From Backroom to Boardroom

DR. DEBBIE QAQISH loves what she does— every day. She is passionate about helping companies reimagine and rearchitect the role of marketing to drive revenue, growth, customer centricity and digital transformation. A thought leader and digital pioneer, she saw the early impact of technology and coined the phrase “revenue marketing” in 2011. Her first book, The Rise of the Revenue Marketer, was published in 2013. In 2016, her focus shifted to marketing operations as the enabler for how marketing gains that seat at the table. She is a dynamic speaker and a prolific author. Dr. Qaqish earned her doctorate in 2019, is a partner and the Chief Strategy Officer at The Pedowitz Group and leads strategic customer engagements.

FOREWORD INTRODUCTION Profile of a Strategic Marketing Operations Leader The CMO Connection The Marketing Operations Maturity Model (MOM) The Efficient/Effective Stage The Get Revenue Stage The Customer Centric Stage The Next Generation Stage Get, Keep and Grow Talent The Value of Strategic MO to Key Stakeholders Setting It in Motion: Next Steps to Building a Strategic MO Function APPENDIX ENDNOTES