth by Embracing External Expertise.

Links: Get in touch with Taft Love on

LinkedIn
Iceberg RevOps

Check out Revenue Rehab Episode 50: RevOps as a Growth Driver: Why CMOs Need to Invest

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Kaycee Kalpin, Chief Marketing Officer at Premier, Inc

Kaycee is a graduate of Florida State University, with a bachelor’s degree in political science, and holds a Master of Business Administration (MBA) from American University.

In her role as Chief Marketing Officer for Premier, Kalpin is responsible for creating a bold brand and delivering memorable customer experiences that lead to growth for the company. She joined the company in 2013 and during her tenure, she has built an innovative, agile, and strategic marketing team that differentiates and elevates Premier’s commercial presence. Kalpin and team were instrumental in the launch of Premier’s comprehensive technology and services brand, PINC AITM.

Before joining Premier, Kaycee spent several years in Washington, D.C. growing her health tech and marketing experience as an entrepreneurial lead with the American College of Cardiology. There, she led the development of a suite of digital apps that empower cardiovascular patients to take control of their health.

Kalpin is a digital health and marketing thought leader, certifying Premier’s marketing team in the modern principles of agile marketing. She serves as an advisor for Health-Tech start-ups and a mentor for young professional women seeking to build their personal brands.

In 2022, Kaycee was named a "Top 50 Women Leaders in Technology" by Women We Admire. Additionally, she is a member of the Young Leadership Council for PBS Charlotte, the Charlotte Chapter of the American Marketing Association and Professional Women in Healthcare. Kalpin was also selected to participate in the XXVIII class of the Leadership North Carolina program.

On the couch, in this 60th episode of Revenue Rehab, Brandi and Kaycee will tackle Marketing for Every Stage: Strategies for Pre-Launch, High Growth, and Mature Companies.

Links: Get in touch with Kaycee Kalpin on

LinkedIn
Twitter
Premier Inc.

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Neelu Kaur, Karen Mangia and Hannah Holden for a roundtable discussion on executive burnout.

Neelu Kaur is the Author, Facilitator and Executive Coach at Neelu Kaur Leadership + Wellness. Neelu holds a BS from NYU’s Stern School of Business, an MA in Social & Organizational Psychology from Columbia University and is a certified NLP Master Practitioner and Coach from the NLP Center of New York. She has 15 years of experience specializing in Adult Learning & Leadership Development in Financial Services, Consulting, and the Tech Industry. She focuses on leadership, mindfulness, and burnout management for individuals, teams, and organizations. Neelu recently published her first book, Be Your Own Cheerleader which focuses on self-advocacy for Asian & South Asian Womyn.

Karen Mangia is the President & Chief Strategy Officer at Engineered Innovation Group, Karen is one of the most sought-after keynote speakers in the world, the Wall Street Journal best-selling author of four books, host of the Success from Anywhere podcast and a tenured tech executive. She has also worked at Salesforce, Cisco, and AT&T in the past. Karen is a catalyst who uses curiosity creativity to empower individuals, teams and organizations to successfully define, design and deliver the future.

Hannah Holden is a Burnout Survivor & Specialist at Hannah Holden. Hannah helps high-achieving consultants reboot from burnout with more energy, self-awareness, and intention so that they can love life again. She brings over twenty years' experience in project delivery and consulting together with her passion for body-mind science, yoga, and mindfulness to help her clients prevent and overcome burnout. As Head of Business Consulting for a rapidly growing firm throughout the pandemic she has unique insights into the pressures experienced by consultants, people managers and business leaders. Hannah's personal burnout experience serves as both inspiration for her mission and as inspiration for others to prevent and recover from burnout. She shares her experiences and insights, along with those of her guests on her podcast Burnout Isn't Necessary.

Continuing with mental health awareness month, on the couch this week joining Brandi are Neelu, Karen and Hannah for an Executive Burnout Roundtable: Recognizing, Recovering, and Re-entering.

Links: Get in touch with Neelu Kaur on

Neelu Kaur

Be Your Own Cheerleader

Facebook

Instagram

TikTok

Twitter

Get in touch with Karen Mangia on:

Engineered Innovation Group Podcast: Success from Anywhere

Facebook

Instagram

Twitter

YouTube

Get in touch with Hannah Holden on:

Hannah Holden

Podcast: Burnout Isn't Necessary

Facebook

Instagram

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Lisa Kelly, President and Founder at Workplace Wellness Centre of Excellence and Ruvi Makuni, Global Workplace Wellness Specialist and Certified Stress Master Coach at Fit.Active.Toned.

As the President and Founder of Kelly Wellness Consulting Inc. and the Workplace Wellness Centre of Excellence, Lisa has been cultivating healthy changes in workplaces and individuals across the globe for over 25 years. Through her WWCOE certification and training programs, consulting, and corporate solutions, Lisa’s mission is to create an innovative and collaborative landscape for Workplace Wellness that fosters inclusive and responsive wellness solutions benefiting employees, employers, and communities.

Further, as a Certified Executive Coach, Lisa supports the well-being and professional growth of senior leaders. She holds both a Master of Education and a Bachelor of Commerce degree, a Diploma in Natural Nutrition, a certification in Personal Training, and multiple certifications in Executive Coaching. Lisa was recognized by WELCOA as a Top 100 Health Promotion Professional through their 2014 DISH contest. A Global Workplace Wellness Specialist and a Certified Stress Master Associate, Ruvi Makuni is passionate about supporting organizations to empower their teams so they can thrive in their careers without sacrificing their health. To that end, she facilitates holistic and multi-dimensional Stress Management and wellness initiatives in the workplace.

In her role as a Personal Trainer for busy professionals in 2014, Ruvi observed many professionals were suffering physically and mentally from the toll of their go-go-go lifestyles. Witnessing this inspired her to pivot her career and since then to make it her core mission to highlight the impacts of stress on modern day professionals and instruct organizations on how they can support their employees in managing stress and preventing burnout.

Ruvi’s primary focus and specialty has turned to helping organizations implement Stress Management practices. She also conducts individual Stress Management coaching to help professionals embrace mindful supportive habits, behaviors and actions that can be applied in and out of the workplace to help cope with stressors.

On the couch Brandi, Lisa and Ruvi will tackle Executive Burnout: Turning the Tide for a Healthier Leadership Journey.

Links:

Get in touch with Lisa Kelly on:

LinkedIn
Workplace Wellness Centre of Excellence
Twitter
Facebook
YouTube

Get in touch with Ruvi Makuni on:

LinkedIn
Fit.Active.Toned.

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Jeffery Hassemer, Chief Marketing Officer at Adaptigent.

Jeff has over 20 years of experience helping organizations elevate their market position and reinvigorate their product development. He is a forward-thinking marketing executive and strategist who currently leads the marketing and product management teams at Adaptigent, a software company, where he helps companies bring their core systems to life through application integration.

Jeff holds a Bachelor of Arts in Economics and Business Management from Ripon College. He has also earned certification in Successful Product Management and Pricing Strategies in a Competitive Environment from The Porter Institute and Defining the Strategic Leader from The Center for Creative Leadership.

Jeff is a prominent member of the Association of International Product Marketing and Management (AIPMM).

In this week’s episode of Revenue Rehab, on the couch Brandi and Jeff will tackle: Inbox Enlightenment: Transforming Old Advice into New Revenue.

Links: Get in touch with Jeffery Hassemer on:

LinkedIn
Adaptigent

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Matt Green, CRO at Sales Assembly.

Matt has led sales and operations for multiple hyper-growth, venture backed tech companies. In these roles, he oversaw personnel management, strategic planning, and sales leadership in multiple markets across the U.S.

