Revenue Marketing Radio with Debbie Qaqish

Omni-channel is not just a buzzword. Buyers are demanding it. In a recent survey from Forrester Research, almost ¾ of B2B buyers say they look up product information online and expect it to be consistent across any channel. B2B buyer expectations for how you set up an engagement with them has changed drastically, driven by the simplicity and efficiency of online consumer sites. How customers respond determines how competitive your company is and will remain. Join us as we look at how to operationalize an omni-channel approach in a global organization. Jeff Canada, Manager of Global Operations at Quantcast will share: How to get everyone thinking in terms of omni-channel How to get everyone executing in terms of omni-channel How to create key processes to support an omni-channel approach How to leverage key systems to support an omni-channel approach

Building a marketing operations capability is messy and tough. Yet, we seem to only hear about the nice clean and shiny stuff. Why don’t we also hear what went wrong and get really, really practical advice for what to do?  Join us as we talk to a brave marketing technologist - Daryl Hemeon, Marketing Technologist at Unum – and get the good, the bad and the ugly. Daryl will share with us: What precipitated the creation of the MO capability at Unum Barriers to change What went wrong A 7-point Year 1 checklist

Few roles in corporate America are changing as swiftly or as significantly as the role of the B2B CMO. In our digital age where customers make decisions with a click of their mouse and marketers craft customer engagement strategies using the proliferation of marketing technologies, the role of the CMO is now central to firm success. The CMO has become the Customer Engagement Officer and is now in a position to drive revenue, customer engagement and competitive advantage for the firm. If your firm believes that customer engagement is a winning strategy, you won’t want to miss this interview with Claudine Bianchi, CMO of Click Software. We’ll discuss: The impact of customer engagement as a strategy The impact of customer engagement strategy on the CMO role How to operationalize a customer engagement strategy Benefits of a customer engagement strategy

Find out how three companies have combined traditional sales and marketing functions to form a revenue marketing team and a customer-centric approach. The structural siloes within sales and marketing are getting in the way of sales and marketing revenue alignment and in adopting a single customer-centric company-wide capability.  Today’s marketing team is chartered with making a revenue impact but continue to find this challenging.  In addition, improving customer engagement and sharing key customer insights across the firm has been added to the marketing scorecard.  To accomplish these milestone changes in the role of marketing requires a synergistic relationship with sales which continues to be a thorny issue for marketing.  The answer is to form a new structure that smashes these barriers.  The answer is to build a combined sales and marketing operations function - SMOPS.  Listen to this fascinating interview with 3 SMOPS pioneers - Morgan Collins, Sales & Marketing Operations Manager at Phunware;  Alex Simoes, Director, Sales and Marketing Operations, CAKE, a Sysco company; and Inese Pumpure, Sales & Marketing Operations Manager, CloudLock, now part of Cisco and find out what drove the creation of the function and how it benefits marketing, sales, the company and the customer.

As more companies adopt a customer-centric strategy, creating a holistic view and understanding of the entire customer life cycle is mission critical. In order to accomplish this initiative, marketing is partnering with other groups inside the company that touch the customer in a significant way. One such group is inside sales. We recently interviewed Kelly Dickson, Global Revenue Marketing Operations Manager and Inside Sales Leader at CommScope to learn her secrets of success in this new collaboration. Kelly brings a unique perspective in having run both marketing operations and now inside sales.