Author

Debbie Qaqish

Debbie Qaqish is The Queen of Revenue Marketing,™ a term she coined in 2011. As Principal Partner and Chief Strategy Officer of The Pedowitz Group, Debbie manages global client relationships and leads the firm’s thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years.

Columnists

How to Create a Winning Marketing Operations Playbook in 3 Steps

Debbie Qaqish Dec 6, 2018

I bet many of you reading this article are stumped by the question, “What does your marketing operations training program look like?” Why? Because the overwhelming majority of marketing departments do not have such a training program. Any…
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Columnists

Breaking Tradition: Re-defining the Modern Sales Team

Debbie Qaqish Sep 27, 2018

I recently spoke with a marketing leader who was lamenting the static nature of sales leadership in her company. The CRO (chief revenue officer) was on a hiring tear for a sales profile he referred to as “door knockers.” I was absolutely…
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Columnists

Should Marketing Ops Be Centralized, Field-Based or Distributed?

Debbie Qaqish Sep 6, 2018

There is a bit of a tug-o-war going on in terms of where the MO function should sit in large organizations. On one side is corporate marketing. Corporate marketing believes that all MO functions are best kept as a centralized and shared…
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Guest Authors

Is Your Marketing Operations Team Leading the Customer Journey?

Debbie Qaqish Jul 24, 2018

Mapping and operationalizing the customer journey are critical activities for today’s B2B marketer. As more companies turn away from product-centric strategies and embrace customer-centric strategies, the pressure mounts for marketing to…
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Guest Authors

How to Stop Your MO Group from Regressing

Debbie Qaqish Jun 20, 2018

Two kinds of MO groups exist today – those who are innovating and growing and those who are regressing. Since I’ve written extensively about the first group, let’s focus here on the second group – the Regressors. Because of my age (ahem), I…
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Guest Authors

Rise of the Revenue Analyst in Marketing Operations

Debbie Qaqish May 22, 2018

Sometimes I feel like Colombo. For the Gen Xers, Millennials and Gen Zs reading this article, Columbo was a frumpy, bumbling detective on a late ‘60s TV show. The modus operandi of the detective was that he was very observant and asked…
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Guest Authors

The Role of the Datanista on the Customer Journey: How to Harness Psychic Prowess for Competitive…

Debbie Qaqish Apr 26, 2018

I once heard an honest marketer say he would rather stand in a cold shower tearing up $100 bills than work with data. This sentiment is widely shared across the B2B marketing universe; however, the data tsunami is crashing over our heads.…
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Guest Authors

The Wrong Way to Buy MarTech

Debbie Qaqish Mar 29, 2018

I remember the very first time I met with a director of a marketing operations (MO) group. It was in 2009 and I was blown away that there was an entire department dedicated to running and optimizing technology for the purposes of marketing.…
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Guest Authors

Core Organizational Ingredients of the Ever-Expanding Marketing Operations Function

Debbie Qaqish Mar 8, 2018

While I am not an organizational change expert, I do have a front row view into how companies organize various functions including marketing operations (MO). This group has literally exploded onto the marketing scene in the last two…
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Guest Authors

How Marketing Ops Runs Marketing Like a Business

Debbie Qaqish Oct 10, 2017

Two basic principles of running an effective business include efficiency (doing things right) and effectiveness (doing the right things). This is the secret sauce that marketing operations bring to the business of marketing that enables…
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Guest Authors

How Marketing Operations Affects Marketing Accountability

Debbie Qaqish Sep 27, 2017

Describing the role of marketing today is complex. Just think about it. What do you call yourself? What do you call what you do as a profession and I am not talking about your title! Are you a marketer, a digital marketer, a demand…
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Guest Authors

The Right Time for the Millennial Marketer

Debbie Qaqish Aug 1, 2017

A few years ago I was invited to speak to a global B2B marketing team on the topic of Revenue Marketing, i.e. how marketing is transforming from being a cost center to revenue center. The average age of this 40-person team was under 30 and…
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