Podcasts about tegrita

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 She warns that outdated playbooks and one-way automation are leaving revenue on the table, while today's buyers self-educate and expect immediate, meaningful interaction.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

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

As an agency owner, it's easy to focus on lead generation and ignore what happens after someone enters your funnel. But neglecting the middle of the funnel could be the biggest mistake that's costing you clients. Brandi Starr, COO at Tegrita and host of the Revenue Rehab podcast, joins us this week to share how agencies can fix this common gap and build stronger sales pipelines.With over 20 years of experience working with B2B companies, Brandi shares how agencies can better align sales and marketing, optimize their client journey, and finally stop losing prospects in the middle of the funnel.Watch our latest video training, How to Take Charge of Your Agency's Future Revenue. During this training, you'll learn how we get qualified appointments every week using tasteful and highly targeted email outreach.In this episode of The Digital Agency Growth Podcast, Brandi Starr shares insights on the role of middle-of-funnel marketing, how to define “sales-ready” leads, and why so many agencies struggle to move prospects from interest to action. She also explains what CMOs are really looking for when working with agency partners. Brandi is the COO at Tegrita, a consultancy that helps companies unlock the power of email marketing, and she's been named one of the Top 50 Women in MarTech. She also hosts the Revenue Rehab podcast, where she explores the tough conversations marketing leaders need to have.In This Episode, Dan and Brandi Discuss:The middle-of-funnel mistake that's costing agencies clients — and how to fix itWhy agencies struggle to move leads from interest to sale — and how to change thatWhat CMOs and marketing leaders really want from agencies todayHow to align sales and marketing around a true "sales-ready" definitionWhy focusing only on lead generation isn't enough — and how to build trust that closes dealsThank you for listening! If you enjoyed this episode, please take a moment to follow, rate, and review the podcast — and let me know your key takeaways!CONNECT WITH BRANDI STARR:LinkedInTegritaRevenue Rehab CONNECT WITH DAN ENGLANDER:LinkedInSales Schema Stop relying on unpredictable referrals and take control of your agency's future growth. Go to salesschema.com/takecharge to access the free training now.

  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, 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 

In this weeks' Scale Your Sales Podcast episode, my guest is Brandi Starr.   Brandi Starr is a marketing powerhouse with over 20 years of experience shaking up B2B and B2B2C companies. As COO at Tegrita, a consultancy that unlocks the power of email, she's all about transforming processes, enhancing go-to-market strategies, and ensuring smooth customer experiences. Named one of the Top 50 Women in MarTech, Brandi blends strategic vision with operational savvy. She's also the coauthor of "CMO to CRO" and the host of the Revenue Rehab podcast, known for turning ideas into action and inspiring others in the marketing world.   In today's episode of Scale Your Sales podcast, Brandi Starr has transformed B2B and B2B2C organizations through her expertise in optimizing email strategies within the sales funnel. A leading voice in Martech, she explores the role of technology in sales and marketing, the importance of team alignment, and the untapped potential of mid-funnel insights. Brandi shares actionable strategies for revenue growth and high-performing sales teams, offering a forward-looking perspective on customer excellence and sustainable success. Welcome to Scale Your Sales Podcast, Brandi Starr.     Timestamps: 00:00 Maximizing Middle Funnel Opportunities 03:39 Modern Phone Intrusiveness 06:49 Integrated Marketing Insights 10:33 Mastering Middle Funnel Strategy 14:14 Data & Tech: Insightful Integration 16:28 CMO: Future Revenue Leader 20:25 Reassess Tech Use, Don't Replace 24:11 Misaligned Strategy Limits Business Success 28:43 Hiring for Talent, Not Experience 32:21 Role-Specific Assessment Benefits 33:30 Unlocking Success Through Predictive Tools 36:44 Authenticity Drives Success     https://a.co/d/6jKShUC https://www.linkedin.com/in/brandistarr/ https://www.instagram.com/revenuerehab/     Janice B Gordon is the award-winning Customer Growth Expert and Scale Your Sales Framework founder. She is by LinkedIn Sales 15 Innovating Sales Influencers to Follow 2021, the Top 50 Global Thought Leaders and Influencers on Customer Experience Nov 2020 and 150 Women B2B Thought Leaders You Should Follow in 2021. Janice helps companies worldwide to reimagine revenue growth thought customer experience and sales.   Book Janice to speak virtually at your next event: https://janicebgordon.com LinkedIn: https://www.linkedin.com/janice-b-gordon/ Twitter: https://twitter.com/JaniceBGordon Scale Your Sales Podcast: https://scaleyoursales.co.uk/podcast More on the blog: https://scaleyoursales.co.uk/blog Instagram: https://www.instagram.com/janicebgordon Facebook: https://www.facebook.com/ScaleYourSales   And more! Visit our podcast website https://scaleyoursales.co.uk/podcast/ to watch or listen.

