Pelin Wood Thorogood: Schulman+Thorogood Group
Years in Business: 17
Brief description of nominees achievements:
Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies.
Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the very first mobile B2B applications designed for the Windows CE platform.
In 2011, Pelin was named one of the "20 Women to Watch" in sales lead management, and is a frequent speaker and author on "Social Selling", “Social Marketing” and related topics.
Known both for her command of the big picture and her relentless ability to execute on short term strategy, Pelin has repeatedly inspired teams to strive for – and achieve – the impossible.
A managing partner in Schulman+Thorogood Group, Pelin sits on boards and advises new media and cloud computing companies. She also serves as an Executive-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University.
Nominee's Achievements in the File of of Sales Lead Management:
- 20 Women to Watch in Sales Lead Management” Winner 2011, SLMA
- “25 Most Influential Leaders in Sales”, InsideView Blog 2011
As SVP of Marketing for WebSideStory, Pelin drove the demand generation strategy for WebSideStory’s online marketing products and optimized its marketing budget to (a) bring in more than half of new contacts through marketing-driven demand gen activities, (b) create culture of measurement to increase marketing accountability and predictability (c) optimize marketing spend to bring in each new $1 dollar of revenue with less than 20 cents in marketing programs spend.
As principal of Schulman+Thorogood Group, Pelin continues to (a) improve the impact of marketing lead generation activities for her clients through creative go-to-market strategies, including inbound marketing and content marketing, (b) drive sales and marketing alignment through shared lead generation metrics and processes, and (c) evangelize the concept of “creating a culture of measurement” to drive marketing accountability and predictability.
Pelin is an Executive-in-Residence for Cornell’s Johnson School of Management, where she teaches tomorrow’s business leaders and entrepreneurs how to harness the power of social media and online marketing to drive next generation lead generation strategies.
Pelin is also a frequent speaker and author on the topic of leveraging emerging technologies to foster more effective lead generation strategies, including emetrics, Online Marketing Summit, Sales 2.0 Conference, Digiday: Target, Content Marketing Institute, Cornell Strategic Marketing Conference, and Social Selling University.
“Pelin is a bright star in the digital firmament. Her grasp of the very latest in technology, marketing and branding is nothing short of amazing. Her ability to put those disciplines together rapidly into working strategies and real-world programs is truly remarkable. She brings real intellectual heft to everything she does--which also means that cutting to the chase is her special gift. Finally, Pelin is a person not only of high creativity, but also rock-solid integrity, a rare combination indeed.”
Andrew Edwards, CEO, Technology Leaders, Co-founder and past chairman, Web Analytics Association
"Pelin is a visionary leader with the capacity to execute flawlessly at every level. She's helped define the discipline of Sales 2.0 and is one of the few people who can see around corners with the ability to articulate her vision and to transform it into practical guidelines."
Gerhard Gschwandtner, Founder and Publisher, Selling Power; Chair, Sales 2.0 Conference Series
- Executive-In-Residence, Johnson Graduate School of Management, Cornell University
- Board Member at Online Marketing Connect
- Board Member at Technology Leaders
- A New Breed? 7 Roles of the Content Marketing Engineer:
Content Marketing Institute, January 2012
- How Content Optimization Tools Can Make You a More Effective Writer and Extend Your Reach
Content Marketing Institute, October 2011
- Birth of Customer 2.0 And Death Of Marketing As We Know It: Adapting Marketing to Changing Customer Behaviors and Demands:
Cornell Enterprise, December 2010
- How to Acquire and Manage More Leads
Selling Power, December 2009
- Sales 2.0: How Will It Improve Your Business
InsideCRM, November 2008
- 10 Tips for Improving Sales Productivity
InsideView Blog, January 2011
Pelin is nominated by Jill Konrath