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;  Alex Simoes, Director, Sales and Marketing Operations, CAKE, a Sysco company; and Inese Pumpure, Sales & Marketing Operations Manager, CloudLock, now part of Cisco and find out what drove the creation of the function and how it benefits marketing, sales, the company and the customer.

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.

Join as Liz Sophia, Sr VP Marketing, and Ron Shah, CFO – both of Hodges Mace - discuss the relationship between marketing and finance. This is the new standard for marketing. Liz will share her experiences in working with the finance group as she leads the transformation of marketing from a cost center to a revenue center. You’ll also gain insights from Ron about re-framing the role of marketing in terms of finance and revenue.

Join us as Meagen Eisenberg, CMO of MongoDB discusses what every new CMO should know about Revenue Marketing. As an incredibly successful Revenue Marketer, she became a CMO in 2015 and during this interview she will share both lessons learned and how she broadened her Revenue Marketing scope to include every part of marketing.

Join us as Mitch Diamond, Director of Sales & Marketing with McKesson Business Performance Services, talks about The Role of Marketing Ops in Revenue Marketineg.

Peter Garza is an engineer by training and a Revenue Marketer by choice. He has successfully applied engineering principles to create a thriving and successful Revenue Marketing practice. Enjoy this interview as he discusses quality, sustainability, systematic method and measurement first in engineering terms, and then in Revenue Marketing terms.

Join us as Bill Hamilton, Senior Director, Cloud and Enterprise Group at Microsoft shares his 2-year journey of marketing transformation beginning with an innovative and inspiring grassroots vision and execution plan. Bill will discuss how marketing transformation fits into the larger transformation at Microsoft, how he structured the initiative and provide guidance to all marketers on what this means for career choices.

Join us as Stephanie Meyer, Head of Marketing Operations and Milt Hwang, IT Leader, both of GE Healthcare, share their insights to achieving global marketing transformation in 18 months. The size and scale of the enterprise organization presents unique challenges for a marketing transformation so tune in to Stephanie and Milt as they share the lessons from the focus on customer engagement, people and process. You won’t want to miss this dynamic duo that provides both the executive and IT perspective!

Join us as Nat Cramer, Senior Manager of Demand Generation Marketing at Advent Software shares his approach to creating optimal and profitable customer experiences though the integration of Content Marketing and Demand Generation.  Nat will provide insights into the role of data and content performance measurement, the value of cross-functional collaboration and education, and the ultimate win in terms of customer acquisition, retention and market share when all the pieces come together. 

Join us as Paul Johnson, Marketing Excellence Manager at Microsoft shares his vision of, process for and results from his curriculum of Revenue Marketing Education Snackables.  For any enterprise organization on the Revenue Marketing Journey, a tipping point is reached where employees are seeking knowledge and skills for Revenue Marketing application.  As an experienced L&D professional, Paul knew this was coming at Microsoft and he also knew that no one wanted long, boring training sessions.  Listen to Paul as he provides insights on how he built and delivered education snackables to marketers around the globe at Microsoft. 

Join us as Helen Whelan, Editor-in-Chief at Apigee discusses how Apigee used a thought leadership content approach to help propel the company’s explosive growth to an eventual IPO this year.  Helen will share what her role does and how having an Editor-in-Chief role has helped Apigee create competitive advantage.

Join us as Gary DeAsi, Senior Manager, Corporate and Digital Marketing at SmartBear Software shares how connecting inbound to automated nurture ensures no good lead is left behind, optimal funnel conversions, higher than average contribution to pipeline and closed business. Listen to Gary as he provides insights on how to build the process and the team that helps drive double digit year over year growth.

Join us as Christine Nurnberger, CMO of BottomLine technologies shares how the right Revenue Marketing team and organizational structure can create global competitive advantage. Christine will share her lessons learned in structuring a highly effective global Revenue Marketing team and provide guidance on how to avoid talent and organizational traps.

Join us as Carly Brantz, Director of Revenue Marketing at SendGrid shares what it's like on the "other side" (i.e. sales). There seems to  be a mini trend in which Revenue Marketing is reporting to sales and Carly will share the pros and the cons of this move as well as lessons learned for both sales and marketing.

Join us as Kris Shorter, Director of Digital Marketing for Roche shares lessons learned as he led the move from a decentralized to a centralized Revenue Marketing organization at Roche. This is a move we are seeing more companies make and you won't want to miss the practical advice, surprises to look for and navigation tips from Kris.

To say that sales and marketing don't play nice together would be a understatement. Yet, it is probably the most highly predictive factor for Revenue Marketing success. How do you make this happen? Join us as Kae Kronthaler-Williams, VP Marketing at Exact shares how marketing actually works with sales during the sales process and how they have created a symbiotic relationship leading to higher revenue and bigger deals.

Join us as Michelle Chiantera, Sr. Director, Americas Partner and US Commercial Marketing of Cisco shares the secrets of achieving Revenue Marketing success in a global channel. Many companies struggle with the application and tracking of Revenue Marketing practices to the channel.  Learn how Cisco cracked the code using education and training to develop a common global platform as the basis for wide-spread adoption of Revenue Marketing.

Join us as Robin Caputo, CMO of Datavail shares how the marketing team moved from a 25% contribution to pipeline to a 75% contribution to pipeline in only 18 months. Robin will share the key actions she took, what worked well and her challenges as she revved up the marketing engine. You'll find out how she asked for a LOT more money to build the engine and how marketing gained a seat at the table. You won't want to miss this interview if financial accountability is on your agenda!

Join us as Jim Kanir, Chief Revenue Officer and Mike Wilt, Director of Demand Generation at Vox Mobile share their secrets to gaining sales and marketing synergy. Jim and Mike will share the story of the Golden Egg Alert – an initiative that resulted in improved sales and marketing alignment and the optimization EVERY Qualified Lead. They introduce an unusual element to get this to work but you’ll need to tune into the show to find out more!