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Sales Lead Management Association Radio


How to stop wasting marketing dollars on non-revenue tactics


Michelle Jacobs and Matt Hertig of Alight Analytics discuss how multi-channel marketing analytics can help companies be more efficient with every marketing dollar. Marketing management today has pressure to spend money on things that work and leave the rest for their competitors. Michelle and Matt share how they use ChannelMix Big Data Warehouse to increase sales online and offline for their customers.

About Michelle Jacobs, Co-Founder, Alight Analytics
Michelle Jacobs is the Co-Founder and Managing Partner of Alight Analytics, and continues to lead and develop their marketing analytics and measurement practice. Her passion for delivering insightful, actionable marketing analytics is a key pillar of the company's success. She is responsible for helping clients like Helzberg Diamonds, AMC Theatres and Hill's Pet Nutrition maximize their digital marketing efforts through intelligent use of multi-channel analytics. Before Alight Analytics, Michelle directed Web analytics, marketing and advertising strategies for companies such as H&R Block, American Century Investments, Saatchi & Saatchi, and Toyota.

About Matt Hertig, Co-Founder, Alight Analytics
Matt Hertig is the Co-Founder of Alight Analytics, an independent marketing analytics firm based in Kansas City, Missouri. Under his leadership, Alight has developed an industry-leading marketing analytics platform, ChannelMix, which has established Alight Analytics at the cutting edge of multi-channel marketing analytics.  Prior to founding Alight Analytics, Matt built an extensive background in CRM, database marketing, web strategy and business intelligence by serving as an executive leading multi-million dollar database marketing systems and multi-channel web strategies at companies such as AMC Theatres, American Century Investments and Payless ShoeSource.

About Alight Analytics
Alight Analytics delivers global marketers powerful, actionable marketing analytics. As a pioneer in the space, Alight has been offering its holistic analytics platform and services since 2007. With a talented team of dedicated experts, a proven process, and the industry’s best platform, Alight reveals omni-channel insights to enable marketers to optimize all their marketing channels. These insights significantly increase marketing ROI across their entire marketing portfolio – both online and offline. As the only marketing analytics firm to provide a full-service solution, Alight integrates its clients’ own marketing data in its cloud-based ChannelMix Big Data warehouse, builds custom dashboards, delivers regular, proactive insights and creates powerful attribution and predictive models to ensure future success.Alight Analytics was named the 2014 Best Business Analytics Solution Provider by Innovation Enterprise, a 2014 25 Under 25® award winner by Thinking Bigger Business and Alight’s Co-Founder, Michelle Jacobs, was named one of Ingram’s 2014 40 Under Forty honorees. Alight Analytics is a Google Analytics Certified Partner, a Google Analytics Authorized Premium Reseller, a MarketLive Integrated Partner, an Amazon Web Services APN Consulting Partner, a Tableau Software Technology Partner and part of the SAP HANA Startup Program.

CMO Salaries and Integrated Marketing Summit Review


Host Jim Obermayer discusses with Paul Roberts of OC Talk Radio, about the compensation programs for CMOs. Plus as a bonus, Obermayer brings interviews from the Integrated Market Summit Conference (January 30-31st in San Diego). He interviews Shawn Ellridge, Shawn Flaherty of ITX Corporation, Mac McIntosh from Acquire B2B, Jennifer Allen from Victor Marketing, and Julie Newmark from Outward Media Inc.

Obermayer said that this summit was unusual in its choice of topics. There was a keynote by the venerated Don E. Schultz interesting presentations by Shelly Kramer of V3 Integrated Marketing, Michelle Killebrew of IBM Social Business. Aaron Bolshaw of Act-On Software, Audie Chamberlain of, Nicholas Muldoon from Twitter, Eric Holtzclaw of Laddering Work’s, Matt Hertig and Michelle Jacobs of Alight Analytics, Tim Ash of SiteTuners (Your baby is Ugly) Roy Pun from Adobe, Amanda Kahlow of 6Sense Insights, Pam Didner of Intel. If you missed IMS, it will appear in Atlanta, Minneapolis, Cincinnati, Raleigh-Durham and Austin kin the coming months.


