Stay ConnectedFor 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.
This week our host Brandi Starr is flying solo for National Email Week. It's all about understanding the unparalleled potential of email in B2B marketing.
Brandi Starr, a visionary in B2B marketing and Chief Operating Officer at Tegrita, dives deep into why executive attention towards email strategy is crucial. Email is often underrated in B2B due to its low cost and perceived difficulty in measurement. In this insightful solo episode, Brandi unveils how email, when done right, can significantly impact lead generation, opportunity creation, customer retention, and more.
She'll share data-driven case studies showcasing how strategic email campaigns can drive revenue, improve deal velocity, and bolster long-term customer relationships. Brandi stresses the importance of accurate measurement and attribution of email campaign success and advocates for a coordinated approach across multiple marketing channels.
Join Brandi on Revenue Rehab as she breaks down the essential role email plays in a comprehensive B2B marketing strategy, and how marketing leaders can tap into this resource to transform their approach.
Bullet Points of Key Topics + Chapter Markers:Topic #1 Leveraging Multiple Channels with Email [08:24]
"I really see email as the backbone of our multi-channel strategy," Brandi Starr states. "When a contact engages but doesn't convert, we've found tremendous success in using LinkedIn ads to re-engage. The beauty of email in this approach is its scalability and ability to sustain engagement over a longer period." She adds, "By complementing email with social campaigns and nurturing through thought leadership webinars, we're tapping into different touchpoints that continue to drive interest and interaction."
Topic #2 Optimizing Email Engagement Through Data [14:17]
Brandi emphasizes the importance of utilizing data from email campaigns to steer broader marketing strategies. "The insights from your email data are gold. They can inform everything from which content to syndicate to how to word your messaging for higher registration rates," she says. "It's not just about open or click rates; it's about understanding the journey and using that data to refine our approach across all channels."
Topic #3 Email's Role in Long-Term Customer Retention [32:45]
"Email is invaluable beyond just lead gen—it's a key player in customer retention and product engagement," Brandi notes. "By identifying accounts at risk and deploying targeted email campaigns, we've been able to re-engage and retain customers who might otherwise have been lost." She explains, "Effective communication, especially during the transition from sales to customer success, is critical. Emails, if done right, provide those necessary touchpoints that keep the customer journey smooth and consistent."
So, What's the One Thing You Can Do Today?Brandi's "One Thing" is to have a conversation with all of the email stakeholders. If the person responsible for email is the only one thinking about email, then you're not doing it right. The full marketing team needs to consider the use of email in all aspects of the business and how they can leverage the data. "This is a place where if you, as the leader of the marketing team, give it the proper attention, not that you need to stay in the weeds, but take a moment to get in the weeds with your team to really understand how do you unlock the potential of email. Because again, email is low cost and high impact if done well."
Links:Get in touch with Brandi on LinkedIn.
Connect with Revenue Rehab on LinkedIn.
Follow Tegrita on LinkedIn.
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 on Revenue Rehab, our host Brandi Starr is joined by Ellza Malek and Baron Lukas. Ellza, a principal and CMO at ExecHQ, leads the international group supporting organizations expanding into new markets. Ellza, an award-winning CMO, drives businesses into the future. With a data-driven and strategic mindset, she has led global marketing teams, spearheaded brand transformations, and achieved remarkable results. Baron is an executive leader, board member, advisor, coach, and retired Marine Corps Colonel. Baron has 43 years of leadership, management, and mentoring experience. His professional career spans a diverse spectrum of positions: fighter pilot, instructor, strategist, intelligence officer, professor, commander, and finally, business executive, entrepreneur, board member, and advisor. In this insightful episode of Revenue Rehab, Brandi, Ellza, and Baron dive into the intricacies of international market expansion. They redefine the roles of C-suite members in revenue generation, emphasizing the importance of cultural intelligence, legal compliance, and staying agile. From addressing the critical phases of going global to sharing actionable insights and proven strategies, our experts shed light on making your mark overseas successfully.
In this episode of "Revenue Rehab," our host Brandi Starr is joined by Michelle E. Dickinson, a renowned figure in mental health innovation, workplace resilience training, and personal mastery. With a background encompassing TED talks, best-selling authorship, and transformative consulting work, Michelle brings a wealth of insights to the table.
Tune in as Brandi and Michelle delve into the crucial topic of resilience in leadership, focusing on guiding teams through emotional fatigue. From practical meditation tips to fostering trust and compassion within teams, they explore actionable strategies for leaders to navigate and support their teams' emotional well-being effectively.
