Coming in Through the Window: The visible project is not always the actual project

August 17, 2026 Brandi Starr

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Clients usually call about the project they can see: a platform migration, a MarTech audit, a rebrand, a new website, a process that needs to be documented, a campaign that needs to get out the door. Those are real projects. They need to get done. But they are not always the actual project. Sometimes the visible project is simply the easiest place to start. Take a technology migration.

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About the Author

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 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.
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