20 Women to Watch Winners 2017 Feed

Is Account Based Marketing Correct for Your Company? Cari Baldwin Square 2 Marketing Podcast

Cari Baldwin is one of the 20 Women to Watch in Business for 2017.

Some will say, ABM is right for any company now that technology more easily assigns content by person/title and tracks interactions, but seriously is ABM right for a company with thousands of potential buyers?  After all, ABM is more than the technology behind the database. During this program we delve into Account Based Marketing with Cari Baldwin, Chief Revenue Officer for Square 2 Marketing.  Once the prime question is answered we will discuss the steps to create an ABM program.  The host is Jim Obermayer

Tweet-600-x600-CRMRadio-20170406-baldwin (1)
About our Guest Cari Baldwin - Chief Revenue Officer

Cari is a seasoned demand generation expert, recognized thought leader and frequent industry speaker on marketing trends and technology.  She is focused on ensuring the firm drives marketing strategies and programs that deliver measurable results for clients.

With a solid understanding of leading marketing technology solutions, Cari’s strengths include include ABM, nurture and process strategy; demand generation planning; and analytics.  Cari values educating the next generation of marketers, and is a guest digital marketing instructor at George Fox University and chief learning officer at GreenFig University.

 About Square 2 Marketing

Founded in 2003, Square 2 Marketing is a data-driven digital agency dedicated to helping businesses improve results with buyer-centric sales and marketing strategies. With a focus on science, data and intelligence, we support business growth with comprehensive, campaign-based and tactical services in five practice areas: business innovation consulting, inbound marketing, demand generation, inbound sales and marketing technology. 


 You might also like to listen to:

  Sponsor for this show:

GoldMine CRM

Goldmine CRM
Get more from the cloud with GoldMine workspaces. Flexible sign up options for BYOL hosting or subscription with monthly or annual terms. Designed for customers with Windows server-based applications but looking to off-load their on-premises server equipment.

IStock_000022132972SmallFor priceless free membership in the Sales Lead Management Association go here. 

2017 20 Women to Watch in Business Winners Announced

April 6, 2017 - - Lynden, WA - - The Sales Lead Management Association (SLMA) announced the winners of the 2017 “20 Women to Watch in Business” leadership program.   SLMA CEO James W. Obermayer said, “Each year we ask our members to nominate and recognize women leaders in management whom they admire.  These women are CEOs, product managers, strategists and sales managers, authors and consultants, and company presidents. This year’s nominees are extraordinary in their accomplishments.”

 Why It’s Important:

"The 20 Women to Watch in Business” are found to have the knowledge, skills, and leadership to generate wealth for their companies, customers and fellow employees.”



In alphabetical order, the 20 Women to Watch in Sales Lead Management are:

Continue reading "2017 20 Women to Watch in Business Winners Announced" »

Rhoan Morgan - DemandLab


Rhoan Morgan, CEO and CoFounder of DemandLab was nominated by Kiyana Neil

Rhoan Morgan is an early advocate of marketing and sales technologies and among the first wave of marketing leaders to realize the potential of marketing automation. A strong advocate of marketing’s collection and use of data and technology, Rhoan recognized a need among her peers and launched DemandLab in 2009 as a one-person operation specializing in the emerging field of marketing automation.

Since, Rhoan has transformed DemandLab into a full-service technology focused marketing and sales consultancy, which helps B2B and B2C companies achieve ambitious business growth goals by building revenue ecosystem solutions that leverage technology systems, data analytics, and end-to-end customer journeys.

While under her 8 years of leadership, DemandLab has grown significantly maintaining an average 50% YOY revenue increase. The consultancy’s client portfolio has grown to over 70 recognized global brands and Fortune 500s including Penske, Indeed, Ipreo and CloudPassage. Since 2015, Rhoan has expanded her team by 30%.

Throughout her 17-year long career, Rhoan remains a prominent thought leader in marketing and sales. She has been named a Champion and Certified Expert by Marketo, a global leader in marketing automation. She is the recipient of a Stevie Bronze Award for Female Entrepreneur of the Year, has twice been named to the list of 20 Women 2 Watch in Sales Lead Management, and was selected as one of the 40 Most Inspiring Leaders in Sales Lead Management by the Sales Lead Management Association (SLMA).

In addition to the continuing success of her agency, Rhoan is committed to mentoring women, many of whom have gone on to lead successful careers in marketing and sales.

