Debbie Qaqish

Pedowitz Group

Debbie is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 3 years of experience applying strategy, technology and process to help B2B companies drive revenue growth.

Who is teaching the B2B CMO how to sell?

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Posted on 2011-10-12

.…This is a copy of a guest blog I wrote for PointClear on October 10th- http://bit.ly/oisN2

Who is teaching the B2B CMO how to sell? If you’re in sales, you might think this is an odd question or you might have a stronger, more visceral reaction to the question – “Marketing doesn’t sell, we do!”

However, if you’re leading a marketing organization in a B2B company, this question is directly tied to marketing’s new revenue imperative and it can be a very scary question. The line between sales and marketing is becoming more blurred every day. What was once the bastion of sales – the sales funnel from top to bottom – is now shared with marketing. How the B2B organization “sells” is being re-written as we speak and the newest key player in this scenario is marketing. Demand Gen Report (http://bit.ly/...

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When creating your content marketing strategy, where do you begin?

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Posted on 2011-07-14

Finding, creating and managing compelling, high-value content that engages customers and moves them through the sales cycle is a major issue for just about every marketer out there. And the increasing number of channels available to today’s marketers compounds both the opportunity and the confusion, but you’re not alone.

Chris Yeich, director of content strategy for Bulldog Solutions, offered these three tips for repurposing content to get more bang for your content development buck during a recent Marketing Cloud webinar:

Tip #1: Start with a content audit or assessment.

A content audit will help you identify weak spots in your existing content repository, as well as what you have in your library that can be used right now.

I couldn’t agree more! An audit process is a key component of your overall content strategy. Working with clients to help them understand where their content fits into their prospects’...

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How to Create Your First Lead Scoring Program and Have It Stick!

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Posted on 2011-06-18

Short answer? You can’t and you shouldn’t.

Quite frankly, the notion of creating a “ first” lead scoring program that is successful and “sticks” is naïve and misleading and a theme largely perpetrated by the marketing automation vendors. They want everything to appear “easy” and while building a lead scoring program in the software IS easy, producing an effective lead scoring program that makes the sales team pant for your leads and that you can associate with marketing influenced or driven revenue, is not.

So how do you get successful with lead scoring and get a program that “sticks?” Here are two BIG IDEAS that will get you on the right track.

Big Idea #1: Accept that sales knows MORE than you!

Sales has the best intuitive knowledge around behavior and can best make the leap to identifying the value of what different types of behavior actually means. I can’t tell you how many times I’ve been running a lead scoring workshop for a client (which...

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What Marketing Executives in Denver and Chicago are Saying About Metrics…

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Posted on 2011-04-18

Our 14-city tour of roundtable discussions (part of Marketo’s Revenue Rockstar Roadshow tour) continues with stops in Denver and Chicago to learn what CMO’s and senior marketing executives there are saying and doing about metrics that drive revenue marketing performance. This is what they had to say:

Denver CMO Roundtable:

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Four Easy Steps to Revenue Marketing

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Posted on 2011-04-14

One of the things I love about going on the road (either speaking, working with clients or attending conferences) is the ability to test new ideas. When we began the 14-city tour on the Marketo Revenue Rockstar Roadshow, I introduced a 4-step model for moving from Traditional Marketing to Revenue Marketing. I almost didn’t do it because it seemed so simplistic but said, I’ll just give it a go and see what happens! The response has been amazing with people telling me things like “I finally get it”, “This makes so much sense”, ”I can easily identify not only where I am but what I have to do to get to Revenue Marketing status”, etc. So I thought I would share this big idea in our blog. Remember, this is a MODEL!

Traditional marketing is characterized by the 4 P’s – Product, Promotion, Placement and Price. We all know what this represents and it is still how...

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CMO Roundtable Observations on Metrics and Marketing Automation

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Posted on 2011-03-22

Written By Debbie Qaqish on Tuesday, March 22nd, 2011

14 cities, 14 groups of CMO’s, and 14 conversations on metrics that drive revenue marketing performance. This CMO Roundtable is an invitation only event for CMO’s and senior marketing executives being sponsored by Marketo with key note speaker Jim Lenskold of the Lenskold Group (and author of Marketing ROI.) I have the good fortune to be able to attend all 14 discussions and soak up what CMO’s are really doing and thinking around metrics.

Post each CMO Roundtable, I’ll capture what they had to say! Since I did not post the first three, this post will serve as an aggregation of conversations…

San Diego CMO Roundtable:

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How to Achieve ROI on Marketing Automation

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Posted on 2011-03-21

As the marketing automation market heats up and companies begin to look for that pay-off, begin able to achieve a quick ROI is incredibly important. Here are a few thoughts on how to get to ROI fast!

1. Trite but true – it’s really about EQUAL helpings of people, process, technology and data. The marketer who thinks just getting this stuff turned on, a campaign out the door and building it only in a marketing silo will take a long time to get to ROI. I just had an interview with a Rachel Spasser, VP of Marketing at Ariba who is just now having to go back and do critical process re-engineering work and said she would be in a much better place if she had known how important this work is to ROI and to do it in the beginning. (...

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How to Create Content to Generate Demand and Drive Revenue: 6 Surefire Steps

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Posted on 2011-03-10

In the B2B world, when it comes to generating demand, Content is King. Not brochure-ware, but content that speaks directly to your prospect, propels the conversation, and advances the sales cycle. Authors Ann Handley and C.C Chapman, build a compelling case for content in their new book Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business....

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Does Marketing Automation Enable Sales & Marketing Alignment?

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Posted on 2011-02-01

Written By Debbie Qaqish on Tuesday, February 1st, 2011

This is an interesting question that I answered with some other top notch marketers for FOCUS here.

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Demand Generation Center of Excellence

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Posted on 2010-12-13

Wow, have we come a long way in demand generation over the last 7 years! There are more vendors in the market and more users in the market from companies of all sizes. Yet, while we are seeing all this hoopla around how easy all of the automation systems are to implement and use and (and many of them are), it’s still not about the technology. The key elements of people, skills, org structure, compensation, role, and ultimately revenue impact should be more of the focus. Yet, for many reasons, companies can find transitioning from traditional marketing to revenue marketing a real challenge.

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