Leadership at the Helm: CEOs' Role in Unifying Revenue Teams

Revenue Rehab

39:50

The truth is out West! We’re hopping on the ET Highway and venturing to the most notorious alien hot spots, including Roswell’s infamous crash site, Area 51’s eerie perimeter, and a mysterious desert watchtower. Join us as journalist Laura Krantz, host of the podcast Wild Thing , beams up to share stories from the front lines of UFO reporting—from strange sightings and quirky festivals to a mailbox where people leave letters to extraterrestrials. Maybe you’ll even decide for yourself: Is Earth a tourist stop for spaceships? UFO hot spots you’ll encounter in this episode: - UFO Watchtower (near Great Sand Dunes National Park, Colorado) - Roswell, New Mexico - Area 51, Nevada - Extraterrestrial Highway (aka State Route 375), Nevada - Little A’Le’Inn, ET Highway, Nevada - E.T. Fresh Jerky, ET Highway, Nevada - Alien Research Center, ET Highway, Nevada - The Black Mailbox, ET Highway, Nevada Via Podcast is a production of AAA Mountain West Group .…

рік тому 39:36

MP3•Головна епізоду

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

Alice’s Buzzword to Banish is 'quota'. Alice wants to banish this word because, she explains, “the term 'quota' is too limiting and fails to reflect the true potential and performance of sales teams."

Links:

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

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

163 епізодів

#Vice President

Leadership at the Helm: CEOs' Role in Unifying Revenue Teams

Revenue Rehab

published рік тому

Поширити

MP3•Головна епізоду

Links:

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

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

163 епізодів

#Vice President

Усі епізоди

Revenue Rehab

1
When Your Buyers Are Ready to Engage You’re Dropping the Ball 43:24

7 днів тому43:24

43:24

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…

Revenue Rehab

1
The Real AI Readiness Test: Is Your Data Clean Enough to Matter? 45:10

14 днів тому45:10

45:10

This week on Revenue Rehab, Brandi Starr is joined by John Williams, a fractional CRO, and Jonathan Moss, founder of AI Business Network, who believe that “AI is useless if your customer data is a chaotic mess”—and they’re here to prove it. In this episode, they challenge the widespread assumption that companies are AI-ready just because their data is accessible, arguing that fragmented, siloed data creates “context debt” and erodes trust, retention, and revenue. From eye-opening client stories to tactical fixes, John and Jonathan reveal why senior revenue leaders must prioritize data clarity before chasing AI transformation—or risk accelerating mistakes instead of results. Is your data clean enough to matter, or are you just accelerating garbage? Listen in, debate, and decide. Episode Type: Problem Solving Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives. Bullet Points of Key Topics + Chapter Markers: Topic #1: Clean Data is the Real Prerequisite for AI Success [00:00] John Williams and Jonathan Moss argue that most companies are rushing into AI without first fixing fundamental data problems. They challenge the popular belief that AI alone can drive revenue impact, asserting instead, “AI can’t save your revenue engine if your data is a chaotic mess.” Brandi Starr pushes for specifics, leading to a candid debate on why data readiness—not AI adoption—is the real starting line for AI ROI. Topic #2: The Cost of Context Debt on Revenue Teams [05:37] Jonathan Moss introduces the concept of “context debt”—the hidden tax organizations pay when fragmented data erodes efficiency and trust. He challenges the common practice of making decisions in data silos, warning that “strategic decisions on impartial information” will hurt revenue and customer relationships. Brandi spotlights Moss’s point that context debt directly leads to lost deals and missed growth, stirring debate on how leaders should audit and connect data before deploying AI. Topic #3: RevOps, Not IT, Should Orchestrate Data Readiness [22:17] Jonathan Moss boldly claims that revenue operations—not IT or individual business units—should own the responsibility for stitching together customer data. He disrupts the status quo: “The go to market system, which I consider data, process and technology, should be owned by RevOps.” The discussion challenges traditional data ownership models and urges CROs/CMOs to empower RevOps to connect silos, warning that without clear ownership, AI projects will fail to deliver impact. The Wrong Approach vs. Smarter Alternative The Wrong Approach: “They try to think about connecting all their systems to the single truth without asking the question, what decision are we trying to make that this would help us be faster and better? And so they try to take on the entire the entire project of connecting versus thinking about what, what do we need to answer and how do we, how do we do that in a better way?” – Jonathan Moss Why It Fails: Attempting to integrate every data system all at once often leads to overwhelming complexity, wasted resources, and solutions that don’t directly support urgent business needs. Without clarity on the specific decisions the business wants to improve, massive integration projects lack focus and can stall or fail, burdening teams instead of accelerating outcomes. The Smarter Alternative: Start with the decisions that matter most—determine which questions need answering to drive business impact and work backward to connect only the necessary data sources for those outcomes. By aligning data efforts with clear, actionable objectives, companies can deliver value quickly and ensure their data strategy fuels smarter, faster decision-making. The Rapid-Fire Round Finish this sentence: If your company has this problem, the first thing you should do is _ “List all your customer data locations. Don’t worry about whether it’s clean yet—just knowing where all your data is and what it contains is your starting point.” – John Williams What’s one red flag that signals a company has this problem—but might not realize it yet? “Confusing data infrastructure with decision infrastructure. Just because your data is ‘clean’ and stored in the right place doesn’t mean it’s actionable or aligned for decision-making.” – Jonathan Moss What’s the most common mistake people make when trying to fix this? “Trying to connect every system to a single source of truth without first asking what business decision you’re actually trying to make. Instead, start with the question you need to answer, then connect only the data necessary for that.” – Jonathan Moss What’s the fastest action someone can take today to make progress? “Gather all your department heads for a 55-minute whiteboard session. Map out the customer journey, pinpoint each team’s touchpoints, and identify what data you have at each stage. This quickly reveals gaps and opportunities for data flow improvement.” – John Williams Links: John Williams LinkedIn: https://www.linkedin.com/in/growthcro Business: https://www.sunbusinessgroup.com/ Links: Jonathan Moss LinkedIn: https://www.linkedin.com/in/mossjonathan/ X: https://x.com/JonathanMoss YouTube: https://www.youtube.com/@AIBusinessNetwork Podcast: https://open.spotify.com/show/2wQXqIjaKSn97HkVYNnbzg?si=7386dc681a7f4f4c Business: http://www.aibusinessnetwork.ai/ Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts , Spotify , Google Podcasts , Amazon Music , or iHeart Radio and find more episodes on our website RevenueRehab.live…