LIVE INTERVIEWS from RevTalks in San Francisco


James Obermayer is at RevTalks: The Revenue Marketing Summit and will be interviewing a variety of speakers that will include a number of the following folks:James Obermayer is at RevTalks: The Revenue Marketing Summit and will be interviewing a variety of speakers that will include a number of the following folks:  

Tune into hear interviews with:

  • Valerie Fawzi, Cloudshare
  • Jim Lenskold, Author of Marketing ROI
  • Amnon Mishor, LeadSpace
  • Mark Organ, Influitive
  • Jeff Pedowitz, The Pedowitz Group
  • Maria Pergolino, Apttus
  • Debbie Qaqish, the Pedowitz Group
  • Will Spendlove, InsideView
  • Steve Wood, Obliterase

Maria Pergolino, Vice President of Marketing, Apttus

Maria Pergolino leads marketing at Apttus and works every day to make herself, and those she works with, better marketers. Prior to this, Maria was Senior Director of Marketing at Marketo. Maria has worked in marketing for over ten years, specifically in online marketing for the past six years, including CRM, social media, search marketing, and lead generation and nurturing. She is a Certified Administrator and user group leader, and a speaker at numerous marketing events.

Maria holds a Marketing Degree and MBA from the School of Business at Rutgers University.

REVTalk: Promoting Revenue Marketing with Fun and Emotion!

Valerie Fawzi, Chief Marketing Officer, CloudShare

Valerie is Chief Marketing Officer for CloudShare, a provider of virtual lab infrastructure for the development community. Before joining CloudShare, Valerie served as VP of worldwide marketing for EVault, a Seagate company that delivers cloud storage application services. Prior to EVault, she held marketing leadership roles at start-ups Corticon & DecisionPoint Software, which she positioned for ultimate acquisition by Teradata. Valerie also led the global product marketing function for Autodesk's AutoCAD design software and related products.

Valerie holds a bachelor's degree from University of California at Berkeley, and an MBA in International Marketing from San Francisco State University.

REVTalk: A Winning Formula for Sales and Marketing Alignment –and Why Marketing Must Own It


Debbie Qaqish, Chief Strategy Officer, The Pedowitz Group

Debbie Qaqish is Chief Strategy Officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships. She is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 30 years of sales and marketing experience applying strategy, technology and process to help B2B companies drive revenue growth.

Debbie is a pioneer in marketing automation, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through demand generation techniques, marketing automation technologies and the integration of sales and marketing. Debbie was named one of the Most Influential People in Sales Lead Management for the last two years, as well as one of Top 20 Women to Watch. Her first book, "Rise of the Revenue Marketer", was published in October 2013.
REVTalk: The Rubber Band Theory of Leadership

Mark Organ, Chief Executive Officer, Influitive

Mark Organ is the founder and CEO of Influitive, helping companies mobilize their advocates to produce massive increases in referral leads, reference calls, social media participation and more.

Mark first revolutionized B2B marketing as the founding CEO of Eloqua (ELOQ), the world leader in marketing automation software, which was recently acquired for $871M. In between, he was a go-to-market consultant for SaaS companies in North America and Asia. Mark has also helped over a dozen software companies successfully go to market in asymmetrical or disruptive ways as a consultant and entrepreneur.

REVTalk: Alignment with Advocacy



How is Google+ Different Than LinkedIn for Business Users?

Or: Why LinkedIn Users are Slow to Embrace Google+

We covered the reasons people are so comfortable on LinkedIn and why they find exploring Google+ uncomfortable, or unnerving, due to the fact it is organized differently with Circles, profiles and all of the other tools that are largely under utilized. We also discussed how when you dive into G+ it can be overwhelming due to all of the notifications that find you everywhere unless you go into settings and tone it way back.

Google+ profiles are about PEOPLE. If your profile is set up under your company name, you may want to change that RIGHT AWAY. Some "profiles" are being flagged when they are a company, rather than a person. PAGES in Google+ are for COMPANIES - similar to LinkedIn and Facebook - Profile - person, Page - company, brand or organization.

Mari Anne Vanella of the Vanella Group brought some very real examples of why she prefers LinkedIn and is hesitant to dive into Google Plus. She's had a successful, well formed group, Telesales 2.0, on LinkedIn for years. She is in the B2B arena exclusively.Greg Cooper covered additional scenarios of what may hold people back from dipping a toe into Google+; and Ronnie Bincer - The Hangout Helper as well as Mark Vang offered Mari Anne and the rest of you some great suggestions for getting started in Google+. It's not about bringing everyone over from LinkedIn, it's about finding some new connections through similar interests and areas of expertise.

We all acknowledged how powerful content is when posted to G+, YouTube through Hangouts on Air and using your authorship tags Google provides to build your reputation as an expert in your field and increase your rank in search engine results.

A wonderful post that goes with this is Mark Vang's article on Circle Management.


Is the traditional sales compensation program for B2B dead?


SLMA Radio Host Jim Obermayer will ask Daniel Perry of Sales Benchmark Index the tough questions. 

  • Is the traditional sales compensation program of salary plus commission obsolete?

  • Are commissions dead as a motivator?

  • How much should the base salary be as a percentage of the whole package?

