Tegrita Marketing Launches Internal Anti-Bias Committee

July 15, 2022 Brandi Starr

In Revenue Rehab's first episode, "The Anti-Bias CMO," I talked with MK Getler about how biases exist in everyday life and marketing. MK and I discussed how humans have a tendency to categorize gender, nationality, and ethnicity - and tips to prevent it, especially within a marketing context.

In every episode, I ask guests for one thing we can do to start solving the discussed challenges. MK recommended a remedy to bias in the workplace: an anti-bias committee, consisting of people with varying backgrounds and life experiences. This committee can help reduce bias in marketing collateral, as well as employment branding, such as job posts.

Our executive leadership team (ELT) is consistently working to ensure that Tegrita is not just an inclusive organization but also actively anti-racist. Diversity is the key to mitigating unconscious biases or "blind spots" in our marketing messages that can ostracize customers and harm our brand. Therefore, taking MK's advice was a no-brainer.

Last month, we launched the Tegrita Anti-Bias Committee. It is comprised of 5 Tegritans representing a diverse intersection of gender, ethnicity, sexual orientation, class, race, and national identities. The committee's job is to give feedback on images and written content. This helps us avoid anything harmful or exclusive, and makes sure our content reflects who we are at Tegrita.

Each committee member will serve for 6-months, allowing others to support the initiative over time. The Tegrita marketing team will submit content for review after the first round of revisions is complete. This approach ensures enough time for the committee to provide feedback and implement changes without impacting target launch dates.

To help educate the committee, we've provided them with resources on unconscious bias, inclusive language, and a comprehensive DEI-style guide. If you are looking for inspiration to start your committee, here are a few resources to get you up to speed:

Does your organization have an anti-bias committee? Connect with us on social and share your organization's approach to eliminating bias from your marketing. If you haven't listened to the The Anti-Bias CMO episode on Revenue Rehab, now is your chance!

Source

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.
Follow on Twitter Follow on Linkedin Visit Website More Content by Brandi Starr

Tegrita Marketing Launches Internal Anti-Bias Committee

About the Author

Previous Article

Next Article

Tegrita Marketing Launches Internal Anti-Bias Committee

About the Author

Previous Article

Next Article

Most Recent Articles

If you’re pouring money into lead generation but still falling short of revenue targets, your conversion rates are likely to blame. And here’s the hard truth: you’re probably overlooking the most...

When it comes to evaluating your email marketing performance, there’s value in both industry benchmarks and your own internal metrics. Industry benchmarks help you get a sense of what’s happening...

You’ve spent millions driving awareness at the top of your funnel, and your sales team is working hard to close deals at the bottom. But if your middle funnel isn’t optimized, you’re wasting time,...

TL;DR If your data is siloed, inconsistent, or just plain messy, no automation tool will be able to save you. The middle of the funnel is often overlooked but crucial for connecting your lead...

In this blog, we delve into two sophisticated Eloqua Insight capabilities that might be new additions to your toolkit– Bins and Calculated Measures. These advanced features empower you to...

The Cost of Diluted ToFu Efforts Think about your marketing spend. You’re likely investing heavily at the Top of the Funnel (ToFu) — ads, search, social, content — to generate...

Early in my career, I worked for a successful business owner in Dallas, TX, who ran a direct mail print shop. During one of our conversations about new initiatives, he casually remarked, “You’ve...

Discover why relying on 'Sales Heroes' is unsustainable for long-term success and how focusing on the Middle of the Funnel (MoFu) can align your sales and marketing teams for scalable, predictable...

Tegrita's 10th Anniversary: A decade of growth, innovation, and shaping the future of email marketing. Join our celebration and journey through our story!

Tegrita launches Email Flight Management (EFM), a framework set to optimize email marketing results, propelling businesses to new heights of success.

On The Channel CRO Podcast [It's What You Do] Kathleen, Des and Brandi Starr discuss integrating sales, marketing, and technology and how this is essential for businesses to thrive.

Segments are one of the most important asset types found in Eloqua. This article describes the basic tools and logic you’ll need to use to define a segment.

On Rebel Intrapreneur podcast, Episode 45, Bill and Brandi discuss how the CMO is best positioned to become the CRO.

Email marketing optimization takes thoughtful planning, followed by seamless execution. Achieve this and more through Tegrita's Email Flight Management (EFM).

On Spamming Zero Episode 51, James and Brandi discuss How To Conquer Communications In Marketing Operations.

Listen to host Greg Ballard and CRO of Tegrita, Rolly Keenan discuss the significance in the joy of winning and how hard it is to grow revenue when your Ops foundation is not up to par.

If you are CMO looking to advance your career, here are five potential next steps to help you achieve this shared by CMOs on the Revenue Rehab couch.

Email is the backbone of any effective marketing strategy. This article discusses do's and don'ts of creating an effective email strategy.

Brandi, COO of Tegrita joins Frank and Jim on the Marketing Agility Podcast to share how they leverage Agile in their work and with clients.

Email marketing, when done right, can be a highly effective medium to reach your target audience. Let's explore the role of email in a successful digital mix.