Marketing success isn't just about better campaigns; it's about building the processes that keep teams aligned, adaptable, and focused on revenue. In this episode, Brandi Starr shares why process is a strategic advantage, how leaders can eliminate costly silos, and what it takes to create organizational change that actually sticks.
Most organizations don't have a talent problem they have a process problem.
In this episode, Leanne sits down with Brandi Starr, Chief Experience Officer at Tegrita, co-author of CMO to CRO, host of Revenue Rehab, and a go-to-market strategist who has spent more than a decade helping large organizations navigate growth and transformation. Together they unpack one of the most overlooked drivers of revenue performance: process.
Brandi shares why even high-performing teams struggle when they operate in silos, how weak planning creates hidden revenue leaks, and why leaders must stop viewing process as an operational concern and start treating it as a strategic advantage. The conversation also explores change management, organizational friction, executive leadership, and what it really takes to make transformation stick.
Many organizations focus on campaigns, technology, and headcount while overlooking the operational processes that connect everything together. Without alignment and coordination, even great teams leave revenue on the table.
Annual planning meetings aren't enough in today's environment. Successful organizations create intentional processes for teams to reconnect, review progress, adjust priorities, and pivot when conditions change.
The organizations that successfully transform are the ones that anticipate friction, address concerns early, and consistently reinforce new behaviors. Leaders must champion change from the top down if they want it to last.
Brandi Starr is the Chief Experience Officer at Tegrita, a revenue marketing consultancy that helps organizations navigate complex go-to-market transformations. She is the co-author of CMO to CRO: The Revenue Takeover by the Next Generation Executive, host of the Revenue Rehab podcast, and creator of Brandi Starr Studios, where she shares insights on marketing, revenue growth, leadership, and organizational change.
LinkedIn:
https://www.linkedin.com/in/brandistarr/
Book: CMO to CRO: The Revenue Takeover by the Next Generation Executive https://a.co/d/0bVUV5qv
Podcast: Revenue Rehab
Substack: The Brandi Starr Studio
https://substack.com/@brandistarr