Revenue Rehab copertina

Revenue Rehab

Revenue Rehab

Di: Brandi Starr
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A proposito di questo titolo

 For Chief Marketing Officers and Chief Revenue Officers; transparent (and entertaining) conversations to develop collective solutions and takeaways to the biggest challenges faced by revenue teams. Relax, Re-ignite, Re-evaluate, Re-build and Re-connect with Brandi Starr on Revenue Rehab; it's like therapy, but for marketers. Continue the conversation online using the hashtag #RevenueRehab and follow us on IG/Twitter @RevenueRehab.2025 Economia Gestione e leadership Management Marketing Marketing e vendite
Episodi
  • From Weekly Resignations to Zero Turnover: A Case Study in Team Transformation

    From Weekly Resignations to Zero Turnover: A Case Study in Team Transformation
    Aug 6 2025
    This week on Revenue Rehab, Brandi Starr is joined by Lorraine Ball, an accomplished entrepreneur and marketing leader. Together, they break down how Lorraine transformed a marketing department plagued by constant resignations and instability into a high-performing, fully retained team. They discuss Lorraine's decisive strategies, including team realignment, personalized work scheduling, and proactive leadership that delivered measurable savings and capacity gains. If you're looking for actionable ways to create aligned, resilient revenue teams, this episode is for you. 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: Diagnosing and Addressing Team Turnover Crisis [03:40] Lorraine Ball shares how she inherited a department where "one person a week at least was quitting," creating massive instability and high recruiting costs. She quickly identified the root cause as a culture treating employees as interchangeable parts. Lorraine's first step was to get to know individual team members and match roles to their strengths, directly tackling the source of ongoing resignations. Topic #2: Implementing Flexible Work Structures for Creatives [09:29] Recognizing that rigid schedules were a poor fit for her creative team, Lorraine sat down with groups and asked, "If you could set your working hours… tell me what works for you." By introducing customized schedules based on team input, she increased productivity and morale while extending team coverage. Within 12 weeks, this shift played a decisive role in eliminating turnover and stabilizing departmental output. Topic #3: Achieving Tangible Financial and Operational Gains [20:17] Lorraine outlines clear metrics from her changes, noting, "We were probably spending about $10,000 a month on recruiting fees. So right off the bat, we were saving $100,000." She further highlights how retention enabled the team to reduce marketing backorders from 300 to zero and freed up capacity to find new revenue opportunities, connecting people-focused change with direct business results. Key Learning or Action Item If you had it to do all over again, what's one thing you'd do differently? Lorraine said she would have involved her senior team leaders more in the beginning instead of tackling everything on her own. By engaging them earlier, she believes they could have solved problems and moved through challenges faster. The Big Win By rebuilding team structure and culture, Lorraine Ball reduced marketing department turnover from 100 percent annually to zero for 18 months, saving over $100K in recruiting costs and creating a team so efficient they had surplus capacity. Links: LinkedIn: https://www.linkedin.com/in/lorraineball/ Instagram: https://www.instagram.com/themtfwpodcast/ Facebook: https://www.facebook.com/MTFWpodcast/ YouTube: https://www.youtube.com/@MTFWPodcast Amazon: https://www.amazon.com/stores/Lorraine-Ball/author/B0C1J55B3H Website: https://morethanafewwords.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.
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    27 min
  • The CMO Role Should Be Replaced By CRO. #ChangeMyMind

    The CMO Role Should Be Replaced By CRO. #ChangeMyMind
    Jul 30 2025
    This week on Revenue Rehab, Brandi Starr is joined by Alan Gold and Paul Peterson, seasoned fractional CMOs who believe fractured C-suite ownership of revenue is costing your company millions, and they're here to prove it. In this episode, they challenge the widespread idea that multiple executives should own revenue, instead making the case that a single CRO needs to drive accountability, alignment, and results. Gold and Peterson uncover the hidden costs of scattered leadership and reveal why true revenue growth depends on unified strategy, clear lines of ownership, and business-wide metrics. Are they right, or will you challenge their thinking? Dive in and join the debate. 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: Splitting Revenue Leadership Creates Chaos, Not Accountability [02:28] Alan Gold argues that dividing revenue responsibility among multiple C-suite leaders leads to dysfunction and wasted budget. He states, "If everyone's in charge, no one's in charge. Period. End," urging companies to consolidate revenue ownership under a single accountable leader. This challenges the widespread belief that shared responsibility drives alignment and highlights the risk of finger-pointing and lack of true accountability. Topic #2: One Revenue Number Alone Does Not Unite the Team [06:25] Alan Gold dismisses the idea that giving multiple executives the same revenue goal will align efforts, describing it as "a lot of BS." He explains that shared metrics do not guarantee unified strategy or execution, insisting that only a single leader, ideally a CRO with broad strategic skills, can effectively drive the revenue engine. This perspective pushes revenue leaders to look beyond revops and metrics, focusing instead on organizational design and true accountability. Topic #3: C-Level Career Progression Requires Broader Business Acumen [18:33] Paul Peterson addresses the career fears that drive resistance to a single revenue leader, emphasizing that C-suite advancement requires understanding the entire business, not just one function. He explains that to be qualified as CRO, leaders must "actually get good at what my counterpart is doing," echoing the CEO role as a business integrator rather than a functional expert. This challenges conventional thinking around executive career paths and motivates marketing and sales leaders to develop broader skills if they aspire to top revenue roles. The Most Damaging Myth The Myth: "If we give each leader the same metrics to be accountable for, so instead of sending everybody in all these different directions, if we still have one number but multiple people, it accomplishes the same thing." (Alan Gold) Why It's Wrong: Alan Gold explains that this belief actually complicates things further and fails to deliver true alignment. Even with a single shared metric, multiple leaders will continue to pull in their own directions based on their functional backgrounds, resulting in silos, duplicated efforts, and ongoing finger-pointing. Ultimately, this diffusion of responsibility means no one is truly accountable for revenue outcomes. What Companies Should Do Instead: Appoint one leader, such as a strategically-oriented CRO, to oversee the entire revenue process. This creates clear accountability, streamlines decision making, and ensures all teams work in harmony toward unified revenue goals. The Rapid-Fire Round What is the first sign that a company is facing a C suite being too big problem, but hasn't really named it yet? "If the CEO can't get a straight answer to what the future looks like and what the revenue stream is for the next quarter. Create unified visibility into your revenue forecast." – Alan GoldWhat's one mindset shift that unlocks progress? "It's the mindset of strategic delegation. Clarify who owns what, and make sure someone is accountable for connecting the dots. Marketing, sales, revenue, customer service. They all have to work together. The real shift is realizing they can't function independently. One person has to own the alignment." – Paul PetersonWhat's the most common mistake people make when trying to fix this? "Just following what you've always done before, instead of stepping back to question whether the current structure and people are right for today's market." – Alan GoldWhat's the most underrated move that actually works to fix this fast? "Go back to the data: analyze your sales process from prospect to closed revenue, review key metrics like close rate and cost per lead, and make sure someone is asking these questions every day." – Paul Peterson Links: Alan Gold ...
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    35 min
  • Outbound Sales Success Requires Complicated Systems. #ChangeMyMind

