Revenue Rehab Tegrita

This week our host Brandi Starr is joined by Eileen Campbell, Founder of Womintuition.
Meet Eileen Campbell, a force to be reckoned with in the world of marketing and insights. From launching US operations for a global Insights agency, to serving as CEO of a $1B consulting firm and serving as CMO for one of the world's most iconic entertainment brands, she's done it all. 
Oh, and let's not forget about the start-up she co-founded, which reached $30MM revenue in just four years. Today, she leads Womintuition, a growth advisory service and serves on a number of boards.
In this episode of Revenue Rehab, Brandi and Eileen will tackle addressing the gap between CMOs' aspirations for board positions and the challenging reality of securing these roles, while exploring actionable strategies to improve their chances.        
Bullet Points of Key Topics + Chapter Markers: Topic #1 CMOs and Board Service [06:34] Eileen encourages CMOs who are pursuing serving on a Board to consider their current professional impression and the old stereotype of the CMO as the ‘corporate artiste’; “if I'm the CMO of a company am I being invited in to present to my own company's board? And am I privy to the concerns in that boardroom?”  Because, she says, “if that's not happening in your own company, it's highly unlikely that you are presenting the skills that will be valued in someone else's company.”
Topic #2 Serving on Boards: Dream vs. Reality [12:42] Serving on a board requires significant preparation, Eileen explains. Understanding of financials as well as a willingness to fulfill legal obligations of serving on a board, all add up to serious commitment rather than an easy path to wealth or prestige. She continues, “there's a lot of legal liability associated with board work. So, you need to be aware of that, because that's certainly a risk. [There’s] also reputational risk. If you sit on the board of a company that has some sort of serious public relations problem, by default you will take some of that heat.”
Topic #3 Board Service: Self Evaluation [26:24] Eileen presents several factors to consider when it comes to motivation to joining a board, whether it's the pursuit of prestige and leadership recognition, seeking an income stream, or the inclination to give back and impart knowledge.  She encourages CMOs to ponder; “I think just really understanding your own ‘why’, which I think is important in sort of everything in life, right? Why do I want to do this? Why does this matter to me? And that helps guide your choices.”
So, What's the One Thing You Can Do Today? Eileen’s ‘One Thing’ is: “I would seriously consider whether there's an opportunity for you to get P&L responsibility,” she says, “if you really, really, really want to serve on a board, it will be easier if you've had P&L experience, it's not an absolute, but it will be easier.”  She continues, “and, if you don't feel like you have the skill set for P&L responsibility, you might want to question whether you have the skill set for board service.” 
Buzzword Banishment: Eileen’s Buzzword to Banish is not one but two phrases ‘it is what it is’ and ‘low hanging fruit’. The first Eileen wants to banish because, she says, “I think it is the most passive aggressive thing on the face of the earth.”  The second, she quips, is “mostly because I think it sounds dirty.”  
Links: Get in touch with Eileen Campbell: 
LinkedIn Womintuition 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

