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Revenue Rehab

Revenue Rehab

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 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 Economía Gestión Gestión y Liderazgo Marketing Marketing y Ventas
Episodios
  • Excluding People Isn’t a Creative Choice. It’s a Strategic Mistake.

    Excluding People Isn’t a Creative Choice. It’s a Strategic Mistake.
    Jun 25 2025
    This week on Revenue Rehab, Brandi Starr is joined by Maxwell Ivey, internationally known as the Blind Blogger and an expert in accessibility education, who believes “Accessibility isn’t charity—it’s untapped market access,” and he’s ready to prove it. In this episode, Maxwell dismantles the common industry belief that accessibility is a mere “nice-to-have,” arguing that overlooking people with disabilities is a costly, strategic mistake that hands revenue directly to competitors. Drawing on data, buyer journey insights, and firsthand stories, he exposes how accessible marketing drives greater loyalty, expands market reach, and can directly boost revenue for B2B leaders. Will Maxwell’s bold challenge reshape your approach to inclusion—or do you still think accessibility is optional? 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: “Inclusivity” Is Just Empty Jargon [02:45] Maxwell Ivey boldly claims that the word “inclusive” is an overused, misleading buzzword that allows companies to feel good without doing the work of true accessibility. He states, “It allows a lot of people to feel like they are doing the right thing…without actually taking action,” directly challenging revenue leaders to move beyond declarations and toward measurable accessibility changes. Brandi Starr agrees that the term is often empty, setting the stage for a debate on what genuine inclusivity should look like in B2B marketing and customer experience. Topic #2: Accessibility Isn’t Charity, It’s a Market Advantage [04:29] Ivey confronts the myth that accessibility is just altruism or only benefits a niche group, arguing, “Accessibility isn’t charity, it’s market access.” He emphasizes the significant, loyal purchasing power of people with disabilities—estimated at $3.5-4 trillion annually—and reveals that inaccessible marketing directly costs businesses revenue, saying, “you are walking away from revenue and your competitors are happy to pick it up.” This challenges conventional thinking by reframing accessibility as a core business growth lever, not a compliance box to check. Topic #3: Accessibility Enhancements Benefit All Buyers [06:09] Ivey dismantles the belief that accessibility improvements are only for the disabled, stressing that accessible design actually improves user experience for everyone—including those browsing in poor lighting, on mobile devices, or with age-related challenges. Concrete tactics like simplifying website navigation, keyboard-first design, and minimizing distractions are highlighted as universally beneficial. He argues, “A lot of things that you will do to improve accessibility will improve the user experience of all your other customers who don’t have a disability,” pushing revenue leaders to rethink accessibility as a competitive differentiator rather than a narrow accommodation. The Wrong Approach vs. Smarter Alternative The Wrong Approach: “I think I’d like to get rid of the word inclusive because it’s such a vague word, it doesn’t really get to the heart of the matter. It allows a lot of people to feel like they are doing the right thing for their business or for people with disabilities without actually taking action, without really empathizing with the needs of this huge market of highly loyal consumers. And it allows them just to avoid the hard conversations, to avoid the time and effort. Although it isn't really a lot of time and effort in most people’s cases. But by saying that they’re inclusive, it allows them to feel good about themselves, but it doesn’t necessarily mean that they’ve done the work.” – Maxwell Ivey Why It Fails: Using “inclusive” as a buzzword lets companies check a box without making real changes. This superficial approach fails to address the specific needs of people with disabilities, meaning businesses miss out on both a substantial market opportunity and true accessibility. Ultimately, it leads to lost revenue and leaves the door open for competitors who genuinely address accessibility. The Smarter Alternative: Companies should move beyond vague commitments and take concrete, tactical actions to improve accessibility. Maxwell recommends focusing on simplifying user journeys, prioritizing keyboard navigation, and designing with a minimalist, distraction-free mindset. These measures not only support people with disabilities but also improve usability and satisfaction for all customers, driving better business outcomes. The Most Damaging Myth The Myth: “I don’t have customers who with disabilities or if I ...
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    35 m
  • Revenue Starts with Brand. Brand is Marketing + HR.