Earlier in his career, Matt served in leadership roles in both Fortune level and boutique investment banks where he led business development teams and served as Interim Head of Sales for multiple portfolio companies.

Matt now helps run the first and only Scale-as-a-Service platform for the country's most exciting B2B tech companies.

In this week’s episode of Revenue Rehab, on the couch Brandi and Matt will tackle: Transactions to Trust: The Role of Relationship Sales.

Links: Get in touch with Matt Green on:

LinkedIn
Sales Assembly

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Mason Cosby, Director of Demand Generation at Sales Assembly.

Mason specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the Marketing Lead at numerous boutique size, bootstrapped businesses, Mason has sourced over $2.5M in the past 2 years, driving an 8X ROI.

Mason Cosby creates no-nonsense practical marketing execution that drives revenue on which he posts daily content on LinkedIn.

In this week’s episode of Revenue Rehab, on the couch Brandi and Mason will tackle: The Art of the Scrappy ABM: How to Achieve Big Results Without Big Ad Spend.

Links: Get in touch with Mason Cosby on:

LinkedIn
Tiktok
Sales Assembly
The Marketing Ladder podcast

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Brad Rosen, President at Sales Assembly.

Brad is a proven GTM (Sales, CS, Strategic Partnerships) and Operations leader. He has extensive experience in growing B2B GTM teams - including being employee #3 at G2 - and a passion for Revenue Operations. He is a firm believer that a well built out RevOps organization can be a true differentiator to driving efficient and effective growth.

In this week’s episode of Revenue Rehab, on the couch Brandi and Brad delve into: The Ever-Evolving Role of RevOps: Challenges and Opportunities.

Links: Get in touch with Brad Rosen on:

LinkedIn
Sales Assembly

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Nicole Leffer, CMO AI Advisor at A. Catalyst, LLC.

A CMO AI Advisor and marketing strategist, Nicole is known for harnessing the power of AI to revolutionize marketing success.

Nicole is a pioneer in AI-driven marketing, with over a year and a half of hands-on experience deploying AI across content, performance, demand generation, social media, product marketing, and more. Her passion for empowering marketing teams with cutting-edge AI skills and strategies has established her as a trusted collaborator for tech CEOs, CMOs, VPs, and senior marketing and GTM leaders.

With a multifaceted background in SaaS, product-led growth, and e-commerce, Nicole offers valuable insights on integrating AI into workflows and maximizing its potential for results. Her track record of increasing revenue, user growth, and lead generation makes her expertise essential for organizations seeking to accelerate their AI transition and achieve their marketing goals.

In this week’s episode of Revenue Rehab, on the couch Brandi and Nicole dive into the complex and leading edge topic of generative AI-driven marketing in: AI and Marketing: A Love Story in the Making.

Links: Get in touch with Nicole Leffer on:

LinkedIn
CMO AI Advisor

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Andrew Bolis, Fractional CMO & B2B Growth Advisor.

Andrew has 15 years of marketing experience. He has built and led global marketing teams of up to 20 people across both North America & Europe. He has successfully driven revenue growth from Series A to Series E stages at start-ups. Most recently, he was a full-time CMO at a Series B tech company.

Currently, Andrew is a Fractional CMO working with a several B2B start-ups in a part-time capacity to help them drive growth.

In this week’s episode of Revenue Rehab, join us on the couch, where Brandi and Andrew discuss The Flaws of Marketing Attribution: Exploring the Limitations of Software-Based Solutions.

Links: Get in touch with Andrew Bolis on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Lacey Miller, an accomplished marketing professional with over 10 years of experience in the start-up industry.

With a passion for data-driven marketing and social media analytics, Lacey has established herself as a foundational marketer who has helped numerous start-ups achieve their growth goals.

Throughout her career, Lacey has worked with start-ups of varying sizes and industries and has a proven track record of delivering successful marketing strategies that have driven growth and revenue. She has a deep understanding of consumer behavior and a keen ability to analyze data, allowing her to develop effective marketing campaigns that resonate with target audiences.

In addition to her expertise in marketing and social media analytics, Lacey is also skilled in brand development, product positioning, and go-to-market strategy. She is a strategic thinker with a keen eye for detail and a strong commitment to driving results.

When not working, Lacey enjoys entrepreneurial podcasts and attending industry events to stay up to date on the latest trends and best practices. She also enjoys volunteering with local organizations and mentoring aspiring marketers.

In this week’s episode of Revenue Rehab, join us on the couch, where Brandi and Lacey tackle TikTok for B2B: Advice for CMOs Considering Experimenting.

Links: Get in touch with Lacey Miller on:

LinkedIn
Twitter
Instagram
TikTok

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Rosalyn Santa Elena, Founder & Chief Revenue Operations Officer at The RevOps Collective.

Rosalyn has over 20 years of experience leading GTM & Revenue Operations at several enterprise companies and high growth start-ups. As the Founder and Chief Revenue Operations Officer of The RevOps Collective, Rosalyn is on a mission to Elevate, Empower, and Enable Revenue Operations to be the strategic differentiator of every organization to optimize the end-to-end customer journey and power The Revenue Engine.

Rosalyn is also an advisor for several high-growth start-ups, an active leader in multiple communities, a RevOps instructor, a keynote speaker, and the host of The Revenue Engine Podcast.

Join us on the couch for our 50th episode of Revenue Rehab, where Brandi and Rosalyn discuss RevOps as a Growth Driver: Why CMOs Need to Invest.

Links: Get in touch with Rosalyn Santa Elena on:

LinkedIn
The Revenue Engine Podcast
The RevOps Collective

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Christopher Roche, CEO at Catalyst Consulting.

Chris Roche is the Founder and CEO of Catalyst Consulting, a full-service revenue and pipeline growth focused marketing agency. Catalyst specializes in partnering with B2B SAAS companies on both strategy and execution of demand generation.

In this week’s episode of Revenue Rehab, Brandi and Chris discuss the pros, cons, and everything in-between when it comes to Personal Brand Building on LinkedIn: Option or Requirement + Tips for How.

Links: Get in touch with Christopher Roche on:

LinkedIn
TikTok
Catalyst Consulting

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Stacey Danheiser, the Founder and CMO at Shake Marketing Group.

Stacey Danheiser is a seasoned marketing executive specializing in building go-to-market strategies and high-performing marketing teams for scaling b2b organizations. Helping to transform over two dozen B2B enterprises from product pushers to customer-value led organizations, Stacey’s approach to grow revenue and profits through targeted, cohesive marketing and sales has led her clients to achieve 118% year over year revenue growth, Inc 5000 listings, over $200 million in closed sales, 90% marketing team retention, customer ‘sweet spot’ growth of 207% year over year.

Stacey runs Soar Marketing Society, a B2B marketing community & mentorship program to help B2B marketers build more credibility with the C-suite. Through customized guidance and training, she helps her students learn how to build customer-focused strategies that drive results. Stacey has also appeared as a guest speaker at various in-person and virtual events led by the Business Marketing Association, University of Colorado LEEDS alumni, Hays, Jack Welch Management Institute, and >30 marketing and business podcasts. As co-author of two marketing books covering marketing and sales alignment, customer value propositions, and how to develop high-performing marketing teams, Stacey has further contributed her advice to Forrester Research and has written numerous articles for The Journal of Sales Transformation and the ISMM publication Winning Edge.

In this week’s episode of Revenue Rehab, join Brandi and Stacey on the couch as they guide CMOs to greater success through their discussion on Building Trust: 3 Ways to Gain More Credibility With the C-suite.

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This week our host Brandi Starr is joined by Rene Zamora, Part-Time Sales Management Consultant at Sales Manager Now.

