In this PitchMaps Leaderview, Debbie Qaqish, author of Rise of the Revenue Marketer and Chief Strategy Officer at The Pedowitz Group, examines the customer focus issue through the lens of revenue marketing. Here are some highlights from our conversation with Debbie. PitchMaps: Tell us a little bit about your current role. Debbie Qaqish: I’m one of the principals at the Pedowitz Group. I’m currently the Chief Strategy Officer. My role is to have an ongoing … [Continue reading]
Core Messaging
When bad news happens to good marketing messages
Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
What to do when a merger makes a mess of your message
Last year was a big one for M&A activity (a “record high”, according to The Economist*). Many of these deals made perfect sense. Some left people scratching their heads. In either case, a merger can often wreak havoc on a neatly buttoned up marketing message. If you’re running marketing or sales for one of the thousands of newly combined companies, how do you make sure your message doesn’t get lost in a whirlwind of post-merger … [Continue reading]