Join us on the Revenue Rehab couch, where host Brandi Starr engages in insightful conversations with esteemed revenue leaders. Together, we dive deep into the ever-evolving trends and obstacles faced by revenue teams. If you’re seeking to be at the forefront of industry knowledge and glean wisdom from experts, this is your destination. Embark on a journey with us as we uncover the most pertinent subjects, unveil industry terminology, and share insights to guide your path to revenue success. Excited to explore our recent discussions? Let’s get started.
In this episode, Brandi Starr hosts Steffen Hedebrandt, CMO & Co-Founder of Dreamdata, to dive into the topic of Content ROI for B2B teams. They explore content's potential as a revenue driver, stressing the need for thorough measurement and alignment. Steffen highlights tailoring content to different stakeholders and delves into the technical aspects of tracking the buyer's journey. The episode concludes with insights on how these granular insights drive effective content strategies for trust-building and ROI optimization.
Brandi and Jim Kraus, President of Buyer Persona Institute (BPI), discuss the topic of Buyer Insights. BPI’s renowned methodologies have set the standard for marketers worldwide to gain deep buyer understanding, fostering strategies that enhance leads, conversions, and sales achievements. The discussion starts with defining buyer personas as comprehensive insights into real people's goals, concerns, and decision-making processes. Jim outlines the five essential elements of buying insight for constructing buyer personas. He underlines the role of personas in aligning marketing efforts and the sales team's messaging to better address buyer needs. Tune in as Brandi and Jim navigate through the common challenges and effective strategies in uncovering buyer insights.
Alex Levin, Co-Founder and CEO of Regal.io joins Brandi on a new installment of the "My Journey" series. Alex shares his career path evolution from a Product Manager to a CEO. The discussion begins with his varied experiences across technology companies, where he discovered his inclination for understanding how things worked. Alex emphasizes the balance between solving problems and creating systems to ensure repeatability. Transitioning to the journey of becoming a company founder and CEO, he underlines the importance of passion and finding a compatible co-founder. Tune in as Brandi and Alex offer valuable insights into navigating career growth and entrepreneurship.
In this episode, special guests Mike Geller, President, Co-Founder and CTO at Tegrita, and Rolly Keenan, CRO at Tegrita, join Brandi Starr to delve into their book "CMO to CRO: The Revenue Takeover by the Next Generation Executive." The three authors discuss the book's enduring relevance, divided into three sections: The Problem, a vision of a fixed future, and a strategic approach to transformation. They explore a broad framework for transformation, emphasizing guideposts rather than specific details, given the unique challenges each company faces. The conversation concludes in a redefinition of the Chief Revenue Officer (CRO) role, where they stress that it's not about marketing reporting to CROs but rather a holistic reimagining of the CRO function. Tune in to grasp their insightful perspectives on Revenue Takeover in this enlightening episode of Revenue Rehab.
Jim Combs, VP of Experience Strategy & Research at Human Spark, joins us to delve into the topic "Deciphering Customer Desires: From Insights to Brand Promise Delivery." Jim, with over 25 years of experience across various industries, brings valuable insights to the table. Jim and Brandi discuss the crucial difference between customer belief and perception, highlighting how companies need to adapt to changing customer behaviors, especially post-COVID. Techniques for gaining customer insights are explored, including stakeholder interviews and understanding business objectives. Jim highlights the importance of aligning customer insights beyond just marketing and how organizational cultures can sometimes misalign with actual customer needs. Tune in as Brandi and Jim decode the intricate journey from insights to delivering on the brand promise.
For more podcast episodes and in-depth discussions, visit the Revenue Rehab website. We welcome your feedback and stories as potential guests. Join us in the ongoing conversation and connect with us today. Until next time!