  • Is it time to change commissioned sales reps to just a salary?

  • Are draws again commission still used?

  • Are companies paying for sales lead follow-up? 

About Daniel Perry
Dan Perry is an industry thought leader with more than 25 years of experience in B2B field sales, sales management, and sales operations. Dan has delivered domestic and international results for companies such as: 
  • Hewlett Packard
  • Yahoo!
  • Epicor 
  • Terremark Worldwide
  • Dow Jones
  • Kronos
  • Intuit
  • CDS Global 
  • Ceridian 

Prior to joining Sales Benchmark Index, Dan held executive sales leadership positions 'making the number' at Aramark, Corporate Express, Lavi Industries and 3 Day Blinds. In these roles, he held global responsibility for sales strategy, market segmentation, demand creation, sales process, channel design, organizational structure, sales force capacity planning, and served as a member of the executive management committees.

Dan is an is adjunct professor at Pepperdine University for their MBA program specializing in Sales Management. He earned a BA in Economics from Illinois Wesleyan University.

Sales Benchmark Index 
Sales Benchmark Index provides sales consulting services to leading organizations across the private and public sectors. These companies are seeking to increase their rate of revenue growth. Unlike traditional sales improvement approaches, such as software implementations or skills training, SBI offers superior value because it relies on the benchmarking method to deliver results. This method of sales consulting allows for results to be delivered quickly with little organizational disruption and it is accomplished through the use of best-in-class diagnostic tools and solutions that are supported with verifiable truth. Each project is executed by the most experienced team of advisors in the industry.

Part 1 Is this the best you can do? What’s expected from a marketing manager today?


This hour of the Sales Lead Management Association’s Radio program is devoted to the question, “Is this the best you can do? What’s expected from a marketing manager today?

SLMA radio host Jim Obermayer asks, Eric Lundbohm, “Are marketing managers responsible for lead generation? Must they match sales quotas with sufficient sales inquiries? Are marketing managers in charge of generating only qualified leads? Is lead management the responsibility of the marketing manager? What happens if lead follow-up is poor on the part of salespeople, is marketing management culpable for this also? Whose responsibility is it to generate wealth in the company, marketing management or sales management? Maybe both together?

It will be an interesting hour. Both Obermayer and Lundbohm are outspoken, opinionated and have strongly held, sometimes opposing views. 

About Eric Lundbohm
Eric Lundbohm is a B2B marketing professional with over 25 years’ experience in the trenches bringing products to market and growing their revenues. He brings a range of experience garnered from Fortune 500 down to start-up situations across technology, healthcare, information and automotive industries. Eric's main focus is on go-to-market strategies, creating messaging that works and lead generation that can be tracked. He enjoys helping companies hone their marketing strategy and execution to begin or accelerate growth.

His experience includes 9 years growing a network security firm from $4 million to $60 million, a dot-com startup and a dozen years in marketing roles in Fortune 500 firms. He holds a Bachelors in MIS from the University of Rhode Island and a MBA in Marketing from The Ohio State University.
Eric blogs regularly on marketing, business and management on his blog at and you can follow him on Twitter @lundbohm.

7 Things Digital Agencies Need to Do to Remain Relevant

SLMA Radio host Jim Obermayer interviews Rob Eleveld of Optify about the software for digital agencies.
Rob Eleveld is the CEO of Optify. Rob brings more than 15 years of B2B technology experience to Optify.
Most recently Rob was an executive consultant on go-to-market strategy and execution. Rob was previously CEO of SaaS online scheduling provider Shiftboard and was also co-founder/CEO of Vykor, Inc. Earlier in his career, he was in enterprise sales at Onyx Software in the CRM space. Rob was a submarine officer in the US Navy for 5 years. He is a graduate of Dartmouth College and has both an MBA and MSE from Stanford University.

About Optify

Optify delivers a digital marketing software suite that is the industry standard for digital marketing agencies.  It’s complete cloud-based digital marketing platform empowers agencies to easily create and manage multiple lead generation programs, nurture the hottest prospects, prioritize the highest performing programs and streamline reporting of client results – all from one login. Optify is headquartered near Pioneer Square in the heart of Seattle, Washington. To learn more about Optify, please visit the Optify website or the digital marketing blog.


Why Right Brain Marketers need Left Brain Metrics or the creative won’t matter.


jeanne-hopkins.jpgHost Jim Obermayer interviews Jeanne Hopkins CMO of SmartBear on this volatile topic.    In this fast paced interview, they discuss why creative right brained marketers must become more analytical and left brained in their approach to marketing metrics and measuring the ROI for their programs.    Jeanne says marketers have to leave the arts and crafts mentality and realize that marketing has to produce measurable sales or creativity is next to useless. 

