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Debbie Qaqish

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

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 services type of function. In contrast, field marketing believes they should own their own destiny and the technology to go with it. Who is right? It depends. There are pros and cons to each structure that we will examine in this article. Pros and Cons of a Centralized Structure Clearly,…

Is Your Marketing Operations Team Leading the Customer Journey?

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 lead the transition. Yet, how ready is marketing to step up to the plate and what prepares marketing for this challenge? Based on my work with hundreds of marketing organizations, when marketing has a strategic Marketing Operations (MO) department, marketing successfully leads the transition…

How to Stop Your MO Group from Regressing

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 had a front-row seat to the world of legacy systems and IT giving way to a SAS world. I know first-hand all the old bad habits from the legacy IT era. What is disturbing is seeing many of these same legacy IT behaviors in today’s modern MO organizations.  This article details what to look…

Rise of the Revenue Analyst in Marketing Operations

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 obvious questions. As a result, he was often perceived as not being “in the know” or not that bright. Ironically, he always solved the crime. As I carefully observe the ever-changing landscape of the marketing operations (MO) function, I must ask the most obvious question: Why doesn’t…

Nailing the B2B Campaign Optimization Strategies in 2018

According to Debbie Qaqish, Chief Strategy Officer of The Pedowitz Group (TPG), The "Campaign" Is the Currency of Conversation That Leads to Understanding and Engagement of the Customer April turned to be the most productive month for B2B marketing teams attending global events. The most arduous task for any marketer continues to rake in questions that B2B marketing communities are trying to resolve as a collective force. The biggest agony for most is -- B2B Campaign Optimization. To better understand how you could master…

Debbie Qaqish & Pamela Muldoon of The Pedowitz Group Named 2018 Top Women to Watch in Business

Sales Lead Management Association Honors Debbie Qaqish & Pamela Muldoon in Their Annual Competition for 2018 Top Women in Tech The Sales Lead Management Association (SLMA) named their 2018 Top 20 Women to Watch. In the elite list of women in tech, SLMA named two revenue marketing exponents from The Pedowitz Group (TPG). They are TPG's Chief Strategy Officer Debbie Qaqish and Revenue Marketing Coach Pamela Muldoon. This annual award by SLMA recognizes women with a proven track record for driving wealth for clients and…

Pedowitz Group Principals Bruce Culbert and Debbie Qaqish Lead Expert Perspectives Session on Talent & Organizational Design at CRM…

Revenue Marketing™ consulting firm, The Pedowitz Group (TPG), announced that Principal Partners Bruce Culbert and Debbie Qaqish will co-present a session on talent and organizational design during CRM Evolution 2018. Chief Service Officer Bruce Culbert and Chief Strategy Officer Debbie Qaqish will deliver an Expert Perspectives track on “Talent and Organizational Design Considerations for the Engagement Economy. Also Read: TechBytes with Sam Melnick and Debbie Qaqish – Allocadia & The Pedowitz Group Today’s…

The Wrong Way to Buy MarTech

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. In this case, the MO group was in a B2C environment.  I certainly had never seen anything like this in the B2B world. Fast forward to 2018 when a dedicated MO team is fundamental to the transformation of B2B marketing from a cost center to a profit center. Technology plays a huge role in…

TechBytes with Sam Melnick and Debbie Qaqish – Allocadia & The Pedowitz Group

(Left) Debbie Qaqish CSO - The Pedowitz Group (Right) Sam Melnick VP, Marketing - Allocadia Last month at the Martech Conference in Boston, The Pedowitz Group (TPG) and Allocadia announced a key partnership to give Marketing Operations leaders an edge on how they optimize marketing spend for maximum revenue impact. An educational initiative, the industry-first partnership is focused on making marketing operations perform optimally and thrive in today’s customer-centric, buyer-driven marketplace. To understand more…