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Debbie Qaqish is principal partner and chief strategy officer for The Pedowitz Group. In 2007 she coined the term ‘revenue marketer.’ She has spent the past three years working on a book that tracks the journey undertaken by 23 marketers who have moved their organizations toward a revenue-marketing model.

By Debbie Qaqish “Alignment” commonly is used to describe the relationship between sales and marketing. But in the context of revenue marketing, the word synergy more aptly expresses the connection. Let’s look at the definition of each term and then examine this relationship.

Debbie Qaqish Principal, Chief Strategy Officer The Pedowitz Group Many marketers struggle to connect their content marketing programs to revenue, according to a study released last month by the Lenskold Group. The solution goes beyond the mere adoption of marketing automation tools, writes Debbie Qaqish, principal and chief strategy officer at The Pedowitz Group, the revenue-marketing agency that sponsored the research. “Buying a piece of technology is not the answer,” she writes.

Debbie Qaqish Principal, Chief Strategy Officer The Pedowitz Group “I want to challenge marketers to think about the leadership behaviors that they need to modify as they lead their organizations from being cost centers to being revenue centers,” says Debbie Qaqish, chief strategy officer at marketing firm The Pedowitz Group. She will invite attendees at the 2014 Global BMA Conference in Chicago to share the decision-making strategies that they may need to rethink as they shift to a revenue-focused model. It will be an interactive session.

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