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    

Brandi Starr is a powerhouse in marketing and operations, driving transformation across B2B and B2B2C companies.   As the Chief Operating Officer of Tegrita, a leading marketing strategy and technology consultancy.   Brandi has helped guide sustainable growth for Tegrita and its Fortune 500 clients in industries such as technology, manufacturing, financial services, and sports & entertainment.   With a strong focus on digital transformation and enhancing customer experience, Brandi has doubled Tegrita's workforce and significantly increased its revenue streams.   She is known for her ability to modernize processes, eliminate customer friction, and harness technology to optimize marketing strategies.   Her efforts have led to expanded channel marketing capabilities and innovative team structures, propelling some of the world's most prominent companies forward.   Tune in to learn how Brandi's approach to operational excellence and strategic innovation is reshaping industries.   Learn More Here: https://www.linkedin.com/showcase/revenuerehab/ ........ Want to be a guest on WITneSSes? Send Elisha Arowojobe a message on #PodMatch, here: https://www.podmatch.com/hostdetailpreview/elishaarowojobe   Elevate your business with Anastasia's expert consulting. Use code Elisha3 for an exclusive offer and transform your business today! https://resurrectionmentor.wixsite.com/so/42PDEPEB8?languageTag=en  

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  

Many businesses overlook the crucial middle phase of the sales funnel, fixating instead on attracting new leads or closing sales. But, neglecting the middle can lead to missed opportunities and wasted efforts. By focusing on the middle of the funnel (MoFu), you can refine leads and ensure smoother transitions to the final purchase decision, ultimately boosting your conversion rates.  On this episode I explore the significance of the middle of the sales funnel and how businesses can effectively engage with prospects during this critical phase. The middle of the funnel acts as a bridge between initial engagement and the final sale, nurturing leads to ensure they are ready to convert. By maintaining continuity and delivering relevant communications at every stage of the buyer's journey, businesses can significantly enhance their chances of successful conversions. Joining me in this exploration is Brandi Starr, a marketing powerhouse with over 20 years of experience shaking up B2B and B2B2C companies. As COO at Tegrita, a consultancy that unlocks the power of email, she's all about transforming processes, enhancing go-to-market strategies, and ensuring smooth customer experiences. Named one of the Top 50 Women in MarTech, Brandi blends strategic vision with operational savvy. She's also the co-author of "CMO to CRO" and the host of the Revenue Rehab podcast, known for turning ideas into action and inspiring others in the marketing world. Links Mentioned: revenuerehab.live tegrita.com

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 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

