Revenue Rehab EP 119 [The Pipeline Velocity Imperative: Aligning Marketing & Sales for Better Results]

This week on Revenue Rehab, our host Brandi Starr is joined by Moira Vetter, Founder and CEO of Moto Moto Agency.

Meet Moira Vetter, a seasoned marketing visionary thriving at the intersection of strategy and innovation. From leading growth for global brands and mid-market companies to navigating the intricacies of publicly traded firms, Moira possesses a wealth of experience in strategic, long-term business planning and marketing innovation.

In this episode, Brandi and Moira delve into the pressing need for brands to extend their runway and relax immediate KPIs to foster innovation and enter new markets. They discuss the essential practice of setting aside a portion of the marketing budget for R&D, protecting it against the unpredictability of results. The conversation touches on the ever-evolving marketing landscape, marked by digital transformation, automation, and the dilemmas of mergers and acquisitions.

Tune in as Moira shares her insights on building a fluid two-year plan, balancing short-term goals with long-term brand development, and maintaining confidence amidst rapid change. For marketing leaders feeling the pressure of constant transformation, this episode offers valuable strategies and a reassuring perspective on finding direction and making impactful decisions. Join us for a therapeutic session designed to reignite your confidence and strategic vision on Revenue Rehab. 

Bullet Points of Key Topics + Chapter Markers:

Topic #1: The Need for Innovation and Flexibility in Marketing [08:25] “If marketing is constantly being driven by immediate KPIs, there's simply no room left for innovation... Brands need that longer runway to test, learn, and ultimately thrive in new markets,” Vetter asserts. She emphasizes, “Setting aside a specific percentage of the marketing budget for R&D protects your long-term interests, even without immediate results.”

Topic #2: Adapting to the New Marketing Landscape through Collaboration [16:47] “Leaders must advocate for the value of innovation within the c-suite and ensure budgets for testing aren't cut,” Vetter advises. Brandi Starr adds, “Marketing roles are undergoing rigorous change due to digitalization, and it's crucial to align leadership measurement with integrated technology... the expectation now is to measure every effort, and adaptability is key.”

Topic #3: Building Confidence in Uncertain Times [29:33] “In the face of unexpected changes, staying calm and making decisions, even when things aren’t perfect, is crucial,” Vetter reiterates with a nod to Winston Churchill. Brandi Starr concurs, “We might not always get it right, but it’s about acknowledging what isn’t working, what’s being done to fix it, and learning from those actions.” Vetter further suggests, “Developing a fluid, two-year plan helps maintain long-term thinking while adapting to change, balancing both short-term revenue goals and long-term brand development.”

So, What’s the One Thing You Can Do Today?

Moira Vetter's 'One Thing' is to create a fluid, two-year plan starting from today. “Consider both the short and long term in your strategy. Identify the key stakeholders who will impact your future and incorporate flexibility into your planning process. By doing so, you provide a longer runway for action and growth, which is crucial in this dynamic business environment. While traditional one-year plans have their place, the two-year plan allows for adaptability, ensuring your brand's sustained innovation and market engagement."

Buzzword Banishment:

Moira’s Buzzword to Banish is the phrase ‘synergy’. She wants to banish it because, she says, “It’s overused to the point of being meaningless and often masks a lack of real strategy or substance.” Moira believes that relying on 'synergy' diminishes the importance of clear, concrete plans and objectives in business discussions.

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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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