    Revenue Starts with Brand. Brand is Marketing + HR.
    Jun 18 2025
    This week on Revenue Rehab, Brandi Starr is joined by Sherry Grote, creator of the Harmony Hero framework and a B2B marketing leader with 25+ years transforming brands and driving revenue. Sherry believes marketing and HR hold untapped power as revenue accelerators—but only if their voices are amplified beyond traditional roles and given real influence in the boardroom. Challenging the status quo that sidelines these functions, Sherry argues that true revenue growth hinges on aligning people, brand, and culture—not just products and pipelines. If you’re ready to rethink where brand power really drives the bottom line, tune in—and decide if Sherry’s perspective changes your mind. 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: Marketing & HR—The Undervalued Revenue Drivers [04:44] Sherry Grote boldly argues that marketing and HR are essential drivers of revenue and brand but are consistently marginalized in executive decision-making. She challenges the conventional belief that marketing is a “faucet you can just turn on” and spotlights how HR’s influence on culture is chronically overlooked—particularly damaging “in an artificial everything world.” Brandi Starr echoes the misalignment, noting most companies pigeonhole this partnership as “marketing giving HR tchotchkes,” prompting a debate on the true strategic potential of these functions when united. Topic #2: Boardroom Influence—Turning Up the Volume on Brand Voices [07:14] Sherry argues that the boardroom routinely sidelines marketing and HR, relegating them to after-thought status in favor of sales, finance, and product updates. “HR, we really don’t have time for you to talk, so just put your slide in there and we’ll just make sure that the board has that.” She proposes a radical change: marketing and HR should proactively demonstrate their impact on revenue, culture, and pipeline to win advocates among CFOs, CROs, and CPOs—shifting from self-promotion to integrated business influence. Topic #3: Rethinking Compensation and Collaboration for Revenue Alignment [17:50] Sherry challenges revenue leaders to recognize compensation misalignment as a core driver of inefficiency and discord between marketing, sales, and HR. She critiques the “rip and replace” approach to CMOs, tying it to systemic incentive problems: “It’s often the head of marketing that really sees this breakdown and challenge and having that real relationship with HR could be an opportunity to help to influence that.” Brandi pushes for actionable solutions, leading to a discussion about moving BDRs into marketing and partnering with HR to overhaul incentive structures for true revenue team alignment. The Wrong Approach vs. Smarter Alternative The Wrong Approach: “A leader before they've had a time to actually make an impact in the business.” – Sherry Grote Why It Fails: Swapping out marketing or HR leaders too quickly disrupts momentum and undermines strategic initiatives before they can take hold. This short-sighted turnover prevents teams from making the incremental changes necessary for lasting impact and damages organizational culture and continuity. The Smarter Alternative: Instead of jumping to leadership changes, companies should focus on building strong alignment and rapport between sales, marketing, and HR, giving leaders the space and support needed to drive meaningful, long-term business results. The Most Damaging Myth The Myth: “Marketing is a faucet that you can just turn on and you will get instant results.” – Sherry Grote Why It’s Wrong: This belief leads organizations to expect immediate impact from marketing efforts, creating unrealistic timelines and frustration when quick results don’t materialize. As Sherry explains, marketing is actually more like a well that requires consistent pumping—building effective campaigns takes time, ongoing effort, and a systems approach. When companies operate under the “faucet” myth, they make disruptive changes or swap out talent prematurely, undermining long-term progress and ROI. What Companies Should Do Instead: Treat marketing as an engine that needs sustained investment and incremental improvement. Allow marketing leaders time to build momentum, focus on developing processes, and foster strong cross-departmental relationships—especially with HR—to build a people-first culture that supports brand and revenue growth. The Rapid-Fire Round Finish this sentence: If your company has this problem, the first thing you should do is _ “Ensure that you have built rapport with sales, ...
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    29 m
  • AI Search Isn’t ‘Coming’ — It’s Already Rewriting the Way Buyers Find You

