Revenue Rehab

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 She warns that outdated playbooks and one-way automation are leaving revenue on the table, while today's buyers self-educate and expect immediate, meaningful interaction.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  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  

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   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: 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/   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    

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  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: 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/   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    

  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  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: 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  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  

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.  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  

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  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: 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  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    

    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  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: 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/  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    

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  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: 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  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    

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  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: 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/   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  

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   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: 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.  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    

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  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 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/   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  

  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 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 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/ 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  

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. 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 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/  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  

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. 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 

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.    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    

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/  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    

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  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    

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   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    

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/   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    

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 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 

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/  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 . 

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   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  

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:  LinkedIn: https://www.linkedin.com/in/stevenlewissydney/  YouTube: https://www.youtube.com/user/TaleistTV     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  

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 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 

This week, our host Brandi Starr is joined by Emmanuel Rose, CEO of Strategic E Marketing.  Meet Emmanuel Rose, an industry thought leader with over 15 years of experience running a full-service digital marketing agency. Emmanuel'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 Emmanuel 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. Emmanuel also sheds light on marketing to Generation Z, emphasizing the importance of authenticity and short-form video content.  Brandi and Emmanuel 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] Emmanuel 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  Emmanuel'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.” Emmanuel 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  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 

  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   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    

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/ 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 

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    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    

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/  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  

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   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  

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  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    

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/  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

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.” 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." Links: Get in touch on: LinkedIn: https://www.linkedin.com/in/eharr/ Website: https://hingemarketing.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

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: 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

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: LinkedIn Instagram YouTube 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

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: 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

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: LinkedIn 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

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: Linkedin Facebook 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

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: 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

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: LinkedIn Instagram Facebook Youtube 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

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: LinkedIn Twitter Instagram Facebook YouTube Podcast 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

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: LinkedIn Facebook YouTube 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 

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: LinkedIn Marketing Madhouse 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

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: 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

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: LinkedIn 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

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: 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

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

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: LinkedIn: https://www.linkedin.com/in/travismcashan/ Instagram: https://www.instagram.com/glide_design/ Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio

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  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

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: LinkedIn Twitter YouTube 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    

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 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