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Sales Lead Management Association Radio


Content – What Role Should it Play in the Sales Process?



 This is a third in a series of programs that discusses how a new CMO introduces Revenue Marketing to her new company. It will air live Thursday, January 5, 2017 at 10:30 am Pacific.

In the first interview on SLMA Radio we interviewed Liz Sophia and her CFO Ron Shah with the program title of: How a CFO and VP of Marketing fell in Love with Revenue Marketing. Ron seemed to be impressed with the concept that marketing can create measurable revenue. The relationship had gotten off to a great start, but both parties said it was still too early to measure a tangible success.

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Is the Love affair between the CFO and the VP of Marketing still alive?



In May of this year we interviewed Liz Sophia (VP of Marketing and Ron Shah CFO) of Hodges-Mace to discuss the progress that Liz was making in introducing Revenue Marketing to the company.  One of Liz’s first moves in the fall of 2015 was to enlist the support of the CFO.  They agreed in the interview that while huge progress had been made with the salespeople, new qualified leads, more accountability, etc., the jury was still out on how Revenue Marketing would fully become the sales and marketing rallying cry for the company. Let’s hear the progress that Liz and Ron have made and see if the love affair with revenue marketing is still an affair to remember. The host is Susan Finch.


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How Marketers Enable Salespeople to Have Valuable Conversations


You think you train your sales reps and turn them loose, and six weeks later the sales manager gets around to traveling with them and their first responses are often, “Where is did you learn that?” Where did those qualifying questions come from?”  “Why did you talk so much?”  In this interview, Brainshark CMO Robin Saitz discusses what MARKETING can do to make sales conversations meaningful.

How a CFO and VP of Marketing fell in Love with Revenue Marketing


This interview is about the unlikely pairing of a CMO and a CFO that met and fell in love with the idea of Revenue Marketing. CMO Liz Sophia brought the discipline of Revenue Marketing to Hodges-Mace and the skeptical CFO Ron Shah. In this interview, Liz and Ron talk about how the company made the transition to a revenue marketing program that is creating wealth for the company and its salespeople. The host is Jim Obermayer
Liz Sophia Senior Vice President, Marketing
Liz Sophia joined Hodges-Mace as Senior Vice President, Marketing in September of 2015. Her expertise is helping marketing organizations become revenue centers by adopting today’s most innovative concepts and technologies including: lead generation, sales-marketing alignment, content marketing, revenue performance management, and marketing automation.
Liz is a savvy digital marketer with a firm grasp on lead generation and lead management to enable the sales function and drive revenue. Her diverse background includes agency and client-side experience primarily in the technology sector. She has worked with companies of all sizes from startups to global corporations, always in positions of increasing responsibility. Areas of expertise include: agency selection and management, marketing automation, revenue performance management, online strategy, employee development and brand transformation. She is a marketing thought leader and 100% committed to helping drive change and transform marketing from a cost center to a profit center.
Prior to Hodges-Mace, Liz was the Chief Marketing Officer for North Plains Systems. Prior to that role she held senior leadership roles with Sage and Pgi.
Recent Highlights:
Voted one of The Top 20 Women to Watch in Sales Lead Management in 2014 and 2015
Spoke at REVtalks, 2014: Building a Rockstar Team
Encore Speaker at Hubspot 2013 annual conference
Profiled in award-winning book, Rise of the Revenue Marketer.
Regular columnist for PR News on topics related to the PR role in Revenue Marketing (ongoing)
Featured in various marketing publications such as: D&B Connectors, 60SecondMarketer, DemandGenReport, DMNews and PR News
Liz holds a Bachelor’s of Arts degree in Communication from Hollins University.
Ron Shah  Chief Financial & Operations Officer
Ron joined Hodges-Mace as Chief Financial Officer in October 2011, and he is responsible for overall financial management of the Company. Prior to joining Hodges-Mace, Ron served as Chief Financial Officer for PhyTest, a leading provider revenue cycle management services for physicians. He previously spent eight years as an investment banker, assisting growth-oriented companies on capital raising, merger & acquisition and strategic advisory transactions. In addition, Ron also worked as a management consultant, working with clients to implement operational improvement and information technology-related initiatives.