This week our host Brandi Starr is joined by Deidre Hudson, Revenue Marketing Leader, Speaker, and Author.
With over 20 years of experience, Deidre Hudson has built and scaled demand generation and revenue marketing functions for companies ranging in size from under a million to over $5 billion in revenue. She has appeared on several podcasts and frequently speaks about fixing what's broken in marketing.  
Deidre takes a holistic approach and is deeply committed to expanding the art and science of marketing. She is also the author of "How the F*ck Did I Get Here" where she speaks about her journey to personal self-actualization and transformation.
 In this episode of Revenue Rehab, Brandi and Deidre will tackle unveiling how to break free from the monotony of life on autopilot, by making transformative changes towards living with purpose and intention.
Bullet Points of Key Topics + Chapter Markers: Topic #1 Journey Beginnings: Data-Driven [06:34] “I was in undergrad for accounting. And I was working in the marketing department of a human rights non-profit organization. And we were doing lots of demographic and behavior-based segmentation, using lots of data, kind of psychographics, demographics. And I just became fascinated with that,” Deidre says, “So that's how I fell into it. And I switched my major to marketing. And it's been marketing ever since.”
Topic #2 Unconventional Edge [10:30] “I was doing this data-driven stuff before data was cool,” Deidre quips, “before it was cool to be, you know, like a nerd or whatever.”  She continues, “I got inspired by the stories that I was able to extract from data analysis [and] from what I learned going back to those roots that I had about really being able to take these different data sets, from a psychographic and demographic and behavioral perspective…and how do I create messaging that's going to appeal to them.”
Topic #3 Journey Pivot: Routine to Intentional [21:13] “I talk about this in my book, and I think it was a couple of little things. I started hyperventilating. And I would wake up every morning, and it was like just this feeling of dread,” she says, “I realized that this is not how life is supposed to be. And I just started doing a lot of examination…I shifted my focus in that I started to feel more like I had a choice in taking on some roles. I had a choice in who I presented in those roles. I had a choice in [asking myself] how am I going to receive you know things that are being said and things that are being done,” Deidre says, “I just I felt like I had more dominion over the things that were taking place around me.”
So, What's the One Thing You Can Do Today? Deidre’s ‘One Thing’ is to spend time projecting ahead to where you want to be with intention.  “Just make sure to look at the things you're doing today and see if that fits in line with you be becoming that person that you want to be tomorrow. We do that in business, right? We look at our revenue goals, we work backwards from our revenue goals and say, ‘these are the things we need to do to achieve that’ and apply that same thing to you as a person, your personal and professional goals as well.”
Buzzword Banishment: Deidre’s Buzzword to Banish is the phrase “roll up your sleeves”. “When you are talking with people and looking to join a new company for your next role or opportunity, a phrase that you often hear is we want somebody that's going to come in and ‘roll up their sleeves’,” Deidre says, “I think we just need to banish that and just be real and say what it is that we're actually looking for when you're in those situations. What are you actually looking for? What does that actually mean?”
Links: Get in touch with Deidre Hudson:
LinkedIn Deidre Hudson How the F*ck Did I Get Here Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or i

This week our host Brandi Starr is joined by Lihong Hicken, Chief Executive Officer at TheySaid.
Lihong is the co-founder and CEO of Theysaid (Theysaid.io), a company that is disrupting the customer engagement space to drive business growth. With a background in user experience and B2B revenue growth, Lihong is transforming the way businesses interact with their customers by leveraging the power of journey pulsing and advanced analytics. 
Fun fact: Lihong started Theysaid when her daughter was just 3 weeks old, demonstrating her passion and commitment to innovation in the industry. Niko Bonatsos, Managing Director at General Catalyst, describes Lihong as 'a Force of Nature,' recognizing her unwavering determination and drive to transform the customer engagement space.
In this episode of Revenue Rehab, Brandi and Lihong will tackle the belief that it is customer value VOC (not NPS) that is a leading signal of churn.
Bullet Points of Key Topics + Chapter Markers: Topic #1 Tech Leader Insights: Churn and Upselling [07:06] “The first biggest learning I got from interviewing these 50 tech company CEOs and COOs, is that when I ask them ‘how does your team know if your customer is about to churn?’ And 80% of the companies say, ‘Oh, we look at their product usage or login section’…When I asked them, ‘Okay, so how does your team know if a customer's ready to buy more?’” Lihong says, “100% of the companies said that we talk to our customers in the form of customer reaching out to us.”   
Topic #2 Critical Shift: Customer Insights and Timing [09:52] Lihong explains how the typical customer journey gathers data too late to prevent churn.  Communicating frequently with your customers to gather good data is key to preventing churn and being successful in upselling she explains. “Depending on who you are, and where your journey is, the frequency and the questions sent to you will be different,” Lihong says, “and these questions are curated to find risk and growth opportunities.”
Topic #3 What Does Good Data Look Like? [24:35] “I think there's three different levels of the goodness.  Typically, in the short term, like within a month, you may find some [dissatisfied] customers who you may be lucky enough to catch them before they make the change is layer number one,” Lihong shares.  Layer number two is picking out where there is opportunity for cross sell deals.  Layer three is identifying growth opportunities of your existing customers.
So, What's the One Thing You Can Do Today? Lihong’s ‘One Thing’ is to identify insights you wish you knew about your customers. “Add a few questions that, you know, that's something that you wanted to know, maybe a little bit uncomfortable to ask customer face to face,” Lihong advises, “write them down, and then ask them either on the next call with them, or in the NPS survey.” 
Buzzword Banishment: Lihong’s Buzzword to Banish is ‘synergy’. “It's funny, I didn't know what that it meant,” Lihong says, “[but] ever since I got to business school at Berkeley it was everywhere…it is too overused.”
Links: Get in touch with Lihong Hicken:
LinkedIn LinkedIn Live TheySaid 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