Discover how to cultivate resilient teams, lead others during a period of emotional exhaustion, and empower your leadership approach with the invaluable advice shared by Brandi Starr and Michelle E. Dickinson on "Revenue Rehab."
Bullet Points of Key Topics + Chapter Markers:Topic #1 Importance of Meditation in Reducing Emotional Fatigue [08:15]
"I think even just five minutes a day is a great starting place… As you become more comfortable, then you can add on another five or ten minutes."
Topic #2 Building Trust and Compassion in Leadership [16:47]
"Trust and compassion are the foundations of strong leadership. Listening actively and showing empathy can truly drive team performance and loyalty."
Topic #3 Strategies for Supporting Team Resilience and Well-being [23:32]
"Encouraging team members to disconnect and take care of themselves is crucial. A supportive leader can help create a positive work environment that fosters well-being."
So, What's the One Thing You Can Do Today?Michelle's 'One Thing' is to prioritize self-care by dedicating time in the morning just for yourself. "Before diving into the day's demands, take at least ten minutes to enjoy a moment with your coffee or tea. Breathe, set intentions, and engage in a brief meditation. Giving yourself this time at the start of the day can positively influence how the rest of your day unfolds, leading to a more grounded and peaceful start."
Buzzword Banishment:Michelle's Buzzword to Banish is the phrase 'it is what it is'. She seeks to eliminate this phrase as she perceives it as conveying a sense of resignation and lack of agency. Michelle finds this phrase to be passive-aggressive and unhelpful in fostering positive change and problem-solving. By banishing 'it is what it is', Michelle aims to encourage a mindset of empowerment and proactive engagement with challenges.
Links:Get in touch with Michelle E. Dickinson:
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 Greg Plum, a distinguished expert in ecosystem channel development.
Meet Greg Plum, a trailblazer who has built partner programs from scratch for multiple SaaS providers and facilitated Partner Ready's ecosystem academy. With lobbying on Capitol Hill in support of the IT industry, delivering three TEDx talks, and active involvement in various industry councils and mentoring programs, Greg's contributions are nothing short of extraordinary.
In this episode of Revenue Rehab, Brandi and Greg delve into the intricacies of the partner ecosystem, distinguishing between channels and ecosystems. Drawing from Greg's vast experience, they explore how marketing leaders can leverage partner ecosystems to enhance understanding of their Ideal Customer Profile, thereby improving collaboration with influencers and increasing the value proposition to both customers and their influencers.
Bullet Points of Key Topics + Chapter Markers: Topic #1 The Importance of Ideal Customer Profile (ICP) [09:47]"Your ICP isn't just a target; it's the foundation for all your partnerships," stresses Greg Plum. "Misalignment is the main reason partnership programs fail. By focusing on a few perfectly aligned partners who can mutually support your goals, you're setting the stage for meaningful and productive collaborations."
Topic #2 Building Mutually Beneficial Partnerships [16:22]
Brandi shares, "The biggest mistake companies make is focusing on how partners can benefit them rather than seeing it as a two-way street. It's about creating mutually beneficial relationships that open new avenues for revenue that wouldn't exist otherwise. Misalignment often stems from this one-sided mindset, and that's why partner programs fail."
Topic #3 Managing Channel Conflicts Effectively [32:45]
"Channel conflicts are inevitable, but transparency and a customer-first approach can turn these conflicts into opportunities," explains Greg Plum. "I had a case where two different partners brought in the same deal. We handled it by being transparent with everyone involved and letting the customer decide who they wanted to work with. It's crucial to have clear processes and the right people to manage these conflicts effectively."
So, What's the One Thing You Can Do Today?Greg's 'One Thing' is to start with your ideal customer profile (ICP) when developing your partner strategy. "Identify three of your top clients and conduct a thorough 90-minute discovery call to deeply understand their needs, tech stacks, and ecosystem influencers. This will help you pinpoint the right partners who align perfectly with your business goals and customer needs. It's not about having a large number of partners; it's about cultivating a few, perfectly aligned relationships that can drive significant mutual success. Approach this like an IndyCar pit stop—each partner has a unique job but a common goal of serving the customer. By focusing on these key alliances and understanding the nuances of your top clients, you'll be better equipped to create a robust and effective partner ecosystem."