Rene is one of the original Fractional Sales Managers, founding Sales Manager Now in 2006 after a 25-year corporate career in sales and sales management. In 2018 he authored Part-Time Sales Management, a guide written for small business owners who manage their sales teams. He has consultants working for him, his business is growing, and he loves to give and share.

In this week’s episode of Revenue Rehab, on the couch Brandi and Rene dig into Sales Management Misconceptions: Why the Most Popular Techniques Don't Work.

Links: Get in touch with Rene Zamora on:

LinkedIn
Twitter
YouTube
Sales Manager Now

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This week our host Brandi Starr is joined by Kip Knight, author, coach, and Operating Partner at CMO Coaches, a national coaching network for marketing leaders.

Kip is also an Operating Partner at Thomvest, a $500 million VC fund based in the Bay Area Kip, a Board member at Netbase Quid, a leading consumer analytics company, and a Senior Advisor with Drake Star Partners, an investment bank specializing in the technology and communication sectors.

Kip has worked in over 60 countries, starting his career at P&G in brand management. He has held numerous senior executive roles at PepsiCo, YUM Brands, eBay, and H&R Block, including CMO at Taco Bell and president of H&R Block.

He is founder of the U.S. Marketing Communication College, dedicated to teaching communication strategy to diplomats in the State Department. Kip is the co-author of Crafting Persuasion: A Leader’s Handbook to Change Minds and Influence Behavior and author of Learn to Leap: How Leaders Turn Risk into Opportunities. Kip earned his B.S. degree from LSU in marketing and his MBA from the University of Cincinnati.

In this week’s episode of Revenue Rehab, on the couch, Brandi and Kip dig into a topic sure to interest both current CMOs and marketers looking to step into the role; The #1 Reason CMOs Get Fired: Lack of alignment with their CEO.

Links: * Get in touch with Kip Knight on: + LinkedIn + Twitter + CMO Coaches * Wish you took more chance with your life and career? Check out the book “Learn to Leap: How Leaders Turn Risk Into Opportunity” on Amazon.

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Brendan Dell, Messaging Expert & Tech Executive at Brendan Dell.

A positioning and messaging expert to top technology brands, Brendan’s clients include Expedia, ADP, HP, YC and 99 Start Ups portfolio companies, and many others. His book the 12 Immutable Laws of High-Impact Messaging shares rules for standing out in crowded markets.

Brendan’s new course, $1B Pitch, examines the 8 elements of $1B pitches. His podcast Billion Dollar Tech reaches founders, executives, Venture Capitalists and Private Equity investors globally.

In this week’s episode of Revenue Rehab, on the couch, Brandi and Brendan tackle the critical issue of Brand Positioning: Achieving Growth, Even with Non-Mission Critical Offerings.

Links: Get in touch with Brendan Dell on:

LinkedIn
Instagram
Brendan Dell
Billion Dollar Tech Podcast

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by B2B marketing leader, Adi B. Reske.

Adi has many years of experience as a B2B marketing leader, she is an entrepreneur with a love of coffee and traveling and is an aspiring birthday cake baker living in Boston, MA.

In this week’s episode of Revenue Rehab, join Brandi and Adi on the couch as they discuss a hot topic in marketing; In-House vs Outsourced: The Debate.

Links: Get in touch with Adi B. Reske on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Joseph Reynoso, founder and CEO at Tierra Nueva Interactive.

Joe is a sustainable growth advisor with 12 years of integrated experience designing, activating, measuring, and optimizing go-to-market strategies for early & mid-stage tech companies. A B2B Demand Generation Strategy firm, Tierra Nueva Interactive is focused on helping SAAS founders and their teams reduce waste, increase pipe, and accelerate sales velocity in more customer-centric way.

In this week’s episode of Revenue Rehab, and likely of particular interest to early-stage SaaS tech heads of marketing, listen as Brandi and Joe dive into a valuable discussion on The Modern Marketing Playbook: Advice for Early-Stage Tech Start-ups.

Links: Get in touch with Joseph Reynoso on:

LinkedIn
Tierra Nueva Interactive

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Gary Kibel, a partner at law firm Davis+Gilbert LLP in New York City, in the Digital Media, Technology & Privacy Practice Group.

Gary is a Certified Information Privacy Professional (CIPP) and a member of the Publications Advisory Board of the International Association of Privacy Professionals (IAPP). He advises ad tech companies, advertising agencies, publishers, brands, and other commercial entities regarding transactions for interactive media, behavioural advertising, social media, programmatic media buying, affiliate marketing, data collection and usage, and other emerging products and services regarding a wide range of issues, including digital media and privacy issues, insertion orders, leveraging data, advertising issues, privacy disclosures, contractual obligations, security breaches, and compliance with a wide variety of privacy laws and self-regulatory obligations. Gary also serves as General Counsel to the Performance Marketing Association.

Davis+Gilbert, a full-service law firm, is recognized as one of the premier law firms in the United States representing the marketing communications industry for over 110 years. The firm is an associate member of the Interactive Advertising Bureau (IAB).

In this week’s very timely episode of Revenue Rehab, Brandi and Gary shed much needed light on Ad Privacy Legislation: What It Means, What It Doesn't, & Why There's No Need to Panic.

Links: Get in touch with Gary Kibel on:

LinkedIn
Twitter
Davis+Gilbert LLP

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by David Meyer, Managing Director SD Services / Chief Revenue Officer at Clarify.

As a co-founder of Clarify, David has been intimately involved in every aspect of growing the business from 6 people in a living room to the 180 people they are today.

Clarify services global and scale-up technology companies to help create sustainable revenue growth through the provision of Sales, Marketing and Talent consulting and services.

David’s experience in selling and leading sales teams working with high value technology ($100,000s to $10s of millions) into Enterprise Commercial, Central Government as well as SMB has translated into a breadth of sales experience that could not have been gained anywhere else.

As a huge believer in the power of helping others, David is immensely proud to serve in his role as a Trustee for the Clarify Foundation. Since its formation the Foundation has raised over £150,000, every penny of which has been spent directly on projects in Uganda supporting the local community.

In this week’s episode, the third installment of Revenue Rehab’s My Journey series, on the couch Brandi and David discuss his path to co-founding Clarify in My Journey with David Meyer: Starting from 6 people in a Livingroom.

Links: Get in touch with David Meyer on:

LinkedIn
Clarify

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This week our host, Brandi Starr, is joined by Carly J. Cais, Founder & CEO at RevvSpark.

Carly is an expert in streamlining B2B technology companies to ignite rapid growth. One of her most effective strategies in achieving this is her 5-step process which focuses on Sales, Positioning, Acquisition & Assessment, Responsibility, and Kickstarting Lead Flow.

She helps SaaS companies gain market traction, build inbound, increase closing, fill the pipeline, and scale, specializing in companies in the Startup to Scaleup phase (Seed - Series B), below $25M in revenue.

As a speaker, Carly has spoken on a variety of topics related to technology, start-ups, business, & marketing, and she is a PDX Women in Technology mentor and volunteer.

In this week’s episode of Revenue Rehab, on the couch Brandi and Carly tackle Kickstarting Lead Flow: Strategies and Tactics to Becoming a Content Machine.

Links: Get in touch with Carly J. Cais on:

LinkedIn
Facebook
The Conversion Content System (freebie for listeners!)
RevvSpark

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by Dan Dillon, Chief Marketing Officer at Reveal Mobile.

Dan is responsible for all aspects of Reveal Mobile's marketing strategy, execution and measurement centered on generating qualified demand, sales pipeline and MRR. He has nearly 20 years of software marketing experience with expertise in marketing and sales alignment, revenue marketing, positioning, and messaging, influencer marketing, content marketing, and PR.

In this week’s episode of Revenue Rehab, Brandi and Dan Dillon dive into the hot topic of Influencer Marketing, with an important distinction: B2B Influencers. Join us for our first episode of 2023: Influencer Marketing: Leveraging Leaders & Advocates to Drive Demand.