Revenue Rehab

1
Treating Marketing Ops Like a Cleanup Crew is Killing Your GTM 32:02

21 день тому32:02

32:02

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…

Revenue Rehab

1
Turning Booth Buzz into Closed Deals: A Case Study in Pop-Up Podcasting 35:44

28 днів тому35:44

35:44

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…

Revenue Rehab

1
Stop Sending SDRs to Do a Marketer’s Job: The Case for MDRs 23:20

5 weeks тому23:20

23:20

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…

Revenue Rehab

1
Misalignment Isn’t the Problem. Broken Communication Is. 32:38

6 weeks тому32:38

32:38

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…

Revenue Rehab

1
The World Doesn’t Need Your Company. It Needs Movements That Matter. 42:13

7 weeks тому42:13

42:13

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…

Revenue Rehab

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Chasing New Logos Is Stunting Your Business 43:14

8 weeks тому43:14

43:14

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…

Revenue Rehab

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Aligning Teams for Revenue Growth: A Strategic Sales-Marketing Case 28:00

9 weeks тому28:00

28:00

This week on Revenue Rehab, Brandy Starr is joined by Jamie Walsh, a seasoned expert in go-to-market strategies with over 10 years in B2B SaaS. Together, they break down how a company overcame the entrenched challenge of sales and marketing misalignment, turning a reactive and fractured go-to-market approach into a proactive, revenue-aligned engine. They discuss Jamie's strategic use of empathy and targeted alignment with top sales performers, sharing real-world insights on achieving cohesive team operations and driving significant revenue growth. If you’re looking to enhance alignment and efficiency in your sales and marketing teams, this episode is for you. Episode Type: Case Study Revenue leaders who’ve been in the trenches share how they tackled real challenges—what worked, what didn’t, and what you can apply to your own strategy. These episodes go beyond theory, breaking down real-world implementation stories with concrete examples, step-by-step insights, and measurable outcomes. Bullet Points of Key Topics + Chapter Markers: Topic #1: Overcoming Sales and Marketing Misalignment [00:00:35] Brandy Starr introduces sales and marketing misalignment as a costly challenge resulting in inefficiency. Jamie Walsh recounts his experience with siloed teams and how he built a proactive revenue-aligned machine. The discussion emphasizes the importance of co-owning success and consistent messaging to avoid expensive pitfalls. Topic #2: Leading Through Empathetic Leadership [00:08:55] Jamie Walsh shares how his unique background in various roles within the company enabled him to lead with empathy. By understanding different team motivations, he fostered trust and credibility, essential for aligning sales and marketing. His approach included open conversations and understanding, which helped bridge the gaps between departments. Topic #3: Strategic Competitive Enablement [00:22:34] Jamie Walsh discusses the introduction of a competitive enablement program that targeted top competitors. He highlights how focusing on the top five competitors led to significant wins, including closing the largest deal in company history. This strategic decision showcases the impact of prioritizing resources and aligning efforts for maximum competitive advantage. The Big Win Through strategic deal support and competitive enablement, Jamie Walsh helped his company close the largest deal in its history, demonstrating the power of proactive sales and marketing alignment. Key Learning If you were talking to someone with the same challenge that you were before solving this, what's the first thing you'd tell them? Jamie emphasized the importance of having clarity on objectives right from the start. He advised identifying the biggest problems that need tackling within a short time frame, like 90 days, to make a noticeable impact. Building a plan that focuses on efficiency and alignment with clear goals ensures meaningful progress. Buzzword Banishment Jamie’s buzzword to banish is "optimize." He dislikes this term because it is overused and implies that the opposite would be to degrade, which doesn't make much sense. Jamie believes that the constant use of "optimize" doesn't add value, as it's a given that everyone wants things to work at their best. Links: LinkedIn: https://www.linkedin.com/in/jamiepwalsh/ Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts , Spotify , Google Podcasts , Amazon Music , or iHeart Radio and find more episodes on our website RevenueRehab.live…

