Revenue Marketing Radio With Debbie Qaqish

Omni-channel is not just a buzzword. Buyers are demanding it. In a recent survey from Forrester Research, almost ¾ of B2B buyers say they look up product information online and expect it to be consistent across any channel. B2B buyer expectations for how you set up an engagement with them has changed drastically, driven by the simplicity and efficiency of online consumer sites. How customers respond determines how competitive your company is and will remain. Join us as we look at how to operationalize an omni-channel approach in a global organization. Jeff Canada, Manager of Global Operations at Quantcast will share: How to get everyone thinking in terms of omni-channel How to get everyone executing in terms of omni-channel How to create key processes to support an omni-channel approach How to leverage key systems to support an omni-channel approach

Building a marketing operations capability is messy and tough. Yet, we seem to only hear about the nice clean and shiny stuff. Why don’t we also hear what went wrong and get really, really practical advice for what to do?  Join us as we talk to a brave marketing technologist - Daryl Hemeon, Marketing Technologist at Unum – and get the good, the bad and the ugly. Daryl will share with us: What precipitated the creation of the MO capability at Unum Barriers to change What went wrong A 7-point Year 1 checklist

Few roles in corporate America are changing as swiftly or as significantly as the role of the B2B CMO. In our digital age where customers make decisions with a click of their mouse and marketers craft customer engagement strategies using the proliferation of marketing technologies, the role of the CMO is now central to firm success. The CMO has become the Customer Engagement Officer and is now in a position to drive revenue, customer engagement and competitive advantage for the firm. If your firm believes that customer engagement is a winning strategy, you won’t want to miss this interview with Claudine Bianchi, CMO of Click Software. We’ll discuss: The impact of customer engagement as a strategy The impact of customer engagement strategy on the CMO role How to operationalize a customer engagement strategy Benefits of a customer engagement strategy

Find out how three companies have combined traditional sales and marketing functions to form a revenue marketing team and a customer-centric approach. The structural siloes within sales and marketing are getting in the way of sales and marketing revenue alignment and in adopting a single customer-centric company-wide capability.  Today’s marketing team is chartered with making a revenue impact but continue to find this challenging.  In addition, improving customer engagement and sharing key customer insights across the firm has been added to the marketing scorecard.  To accomplish these milestone changes in the role of marketing requires a synergistic relationship with sales which continues to be a thorny issue for marketing.  The answer is to form a new structure that smashes these barriers.  The answer is to build a combined sales and marketing operations function - SMOPS.  Listen to this fascinating interview with 3 SMOPS pioneers - Morgan Collins, Sales & Marketing Operations Manager at Phunware;  Ale

As more companies adopt a customer-centric strategy, creating a holistic view and understanding of the entire customer life cycle is mission critical. In order to accomplish this initiative, marketing is partnering with other groups inside the company that touch the customer in a significant way. One such group is inside sales. We recently interviewed Kelly Dickson, Global Revenue Marketing Operations Manager and Inside Sales Leader at CommScope to learn her secrets of success in this new collaboration. Kelly brings a unique perspective in having run both marketing operations and now inside sales.

ABM is one of the hottest topics in marketing today and a lot of the buzz is driven by some very cool new technologies and by the ever-increasing need for marketing to demonstrate business value. But what does it really take for an ABM program to be successful?  Is it really just about the technology? To find out, join me as I chat with Lena Shaw, Director of Growth and Marketing at LeadGenius. We’ll explore the five key steps to building an ABM practice and three benefits of a successful program.

According to Jim Obermeyer, founder of the Sales Lead Management Association, the divide between sales and marketing is as wide as it has ever been and this divide continues to create havoc on the credibility of marketing in revenue results. For marketers to address this divide, they need to better understand the pressures and the psyche of the salesperson. Want to know how a salesperson really thinks? Join me as I talk to Jim and we explore the pressures, motivations, and behaviors of sales people. We’ll bring the conversation full circle and explore how this new knowledge enables the marketer to better impact revenue results.