Buzzword Banishment:Greg's Buzzword to Banish is 'thought leader' and 'ecosystem.' He shares, "These terms are so overused and have lost their original significance. Everyone today is a 'thought leader' without genuinely bringing new insights to the table, and 'ecosystem' has become a catch-all phrase that muddles more than it clarifies. I've started advocating for the term 'evangelist' instead, because it implies a deeper, more authentic level of advocacy and engagement."
Links:Get in touch with Greg Plum:
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 Neil Rogers, Author & VP of Sales at Rogers Marketing.
Neil has built a successful career in sales and marketing that spans almost forty years in a variety of industries, ranging from pharmaceuticals to military defense contractors. But before the multiple sales awards and accolades, Rogers spent ten years slinging beers behind the bar at some of the top establishments in and around Boston. The lessons learned during his "cocktail years" have provided him with the skills needed to excel in sales and marketing. And now, he's sharing the knowledge gleaned from long nights of sticky floors and slinging shots that have propelled Rogers to the upper echelons of salesmanship.
This episode is a deep dive into the significance of blending traditional methods with modern marketing tactics to achieve lasting success in the fast-evolving business landscape.
Bullet Points of Key Topics + Chapter Markers:Topic #1 The True Value of Hospitality in Business [08:22] "The essence of hospitality isn't confined to hotels and bars; it's foundational in creating genuine customer connections regardless of your business sector," Neil articulates. He stresses the importance, noting, "What I learned from my time-serving drinks wasn't just about crafting a perfect cocktail, but about understanding people and creating moments that matter. This same principle applies directly to engaging customers in any business environment." "These minor details and personal touches," Neil adds, "can set you apart in a crowded market."
Topic #2 Reinventing Direct Mail and Relationship Building [17:45] Neil explains, "In an age where digital noise is louder than ever, going back to basics like direct mail can cut through the clutter." He elaborates on integrating traditional tactics with modern strategies, saying, "Direct mail isn't just about sending letters. It's about personalization, about being memorable. Combine that with today's analytics, and you target not just effectively but meaningfully." Brandi adds, "It's about leveraging every tool in our arsenal to maintain that crucial human touch."
Topic #3 Longevity and Ethics in Marketing [32:18] Neil emphasizes long-term success tied to ethical practices, stating, "You can chase quick wins or you can build lasting relationships based on integrity." He further advises, "Honesty, fairness, and sincerity aren't just moral choices; they are strategic advantages in business." Discussing the impact of these values, Neil notes, "When clients trust you, they not only return, they become advocates for your brand. That's the real power of ethical business practices."
So, What's the One Thing You Can Do Today?Neil's 'One Thing' is to develop a process for prospecting new clients or launching new products, and stick to a multi-touch, multi-media micro-marketing campaign for 90 days, making adjustments along the way.
Buzzword Banishment:Neil has two Buzzwords to Banish, "dive in" and "super". Neil wishes to eliminate these phrases because he feels, "They're overused to the point of losing all meaning. Every meeting, every call—it's always "let's dive in" and "super."
Links:Get in touch with Neil Rogers:
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 Jeff Winters, CRO of Abstrakt Marketing Group.
While at a previous sales position, Sapper founder Jeff Winters implemented a unique email strategy that consistently landed him in Fortune 100 boardrooms. But every time he finished his pitch, these companies would grill him on his strategy: "Great product, but how the heck did you get this meeting?" In 2013, after hearing this a dozen-too-many times, he started Sapper Consulting. Since then, Jeff has led the business to become one of the fastest growing companies in St. Louis and was most recently featured in St. Louis Business Journal's list of 40 under 40. He is a candid, thoughtful, and dynamic leader. Once Sapper was acquired by Abstrakt Marketing Group in 2021, Jeff took over as Chief Revenue Officer, leading the sales and sales enablement teams tasked with getting the company to reach their $70M yearly sales goal.
In this episode of Revenue Rehab, Brandi and Jeff address the challenge of ineffective BDR/SDR emails that often get overlooked and demonstrate how a refined email strategy can significantly increase meeting acquisition rates.
Bullet Points of Key Topics + Chapter Markers:Topic #1 Evolving Email Strategy in Sales [09:28] "There's no such thing as a good list, you have to verify everything," Jeff states, underscoring the necessity of due diligence in sales prospecting. "A lot of people skip these steps and then wonder why their email campaigns aren't effective. It's about the discipline in verification, and then actually getting out there and confirming email addresses." Jeff continues, emphasizing, "This is what separates the successful outreach from the noise in your inbox."