This week our host Brandi Starr is joined by Max Gomez, Chief Marketing Officer at Next Net Media.
Max Gomez Montejo is the influential Chief Marketing Officer at Next Net Media, a company at the cutting edge of data-driven marketing solutions. His visionary leadership extends to various brands, most notably the HOTH, a renowned search engine marketing firm that empowers businesses to amplify their online visibility. The HOTH offers a comprehensive range of services, including managed SEO, PPC, blog content creation, and link building, making it a one-stop destination for enhancing search engine traffic. Moreover, the HOTH provides a reseller SEO program tailored for agencies, affiliates, and consultants, expanding its impact within the digital marketing landscape.
Max's professional journey boasts a rich variety of experience in e-commerce, travel, telecommunications, and B2B sectors. At Next Net Media, his strategic acumen and digital marketing expertise have propelled the company to the forefront of the industry. Through Max's guidance, Next Net Media consistently delivers remarkable returns on investment, solidifying its reputation as an industry leader.
Going beyond his corporate accomplishments, Max shares his knowledge and wisdom as a guest professor at multiple universities. His dedication to shaping the marketing leaders of tomorrow underscores his commitment to the industry's future and continuous innovation. 
In this episode of Revenue Rehab, on the couch Brandi and Max will tackle demystifying how AI is reshaping search strategies and what marketers must do to stay ahead in the ever-evolving SEO and SEM landscape.
Bullet Points of Key Topics + Chapter Markers: Topic #1 Organic Panic? [06:24] “We're seeing an evolution of organic channel,” Max says, “what would happen if you…couldn’t spend money on paid ads, and if you couldn’t get any jobs done on social media; the most important channel is going to remain your organic effort.”  He continues, “in a nutshell, organic efforts right now are still the number one source of traffic, the number one source of conversions from a website; if your website doesn't have 50 or 60% of traffic from organic sources, you need to be worried. But at the same time, you need to find a new story to be discovered and to understand the search and the user’s intent.”
Topic #2 Google Algorithm [17:07] “I will give you three things you need to ask yourself before panicking or not. The first one, Google is penalizing those who have been repurposing domains” says Max.  “The second one is abuse of AI, meaning that you just create content without any context…And the third one is kind of a messy one, if you were bragging on social media or on different websites that Google didn't pay attention when [you were] abusing of AI or something like that, you're going to get penalized.”
Topic #3 Don’t Put All Your Eggs in One (AI) Basket [25:44] “Up to a certain point, you can rely on AI to analyze your data to analyze what's happening in the Search Console, to give you different indexing, maybe help from a developer development perspective,” Max advises, “but if you if you want to trust AI to create 100% of your content, that's going to be a big no-no. Because, again, AI could know tons of things about the world, but the only one who knows about your business is the business owner, the brand, the team, the company. So don't forget your expertise and your experience on each subject.”
So, What's the One Thing You Can Do Today? Max’s ‘One Thing’ is 3 steps: “First, go to Search Console, and analyze what's happening with your metrics there, especially in a couple of metrics…Second, check out the CPR, because maybe you have a low CPR, you can do some things to get more traffic, more clicks…And then third, check the keywords that users have been using to find you, once you have those keywords, think if you're creating content for tho

This week our host Brandi Starr is joined by an exceptional returning guest, Matt Heinz, Founder and President at Heinz Marketing. 
Matt Heinz has more than 15 years of marketing, business development and sales experience from a variety of organizations, vertical industries, and company sizes. Throughout his career, Matt has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty. 
In this special 100th episode of Revenue Rehab, on the couch Brandi and Matt will tackle unpacking the secrets to being a standout leader, building teams that are as passionate as they are productive, and nailing the basics that drive business and brand growth. 
 
Bullet Points of Key Topics + Chapter Markers: Topic #1 Self Reflection, Purpose, and Impact [05:56] “I fundamentally believe if you don't look back at sort of your earlier stages of your career in life, and if you don't cringe a little bit, you're probably not improving,” Matt reflects, “and [you’re] probably not sort of learning enough and becoming a better, not just better at what you do, but a better human, a better contributor to society and the people around you.”
Topic #2 Leadership: Balancing Culture and Business [17:07] “Well, first, I would just say that if you if you are feeling that struggle, if you're feeling that tension, you are already a great leader,” Matt says, “because that means you are prioritizing, your brain is already prioritizing, supporting the people on your team.” 
Topic #3 Strategies for Accelerating Revenue Growth [29:45] To get there, Matt says, “we have to pull back all the way back honestly, to corporate strategy. And let's not dwell on this a lot. But like, where are you as a business? Are you early stage? Are you in Product Market Fit mode? Where are your funding sources? And what do they need? What are the shareholder or stakeholder objectives?” He continues, “because if we just sit here and say, ‘we should start a community’, or you know what, ‘we should start a podcast’, or ‘how come we're not advertising here?’, ‘how come we're not winning the search wars?’, or whatever it is. Legit questions. But without context of ‘why’, we're just going to fight over a variety of well-meaning priorities.” 
 