Connect with Rhoan:

LinkedIn | Twitter

Maneeza Aminy - Marvel Marketers


Maneeza Aminy, CEO Marvel Marketers was nominated by: Jaime Ciabattoni

Maneeza Aminy is CEO of Marvel Marketers--an expert marketing automation, strategy and ABM consultancy. With a highly skilled team of experts, Marvel Marketers has worked with 2,500+ clients around the world and is 100% referral based. With consulting that is grounded in trust and professionalism, the Marvel Marketers team not only equips its clients with an understanding of the tools they need to succeed, but also drives the conversation on best practices and helps set them up for continual success well into the future. Clients have included Google, RingCentral and Extreme Networks.

In 2016 the company launched its expert-fueled blog, earned an official partnership with growing ABM platform Engagio and added new offerings to Professor M's Academy for Marketing Automation. Maneeza has served as a source of inspiration for her team by fostering a spirit of transparency and a culture of teamwork. Having previously worked at Marketo and Salesforce.com, Maneeza is often invited to speak at events as a credited expert on digital marketing industry trends. She is also an Adjunct Professor of Economics and has worked with SaaS and CRM for most of her career.

Connect with Maneeza:

LinkedIn  | Twitter

Michelle Huff, Act-On Software


Michelle Huff, CMO at Act-On Software is nominated by Reagan Reade

Throughout her career, Michelle Huff has made a habit of embracing change, tackling every challenge in her way with positivity and persistence. She is a product marketing veteran, well versed in the importance of messaging, demonstrated value, product positioning, and sales enablement, and well aware to what businesses need to grow quality sales leads.

Having worked and led teams at companies of all sizes -- from a small 30-person startup to mid-sized high-growth companies, to established enterprises like Oracle and Salesforce -- Michelle has seen firsthand what it means to grow and scale programs, organizational structures, and go-to-market strategies. At Stellent, she was responsible for product marketing for their largest revenue-generating product line. When Oracle acquired Stellent, she was promoted to run the Outbound Product Management department for Oracle WebCenter (portfolio of 4 major product lines).

But it was at Salesforce, as the VP Marketing for the Data.com division, that she really came into her own as a marketing leader -- helping the arm expand up-market and quadrupling the business. She would eventually become the GM of the $100M+ Data.com portfolio, serving a customer base of $11,000+.

As Act-On Software’s CMO, Michelle works hard to scale a fast-expanding global business for its next stage of growth. In the five months since she started, she has successfully reorganized a global marketing organization to reflect the modern marketing’s realities (what Act-On calls “Brand, Demand, Expand”), launched a new go-to-market strategy and new messaging for the mid-market, rebuilt the Flannel, organized a company-wide kickoff, and partnered with Tech & Products to bring to market Adaptive Journeys for marketing automation.

Michelle was featured in FierceCMO’s 2016 Women to Watch in B2B marketing.

Connect with Michelle:


Laila Danielsen, Elliptic Labs


Laila Danielsen, CEO of Elliptic Labs was nominated by Aoife Kimber

Laila Danielsen, Chief Executive Officer at Elliptic Labs, has developed a reputation as an executive who drives change and brokers successful deals. Working in the competitive, challenging world of consumer electronics in Asia, Europe and the U.S., Danielsen has disrupted smartphone design by introducing Elliptic Lab’s ultrasonic technology into the fastest selling smartphone in China, the Xiaomi MIX. Elliptic Labs’ INNER BEAUTY ultrasonic proximity sensor technology is behind Xiaomi’s first, bezel-less smartphone and sets the standard for a completely new design trend in 2017. Danielsen was also behind launching technology such as Multi Layer Interaction ultrasonic technology for smartphones and the first SDK for touchless gesturing.

At Elliptic Labs, her charter was nothing less than helping to reinvent the way people interact with consumer electronics. Since taking the helm at Elliptic Labs in 2013, Danielsen has built an 40-person strong team, ensured ample private funding for the company, and brokered successful deals with top-tier blue-chip companies including Knowles Electronics, Xiaomi, Qualcomm etc. She also expanded Elliptic Labs’ global footprint, opening one office in San Francisco, two in China (one in Beijing and another in Shanghai).

Due to her exceptional leadership skills and strong customer focus, Danielsen spent three productive years as VP of Sales at HotLink Corporation ($10M funding), a privately held, venture-capital backed company based in Sunnyvale, California. It was started in early 2010 by data center software veterans from FastScale Technology, Inc. (acquired by VMware).

As VP of FastScale Technology ($12M funding), a provider of software virtualization and provisioning solutions for enterprise-class Web farms and data centers, she built and implemented the sales strategy from the start-up stage (1/2006) through the eventual acquisition by EMC/VMware.