Topic #2 The Art of Writing Sales Emails [17:45] Jeff explains the nuanced craft of engaging potential clients via email. "Avoid traditional greetings and close with something unexpected. Use an ampersand, keep it short, and stay away from jargon that makes your email cringey," he advises. Brandi adds, "It's about connecting with the person on the other end, understanding their problem, and presenting your email as a conversation starter, not just a pitch."
Topic #3 Integrating Technology and Email Sequences [31:09] "Technology now plays a bigger role in making sure our emails get noticed," Jeff remarks, discussing the evolution of email tools. "We've moved from just crafting content to focusing on how to get our emails into the eyes of decision-makers." He shares, "A successful email sequence involves multiple touchpoints over weeks, combining emailing with calling, respecting the cool-off periods, and constantly testing our strategies to optimize for response rates." This approach, he notes, is crucial for maintaining domain health and avoiding being blacklisted.
So, What's the One Thing You Can Do Today?Jeff advises revenue leaders to base their sales planning and budgeting on the number of meetings rather than traditional sales quotas. He suggests assessing how many meetings are held, which channels are used, and the closure rates of each channel. By focusing on these metrics, leaders can create more accurate and reliable forecasts, transitioning from quota-based forecasting to a model that emphasizes the effectiveness of meetings in generating sales.
Buzzword Banishment:Jeff Winters' Buzzword to Banish is the term "value add." He expresses his disdain for the phrase by explaining, "It's just so overused and nebulous. Everyone throws it around without really understanding what actual value they're adding." Jeff wants to rid the business world of this term to encourage clearer, more meaningful communications.
Links:Get in touch with Jeff Winters:
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 Kurt Uhlir, Chief Marketing Officer at Ethereal Innovations.
Kurt is a sought-after marketing leader that's been called "king of scaling". He has built and run growth for early-stage companies as well as those over $500M in annual revenue and assembled teams across six continents.
In the past few years, he's been an executive with a public company and coached dozens of mid-market companies, in addition to giving numerous keynotes and podcast guest appearances about growing companies of all sizes with high-achieving servant leadership and modern marketing.
In this episode of Revenue Rehab, Brandi and Kurt will tackle exploring how marketing leaders can adopt servant leadership to enhance team performance, foster innovation, and drive meaningful customer engagement.
Bullet Points of Key Topics + Chapter Markers:Topic #1 Defining Leadership Styles [05:02] "There are only two styles of leadership," Kurt explains, "there's an authoritative leadership style, which at the end of the day says, 'Hey, do what I say exactly how I say to do it, or there's the door, you're fired'. And then there's a servant leadership approach, which is a very different approach that says, 'Hey, I've hired you for a business reason to help the company hit business outcomes. And my job then is not to tell you exactly what to do…it's to serve you to help you better accomplish the outcomes the company has hired you to do."
Topic #2 Assessing Your Leadership Approach [13:35] "I think that part of that is a self-assessment," Kurt says, "taking 15 to 20 minutes, once a once a week.". The reality, he says, is that "the vast majority of executives I've worked with, they don't think that they're an authoritative boss." He continues "and if you talk to their team, they're like, 'she is so nice'. But if you underlie this nice personality, they're still the authoritative boss, they just don't realize it. They think because they're nice and they ask how the weekend went, that they're not an authoritative boss. That's not what servant leadership is, servant leadership is coming in every day and saying, 'hey, I want to see you to be successful in your job. How can I make that better?'"
Topic #3 Reflecting on Decisions [28:34] Kurt encourages listeners to consider including a decision self-assessment habit to help them to lean into developing service style leadership. He suggests identifying three potential mistakes or missteps taken in the past, recognizing that wrong decisions often feel right until proven otherwise by resulting data. Additionally, he suggests that team participation in this exercise can foster open communication and potential blind spots.
So, What's the One Thing You Can Do Today?Kurt's 'One Thing' is to evaluate where you are in your leadership style. Take a vacation, Kurt quips, and that will reveal the answer to the question "are you a servant leader, or are you an authoritative leader? What do you think would happen to your team, if you just didn't show up to work for the next four weeks? If you're not confident that you're sure that the people reporting to you could make enough decisions to keep things at least pretty much status…you're an authoritative leader."
Buzzword Banishment:Kurt's Buzzword to Banish is 'AI'. "I'm actually really sick of hearing artificial intelligence or AI right now, especially from people that have no idea what it actually means."
Links:Get in touch with Kurt Uhlir:
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 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:
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:
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 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:
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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