About Jeanne Hopkins

Hopkins comes to SmartBear from HubSpot, a marketing software leader and pioneer in inbound marketing, where she was vice president of marketing. Her marketing leadership helped HubSpot become the second-fastest growing software company in the Inc. 500 by generating 45,000 new leads each month. Hopkins previously was CMO of MEC Labs, owner of MarketingSherpa, MarketingExperiments, and InTouch, and senior director, marketing programs & communications, for Symmetricon, a leader in precision time and frequency technologies.

Hopkins, a firm believer in the top-of-the-funnel lead-generation capabilities of inbound marketing, is coauthor of the book Go Mobile, a step-by-step introductory look at starting mobile marketing efforts that has been the #1 best-selling mobile marketing book on She is also one of the top 10 Sales Lead Management professionals for 2011.


Anderson Crosby of Relecom, Inc. talks about reporting tools


anderson-crosby.jpgSLMA Radio interviews Anderson Crosby president of Relecom, Inc.   Host James Obermayer asks Anderson why he developed a reporting tool when so many are available within CRM and Marketing Automation programs.   Who uses the tool more, advertisers, agencies or publishers?  How easy is to use?  What is the cost?  What is the benefit of the benefit when using Relecom reporting?

More about Anderson Crosby, CEO, Relecom, Inc.:

With over 18 years of experience working with Fortune 500 marketing teams, Anderson has developed and managed direct and digital marketing strategies and programs.

Anderson is a recognized expert in Digital Marketing Metrics and an active speaker at trade show events on topics ranging from Digital Marketing Best Practices to Digital Marketing Metrics. His work has been featured in BrandWeek and Communications World, and his work has also won various industry awards including the DMA International ECHO Award, MarCom Creative Award, and the Web Marketing Association’s Website Award.

About Relecom:

Relecom provides digital marketing measurement services to advertisers, agencies, and publishers. Their online reporting system provides an independent, real-time view of your marketing activities throughout a variety of digital channels. Actionable information is provided to you in up to daily reports, allowing you to spend your marketing dollars wisely.

Overview video

Anderson has spoken at a variety of local and national events: •    San Diego AMA-  Metrics Matter: Moving Beyond the Click-Through Rate (May 2010) •    Orange County AMA •    Frost & Sullivan Marketing World Events •    Los Angeles Direct Marketing Association •    University of California Irvine •    California Poly •    Digital Media Center


Why Marketing Automation: Facts, Figures and Cost from Carlos Hidalgo


carlos-hidalgo200.jpgSLMA Radio host Jim Obermayer has asked Carlos to make an unbiased presentation to the membership (and visitors) on the subject of:

Why Marketing Automation?  Facts, Figures and Cost!

SLMA Interviews Carlos Hidalgo, Executive Director of the Marketing Automation Institute.

About the MAI: The MAI is a Community for All Things Marketing Automation

The Marketing Automation Institute (MAI) is the community for marketing automation end users who want to maximize the ROI from their marketing automation investment. The MAI provides the highest level of vendor-agnostic curriculum, training and certification, as well as opportunities for automation professionals to network, advance in their career and learn from their peers and industry leaders.

The Marketing Automation Institute’s mission is to help end-users advance their careers and organizations achieve a higher return on their investments by being the resource for vendor-agnostic curriculum, training and certification for the marketing automation industry. Our priority is to promote innovative ideas and best practices that both expand the industry as a whole, and serve to develop a rich community of marketing automation end-users, vendor partners and services providers.

By joining the MAI, marketing automation professionals can exchange information with their peers, interact with world-class experts, attain the only agnostic industry certification for end-users and advance their careers in the automation profession.

About: Carlos Hidalgo

Carlos is a known thought leader in B2B marketing for his keen insights on the development and implementation of lead management process, and is also a recognized expert in marketing automation. Most recently, Carlos was named a 2011 Who’s Who in BtoB Marketing. Additionally, Carlos has been recognized three years in a row (2009 – 2011) by SLMA’s 50 Most Influential People in Sales Lead Management. He is a frequent speaker, blogger and guest contributor of many articles on B2B marketing. Prior to The Annuitas Group, Carlos was responsible for global SMB marketing at BMC Software. In this role, Hidalgo managed all aspects of marketing and customer relations for the SMB line of products including the creation of strategic messaging, go-to-market strategies, management of all customer communications and demand generation activities. He was also responsible for implementing global marketing best practices and processes, and ensuring all global direct marketing needs were being met. Prior to BMC, Carlos held similar roles at other various B2B companies including McAfee and Staffware, as well as Bertram, McKee & Associates, an independent marketing firm, where he was instrumental in delivering strategic marketing, lead management, generation and database design.