    AI Search Isn’t ‘Coming’ — It’s Already Rewriting the Way Buyers Find You
    Jun 11 2025
    This week on Revenue Rehab, Brandi Starr is joined by Michael Buckbee, founder of Knowatoa and AI-driven search marketing expert, who believes most marketers are missing out on revenue by ignoring how their brands appear in AI search tools—and he’s ready to prove it. In this episode, Buckbee challenges the industry’s Google-first mindset and argues that AI platforms like ChatGPT and Gemini are now the key gateways to buyers, demanding a radical rethink of content and SEO strategy. From shifting content budgets to exposing overlooked technical pitfalls, Buckbee makes the case that revenue leaders must adapt now to avoid losing visibility and pipeline in an AI-dominated landscape. Is your strategy keeping up, or is it time for a rehab? 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: Google’s Grip on B2B Search Is Slipping [02:41] Michael Buckbee argues that relying solely on Google for B2B brand discovery is now a critical mistake. He highlights how AI tools like ChatGPT, Gemini, and Perplexity are rapidly changing buyer behavior and asserts that “most marketers have no idea how they’re showing up in AI and it's costing them real revenue.” Brandi Starr questions whether AI is truly overtaking Google, leading Michael to explain that even Google is transforming its search experience in response to these new AI platforms. Topic #2: Outdated SEO Strategies Are Killing Organic Growth [06:23] Michael challenges the conventional top-of-funnel, high-traffic blog strategy that marketers have depended on for years. He points out that informational queries are increasingly answered directly by AI summaries, saying “those are going away as a traffic source,” and urges leaders to shift focus toward bottom-of-funnel content that addresses specific buyer objections and differentiators. Brandi Starr pushes for actionable advice, sparking a discussion on how marketing budgets and content plans need to be realigned for this new search landscape. Topic #3: Winning Requires Siteless SEO and AI Indexing [15:56] Michael pushes revenue leaders to rethink basic SEO, warning that many websites are inadvertently blocking AI crawlers and missing out on AI-driven buyer research. He explains the need to ensure that AI bots can index your content and introduces the concept of “siteless SEO,” recommending that brands publish content directly on platforms like LinkedIn and Reddit for broader visibility. The segment includes specific tactics as Michael calls this a foundational shift that “marketers need to act on now.” The Wrong Approach vs. Smarter Alternative The Wrong Approach: "A common trap is to stick with the existing content plans. You know, you had mentioned AI overviews and how it lists sources. You know, you can still fight for those terms, those like high level informational terms. But I do think you really need to consider, is this something where people are going to read this and then there's a list of 30 sites on the side? Is that a benefit to you that you're one of those 30 links that's buried in there? Are people actually going to find you? Is it actually going to move things forward or are your efforts better spent elsewhere?" – Michael Buckbee Why It Fails: Traditional top-of-funnel content strategies focus on broad informational keywords, but AI search tools now summarize these queries and bury brands in a long list of sources. This leads to reduced visibility and engagement, as buyers are more likely to rely on AI summaries instead of clicking through to individual sites. The Smarter Alternative: Companies should pivot their content strategy toward mid- and bottom-funnel topics that address buyer objections and showcase clear differentiation. Distributing this content across multiple platforms, not just your website, increases the likelihood that AI systems will pick up and accurately represent your brand, making it easier for buyers to discover and trust you during their research process. The Most Damaging Myth The Myth: “We kind of don't need to care about these new AI startups and all we need to do is care about Google and they just go back to doing things how they have been doing them.” – Michael Buckbee Why It’s Wrong: Many marketers believe that focusing on traditional Google SEO is enough, but Google itself is evolving in response to AI-driven platforms like ChatGPT, Claude, and Gemini. Ignoring these changes means companies risk losing visibility where buyers are actually researching and making decisions, leading to missed revenue opportunities. What Companies Should Do Instead: Companies should ...
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    25 m
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