Ron holds a Bachelor of Science degree in Finance from Babson College and a Master of Business Administration degree from the University of Virginia.
About Hodges-Mace
Hodges-Mace, LLC is headquartered in Atlanta, Georgia and is a leading provider of employee benefits communication and custom enrollment services to large U.S. employers.

Founded in 2004, the company’s strategy remains the same: work with fewer, larger clients than our competitors, so that we can dedicate the best resources to each client. Ultimately, our high-touch service philosophy and thorough approach to solving our client’s challenges translate to an exceptional customer service experience.


This episode is generously sponsored by adView.cfm?id=383The Vanella Group, Inc.-- the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. The Vanella Group supports firms from Fortune 500 companies to startups.To learn more, visit or call 888-335-0340

and by Validar Whether you're producing a seminar series, user's conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution. Since 2005 Validar has been turning Corporate Events and Trade Shows into Better Business. Call 888 784 2929 or visit us at


Why C-Level Management Resists Revenue Marketing



Revenue Marketing, a term and an avocation made popular by Debbie Qaqish, of the Pedowitz Group through her weekly radio program, WRMR PowerTalk Radio for Revenue Marketing™Leaders  and her book “Rise of the Revenue Marketer”, is the guest on SLMA Radio to discuss the growth of the Revenue Marketer in B2B.  The host is Jim Obermayer.  Some of the issues they discuss:
  • The state of Revenue Marketing
  • The four benefits of having a Revenue Marketing Process
  • The CMO Survey
  • The turning point that turns someone into a Revenue Marketer
  • The barriers that prevent someone from considering themselves revenue marketers.
  • The barriers erected by others, especially know-it-all C-Level managers
  • The role of Change Management to initiate a revenue marketing process.
What is Revenue Marketing™?
Revenue Marketing™ is the combined set of strategies, processes, people, technologies, customers and results that:
Drops sales ready leads into the top of the funnel
Accelerates sales opportunities through the sales pipeline
Measures marketing based on the repeatable, predictable and scalable contribution to pipeline and revenue
Improves the ROI of the sales and marketing continuum
Debbie Qaqish
Debbie is a nationally recognized thought leader, innovator and speaker on Revenue Marketing with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth.
She is the author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketer Radio (WRMR). She coined the term “Revenue Marketer” in 2011.
As a principal partner and chief strategy officer of The Pedowitz Group, Debbie is responsible for developing and managing global client relationships, as well as leading the firm’s thought leadership initiatives.
Debbie is also PhD candidate and her dissertation topic is how the CMO adopts financial accountability in an e-marketing environment.
About the Pedowitz Group:
The Pedowitz Group (TPG) is a Revenue Marketing™ company headquartered near Atlanta, Ga. It helps clients change marketing from a cost center to a revenue center. Regardless of where you may be on your Revenue Marketing Journey™, they provide solutions, services and expertise that will get you to the next level and beyond.
TPG has worked with over 1,300 clients, across multiple marketing automation platforms, in diverse industries, sizes and global locations. They have won multiple awards for our work. But, more importantly, so have its customers. TPG is at the forefront of thought leadership in this space. It’s consultants hold more than 200 certifications combined which includes Oracle Marketing Cloud (Eloqua), Marketo and to name a few.
Feel free to visit its resources section where you will find compelling content that will help you on your Revenue Marketing Journey.
Pedowitz Group
810 Mayfield RD, Milton, GA 30009
Phone: (855) REV-MKTG  (855) 738-6584


This episode is generously sponsored by adView.cfm?id=383The Vanella Group, Inc.-- the only firm that delivers telebased lead generation programs exclusively for enterprise technology providers. To learn more, visit or call 888-335-0340

and by Validar Whether you're producing a seminar series, user's conference, lunch and learn, or exhibiting at a tradeshow, Validar has a solution.  Call 888 784 2929 or visit us at

How to connect SEO directly to revenue!


Revenue is rallying cry for marketing, as it has been since the last recession and seems to be accelerating.  In this episode Eric Kronthal of periscopeUP discusses how SEO is not simply a long term strategy for visibility, but it can be tracked for contributions to revenue. The host this week is Jim Obermayer.