This week our host Brandi Starr is flying solo for National Email Week. It's all about understanding the unparalleled potential of email in B2B marketing.  Brandi Starr, a visionary in B2B marketing and Chief Operating Officer at Tegrita, dives deep into why executive attention towards email strategy is crucial. Email is often underrated in B2B due to its low cost and perceived difficulty in measurement. In this insightful solo episode, Brandi unveils how email, when done right, can significantly impact lead generation, opportunity creation, customer retention, and more. She'll share data-driven case studies showcasing how strategic email campaigns can drive revenue, improve deal velocity, and bolster long-term customer relationships. Brandi stresses the importance of accurate measurement and attribution of email campaign success and advocates for a coordinated approach across multiple marketing channels.  Join Brandi on Revenue Rehab as she breaks down the essential role email plays in a comprehensive B2B marketing strategy, and how marketing leaders can tap into this resource to transform their approach. Bullet Points of Key Topics + Chapter Markers: Topic #1 Leveraging Multiple Channels with Email [08:24] "I really see email as the backbone of our multi-channel strategy," Brandi Starr states. "When a contact engages but doesn't convert, we've found tremendous success in using LinkedIn ads to re-engage. The beauty of email in this approach is its scalability and ability to sustain engagement over a longer period." She adds, "By complementing email with social campaigns and nurturing through thought leadership webinars, we're tapping into different touchpoints that continue to drive interest and interaction." Topic #2 Optimizing Email Engagement Through Data [14:17] Brandi emphasizes the importance of utilizing data from email campaigns to steer broader marketing strategies. "The insights from your email data are gold. They can inform everything from which content to syndicate to how to word your messaging for higher registration rates," she says. "It's not just about open or click rates; it's about understanding the journey and using that data to refine our approach across all channels." Topic #3 Email's Role in Long-Term Customer Retention [32:45]  "Email is invaluable beyond just lead gen—it's a key player in customer retention and product engagement," Brandi notes. "By identifying accounts at risk and deploying targeted email campaigns, we've been able to re-engage and retain customers who might otherwise have been lost." She explains, "Effective communication, especially during the transition from sales to customer success, is critical. Emails, if done right, provide those necessary touchpoints that keep the customer journey smooth and consistent." So, What's the One Thing You Can Do Today? Brandi's “One Thing” is to have a conversation with all of the email stakeholders. If the person responsible for email is the only one thinking about email, then you're not doing it right. The full marketing team needs to consider the use of email in all aspects of the business and how they can leverage the data. “This is a place where if you, as the leader of the marketing team, give it the proper attention, not that you need to stay in the weeds, but take a moment to get in the weeds with your team to really understand how do you unlock the potential of email. Because again, email is low cost and high impact if done well.” Links: Get in touch with Brandi on LinkedIn. Connect with Revenue Rehab on LinkedIn. Follow Tegrita on LinkedIn. Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