It’s no secret that the path to revenue marketing success includes a strong working relationship with key executives including the CEO, CFO and CSO (Chief Sales Officer).  Join us as we talk to a serial Revenue Marketer and executive – Jim Kanir, CEO of PeachWorks.  Jim will share with us his success in transforming marketing from a cost center to a revenue center from his unique, multi-hat executive perspective.  If you ever needed to figure out how to have a better relationship with the C-suite, you will not want to miss this interview.

Here we are in 2017 and marketers are still struggling with driving the expected revenue results and improving alignment with sales to achieve revenue goals. What is still missing from this equation is a clear line of sight to both functions. Clear line of sight is defined as “a straight line along which an observer has unobstructed vision”. Join us as we interview Brian Bass, VP of Sales & Marketing Technology at Paycor and find out how a strategy of combining the marketing and sales operations has helped in terms of marketing contribution to bookings (45%) and double-digit company growth.

On this episode of Revenue Marketing Radio, Debbie Qaqish talks with Larry Black, Managing Director and Global Head of Marketing for FTSE Russell. Larry shares how FTSE Russell has aligned behind a singular focus that is changing how the company markets and the importance of sales working with marketing to make big things happen.

Debbie Qaqish kicks off her 2017 podcast interview series with Steve Cook, Founder of FortuneCMO and contributing editor for CMO.com. Debbie and Steve discuss the changing role of today's CMO and how they are positioned to lead innovation not only with sales and marketing integration, but within their organizations. 

The talent gap is defining the winners and losers in the Revenue Marketing age.  Listen as two seasoned marketing leaders, Liz Sophia with Hodges-Mace and Amanda Wolff with Elsevier, discuss how they have grown their leadership skills and how they find and grow their team talent.

Hear what the marketing operations leaders from Lenovo, Verint and SecureWorks have to say about building a successful Marketing Operations organization.  Join us as we talk to three marketing operations leaders about their experiences on their marketing operations journeys. We’ll explore the why and how MO grew as a capability, the role and key activities of MO, the impact of the MO function on results such as contribution to pipeline and ROI. We’ll also have these incredible leaders look into their crystal ball and tell us what the future holds!

Nicolas Draca shares his experience from Infoblox, LinkedIn and Twilio as it relates to the four pillars of Demand Generation: Talent, Insights, Operations and Lifecycle. 

Rapidly changing digital marketing technologies and the resulting shift in consumer expectations and preferences are driving marketers toward more agile marketing approaches. However, this shift can be difficult to sell up to an executive team that is budgeting based on predictability and solid planning.  In this session, Angela Sanders, VP Client Management for The Pedowitz Group, will talk about strategies to gain the executive support you need to make this critical shift in your business.

Join us as Ken Robinson, CMO of ProSites, discusses what it takes to gain a seat AND a voice at the table. The role of B2B marketing is changing in terms of strategy and revenue. The digital age has forced new roles and new behaviors. Learn how Ken applies Revenue Marketing principles to work with and educate senior management on this new role. If you ever had to “sell” the idea of Revenue Marketing to a senior management team, you will not want to miss this interview!

Join us as Patty Foley-Reid, Serial Revenue Marketer, at Veracode shares her insights about the value of passing sales intelligence to sales, not just leads. Marketing is sitting on a data goldmine about prospect and client behavior, yet little of this intelligence ever makes it to sales. When is does, we see shorter sales cycles, higher average deal size, and more reps meeting quota. Find out how Patty has accomplished this impressive feat!

We are drowning in marketing technology! Scott Brinker's MarTech stack grew from 900 vendors to over 3800 in the last 12 months. Join us as Scott talks about what this explosion means for the marketing leader. Scott will also share insights from his new book - Hacking Marketing!

Global Revenue Marketing transformation is not for the faint at heart! Join Ashleigh Davis, a serial Revenue Marketer, as she shares the trials and tribulations of tacking this key initiative for TrendMicro. Joining her will be Brendan Farnand, Head of global marketing operations. You will not want to miss this dynamic duo!

What your senior management team really wants from marketing: A conversation about global revenue marketing.  The CFO, CEO, and COO are major stakeholders in the success of Revenue Marketing, yet too often marketing does not know or understand how to engage with this team. Join us as Carl Meyerhoefer, VP of Strategic Accounts at The Pedowitz Group, talks about what he sees and what he has personally experienced in creating a collaborative working relationship with senior management.