Break down silos for a better customer experience

Brandi Starr’s Marketing Podcast

In this episode Tape Marketing Podcast, I interviewed Brandi Starr. Brandi is the chief operating officer of Tegrita, a marketing consulting company specializing in marketing automation and strategy. CMO to CRO: Revenue takeover for the next generation of executives.

Key points:

In most organizations today, departments often compete with each other on their own in order to achieve goals and their impact on customers. The CRO or Chief Revenue Officer is usually the head of sales and is not actually responsible for all revenue.

Brandi Starr believes that what needs to happen is that these islands need to be broken down and brought together under the umbrella of a leader who can set organizational goals by function, but their cohesion is that they all work towards the same goal. In this episode, we delved into how to put revenue first and make each team’s first goal a seamless customer experience.

My question to Brandi Starr:

• [1:04] What is the real major shift in the minds of readers from CMO to CRO that you suggest?
• [2:38] So are you suggesting that you need to create a brand new position?
• [3:20] What do you think about the use of technology in this area?
• [5:22] It can be very simple to say that your target is senior C-level readers, marketing-related readers, but do you really want to target a wider audience through this message?
• [6:38] In some cases, how much threat does this information pose to existing CMOs?
• [8:25] Where is the customer experience, it plays the right leading role in everything the business does, where does it fit, and how does this idea fit into this idea?
• [13:03] How can a company with a traditional CMO or marketing and sales start looking for a chief revenue officer, and what does the new role look like?
• [15:00] Can you prove that the CEO is actually the chief revenue officer, or does this take that person out of a strategic role?
• [16:27] Many of my audience are small businesses, so how can a small organization that may not have a C-Suite or CMO implement this concept or start this idea?
• [18:28] Where can people learn more about your work?

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This episode of the Duct Tape Marketing Podcast is brought to you by the HubSpot Podcast Network.

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