This week our host Brandi Starr is joined by the rest of the Tegrita Executive team; Mike Geller, Rolly Keenan, and Max Stoddard.       Mike Geller is the cofounder of Tegrita and is the firm's principal technologist. Mike graduated from the famed Toronto Metropolitan University and wasted no time in building a 20-year career covering all angles of marketing technology consultancy. Mike's a self-proclaimed coffee snob, an author, a Trekkie, a husband, and a proud dad to two children. Rolly Keenan is the Chief Revenue Officer at Tegrita and resides in Colorado. He is a born leader and the key growth specialist at Tegrita. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University's Kellogg School of Management, Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala. Max Stoddard is the Chief of Staff at Tegrita and is passionate about enabling growth & success. She loves seeing anything run more smoothly and people achieve more because of her contribution. Having spent most of her career working for start-ups, within established companies embarking on something new and in traditional industries in the midst of disruption. She strives to make things better! She's mentored many colleagues and helped others build their careers. Max has flipped existing, outdated processes on their heads to streamline and add sanity to obsolete approaches. She has also helped build new processes and practices from the ground up for ground-breaking services and products. Brandi Starr is the Chief Operating Officer at Tegrita and of course, the host of Revenue Rehab.  Brandi is a true Modern Marketing Maven; she believes marketing magic happens at the intersection of strategy, creativity, and technology. In her role at Tegrita, Brandi helps companies of varying sizes to attract, convert, close, and retain customers using technology. Voted one of the top 50 Women You Need to Know in Martech, 2018 Brandi's 20+ year career has spanned a variety of industries and marketing disciplines. Brandi is the Co-Author of CMO to CRO, The Revenue Takeover by The Next Generation Executive. When she's not making the magic happen, you can find her on a plane (she loves to travel), eating street tacos (#TacosAreLife), or spending time with her family. On the couch in this week's episode of Revenue Rehab, Brandi and the ELT will unpack Tegrita's unique approach and universal business insights in Tegrita at Ten: Innovations & Universal Lessons. Links: Get in touch with the team on LinkedIn: Mike Geller Rolly Keenan Max Stoddard Brandi Starr  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 Rolly Keenan, Chief Revenue Officer and Mike Doane, Sr. Client Engagement Manager at Tegrita. Rolly Keenan is a CRO who resides in Colorado. He is a born leader and the key growth specialist at Tegrita as our CRO. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University's Kellogg School of Management. Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala. Mike Doane is a management professional with nearly 10 years of experience managing projects and improving processes in various industries such as Healthcare, Technology, Manufacturing, Construction, Pharmaceuticals, and Marketing. Mike is a Senior Client Engagement Manager at Tegrita and works closely on Tegrita's Email Flight Management service.  Mike grew up on the east coast of Canada, where he attended Dalhousie University and received an Engineering Degree and an MBA. He is an avid athlete who loves to travel and play guitar. On the couch in this weeks' episode of Revenue Rehab, Brandi, Rolly and Mike will tackle Email Fight Management: The Secret Engine Behind Email-Driven Growth. Links: Get in touch with Rolly Keenan on LinkedIn  Get in touch with Mike Doane on LinkedIn Get in touch with the Tegrita team Related Revenue Rehab Episodes: Episode 44 - In-House vs Outsourced: The Debate learn more about Email Flight Management: Visit Tegrita's EFM page Explore the success story of Tegrita's EFM client in the Email Excellence Case Study   Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

This week our host Brandi Starr is joined by special guests, Mike Geller, President, Co-Founder and Chief Technology Officer at Tegrita and Rolly Keenan, Chief Revenue Officer at Tegrita.   Mike Geller, Rolly Keenan and Brandi Starr are co-authors of the book CMO to CRO: The Revenue Takeover by the Next Generation Executive.   Mike Geller is the cofounder of Tegrita and is the firm's principal technologist. Mike graduated from the famed Ryerson University, Toronto and wasted no time in building a 15-year career covering all angles of marketing technology consultancy. Mike's a self-proclaimed coffee snob, an author, a Trekkie, a husband, and a proud dad to two children.   Rolly Keenan is a CRO who resides in Colorado. He is a born leader and the key growth specialist at Tegrita as our CRO. Rolly brings 25 years of diverse experiences at the likes of LinkedIn, Oracle, Gallup, and the US Olympic Volleyball Teams. Graduating with his MBA in Marketing from Northwestern University's Kellogg School of Management, Rolly has had some unique experiences in his career including making over 500,000 cold calls and he has even spent time in training for high-stakes negotiation protocol for hostage situations. He is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala.     On the couch in this weeks' episode, Brandi, Mike and Rolly will tackle Revenue Takeover on Revenue Rehab: Author Discussion.           Links: Get in touch with Mike Geller on: LinkedIn CMO to CRO: Revenue Takeover CMO to CRO: The Revenue Takeover by the Next Generation Executive Tegrita   Get in touch with Rolly Keenan on: LinkedIn CMO to CRO: Revenue Takeover CMO to CRO: The Revenue Takeover by the Next Generation Executive Tegrita Referenced Episode(s): Episode 50 - RevOps as a Growth Driver: Why CMOs Need to Invest Episode 23 - Un-Siloed - Leading a Single Revenue Team   Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

In todays conversation with Brandi Starr, The host of the Revenue Rehab Podcast and COO of Tegrita, we talk about how Customer support and success should be included In how you shape the GTM strategy to both learn what the customer actually values and how to further reduce churn by attracting better fit buyers.0:50- feature selling going wrong down the line  1:30 - the challenge to listen to sales calls, and support calls to get the missing feedback  2:30 - customer lifecycle coaching based on disqualification to reduce churn from the beginning.  If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today's society.Go to www.SellingSaaspodcast.com to get episodes sent directly to your inbox and get the weekly newsletter.