Links: Get in touch with Dan Dillon on:

LinkedIn
Reveal Mobile

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Amelia Taylor, Strategic Sales & Lead Evangelist at regie.ai and Tara Pawlak, Head of Marketing at GetAccept.

Amelia is known as a daily challenger of the status quo, a devoted mother of 2, a former D1 athlete, and highly skilled in the art of sales communication. She specializes in content creation for modern GTM teams, meeting buyers where they ""live"", GTM strategies, strategic sales techniques, social revenue generation, brand building, and SDR coaching backed by EQ + IQ.

Tara is a B2B Marketing leader who has a passion for all things revenue & strategic marketing, with a special focus on demand generation, operations, and analytics. She currently leads the GetAccept US & EU marketing teams to grow demand by leveraging brand, demand gen strategies to create exciting buzz and trying out the latest marketing tech trends. In her spare time, Tara enjoys spending every minute with her husband, 3 kids and high energy labradoodle.

Be sure to listen in to this week’s episode, where on the couch Brandi, Amelia and Tara will tackle a Marketing & Sales Divide: Perspective from Both Sides.

Links: Get in touch with Tara Pawlak on:

LinkedIn
GetAccept
The Sales Ladder Podcast

Get in touch with Amelia Taylor on:

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Mike Simmons, Fractional (CRO) Sales & Success Leader at Catalyst Sale.

Mike has worked in high growth tech companies over the past 22+ years as an individual contributor and leader. With pivotal roles at UPS, SmartForce (acquired by SkillSoft), O’Reilly Media, and with clients such as Intel, Microsoft, MIT, the Walt Disney Company, Full Sail University, and a number of early-stage start-ups.

A coach, an enabler, and a leader who knows that legacy is built through developing better leaders, Mike’s work is built on a combination of processes, frameworks, methods, tools, & applied thinking. He helps business leaders and founders find clarity, stop second-guessing the work they do, and take the next logical step.

In this week’s episode, the second installment of Revenue Rehab’s my journey series, Brandi and Mike discuss his unusual path to the present in My Journey with An Uncommon Career Path to GTM Leadership.

Links: Get in touch with Mike Simmons on:

LinkedIn
Twitter
Catalyst Sale

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Wendy White and Jaime Romero in a conversation centered around Gated vs Non-Gated Content: Taking Sides on the Issue. Wendy is the CMO at Daxko and Jaime is the Vice President of Corporate Marketing at Fortinet.

With an agile mindset of a start-up CMO combined with the broad operational, financial depth of a F100 executive, and as a high-tech marketing expert, Wendy White’s business acumen combined with her technical expertise is a 1 - 2 punch. She drives tangible business, revenue, and brand results, transforming and revitalizing teams, building marketing functions from the ground up, and leads through change.

A data driven and a people-centric marketing leader with a focus on business outcomes, Jaime Romero is currently Vice President of Corporate Marketing at Fortinet (FTNT) driving brand and demand. With over 15 years of marketing experience, he builds high performing marketing teams and is constantly on the lookout for great talent.

Be sure to listen in to this week’s episode, where on the couch Brandi, Wendy, and Jaime, they deliberate opposite sides of strategies, benefits, and pitfalls around Gated vs Non-Gated Content: Taking Sides on the Issue.

Links: Get in touch with Wendy White on:

LinkedIn
Daxko

Get in touch with Jaime Romero on:

LinkedIn
Fortinet

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Tyler Shields, CMO at JupiterOne.

Tyler advises, guides, and operates high tech start-ups primarily in the B2B cyber security space. As a former market analyst, engineer, product manager, marketing leader, and partnership manager, Tyler builds and grows businesses – in all aspects. He is a board advisor or board member at multiple firms and an investment advisor for multiple venture capital and debt firms and his experience includes starting, leading, and growing companies including JupiterOne, CA Technologies, Sonatype, Signal Sciences, Veracode, Symantec, LURHQ, Secureworks, and @Stake.

As a well-known leader in entrepreneurship and innovation in the cyber security market, and having spoken at many major industry conferences, his expert commentary has been referenced online and in print by publishers such as Rolling Stone, Bloomberg, Forbes, Reuters, and the LA Times.

In this week’s episode, the first of Revenue Rehab’s my journey series, Brandi and Tyler discuss his unique path to the present in My Journey with Tyler Shields: Analyst, Investor, CMO.

Links: Get in touch with Tyler Shields on:

LinkedIn
Twitter
JupiterOne
Cyber Therapy Podcast
Enterprise Security Podcast

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Tiziana Barrow, Founder and CEO at Tilagia and Gerardo Dada, CMO at Catchpoint. On the couch Brandi, Tiziana and Gerardo will tackle Competitive Intel vs. Competitor Obsession.

Tiziana Barrow has spent the last 20+ years of her career in the B2B high tech Industry in key positions, including VP of Marketing, Principal Marketing Consultant, Director of Competitive & Market

Intelligence, and Analyst Relations. Passionate about building strategies, innovative campaigns, and the teams that thrive to deliver, Tiziana is very much a change agent marketer who finds satisfaction in producing high quality results. She has also been part of building and growing start-up companies, including Symantec, the industry’s most popular antivirus software provider and Eloqua—prior to the Oracle acquisition—a marketing automation platform.

Gerardo Dada has over 20 years of experience in technology marketing and has been at the center of the Web, Mobile, Social, and Cloud revolutions. He has held senior marketing and strategy positions at SolarWinds, Microsoft, Rackspace, DataCore, BazaarVoice, and Keeper Security. He writes on his blog www.theAdaptiveMarketer.com

Together, in this week’s episode, Competitive Intel vs. Competitor Obsession Striking the Right Balance, Brandi, Tiziana and Gerardo explore the difference between competitive intel and competitor obsession, value versus reaction, how to use the intel when you have it and much more.

Links: Get in touch with Tiziana Barrow on:

LinkedIn
Tilagia

Get in touch with Gerardo Dada on:

LinkedIn
Twitter
YouTube
Blog

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Phil Stanley, Senior Strategist at InVision Communications.

Phil lives in the Boston area with his wife and has a son, 28 years old, and a daughter who is 25 years old. Phil is focused on the B2B space and is adept at listening and consulting with his clients to understand their aspirations, goals, and objectives to create unique experiences. Phil is responsible for translating market conditions into insights, recommendations, and positive outcomes for clients. He has worked with brands such as Splunk, ServiceNow, Intel, Nvidia, Microsoft and IBM.

In this week’s episode, Brandi, and Phil tackle event sponsorship. In their discussion, Phil expounds upon the value of event sponsorship, the need to understand objectives and the ROI of sponsoring events with a focus on being Collaborative Not Cookie Cutter, A New Approach to Event Sponsorship.

Links: Get in touch with Phil Stanley on:

LinkedIn
InVision Communications

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This week our host Brandi Starr is joined by Coco Brown and Sabrina Hannam. Coco is the Founder & CEO at Athena Alliance and Sabrina is the CEO & Board Chair at Boardswell. On the couch Brandi, Coco and Sabrina will tackle CMO Exit: Securing a Coveted Board Seat.

Athena Alliance has helped thousands of leaders grow and advance in their executive careers and has brought over 400 women to corporate boards from growth stage private companies to name brand public companies. And as the founder and CEO, Coco has personally worked with hundreds of top leaders, CEOs, and boards to evolve modern leadership. She’s served on ten commercial and non-profit boards and advisory boards, and has led two notable companies (Taos, acquired by IBM, and now Athena). She is part of Nasdaq's Governance Insights Council and is often called on to share guidance to the evolving focus and breadth of responsibility within the Modern Boardroom.