Danielsen started her career as a professional international soccer star playing as a midfielder in Japan. She was born in Norway and now resides in the US.

Connect with Laila:

LinkedIn | Twitter

Maria Geokezas, Heinz Marketing


Maria Geokezas, Client-centered Marketing Services Professional at Heinz Marketing is nominated by Rebecca Smith

With over 20 years experience in both B2B and B2C, Maria has managed and overseen every step of the customer life cycle and managed numerous multi-channel marketing campaigns. She has successfully implemented membership programs for numerous clients. She has developed and launched omni-channel marketing programs including email campaigns, hi-value direct mail and bridged the gap between marketing and sales teams across the board.

Her integrative approach and collaborative style delivers quantifiable results in cost per acquisition, customer lifetime value and marketing ROI. She's truly a 'math marketer and sales pipeline person'. Her dedication to providing quantifiable results is what keeps clients coming back for more.

And, in addition Maria works hard each and every day to always do what’s best for the client. That path might be full of obstacles and pitfalls, but Maria always does her best to go above and beyond what’s asked of her to deliver excellent results. She inspires those who work with her to work harder and be better, and she is a boss who has unwavering support of her teammates.

Connect with Maria:

LinkedIn | Twitter

Genie Parker, VanillaSoft


Genie Parker, Operations at VanillaSoft was nominated by Stacy Jackson

With over 30 years in business, Genie Parker is an accomplished sales and marketing leader and influencer. The breadth of her career experiences, with an emphasis on doing business by phone, reaches into hundreds of industry verticals including technology, non-profits, business services, financial services, and manufacturing.

Genie co-founded Parker, Murray and Associates, a call center that supplied sales and sales leads to small businesses, as well as Fortune 500 companies, in various industries. At Parker Murray, Genie drove the adoption of new lead management technologies before launching VanillaSoft.

Genie is a visionary who identifies the need for specific tools in the emerging inside sales market. She also advocates for the need to adapt queue-based technology to high-end sales.

Genie Parker has played a major role in management of VanillaSoft's operations:

• Built internal accounting system and processes for HR, AR and AP.
• Built internal sales process
• Built support knowledge base
• Oversaw new website development
• Found and built business development relationships
• Played an integral role in developing and building VanillaSoft's Cloud-based, Lead Management Platform

In her current role, Genie oversees marketing strategy, directs marketing communication efforts, and partners with sales to continue increasing VanillaSoft’s brand awareness and market penetration.


Connect with Genie:

LinkedIn | Twitter

Jenny Faucher, Managing Matters, Inc.


Jenny Faucher, President of Managing Matters, Inc. was nominated by Claire Leahy

Jenny Faucher is passionate about growing the Association Management sector in North America For this reason and many others, in the Fall of 2015, Jenny was selected as a 2015 Forty Under 40® Award honoree from the Association Forum of Chicagoland USAE. This award highlighted the many accomplishments that Jenny has achieved including leading Managing Matters to be a finalist in the 2014 TalentEgg National Campus Recruitment Excellence Awards, in the category of Best Contribution to Student Career Development.   In December 2016, Jenny was named the winner of a Silver Stevie ® Award in the Female Entrepreneur of the Year – Business Services – 11 to 2,500 Employees category.

Because of her market presence and her deep commitment to helping not-for-profit associations grow, develop their brand and engage members, Jenny was appointed to the newly-established Board of Directors of the Association Management Company Institute, Canadian Chapter in July of 2016. Her mission through this involvement is to increase awareness of the AMC sector in North America and grow the market domestically and beyond.

Jenny is a perpetual optimist and lives her philosophy every day that “nothing is impossible”.  .  She has doubled the company’s size since 2011, and in 12 short years has grown the firm to be Canada’s leading Association Management Company.   The company’s services have grown and expanded into the US and into the International market which has resulted in the acquisition of several high-profile and large client partners.  

Jenny also sits on the board of directors for Bay Street Fore a Cause, an initiative that hosts exclusive events to raise funds for causes that have a meaningful impact on the lives of youth in the Greater Toronto Area.

Connect with Jenny:


Ellen Valentine, IBM


Ellen Valentine, Global Head of Customer Experience Watson Customer Engagement at IBM was nominated by Cyndi Greenglass

For years, Ellen Valentine has been coaching and mentoring executives to get on board by embracing three main aspects of transformation: vision (understanding what is possible), data (having an integrated digital platform with robust integrations to data inside and outside the company) and skills (having the players in the company or in partners) who can make it happen and happen quickly.