In todays episode, Duane sits down with Brandi Starr, host of the Revenue Rehab Podcast and COO of Tegrita, and talks about the potential issues with GTM and how its not aligned with the customer journey.  EPISODE HIGHLIGHTS:  1:00 - the steps in the customer journey1:40 - How customer success can play a major role  2:00 - More ways to acquire revenue than just net new3:00 - What might be possible when all GTM departments align for the customer journey If you get value from this episode, be sure to subscribe and share the episode with your friends, as we all can benefit from more positivity and leadership in today's society. Go to www.SellingSaaspodcast.com to get episodes sent directly to your inbox and get the weekly newsletter.

This week our host Brandi Starr is joined by Max Stoddard, Chief of Staff at Tegrita. Max is passionate about enabling growth and success and loves seeing anything run more smoothly and people achieve more because of her contribution.  Throughout much of her career, at both start-ups and within established companies, Max has successfully flipped existing, outdated processes on their heads to streamline and add sanity to obsolete approaches.  Max has mentored many colleagues and helped others build their careers. In this week's episode, on the couch, Brandi and fellow ‘Tegritan' Max tackle Managing Through Rough Times.  Join them for real talk on How to Lead with Vulnerability and Authenticity. Links: Get in touch with Max Stoddard on: LinkedIn Learn more about Tegrita Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

Jon talks about revenue growth with Brandi Starr and Rolly Keenan, authors of CMO to CRO. Brandi Starr is a marketing maven and author who brings two decades of experience into her role as the COO of Tegrita. A graduate of Penn State and the University of Phoenix, Brandi was recently named one of MartechExec's “50 Women You Need to Know in Martech”. She is a career strategist and speaker with an innate ability to leverage technology to drive success. Brandi was born with two teeth, ready to take a bite out of marketing and technology and chew through competition (#BornOverAchiever). Today, she resides in Atlanta, has a beautifully blended family of five children. When she's not making the magic happen, you can find Brandi on a plane, eating street tacos (#TacosAreLife), or spending time with her family. Rolly Keenan is a serial entrepreneur who splits his time between Chicago and Colorado. He is a born leader and the key growth specialist at Tegrita as our CRO. Rolly brings 20 years of leading growth at the likes of LinkedIn, Oracle, Gallup and the US Olympic Volleyball Team. Graduating from Northwestern University's Kellogg School of Management, Rolly is a trained hostage negotiator who is a partner to the wonderful, Veronica, and a father to six children and one dog, Nala. Connect with Jon Dwoskin: Twitter: @jdwoskin Facebook: https://www.facebook.com/jonathan.dwoskin Instagram: https://www.instagram.com/thejondwoskinexperience/ Website: https://jondwoskin.com/LinkedIn: https://www.linkedin.com/in/jondwoskin/ Email: jon@jondwoskin.com Get Jon's Book: The Think Big Movement: Grow your business big. Very Big!   Connect with Brandi Starr and Rolly Keenan Website: http://revenuetakeover.com Twitter: https://twitter.com/revenuetakeover Instagram: https://www.instagram.com/revenuetakeover/ LinkedIn: https://www.linkedin.com/in/brandistarr/ Facebook: https://www.facebook.com/Revenuetakeover

Your host, Heidi Solomon-Orlick, talks with Brandi Starr of Revenue Rehab. Brandi Starr is a true Modern Marketing Maven; she believes marketing magic happens at the intersection of strategy, creativity, and technology. As Chief Operating Officer at Tegrita, a marketing consultancy specializing in marketing automation and strategy for the Modern Marketer, Brandi helps companies of varying sizes to attract, convert, close, and retain customers using technology.To learn more about Brandi's work, visit https://www.revenuerehab.live/If you'd like to be a guest on GirlzWhoSell Spotlight, click HERE