Boardswell is a B2B technology enabled marketplace start-up that leverages proprietary technology to successfully match multicultural candidates for private and public board roles to diversify America's corporation boards by 30% by 2030. As the CEO & Board Chair, Sabrina creates value by leveraging her network to finance, grow and diversify businesses. In her concurrent role, as Chief Corporate Development Officer at a technology start-up with unicorn status of $1.5B, she created the Environment, Social, and Governance that green-lighted $125 million in Series C financing from SoftBank Vision Fund 2.

In this week’s episode, Brandi, Coco, and Sabrina discuss another ‘next step’ for CMOs in our Revenue Rehab series on CMO Exits: Securing a Coveted Board Seat.

Links: Get in touch with Coco Brown on:

LinkedIn
Athena Alliance

Get in touch with Sabrina Hannam on:

LinkedIn
Twitter
Instagram
YouTube
TikTok
Boardswell

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host, Brandi Starr, is joined by John Brezinsky, VP of Global Product Marketing for Searchmetrics.

A technology company, Searchmetrics helps enterprises increase revenue by leveraging insights from search data. John has also worked for some of the largest companies in the world, like Pearson, as well as feisty start-ups like FiscalNote. In that time, he has built product marketing teams and launched successful campaigns that drive business. John’s passions include messaging, competitive positioning, and saltwater aquariums.In this week’s episode, Brandi and John tackle the relationship between Marketing and Sales teams. In their discussion, they share the value that can be found in an improved collaboration and how marketers can better start Aligning with Sales: Listening, Saying No, and Creating a Positive Feedback Loop.

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This week our host Brandi Starr is joined by Hana Jacover, the Chief Hype Officer & Coach at Hype House Consulting.

After 10+ successful years of building and executing marketing and marketing operations strategies for B2B Tech companies, Hana started seeing a critical pattern. Not around campaign performance or KPIs, the latest marketing jargon, tools, and technology...but around the people. This most essential pillar seemed to be experiencing burnout, imposter syndrome, hyper-productivity without desired results, lack of management training, and more. And the most impacted? The high performers who are giving their all and likely stepping into (or recently have) leadership roles. This gap drove Hana to re-evaluate how she could better serve the B2B marketing community and democratize coaching to address and close these critical gaps for the incoming C-level.

Hana shares that her goal is to make coaching accessible for everyone and use her experience to provide a balance between role-specific and industry context (never advice), effective communication, and techniques designed to empower.

In this week’s episode, Brandi and Hana talk perspective, possibilities, and the future of Web3: What it Means for B2B Marketers.

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This week our host Brandi Starr is joined by Elizabeth Irvine, the VP of Marketing for MarketMuse, where she drives the content, demand generation and sales enablement initiatives for the organization.

Elizabeth spent over eight years at TechTarget, five of which were in London where she built the site marketing department for the new European branch spanning four international markets and languages. She spent a year at Gartner, building an audience for their marketing-focused product as well as a year at an early-stage start-up, Code Ocean.

Elizabeth joined MarketMuse in 2018 as the first full-time marketer and built the marketing structure and automation from the ground up. Additionally, Elizabeth organized the marketing launch for MarketMuse’s first self-serve products, launched an affiliate program and regularly litters the company slack with corny quips and The Office gifs.In this week’s episode, Brandi and Elizabeth discuss the intricacies of Event Sponsorships. Touching on how to be effective, getting attendee attention and how to select which events for sponsorship will best suit your needs and goals, this episode of Revenue Rehab has everything you need to evaluate: Event Sponsorships – Value or Waste.

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This week our host Brandi Starr is joined by Max Stoddard, Chief of Staff at Tegrita.

Max is passionate about enabling growth and success and loves seeing anything run more smoothly and people achieve more because of her contribution. Throughout much of her career, at both start-ups and within established companies, Max has successfully flipped existing, outdated processes on their heads to streamline and add sanity to obsolete approaches. Max has mentored many colleagues and helped others build their careers.

In this week’s episode, on the couch, Brandi and fellow ‘Tegritan’ Max tackle Managing Through Rough Times. Join them for real talk on How to Lead with Vulnerability and Authenticity.

Links: Get in touch with Max Stoddard on:

LinkedIn
Learn more about Tegrita

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Meagen Eisenberg, CMO of TripActions.

Meagen has spent over 20 years in high-tech, previously at MongoDB (Nasdaq: MDB) and on the board of G2, Terminus and Reactful. Before MongoDB, Meagen was VP of Demand Generation at DocuSign (Nasdaq: DOCU).

Named Top 25 for B2B Marketing Influencers, Meagen has advised over 30 tech companies such as Loom, Branch.io, CoreOS, and Productboard, 7 of which were acquired in the past few years. Meagen has an MBA from Yale SOM, and a B.S. degree in MIS and a minor in CSC from Cal Poly – SLO.In this week’s episode, Brandi and self-described builder, Meagen, tackle Growth & Scaling. With 17 successful exits since 2011 as an operator and advisor, including 3 IPOs and 14 mergers and acquisitions, CMOs will get the blueprint for Achieving a Successful Exit as CMO directly from a proven expert.

Links: Get in touch with Meagen Eisenberg on:

LinkedIn
Twitter

Learn more about TripActions

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Duane Dufault, Head of Revenue at SellingSaas & 1build.

Duane is a college dropout, construction worker who made a complete shift in his life over a decade ago so he could be home for his kids.

He’s sold just about everything from newspapers, toilets and flooring, printers door to door, to SMB Saas and mid-market, all the way up to fortune 100 Enterprise Software. You name it, Duane has sold it, sold into, or helped someone else sell it.In this weeks’ episode, Growth is a Holistic Objective, Duane and Brandi really dig into the entirety of the sales cycle. From beginning to end, to structure and resale, to incentivizing revenue teams, on the couch Brandi and Duane will tackle Growth is a Holistic Objective: Measuring Success Across the Revenue Cycle.

Links: Get in touch with Duane Dufault on:

LinkedIn
Twitter
Instagram
Facebook
TikTok
Duane Dufault Website
SellingSaas podcast

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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In this episode of Revenue Rehab, Brandi Starr is joined by Mona Akmal.

Mona is the CEO and co-founder at Falkon, a go to market intelligence platform with a mission to replicate successful deals for sales and marketing teams. As a product and engineering veteran with over 10 years of managing product teams at companies such as Microsoft, Zulily, Code.org and Amparity, Mona loves building solutions to technically difficult problems. She has helped build many products, businesses and teams from zero to scale, including taking doc in the cloud OneDrive and Office from 1 million to 1 billion, and from zero to 11 million in ARR at Amparity.

On the couch, Mona and Brandi will discuss how marketing teams in SaaS companies can effectively leverage product usage data. Mona opens up to talk about how product data should be a top priority rather than being used for indexing on intent, data, and dark social.

Links:

Get in touch with Mona on LinkedIn
Learn more about Falkon

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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In this episode of Revenue Rehab, Brandi Starr is joined by Angus Robertson. Angus is a fractional CMO with Chief Outsiders and co-chair of the Comp TIA business applications and advisory council. Chief Outsiders consists of more than 100 fractional CMOs, who help companies grow through best-in class marketing strategy and execution. Previously, Angus was CRO at a business continuity firm Axcient where he managed sales, marketing and partner success. Angus was also EVP of Marketing at Conversant acquired by OneTrust, CMO at insightsoftware and VP of Product Marketing at public telecoms company Spirent.

On the couch, Angus and Brandi will discuss the pros and cons of the Fractional CMO role, as well as delving into some deciding factors when making the move.