About Eric Kronthal
Eric Kronthal is an experienced online marketer proficient in building custom solutions to meet online advertising and marketing objectives since 1996. Eric left PricewaterhouseCoopers' consulting services to become one of the early employees at (acquired by AOL) and he is credited with the launch of several industry leading online advertising solutions including Behavioral Targeting, Interactive Television advertising, and several self-service applications. Among the companies he worked with were Snap-on Tools, NASCAR,, USA Networks, H&R Block, PGA Tour, Southwest Airlines, TV Guide, and Comcast Cable. 
Eric started periscopeUP in 2009 to guide marketers toward accountable Search Engine Optimization. He and the team at periscopeUP believe success should be measured by the number of leads and sales generated, and not by search rank, clicks or visits. Customers include Trump Entertainment Resorts, Bon Secours Health System, Carnegie Mellon University, The Gettysburg Foundation, University of Pittsburgh Medical Center and CARCHEX. 
Eric, his wife and two children, live in Chevy Chase, MD. 
About periscopeUP
SEO services are just one of many offered by periscopeUP, including: Pay Per Click Search Advertising, Search Reputation Management, Display Retargeting, Web Development and Web Analytics. Regardless of the channel(s) used, periscopeUP's philosophy for increasing website conversions and leads is to optimize the marketing message for customers and prospects first and the channel or platform second. Month over month periscopeUP's analysts track, measure and report on tactics to continually improve.
While based in Washington, DC, many of periscopeUP's employees work virtually from Boston, New York, and Houston.

If I had a nickel: Google Analytics, more than just pretty charts.

Watch Now:
If I had a nickel...your website stats, more than just pretty charts
When you log into +Google Analytics , what do you see? If it’s neat looking graphs and tables, well, we need to talk. There is some serious intel that you can get from your web stats, stuff that will help you make real business decisions about how to use your website and your online marketing strategy. And nobody knows how to get us set up and on the right track than +David Kutcher . 

In this episode, David covers topics such as:
  • What if you have more than one site? Should they be under one account or different accounts?
  • What about subdomains? One property or several properties with URL filters?
  • What are annotations in analytics? They are like your own diary of your website and the changes you make - David LOVES these and we cover them starting at about the 20 minute mark until the break.
  • Do you know how to view and edit your analytics? If it's your site or your company's site and you are responsible for the results - you need access!
  • David tells us his favorite charts.
  • His big take away tips include how to get people interested in reading analytics? HINT: It's not a lot different from when you were a kid at bedtime.

David is the co-owner of +Confluent Forms LLC  a boutique firm providing branding, graphic design, web design, web development and custom software development services and has been in the business since '97 and incorporated his business in ‘02. His clients have included Fortune 100 companies, major banks, large non-profits and universities, to small mom & pop businesses and charities. Probably over 200 sites and clients by now...

David started as a web designer, transitioned to a web developer, then to an information architect and online strategist.

David’s company also is the brains behind the RFP Database, one of the largest online marketplaces for requests for proposals in the world, with over 120,000 registered users and having hosted over 100,000 requests for proposals.

Google+ (page):

Did you miss our previous discussions?
"If I had a nickel...Webmaster Transitions: Pleading Ignorance Doesn't Fly" 
If I had a nickel... Detangling Your Business on da'Google 

========Your Series Hosts========
+Susan Finch  - Marketing, PR & Web Pro for DECADES! 
With a background in public relations and advertising since 1986, Susan is a "gentle guide for clients trying new venues online." She engages those skills as she helps create an online presence that will appeal to existing and future clients and/or investors. All these factors are considered before she constructs a suggested plan for clients. It goes way beyond an online presence.


+Stephan Hovnanian  - Web strategy, Google+ for Business
Stephan Hovnanian is a web strategist and email marketer for Shovi Websites, author of the Google+ Pro Tips series of ebooks on Amazon, and host of a weekly webcast called Google+ Business Spotlight. Stephan distills the content and advice out there on the Web into useful and applicable ideas to help your business make the most of its online presence.


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