CMO to CRO: The Revenue Takeover by the Next Generation Executive by Mike Geller, Rolly Keenan, and Brandi Starr About the Book: As your company's chief marketing officer, you're responsible for your organization's growth and reputation—but you don't have enough control. Your organization works in departmental silos, with functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins. You're not the only one who notices—but you are the only one in the perfect position to do something about it. Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team's number one objective a seamless customer experience. You'll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails. This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth. About the Author: Rolly Keenan has more than 20 years of experience in Enterprise software Consulting and marketing strategy and is the Chief Revenue Officer of Tegrita, a full-service marketing technology consulting firm. He is a graduate of Northwestern University's Kellogg School of Management. And interesting facts – Rolly is a trained hostage negotiator, and before getting into the business of marketing, technology, and revenue, Rolly was on staff at USA Volleyball in Colorado Springs, working with the best volleyball teams in the country! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/cmo-cro-rolly-keenan

Is the Chief Marketing Officer best positioned to be the next Chief Revenue Officer? Who is best suited to bring the entire end-to-end revenue process together? In this episode of The Revenue Engine Podcast, Rosalyn discusses this sometimes controversial topic with Brandi Starr, a long time marketing executive, business owner, and best selling co-author of CMO to CRO, The Revenue Takeover by The Next Generation Executive. They also discuss the evolution of the role that Marketing plays in the overall revenue process and how marketing has become much more science vs. art. Take a listen to this and much more! Connect with Brandi https://www.linkedin.com/in/brandistarr/ (on LinkedIn) or visit the Tegrita website. Check out the book https://www.revenuetakeover.com/ (CMO to CRO: The Revenue Takeover by the Next Generation Executive) https://www.linkedin.com/in/rosalyn-santa-elena/ (Connect with Rosalyn on LinkedIn.) Thanks to https://salesiqglobal.com/ (Sales IQ Global) for powering the Revenue Engine. 

Rolly Keenan — Going from Chief Marketing Officer to Chief Revenue Officer   Is it time for you to switch your chief executives around? Today's guest breaks down why it might be more beneficial for your organization to have an all-driving C-suite executive (that's not the CEO) to help manage revenue and growth.    Rolly Keenan is a serial entrepreneur and the Chief Revenue Officer at Tegrita. A trained hostage negotiator, Rolly brings 20 years of experience and has worked and led teams at LinkedIn, Oracle, Gallup, and more. Rolly is also the author of the book, CMO to CRO.    Sales and marketing technology is starting to merge. As Rolly and his team thought more about this, he realized that things are much more complex and don't always fall within the sales and/or marketing branch. In fact, sales and marketing should not be separate, they should report to a revenue leader to help keep track of respective growth.    Why is the CMO the best person for the CRO position and not the sales leader? Whenever people are looking at revenue, they first turn to sales to get a better overview, and the marketing leader is almost an afterthought. It's a bit counterintuitive to appoint the marketing guy for revenue.    Rolly explains that users today no longer physically talk to salesmen. The human interaction is much less. Salesmen are still critical in the workplace, however there's a lot of things that happen after an interaction with a salesman or after ‘the deal gets closed'. In today's world, we are tracking customer success, customer retention, and more, and these duties often go beyond the scope of the salesmen; but marketing is very familiar with this sort of follow through.    Interview Links: Sponsored by: Bit.ly/clariontech Tegrita.com Revenuetakeover.com Rolly on LinkedIn   Resources: Scaling Up Summits (Select Bill Gallagher as your coach during registration for a discount.) Bill on YouTube   Did you enjoy today's episode? If so, then head over to iTunes and leave a review. Help other business leaders discover the Scaling Up Business Podcast so they, too, can benefit from the ideas shared in these podcasts.   Scaling Up is the best-selling book by Verne Harnish and our team for Gazelles Coaching, on how the fastest-growing companies succeed where so many others fail. My name is Bill Gallagher, host of the Scaling Up Business Podcast and a leading Gazelles Coach. Gazelles is the term we use for fast-growing companies.   We help leadership teams with 4 Decisions around People, Strategy, Execution, and Cash so that they can Scale Up successfully and beat the odds of business growth success. Scaling Up for Gazelles companies is based on the Rockefeller Habits 2.0 (from Verne's original best-selling business book, Mastering the Rockefeller Habits).  