Links:

Get in touch with Angus Robertson on LinkedIn
Learn more about Chief Outsiders

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined Helen Baptist, a COO and member of the executive team at PathFactory. Responsible for all revenue and customer satisfaction, Helen also leads sales, marketing, partnerships, and customer experience and is the executive sponsor of the DE&I committee.

Helen started her career as a secretary and has held numerous GTM team positions, including marketing, customer success, and business development, allowing her to bring an end-to-end view of the customer journey to playbooks she has developed and deployed.In this weeks’ episode, Un-Siloed - Leading a Single Revenue Team, Helen and Brandi deconstruct the silo through the lens of Helen’s unique role as a COO who owns all of revenue. This 35-minute guided tour to creating a successful post-sale experience in the customer journey is one you won’t want to miss!

Links: Get in touch with Helen Baptist on:

LinkedIn
Twitter
Instagram

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Ed Frame founder of Exemplify based in Melbourne, Australia. Ed designed Exemplify to help businesses work with customers that truly appreciate them, with a focus on getting qualified leads that turn into long-term, satisfied customers.

Ed has established a “Customer Longevity Framework”; turning buyers into repeat customers, brand advocates and referral partners without increasing your ad spend. Working with his clients to improve customer experience, Ed uses the power of Hubspot CRM and Email Automation, implementing these through workshops and strategic customer mapping sessions.

in this week’s episode, Journey +Process, tackling issues many CMOs are facing today when it comes to driving revenue, on the couch Brandi and Ed dig deep into mapping out the customer journey and the processes needed to create a world class post-sale customer experience.

Links: Get in touch with Ed Frame on:

LinkedIn
Exemplify

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Shift Paradigm VP & Sr Principal advisor Jen Anderson-Alonzi where they discuss Pipeline Strategies for CMOs.

Jen Anderson-Alonzi is a CMO and GM with nearly 20 years of experience in transformation, turnaround, and scaling businesses. Jen has built out more than half a dozen revenue organizations, turned around a failing enterprise, launched new products and divisions, and scaled fledgling start-ups. She's currently an executive with Shift Paradigm, a marketing strategy and technology consulting firm that helps organizations solve the invisible problems that hurt performance, aligning them from top-to-bottom around growth.

In this new era of post-pandemic marketing, an ongoing shift in spending continues to emerge affecting consumer and B2B markets alike. CMOs assessing product-market fit or the psychology of buyers is critical to success, especially within B2B marketing.

On the couch Brandi and Jen tackle the struggle CMOs are experiencing to develop a Meaningful Pipeline, as it is becoming clear, More Spend is NOT Enough.

Links: Get in touch with Jen Anderson-Alonzi on:

LinkedIn
Shift Paradigm

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week we are joined by Alon Waks and Will Scott.

Alon Waks is a 4-time CMO/marketing leader and seasoned enterprise software executive, having helped B2B and SaaS companies scale and expand their GTM over 20 years. Alon focuses on inbound, outbound and ABM, with compelling B2B2C content and results-based marketing programs.

Will is a Fractional CMO, with 25 years international experience leading B2B Technology Marketing and Product Management teams. He is also a partner in the B2B Product Marketing agency, Aventi Group, and is also a Program Leader at Kellogg School of Management in their executive Digital Marketing and Product Strategy programs.

If you are a CMO considering moving into a fractional role, this episode is packed with real-world advice you can put into action. So, join Brandi, Alon and Will on the couch for 35+ to tackle CMO Exit Strategies.

Links: Get in touch with Alon on LinkedIn and with Will on LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

On the couch Brandi, Alon and Will will tackle CMO Exit Strategies.

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This week our host Brandi Starr is joined by Vice President of Marketing at Ekos, Christina Kyriazi. In this episode, Brandi and Christina are tackling the impact and importance of understanding your customers’ needs.

A self-proclaimed data nerd turned marketer; Christina Kyriazi has a deep passion for data driven marketing that puts the customer at the forefront of every decision. Through her obsession of analyzing results to get to the heart of customer needs, Christina strives to passionately amplify the voice of customers at every business meeting, effectively staying on top of ever shifting and evolving marketplaces and trends.

Join Brandi and Christina for this week's episode, as they discuss essential and informative insights on the importance of listening to the voice of the customer, how to access it and why it matters. With so much packed in to just 30 minutes, today’s session of Revenue Rehab is one you can’t afford to miss!

Links: Get in touch with Christina Kyriazi on LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by CMO in Residence Eric Eden to discuss Leading at a Venture Capital Firm.

As the Chief Marketing Officer at InGO, with 20 plus years of experience in technology marketing for internet services and SaaS solutions, Eric Eden joins Brandi in discussing the ins and outs of the role of a CMO at a Venture Capital Firm.

Sharing his expertise stemming from real life experience building successful marketing teams, implementing marketing technology solutions effectively, driving demand in B2B marketing and increasing shareholder value with best-in-class marketing initiatives, Eric is the ideal expert to take listeners through what it means to lead at a Venture Capital Firm.

From the power of referrals, and the evolution of B2B marketing, to why customization matters, this episode is packed full of insights and strategies valuable for any CMO.

Links: Get in touch with Eric Eden on

LinkedIn
Twitter
Instagram

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by Patrick Ward to discuss Turnaround Strategies When You've Inherited a Dysfunctional Team.

Our guest, Patrick Ward is the VP of Marketing for Rootstrap, a custom software development consultancy that digitally transforms companies like MasterClass & Google, along with A-List Celebrities like Tony Robbins & Snoop Dogg.

"In my current role,” says Patrick, “I inherited a ‘growth-hacking’ oriented team that failed to drive any meaningful revenue for the business - in 2 years I built a predictable pipeline from scratch (0-$36M), a team that delivers results the same as one 3X the size and have 4X’ed ($5-20M) the company in the same span of time."

Whether you’re a CMO taking over a team or you have a team that you think can just work better, this episode is packed with real-world advice and strategies you can put into action. So, join Patrick and Brandi on the couch for 40 minutes packed with strategies on how to turnaround that dysfunctional team.

Links: Get in touch with Patrick Ward on

Nanoglobals.com
LinkedIn
Twitter
Instagram
Facebook
YouTube
Tiktok
Amazon

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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In this episode of Revenue Rehab, Brandi Starr is joined by marketing strategist Carol Grant, who has over 20 years’ marketing experience across multiple areas including product marketing, digital, retail, enterprise, and SaaS.

As the CMO at Syndio, a SaaS company focused on helping large enterprises achieve workplace equity, Carol is uniquely positioned to join Brandi in discussing strategies on how to build a diverse team.

This week Brandi and Carol walk us through how to begin, where to focus and what strategizing looks like when it comes to diversifying your teams.

So, grab a pen and paper or open that notes app and settle in for 45+ mins of so many great recommendations, insights, and key takeaways, you’ll be ready to start Building Your Own Diverse Teams and tackling Challenges in Recruiting Diverse Talent in no time!

Links: * Get in touch with Carol Grant on LinkedIn * Syndio

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week Brandi Starr is joined by Emily Maxie, CMO at Very, to discuss Service-Market Fit.

Emily is a builder who loves solving problems that no one has ever solved before. Emily has led product-market fit strategy at two high-growth tech start-ups, resulting in five-year revenue growth of 1200% at Very, an Internet of Things consulting company, and successful Series A and B rounds for a total of $31.6M in funding at Skuid, a SaaS platform for customizing Salesforce applications.

From the nitty gritty of product-market fit vs. service-market fit, to figuring out your total addressable market, to team building, Brandi and Emily dig in to using the service-market fit model to form or re-shape service businesses.

So, get settled on the sofa for Episode 15, Service-Market Fit: Mastering Market Fit Isn't Just for Product Orgs for a thorough and illuminating discussion in this latest episode of Revenue Rehab.