Revenue Rehab

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MQLs Aren’t Dead—But Your Definition Might Be 26:50

10 weeks тому26:50

26:50

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…

Revenue Rehab

1
From Messy Data to Measurable Impact: A Case Study in Lead Management 38:18

11 weeks тому38:18

38:18

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…

Revenue Rehab

1
AI Is Making Marketing Specialists Obsolete 38:23

12 weeks тому38:23

38:23

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…

Revenue Rehab

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DEI Cuts are Revenue Cuts 49:09

13 weeks тому49:09

49:09

This week on Revenue Rehab, our host Brandi Starr is joined by two powerhouse guests, Sharon Nyangweso and Anna Radulovski. Meet Sharon Nyangweso, the innovative founder and CEO of Quake Lab. Sharon champions a radical problem-solving approach with an equity lens that is measurable, strategic, and grounded in design thinking. Her work revolves around dismantling invisible systems to promote inclusivity and equity in businesses. Anna Radulovski is the visionary founder of Women Tech Network, boasting a membership of 150,000 across 179 countries, along with leading initiatives such as Coding Girls and Executive Women in Tech. Anna is passionate about breaking barriers and redefining the tech landscape for women. In this Problem Solving episode, Brandi, Sharon, and Anna explore the critical importance of diversity, equity, and inclusion (DEI) as fundamental business drivers. As companies reconsider their DEI strategies under external pressures, our guests delve into the damaging myths around DEI, the impact on revenue, and why prioritizing equitable practices is not just morally right but strategically essential for sustainable business success. Episode Type: Problem Solving Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won’t hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives. Bullet Points of Key Topics + Chapter Markers: Topic #1 The Business Imperative of DEI [07:47] “Our big original sin when it comes to this space... is thinking about equity as a moral imperative rather than a business imperative," Sharon Nyangweso notes. "The challenge is... you decide, oh, this is no longer beneficial to me because the social capital is either reducing or it has come up against too much backlash... However, for the organizations that started seeing it as a business imperative, that does have a moral aspect, but it is first and foremost a business imperative.” This approach demonstrates the potential long-term impacts of DEI on business metrics such as market share and customer loyalty. Topic #2 Diversity Beyond Ethnicity [16:55] “I think there is this misconception that DEI is strictly race, gender, and sexual preference," Brandi Starr mentions. She highlights the often overlooked segments like people with disabilities or mental health issues. "By doing things that help to accommodate some means, you are actually benefiting more." This discussion emphasizes how inclusivity in policies, like remote work, impacts a diverse range of individuals, ultimately benefiting the organization comprehensively. Topic #3 The Curb Cut Effect and Inclusivity [34:13] “If you are designing for the population who is most kind of marginalized... you are inadvertently going to capture the largest amount of people," Sharon Nyangweso explains. "A great example is with these curb cuts... initially created for people using mobility devices, yet they benefited an incredible influx of other people." This example illustrates how solutions designed for inclusivity often provide broader benefits, increasing operational efficiency and market reach. Rapid Fire Round In the rapid-fire round, Brandi Starr asked Sharon Nyangweso and Anna Radulovski four critical questions about tackling DEI challenges. When asked, “If your company has a DEI problem, what’s the first step you should take?” Anna emphasized the importance of analyzing data to pinpoint specific issues, as DEI challenges are often nuanced. In response to, “What’s one red flag that signals a company has a DEI problem but might not realize it yet?” Sharon highlighted that relying solely on training is a warning sign, indicating a lack of deeper systemic change. When asked, “What’s the most common mistake people make when trying to fix DEI challenges?” Anna pointed out that companies often expect underrepresented groups to solve DEI issues simply because they belong to those groups, which can lead to tokenism instead of real progress. Finally, to the question, “What’s the fastest action someone can take today to make progress on DEI?” Sharon recommended conducting an organizational audit to uncover challenges and guide targeted action. Links: Sharon Nyangweso Instagram: https://www.instagram.com/thequakelab/ Links: Anna Radulovski LinkedIn: https://www.linkedin.com/in/annaradulovski/ Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts , Spotify , Google Podcasts , Amazon Music , or iHeart Radio and find more episodes on our website RevenueRehab.live…

Revenue Rehab

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From Doubt to Confidence: Mastering the C-Suite Journey 23:30

14 weeks тому23:30

23:30

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…

Revenue Rehab

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The Future of Operations: Harnessing AI for Predictive Insights 27:52

14 weeks тому27:52