It's time to restructure your B2B organization. To trim down your MarTech stack. To reconsider which metrics matter. These are things that this episode's guests are all in agreement on, and taking it one step further, they also believe that the CMO is the one for the job. Tune in to hear from two of the three CMO to CRO authors, Brandi Starr and Rolly Keenan (COO and CRO of Tegrita, respectively), as we compare the future-thinking recommendations put forth in their book with those in Drew's new book, Renegade Marketing. To keep everyone honest, CMO Peter Finter of CyberGRX brings a bevy of real-world experience and insights to the table. Don't miss it! For full show notes and transcripts, visit https://renegade.com/podcasts/

On today's podcast episode, I'm talking with Mike Geller, who is the Chief Technology Officer at Tegrita, a marketing technology consulting firm. He is also a co-author of the book “CMO to CRO – The revenue takeover by the next generation executive.” This book describes how an organizational restructure, combined with effective technology, can exponentially increase a company's revenue.   Mike attended Ryerson University in Toronto and has 15 years of experience with marketing technology. Mike describes himself as a coffee snob, a Trekkie, a husband, and a proud dad to two beautiful children.   “Don't buy technology that is oversized for your business. ” – Mike Geller Today on the Tech Leader Talk podcast: - How to find the best technology for marketing your business - Why “adding more technology” won't fix marketing problems - Current marketing automation trends - What you should do first to boost your marketing effectiveness - Questions to ask when looking at new technology tools   Resources Mentioned: Book: CMO to CRO- The revenue takeover by the next generation executive Connect with Mike Geller: LinkedIn: https://www.linkedin.com/in/mikegeller/ Tegrita Website: https://tegrita.com/ Thanks for listening! Be sure to get your free copy of Steve's latest book, Cracking the Patent Code, and discover his proven system for identifying and protecting your most valuable inventions. Get the book at https://stevesponseller.com/book.    

Chief Revenue Officer and Chief Technology Officer at Tegrita Notes: https://www.markgraban.com/mistake102 My guests for Episode #102 of the My Favorite Mistake podcast are two C-level executives from Tegrita, a marketing technology, strategy, and consulting firm based in Toronto. They are Rolly Keenan (Chief Revenue Officer) and Mike Geller (President and Chief Technology Officer) and they're two of the three authors of the book CMO to CRO: The Revenue Takeover by the Next Generation Executive. In today's episode, Rolly and Mike share their own separate “favorite mistake stories” from the consulting realm — related to Mike giving time away for free and how quitting a job helped Rolly be more authentic. We also chat about their book, their firm, “marketing automation,” and some mistakes that people make in that endeavor. --- Support this podcast: https://anchor.fm/favorite-mistake/support

In this episode of the Duct Tape Marketing Podcast, I interview Brandi Starr. Brandi is the Chief Operating Officer at Tegrita, a marketing consultancy specializing in marketing automation and strategy, and co-author of CMO to CRO: The Revenue Takeover by the Next Generation Executive.