Links: * Get in touch with Emily Maxie on LinkedIn * Listen to Over the Air available on all platforms * Check out the book Crossing the Chasm

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

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This week our host Brandi Starr is joined by not one but two experts to discuss Finding Your Circle - The Importance of Community for Personal Growth.

Who better to discuss this topic than Matt Heinz of CMO Coffee Talk and Mike Rizzo, the Community-led Founder of MO Pros?

Matt Heinz has 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries, and company sizes. Hi career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty.

Mike Rizzo is also the founder of MarketingOps.com and with his extensive background in marketing Mike helped build, launch, manage and optimize Mavenlink's first-ever user community and Client Advisory Board programs. He is the founder of MO Pros - The Community for Marketing Operations Pros that is growing with an average of 110 new members every month and he is also the co-host of the podcast called Ops Cast by MO Pros.

Listen in to Brandi, Matt and Mike discuss the hows and whys of Community for CMOs and marketers and the importance of Finding Your Tribe.

Links: Get in touch with Matt Heinz

On Linkedin
On Twitter
Get in on the conversation with the Sales Pipeline Radio podcast hosted by Matt

Get in touch with Mike Rizzo

On Linkedin
On Twitter
Instagram
Join the Mo Pros Community
Get in on the conversation with the MarketingOps Podcast
More info on the Marketing Pros website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode “Demand Generation: What's Working, What's Not and the Role Messaging Plays”, Brandi Starr is joined by Jamie Walker, SVP of Global Marketing at Keyfactor. Jamie is responsible for leading a high-performance marketing team that drives brand, demand and experience. Prior to Keyfactor, Jamie held various marketing roles at high-growth start-ups leading all aspects of demand marketing, including client up-sell, digital, testing optimization, account-based marketing, field marketing and channel marketing.

In this episode, Brandi and Jamie discuss focusing beyond the numbers, Brand vs. Demand Generation and how to get the most out of your campaigns.

Links: Get in touch with Jamie Walker:

On LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode, ‘’Customer Advocacy: The Key to Winning at NetNew and Retention’’, Brandi Starr was joined by Adrian Chang, Senior Director, Field & Customer Marketing at Mindtickle. Adrian’s experience as an award-winning executive comes with more than 17 years of hands-on experience. His accolades to date include orchestrating marketing programs and customer success initiatives for generating win-win outcomes for B2B and B2C environments.

In this episode, Adrian discusses the importance of customer advocacy; the necessity of putting the customer first, and allowing the end customer and their experience to guide marketing - particularly within B2B environments.

Emphasizing the need to invest time and energy into converting customers to loyal brand advocates, Adrian believes in a holistic approach when it comes to this journey. According to Adrian, successful customer advocacy starts with literacy on what it takes to create a customer, and an advocate. He also discusses the need to define successful brand advocacy; and the necessary metrics that need to be tracked to achieve results.

Jam-packed with advice around the customer advocacy journey, creating brand advocates, and measuring activity for marketing success, you won’t want to miss this insightful episode!

Links: * Connect with Adrian on LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In this episode of Revenue Rehab, Brandi Starr is joined by Yushau Sodiq Vice President of Verint. Yushau is a marketing executive with over 20 years of experience in all things marketing, including digital, product, and operations, his career spans Fortune 500, consulting, and start-ups working with some of the world's largest brands, like Behr Paint, Dell, and Coca-Cola. He’s also co-host of the popular Podcast 'F the Joneses', with his Physician and Life Coaching wife, Dr. Diana.

In this episode, Yushau shares some key insights into how and why we should shift from the linear imagery of the traditional marketing ‘funnel’.

Yushau and Brandi also discuss the shifting Buyer Journey, how CMOs can address it and the critical role data plays in that journey.

We’re taking on Perfecting the Customer Experience; from the Buyer Journey as an infinite loop, to key take-aways from Revenue Takeover, to why data matters, you’re invited to get settled on the sofa for an insightful and informative discussion in this latest episode of Revenue Rehab.

Links: * Get in touch with Yushau Sodiq on LinkedIn or Twitter * Listen to Yushau Sodiq and Dr. Diana’s podcast F the Jones available on all platforms * And check out Yushau’s comedy (Yoshee) on TikTok * For more information about ‘CMO to CRO: The Revenue Takeover By The
Next Generation Executive’ book check out the website here

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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This week our host Brandi Starr is joined by Avnita Gulati to discuss The importance of Celebrating Small Wins and how it leads to Creating a Collaborative Culture.

Avnita is the Sr. Director, Global Marketing Ops and Strategy at Visa, Inc. Avnita is a forward thinker that has transformed the marketing organization to scale by developing frameworks for cross-functional alignment, campaign management, content strategy and MarTech investment.

Brandi and Avnita discuss the connection between work culture, celebrating wins and team dynamics.

And the diagnosis is positive and optimistic! By the end of this episode, you'll be ready to implement this simple but powerful tool using Avnita’s three categories to boost your team’s performance and improve their dynamic.

Links: * Get in touch with Avnita on LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In this episode of the Revenue Rehab,Brandi Starr is joined by Adam New-Waterson. Adam is the Startup Executive at HYE Partners. On the couch Brandi and Adam will tackle Conscious Uncoupling and the need to Move Sideways to Move Up and why it’s something CMOs and Marketing Executives should be doing.

On the bleeding edge of technology, Adam New-Waterson has pioneered advancements in marketing automation, sales development, account-based marketing, and product-led growth for 15 years. He’s implemented his own advice and transitioned to Head of Product and Interim CTO for sales and marketing solution Stack Moxie.

In this episode, Adam New-Waterson and Brandi Starr discuss transition in professional roles. Like the song goes “You've got to know when to hold 'em” and “Know when to fold 'em”.

If you’re a CMO or Head of Marketing who is considering new opportunities, or recently found yourself actively looking for a new role, this episode can help you determine answers to questions like: What is the best time to move on? What is the right way to untangle yourself? What is Conscious Uncoupling and why it makes sense for your career to implement this strategy.

Links: * Get in touch with Adam on LinkedIn

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode, ‘’The People Part of Leading Marketing: Employee Development and Organizational Competency’’, Brandi Starr was joined by Maija Hurst, a marketing strategist who has worked for big-name brands such as REI and LG to leverage data driven insights to evangelize purposeful marketing content. In this episode, Maija discusses the importance of nurturing employees, offering advice such as including your fresh-out-of-college intern leadership meetings. Why? Because, the more you invest in your employees, the more likely it is they’ll stick around, grow, and make great strides for themselves, their team, and their organization - providing a win-win for everyone involved. Emphasizing the importance of investing time and effort in helping new employees grow, Maija believes that a culture of learning is a crucial first step in fostering an environment of enablement. Maija also discusses the importance of prioritizing soft skills over hard skills, as well as resiliency, agility, and a positive, can-do-attitude. Maija talks passionately about how, although revenue, metrics, and KPIs will also be important, at the end of the day, its people, relationships, and legacy are the most important - both in marketing, in business, and in life. Filled with solid advice around relationship building, people management, and what really matters in marketing, we guarantee that you will get so many gems of wisdom from listening to this episode! Links: * Get in touch with Maija on LinkedIn * Get in touch with Maija on Twitter

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode “Your Company Rep Matters: How GenZ is Flexing Their Purchasing Power”, host Brandi Starr is joined by Ali Jawin, VP of Global Marketing and Lexi Taylor, Director of Content Marketing at The RepTrak Company. Ali and Lexi discuss tackling corporate reputation with data backed examples and trends. What is reputation really? From Sustainability to Diversity, Equity, and Inclusion, listen to dig right into how consumer perception necessitates that companies prioritize stepping up, not just to execute promises made but also communicate when they have followed through. Does social media matter to your reputation? We discuss company conduct and perception. In the study discussed, one of the major drivers of reputation is conduct, and this was consistently looked-for by consumers across cohorts and age groups. It’s not just GenZ; everyone wants to see companies function in an ethical fashion.

