20114 Nominee: Patty Foley-Reid, Veracode
Patty Foley-Reid is Director of Product and Solutions Marketing at Veracode. She is responsible for defining and executing the marketing programs for Veracode’s products and solutions. This includes plan development, content strategy and development, campaign strategy, inbound marketing, and sales enablement support.
Patty is described as one who leads with contagious passion and she is a driving force responsible for leading strategic demand generation through vision, execution and ability to influence change and impact the bottom line.
In her previous role as Director of Inbound and Content Marketing at Iron Mountain, Patty was responsible for leading the demand generation strategy and execution to increase measurable impact on pipeline and bookings through an integrated inbound campaign framework aligned to the buyer's journey.
Patty holds a BA from UMASS Dartmouth and Master’s in Communications from Simmons College.
Nominee’s Achievement in the Field of Sales Lead Management:
Patty is a serial Revenue Marketer and in this capacity, has been a driver of change to build close relationships between sales and marketing at several organizations. She has achieved this objective by making certain that the two organizations work together continually to ensure marketing’s activities are directly aligned to sales efforts.
To do this, marketing mirrors the sales organization’s every move. If sales reorganizes to focus on a specific product or vertical, marketing will reflect that change. If a business group has a quota with a specific service, marketing supports that effort by promoting the service that is the highest priority.
Marketing is aligned with the way sales is structured in other areas, as well, to make sure they are focused on shared goals. This includes marketing compensation, where marketing’s efforts are directly tied to the sales quota. For example, if sales gets paid more on Service A than Service B, then marketing has an incentive bonus based on those same goals.
Authorship (articles or books):
Patty is a contributor to the book Rise of the Revenue Marketer by Debbie Qaqish, published October 2013.
Patty is nominated by Debbie Qaqish