Brandi Starr is a marketing maven and author who brings two decades of experience into her role as the COO of Tegrita.For more info, visit https://shrimptankpodcast.com/atlanta/Check us out on Facebook: https://www.facebook.com/theshrimptankFollow us on Twitter: https://twitter.com/theshrimptank?lang=enCheck out Atlanta on LinkedIn: https://www.linkedin.com/showcase/shrimp-tank-episodes

Brandi Starr / COO of Tegrita, Co-Author of CMO to CRO Brandi Starr is a marketing maven and author who brings two decades of experience into her role as the COO of Tegrita. A graduate of Penn State and the University of Phoenix, Brandi was recently named one of MartechExec's “50 Women You Need to […]

In this episode, I interview Mike Geller, the co-founder and President of Tegrita, a marketing technology consulting firm based in Canada that enables clients' marketing strategies through marketing automation and technology. The company has helped clients who begin with small projects and become long-term and dedicated. Tegrita started in 2008 when Mike left his job as an implementation consultant for six months. He started a small business to build a career in marketing technology consultancy. He never wasted a time, he has expanded the business, grown the annual growth by 30-40%, and now has 25 FTE working in his company for several years. Mike says that what he loves the most in growing a small business is allowing himself to make more happy clients. He made sure to achieve the defined success and objectives his clients have given them. This Cast Covers: A remote team of experienced and innovative consultants specializing in marketing automation to support growth-minded organizations. A marketing technology consulting firm that enables digital marketing strategy with technology. Brings clients' marketing strategies to life through marketing automation and the technologies that surround it. Expert in optimizing marketing strategy and making marketing technology perform at its peak. Obtained dedicated clients after experiencing their way of development and optimization.  How marketing automation platforms increase conversion as well as revenue.  How the marketing automation platform saves clients' time through scheduled automatic emails from the system and makes it easier for them to connect to other people exploring their websites. Works with clients with defined success and objectives then, use technology to achieve those objectives. Additional Resources: Tegrita Flipboard CMO to CRO By Mike Geller Oracle Eloqua ………………………………………… Quotes: “You set up a workflow and you set up a process to achieve a particular business goal.” – Mike Geller “We can't measure success if success isn't defined ahead of time yet.” – Mike Geller “You need to have unanimous consent on all decisions.” – Mike Geller “Growing a small business allows me to make more clients happy.” – Mike Geller  “If you hire smart, capable people, then you have to give them the space to be smart, capable people.” – Mike Geller  ………………………………………… Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod (https://incompetech.com). License: CC by http://creativecommons.org/licenses/by/4.0

Today's episode talks about the process of implementation for your martech tools, how to create a focal point for your disparate tools to build a seamless integration, and how to optimize the martech stack you've built and make it function like a well-oiled machine. This is our last episode for Revenue Growth Week with our special guests from Tegrita. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to talk about using MarTech tools and strategies to put more money in your business's pockets. Joining us today is Brandi Starr and Mike Geller, who are respectively, the COO and President and CTO of Tegrita, which is a full service MarTech consulting firm that enables digital marketing strategy with technology. In part 4 of our conversation, we discuss choosing the right MarTech functionality. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to talk about using MarTech tools and strategies to put more money in your business's pockets. Joining us today is Brandi Starr and Mike Geller, who are respectively, the COO and President and CTO of Tegrita, which is a full service MarTech consulting firm that enables digital marketing strategy with technology. In part 3 of our conversation, we discuss identifying gaps and overlap in your MarTech stack. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

We continue our conversation about using MarTech tools and strategies to put more money in your business's pockets. Joining us again today are Brandi Starr and Mike Geller, the COO and President and CTO of Tegrita, which is a full service MarTech consulting firm that enables digital marketing strategy with technology. In Part 2 of our conversation, we discuss strategically using MarTech audits. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This week we're talking specifics about how to use MarTech tools and strategies to put more money in your business's pockets. Joining us today are Brandi Starr and Mike Geller, the COO and the President and CTO at Tegrita, which is a full service MarTech consulting firm that enables digital marketing strategy with technology. In part 1 of our conversation, we discuss MarTech as the revenue engine. Show NotesConnect With: Brandi Starr: Website // LinkedInMike Geller: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.