Marketing operations as the agent of change
Change agents communicate compelling reasons for change, continually explore new ideas and take ownership with transparency.
Debbie Qaqish is 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. Debbie is author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketing Radio, a podcast series for revenue marketing leaders which showcases marketing executives from companies like GE and Microsoft sharing advice on marketing transformation. A PhD candidate, Debbie also teaches an MBA course at College of William & Mary on Revenue Marketing. In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA’s Top 20 Women to Watch distinction.
Marketing ops is critical to the success of lead management
Creating an inter-related framework that forms the foundation for lead management in your marketing operations is important. Here's why.
Lead the pivot to customer centricity
If a company is going to stay competitive, they must go where the customer goes and create a B2C experience for a B2B buyer.
How to build a marketing operations organization out of chaos
Financial accountability, digital transformation and the pivot to customer-centricity are all important CMO challenges to overcome to get your strategy back on track.
Walking the CX talk
Whether you're assessing your own company's status or considering how a potential employer is doing, follow these tips to determine whether a business is really dedicated to being customer-centric.
The role of strategic marketing operations in addressing today’s top 3 CMO challenges
The opportunity has never been higher for marketing operations to step up from being button pushers to strategic contributors and enablers.
How to build and budget your 2019 customer-centric MO playbook
As you pivot your organization to become more customer-centric, the changes will likely have a significant impact on your budgetary needs. Contributor Debbie Qaqish guides you on what to consider as you plan for 2019.
Is your organization ready for a dedicated MO function?
Maybe you're eager to get a marketing operations function started at your company, but is it really ready? Contributor Debbie Qaqish explains how to figure that out.
Rent, buy or train? How to accelerate strategic marketing operations
Selecting martech stack elements is one thing, but finding the humans to use them is quite another. Contributor Debbie Qaqish discusses challenges and solutions MO leaders have in finding key hires.
Is your customer the unifying thread? How to do martech right
How you approach martech is highly dependent on the thread that's unifying all of your decision-making. Contributor Debbie Qaqish explains how this affects your chances of success.
Becoming customer-centric: A tale of a NextGen MO organization
Contributor Debbie Qaqish describes the structure of a company taking marketing operations to the next level.
Becoming customer-centric: A tale of a changing MO organization
Contributor Debbie Qaqish describes the structure of a marketing operations group that's increasing in sophistication.
How the C-suite benefits from a strategic marketing operations function
Need ammunition to win budget and staffing for a strategic marketing operations team? Contributor Debbie Qaqish offers a long list of benefits.
The pros and cons of marketing operations as a corporate vs. field function
Should your marketing operations be centralized, or should field offices be autonomous? Contributor Debbie Qaqish explores the risks and benefits of different approaches.
Marketing operations 2.0: Defining the new organizational structure
What does the org chart for a successful marketing operations (MO) team look like? Columnist Debbie Qaqish takes a look at the characteristics that make up a strategic MO structure.
Closing the marketing skills gap: 3 talent acquisition strategies, Part 3
In Part 3 of a series on the strategic marketing operations leader, contributor Debbie Qaqish discusses the challenges of finding the right talent and outlines three strategies to help you build a high-performing team.
DNA of a strategic marketing operations leader: 3 seismic shifts, Part 2
In Part 2 of a series, contributor Debbie Qaqish takes a look at the evolving role today's successful marketing operations leader plays within an organization.
Rise of the strategic marketing operations leader: Part 1
Contributor Debbie Qaqish believes marketing operations leaders are becoming the new power players in marketing and gives examples of how they're driving change in their organizations.