Hello, this is Debbie Qaqish and I’m the Chief Strategy Officer at the Pedowitz Group, and here are my B2B marketing predictions for 2015. Revenue marketing will be better recognized by top management teams. Revenue marketing; that’s what we call transforming marketing from call centers to revenue centers. And, I believe that it’s going to be recognized by top management teams as really being a specific role and a philosophy and a methodology that is going to deliver predictable revenue results. And I can’t think of a single top management team out there who’s not looking for something like that. Talent development and compensation will become a top priority for CMOs in 2015. I really believe that talent development and compensation will become a top priority for CMOs in 2015. We’re seeing some amazing things in talent development. I’m actually seeing companies develop their own marketing universities in order to get these really hot skills. And in the area of compensation, it’s very, very interesting but I’m also seeing compensation for marketing actually being tied to revenue results – very much like in the sales model. Sales will buy marketing Now, I have been a VP of sales for many years, and given that revenue marketing is all about creating your predicable revenue impact from the very top of the funnel to the lower part of the funnel, I think any chief sales officer worth their salt will want to own this. And I’m already beginning to see that in all kinds of companies.

1.  Top 3 Marketing Predictions for 2015
Debbie Qaqish
Chief Strategy Officer at the Pedowitz Group

2. “ Revenue marketing will be
better recognized by top
management teams
1

3. Revenue marketing will be better recognized
by top management teams
 Revenue marketing is
transforming marketing from
call centers to revenue
centers.
 This will be recognized by top
management teams as
philosophy and a methodology
that delivers predictable
revenue results.
1

4. “ Talent development and
compensation will become
a top priority for CMOs in
2015
2

5. Talent development and compensation will
become a top priority for CMOs in 2015
 Talent development and
compensation will become a top
priority for CMOs in 2015.
 In talent development, some
companies are developing marketing
universities in order to develop and
train employees in specific areas.
 Marketing compensation is
increasingly being tied to revenue
results – very much like in the sales
model.
2

6. “ Sales will buy into revenue
marketing
3

7. Sales will buy into revenue marketing
 Revenue marketing is about
creating your predicable revenue
impact from the top of the funnel to
the bottom of the funnel
 Any chief sales officer worth their
salt will want to own this – and this
is beginning to happen in all kinds
of companies.
3

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