    Outbound Sales Success Requires Complicated Systems. #ChangeMyMind
    Jul 23 2025
    This week on Revenue Rehab, Brandi Starr is joined by Gabe Lullo, a sales and recruiting expert, and Rolly Keenan, CRO of Tegrita and seasoned revenue leader, who argue that outbound sales is failing not because of lazy reps, but because it's become far too complex for its own good. They challenge the conventional wisdom that ever-growing tools and metrics drive results, insisting that simplifying outbound and prioritizing authentic, intentional outreach is the only way forward. With real-world examples and sharp industry insight, Lullo and Keenan explain why revenue leaders must break away from complexity before it undermines growth. Will you rethink your outbound strategy or defend the old playbook? 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: Matching Buyer Complexity With Sales Simplicity [04:50] Gabe Lullo challenges the belief that complex B2B buying journeys require complex sales processes. He argues that success comes from a multi-threaded, highly intentional approach rather than disconnected, over-engineered outbound systems. Lullo states, "Working on it very strategically… so those three departments are communicating correctly to talk to the right people at the right time," pushing revenue leaders to simplify and sync their sales, SDR, and marketing efforts for real impact. Topic #2: Why High-Volume Outreach Is Just Spam, Not Strategy [13:10] Gabe Lullo argues that most outbound activity today is indistinguishable from spam, citing mass emailing and indiscriminate dialing as ineffective. He asserts, "Intentional outbound is what I think is really what is important. Authentic outbound is what I think is important," reframing high-volume outreach as harmful rather than strategic. Rolly Keenan agrees and emphasizes the need to target the right prospects instead of treating outreach as a numbers game. Topic #3: Technology Alone Won't Fix Outbound [21:40] Gabe Lullo pushes back on the reliance on technology and AI as quick fixes for outbound challenges, warning, "If you can use AI to just spam more, I don't think that's an effective way of implementing the technology." He urges revenue leaders to use tech for preparation, research, and training rather than simply increasing activity. Rolly Keenan echoes this caution, reminding leaders to be thoughtful about whether their tools are genuinely helping SDRs connect in meaningful ways. The Wrong Approach vs. Smarter Alternative The Wrong Approach: "Trying to throw money at it. To Rolly's point, they're just trying to throw money at the problem to fix it." – Gabe Lullo Why It Fails: Simply investing more resources or buying additional tools doesn't address the root cause of outbound motion issues. This approach often compounds complexity, increases inefficiency, and ignores the need for intentional strategy or meaningful conversations. It masks the real issues, making it harder for teams to achieve authentic engagement and sustainable revenue growth. The Smarter Alternative: Instead of indiscriminately upping the spend or tech stack, leaders should focus on listening to what their competitors and the market are actually doing, rather than chasing analyst-driven trends. Prioritize intentional, authentic outreach and ensure your team is aligned and prepared to have relevant, high-value conversations that move deals forward. The Rapid-Fire Round Finish this sentence: If your company has this problem, the first thing you should do is _ "Measure whether your connection rates and the quality of conversations are meaningfully tracked. If not, fix that first." – Gabe LulloWhat's one red flag that signals a company has this problem—but might not realize it yet? "If your team isn't having meaningful conversations—and isn't tracking them authentically—issues will show up later in the funnel."What's the most common mistake people make when trying to fix this? "Throwing money at the problem—more tech, more bodies—without actually addressing the core issue."What's the fastest action someone can take today to make progress? "Actively listen to what your competitors and the market are actually doing, instead of just following analyst advice and trends." Links: Gabe Lullo LinkedIn: https://www.linkedin.com/in/lullo/ Podcast: https://open.spotify.com/show/7c5IlZshEVZrJtY5QtQGF3 Website: https://alleyoop.io/ Links: Rolly LinkedIn: https://www.linkedin.com/in/rollykeenan/ 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...
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    39 min
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