Lost in (B2B) Translation

Dear XIR –

First things first: I'm an actual trained linguist. (yes, for real lol)

13 years in Second Language Acquisition – a Master’s Degree.
Conducted research in Brasil. All dat.

Most people hear that and think "weird flex, but ok…"
But stay with me here...

Because that “random” part of my background is exactly what helped me get a $1.5M community budget approved in ONE meeting.

Let me explain.

I learned this lesson during a solo backpacking trip to Thailand for my 25th birthday. For years, I'd traveled confidently through South America and the Caribbean, letting my Spanish and Portuguese carry me through.

But this time was different. Standing in Bangkok at 2am, surrounded by signs I couldn't read and voices I couldn't understand, I felt completely outside myself for the first time. No amount of linguistics training could help me order food or find my way. I was literally using hand gestures to buy water.

You’re wide-eyed and have this brilliant vision for community-driven growth. You see the revenue opportunity clear as day. But somehow, it's just not landing.

The $1.5M Meeting

Fast forward to this Zoom meeting in 2024. There I was, staring at a CMO who'd already rejected three community budget proposals that quarter.

But instead of diving into community metrics, I started speaking his language:

• Pipeline forecasts that matched his targets

• Cross-functional collaboration across Content, Sales, Marketing

• Revenue projections he understood

• ROI calculations that made his eyes light up

By the end, he wasn't just approving the budget. He was asking how soon we could start (no lies told – this actually happened).

Lost in Translation

Think about it:

• Community speaks the language of relationships

• Sales speaks the language of revenue

• Marketing speaks the language of reach

• Executives speak the language of ROI

The magic lies in learning to speak all of them.

And lucky for you boo boo you got a trained linguist on your side. 😉

The XIR: The Ultimate Translator

That's the beauty of what an XIR does – we're like those badass UN translators, but for B2B growth. Best part? Once you learn to translate your different, wild things start happening:

• That "unrealistic" community budget? Approved in one meeting

• Those "unfocused" growth strategies? Driving millions in revenue

• Your "unconventional" background? Suddenly your biggest advantage

So how do we actually do this? How do we put this in practice?

Well take a seat meus estuandates (a lil português fo dat ass) 😂

Class is now in session:

The Translation Framework

Step 1: Know Your Languages

When I landed at Brex 3 years ago, I noticed something fascinating: Every department was speaking a completely different language.

• Our XIR team was talking about engagement, trust, and events

• Sales was focused on pipeline and closes

• Marketing wanted ad spend, reach and conversions

• Execs needed clear ROI and growth metrics

No wonder we kept missing each other.

Step 2: Build Your Bridge

This is where it gets interesting.

Instead of forcing everyone to speak my language, I started building bridges:

• Turned community engagement into pipeline metrics

• Translated relationship-building into revenue forecasts

• Connected trust metrics to customer lifetime value (LTV)

Suddenly, everyone could see what I saw.

Step 3: Speak Their Language First

This is the part most people miss.

You don't start by asking them to understand you.
You start by showing them you understand them.

Want the exact framework I use to translate different into revenue? I created the XIR B2B Translator specifically for moments like these.

Bonus points: spread the wealth and share it with a friend.

• Madrona Ventures backing visionary founders with their $770M fund

• Pelion Ventures announced $500M fund. Interesting model that also allows execs and founders in their portfolio to invest smaller amounts.

• Founder in stealth looking for Product Manager and Product Designer

• Space Cadet Ventures hiring a Chief of Staff (use that B2B Translator)

Remember that framework I mentioned above? Here it is in all its glory: The XIR B2B Translator (or share it with a friend using this link – tangs and tings)

Step 1: Identify

First, let's be real about where you are:

• Do you see connections others miss?

• Do traditional roles feel too narrow?

• Are you driving results in unexpected ways?

• Does your best work happen at intersections?

If you're nodding along, perf – you're in the right place.

Step 2: Intersect

This is where the magic happens. Take:

• Your traditional role (what they're looking for)

• Your different (what makes you uniquely you)

• Find where they create value others miss

Real example:

Traditional: Head of Community

Different: Ex-founder + Human Psychology + Linguistics Value Created: $20M in 6 days by translating community engagement into qualified pipeline

Step 3: Implement

Here's your template: "My background in [different] helps me see [revenue opportunity] in [traditional role] that others miss."

My actual pitch?

"My background in linguistics and community building helps me see multi-million dollar revenue opportunities in traditional marketing roles that others miss."

Hope this is helpful

Random things my ADHD brain encountered this week:

• Something I’m thinking about: Creating a weekly piece of content that teaches cross-functional leaders how to use Claude AI to help translate community metrics into executive presentations 🚨 Reply if this would be helpful

• Something I’m testing daily: Reprogramming & rewiring my mind to think w/ abundance even in challenging times. Using videos like these. Any good recs?

• Something I’m excited about: Announced I am back in founder mode. Building Bridg. More on that next week.

• Something I want to affirm: You are right where you need to be. You are going to have a breakthrough year (if that’s what you want for yourself).

• Current read (wrapping up this week): Courage is Calling by Ryan Holiday. Read 1-2 chapters each morning. Good start to the day.

Building differently (and speaking all the languages)

P.S. Next week we're breaking down how I turned community into $20M in 6 days.

Let’s get to work.

Until next week 💜 (até próxima semana)