In this episode, CMOs and marketers can come away with precise, data driven examples and numbers why your company rep matters. And how to act to improve yours. Don’t miss it!

Links: * Get in touch with Ali Jawin on LinkedIn, Twitter, Instagram, or Facebook * Get in touch with Lexi Taylor Wan on LinkedIn * For more details on how people feel, think, and act towards companies globally, check out the Global RepTrak Report: The 2022 Global RepTrak® 100 is the definitive ranking of corporate reputation for the world’s leading companies

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode “Private Equity Pitfalls: PE Dynamics & How They Can Get in the Way”, Brandi Starr was joined by Jenn Steele, the VP of Marketing at Reprise, a demo creation platform that helps companies sell their product with their product. An enthusiastic advocate for Product-Led Growth (PLG), she is excited to get the word out about how Reprise helps companies increase their conversion rate by 60%.

In this episode, Brandi and Jenn discuss how the dynamics of private equity can present as obstacles for a CMO. Since the structure of PE firms is largely dictated by the board and how those funds are spent, this can present major challenges for CMOs.

Jenn Steele walks us through the structure of a PE firm, and how the departments (sales, finance), are viewed by the PE firm board and what that means to Marketing.

Emphasizing how finance and budgeting heavily informs the conversation and decisions at PE firms, Jenn discusses how to navigate this structure and gives some tips on avoiding Private Equity Pitfalls.

Links: Get in touch with Jenn:

On LinkedIn
On Twitter
On Instagram
On Facebook
Check out the Reprise website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In the episode “Making of a Brand: Brand is Everything, Everything is Brand”, Brandi Starr was joined by Russ Somers, CMO of Lytho. Russ has led marketing for B2B companies including TrustRadius, TrendKite (acquired by Cision), and Invodo (acquired by Industrial Color Labs). Russ is focused on helping power the creative and marketing teams that power major brands, and on having an awesome time while doing so. In this episode, Russ shares his insight on the journey of rebranding. Having taken Lytho through a renaming and rebranding the entire company (which included a merging of two companies) in a short, 90-day span.

Through specific examples and broader concepts, Russ provides guidance and his expertise on rebranding from infancy through to project completion, how CMOs need to be at the center of the rebrand, from concept to execution, to foster communication and collaboration with stakeholders as a path to success of the rebrand.

This insightful conversation on how to successfully execute a rebrand and Russ’s four key points to approaching any rebrand should not be missed!

Links: * Get in touch with Russ on Twitter * Check out Lytho’s website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In episode four of the Revenue Rehab podcast, ‘’Everyone Has An Opinion: Building Influence Across the Organization’’, Brandi Starr was joined by Christina Del Villar, A Silicon Valley Marketing Executive Consultant, and author who helps companies transform, grow and scale, by leveraging technology. In this episode, Christina discusses how marketing professionals need to be recognized as the company revenue generators that they are. The main revenue generators have traditionally been associated with sales, but as Christina points out, without marketing, companies have no leads. Emphasizing the importance of feeling empowered to help generate revenue, Christina believes that every person in the company should lean into this, and marketing teams are no exception. Christina also discusses how marketing professionals are the backbone of every company, yet continually get undervalued, as she has first-handedly experience in the boardroom. Christina talks passionately about how marketers deserve, and need, a proper seat at the table.

Filled with advice that every marketing professional needs to hear, we promise that you will love listening to this episode!

Links: * Get in touch with Christina on LinkedIn or Twitter * Looking for ways to build influence across your organization? + Check out Christina’s website + Tune in to All Things Growth Podcast + Find more on the book Sway: Implement the G.R.I.T. Marketing Method to Gain Influence Drive Corporate Strategy

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live.

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In episode three of the Revenue Rehab podcast, ‘’Out With The Old...Or Not: Change Management’’, Brandi Starr was joined by Tiffany Chisholm Okirika, award winning marketing technology leader, and founder and CEO of Skyspace Global, a marketing technology firm. In this episode, Tiffany brings a unique perspective of how to avoid resistance to change within an organization. Tiffany discusses how a lack of communication with the people who are involved with change is often the root cause of resistance. Tiffany and Brandi also discuss the reluctance to change to new technologies, particularly pertaining to people who are experts in a certain platform, and who view a migration to another technology as a threat to their job security. Tiffany emphasizes the importance of realizing that change management is not necessarily a rip and replace method - it’s ultimately a method of improvement. A podcast full of solid advice from a seasoned MarTech pro, you won’t want to miss this episode!

Links: * Connect with Tiffany on Twitter and Instagram * Find out more about Skyspace Global on their website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, or Google Podcasts and find more episodes on our website RevenueRehab.live.

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In episode two of the Revenue Rehab podcast, Ladylike in the Conference Room, Brandi Starr was joined by Andrea Lechner-Becker to discuss authenticity in the workplace, and how women in particular, can face more difficult barriers when it comes to bringing their true selves to work. Full of no nonsense advice, self-deprecating humor, and raw honesty, this podcast episode is guaranteed to open your mind to the reality of working as a woman within the corporate environment. Andrea discusses the experience of being the only female executive amongst all-male teams, and how being acutely self-aware helped her to overcome feelings of alienation and self-doubt. Andrea also opens up about the importance of sponsorship, to make allies that are in the room that she wanted to be in. This is particularly necessary when it comes to women, minorities, and underrepresented groups within the workforce. A podcast full of fascinating anecdotes, uplifting advice, and pragmatic solutions to the barriers women and minorities face, you won’t want to miss this episode!

Links: * Get in touch with Andrea on Twitter & LinkedIn * Follow Andrea on Instagram & Facebook * Check out Andrea's website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, or Google Podcasts and find more episodes on our website RevenueRehab.live.

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In episode one of the Revenue Rehab podcast, The Anti-Bias CMO, Brandi Starr was joined by MK Getler to discuss the biases that exist in everyday life, and how these biases also permeate marketing in today’s world. MK and Brandi discussed humans’ tendencies to put everything in boxes - to categorize gender, nationality, and ethnicity - and how we can overcome this, particularly when it comes to marketing. MK recommended a remedy to bias in the workplace: an anti-bias committee, consisting of people with varying backgrounds and life experience, who can help reduce bias in marketing collateral, as well as employment branding, such as job posts. Next, MK discussed how today’s consumer is becoming more savvy about performative brands, and how companies that are not aligning their actions with their mission and values - will inevitably be caught out. Next, Brandi and MK discussed how this shift is becoming more evident with Gen-Z and millennial consumers, who want to align their purchases with companies that are doing good in the world. Links: * Get in touch with MK Gelter on Twitter * Follow MK Gelter on Instagram * Looking for elevated gifts that help your brand stand out? Check out Loop & Tie Website

Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, or Google Podcasts and find more episodes on our website RevenueRehab.live.

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Not Including IT in Revenue Discussion Can Stifle Growth
To marketing leaders IT is more often viewed as a roadblock than an ally. IT is typically thought of as a back-office function focused on governance, security, infrastructure, etc. Rarely is IT brought into strategic discussions on revenue. This week’s guest Monique Weeks, Vice President of Information Technology at PT Solutions Physical Therapy, comes to the couch to challenge the norm. “Customer experience is what drives revenue, the way that people interact with your brand at every touch point is why they choose to buy, why they choose to stay. There are things that directly impact the customer experience that IT owns.” Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, or Google Podcasts and find more episodes on our website RevenueRehab.live.

Revenue Rehab: Recent Episodes

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