So, What's the One Thing You Can Do Today? Matt’s ‘One Thing’: “I'm going to quote Eric Schmidt, former CEO chairman of Google, I remember, years ago, he was on stage at Dreamforce with Marc Benioff and at one point in telling a story he said, ‘life is short work with people you enjoy’.”
 
Buzzword Banishment: Matt’s Buzzword to Banish: “There's a category of buzzwords I describe as what I'm selling led growth,” he says, “it just seems like everyone's trying to say, well, you can lead use this to the growth or you can use this to lead growth or this tactic or this channel. And way too often, it's the company selling you a solution for that, that is coming up with that.”
 
Links: Get in touch with Matt Heinz:
LinkedIn Twitter Heinz Marketing Episode 14 - Finding Your Circle: The Importance of Community for Personal Growth
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

This week our host Brandi Starr is joined by Jennifer Hopkins, Senior Vice President of Marketing at Sonar.
Jennifer Hopkins, the driving force behind the marketing strategy at Sonar, has 14 years as a B2B marketing executive.  She’s known for driving category-leading brands to unprecedented growth and helping founders successfully exit.
With a knack for sales acquisition, she thrives at the intersection of art and analytics, constantly pushing the envelope to deliver campaigns that not only resonate but also deliver tangible results. As CMO, Jennifer understands the value of building high performance marketing teams and collaborating across the C-Suite to propel growth. 
When not crafting the next big campaign, she can be found enjoying time with her family in her new role as mom or mentoring the next generation of marketing trailblazers.  
On the couch in this week’s episode of Revenue Rehab, Brandi and Jennifer will tackle sales and marketing success and increasing pipeline velocity via collaboration and a healthy competitive mindset.
Bullet Points of Key Topics + Chapter Markers: Topic #1 Building Healthy Competition: Marketing and Sales [05:49] “I think the first thing is that you've got to have a marketing leader who's not afraid to put a number on their back,” Jennifer says. “I think that starts this healthy kind of Olive Branch of building a relationship, building trust.”  The second thing Jennifer identifies as a critical factor is alignment, “both sales and marketing leaders, they've got to have their teams aligned on the same KPIs, the same targets that they're going after.”
Topic #2 Creating a Collaborative Environment [13:43] “My number three is you've got to bring people into the fold,” Jennifer explains, “alongside your sales leadership, you've got to create a collaborative environment. Oftentimes, these teams that are siloed, they're not even meeting regularly.”  The most successful approach, Jennifer stresses, is going to be top-down, “your marketing leader and your sales leader have to find a way to make sure that the team sees the value in these meetings.”
Topic #3 Ensuring Time Spent is Valuable [19:28] “I think this kind of leads me into the fourth point of,” Jennifer says, “you've got to share the data. And you got to be transparent across both teams.”  She continues “I think the important thing is too, your entire marketing team, and your entire sales team doesn't have to be in a meeting all the time together…I think it's finding the right meetings and putting the right people in the same room…whether it's your head of marketing, or your head of demand gen who's hearing those conversations, they've got to then bring it back to the team.”
So, What's the One Thing You Can Do Today? Jennifer’s ‘One Thing’ is: “Audit your current process, like take five minutes and actually sit down and think ‘how am I currently collaborating with the sales team?’ And if you're doing all four of the things that we talked through today, awesome, high five, keep doing it. If there's something that you haven't tried yet, my one homework would be pick one. Try it out for 30-60 days and see if it's helping.”
Buzzword Banishment: Jennifer’s Buzzword to Banish is ‘frothy’. “I've heard it a lot in the past year and a half in regard to capital flowing around the marketplace,” Jennifer says, “but for me, it just, it's a little cringe worthy.”
Links: Get in touch with Jennifer Hopkins:
LinkedIn Sonar Episode 38: Marketing & Sales Divide: Perspective from Both Sides
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