The backbone of her thinking has come from blazing trails with new technology and capabilities in lead generation/demand generation. Ellen has been in the shoes of the CMO/VP/SVP of Marketing and Corporate Officer, and has hired and mentored teams while at the same time developing capabilities and processes to set the company up for long term success.

Ellen is a truly innovative thinker who thinks and builds strategic marketing, product management, marketing communications, customer success and personnel management in an organization. She is a compelling and engaging advocate for the application of marketing technology throughout the customer journey, with a focus on devising strategies and implementing demand generation programs that ultimately increase revenues, raise brand awareness and improve customer success.

In her roles at Silverpop and IBM, she makes the complex process of martech logical and easy to understand, and passionately advocates for the measurement of marketing functions across the organization.

Ellen is a high-performance leader with expertise in:

  • Strategic Planning, Segmentation and Analysis
  • Lead Generation Campaign Development, Rollout and Tracking Digital Marketing: Strategy, Integrated Campaign Design, Transformation, Development & Execution
  • Team Building: Mentoring Individuals, Educating Teams and Coaching to Create Future Leaders
  • New Company, Product and Release Launches
  • New Market Development including Analysis, Business Case and Executive Buy-in
  • Partner Marketing/Alliance Development & Management
  • Leadership and Personnel Management

Connect with Ellen:


Christy Johnson, Achievelt Online, LLC


Christy Johnson, CEO, Achievelt Online, LLC was nominated by Meagan Flores

As Chief Operating Officer of Buckhead Investment Partners, an Atlanta based Investment Advisory Firm, drove the build of the operational infrastructure and provided leadership that laid the foundation for the firm’s AUM growth from $35m to $440m (1,157% growth), in under 6 years.

As Chief Operating Officer of BIP Capital, an Atlanta based private equity fund, drove infrastructure build and served on investment team during which time private equity and debt investments grew from $12.7m to $170m in 7 years (1,239%). Provided operational support to emerging, high growth companies including pricing strategy, marketing planning, sales process, branding and positioning.

As CEO of AchieveIt Online, led substantial business pivot including sales process revamp, enterprise targeting, tripling of average sales price and doubling of total contract value, putting the company on a trajectory to double in size in 2017.

Connect with Christy:


Anna Fisher, ZoomInfo


Anna Fisher, Director of Marketing, Head of Lead Generation was nominated by Breda O'Connor

As Senior Director of Marketing at ZoomInfo, Anna Fisher helps the marketing team achieve success in their campaigns. She is directly responsible for brand awareness, lead generation, and lead nurturing strategies. With years of experience in business and marketing, Anna has directly contributed to ZoomInfo’s bottom line. Anna has helped ZoomInfo’s marketing team generate a large number of leads through various channels, including targeted webinar, nurture, website and conference strategies. In fact in 2016, 86% of closed won business came from marketing generated leads.

Anna also spearheaded the internal alignment initiative between sales and marketing. Under Anna’s guidance, ZoomInfo changed their lead routing process and established an agreed upon framework for sales and marketing. This helped easily monitor the sales process and follow-up, and significantly improved company visibility, which led to an increase in the number of demos and free trials set up. She also was a key player in revamping the lead scoring system, which has helped sales prioritize their outreach narrowing in on key personas. These are just a few examples of how Anna ignited internal alignment at ZoomInfo and keeps the sales and marketing teams moving forward.

In addition, in September, Anna and her team executed the first ever ZoomInfo Growth Acceleration Summit. The conference drew close to 200 attendees and generated $250K in revenue for the company. With industry-leading speakers and well-known sponsors, the Growth Acceleration will become an annual event where B2B professionals can come together to network, learn and obtain the tools needed to successfully grow and reach new heights.

Overall, ZoomInfo has experienced a 64% year-over-year growth, much of which is due to the increase in marketing-generated leads.

Connect with Anna:


Andrea Lechner-Becker, LeadMD


Andrea Lechner-Becker, Chief Strategy Officer, LeadMD was nominated by Kristin Hege

Andrea Lechner-Becker is the Chief Strategy Officer of LeadMD, a company specializing in marketing automation and CRM consulting services, where she leads her team to guide more than 3,000 companies to marketing success. With a decade of experience managing various CRM and emarketing platforms, Andrea dives head first into cutting-edge technology and revels in finding, testing and optimizing the "next big thing."

Andrea’s approach is to equip her teams with the best people and technology to achieve success. She works with enterprise companies like Comcast, the Weather Company and Forbes because, as an industry expert, she provides knowledge, strategy, training and support they trust and recommend.

Andrea is a Marketo Certified Consultant and Marketo Certified Trainer. Recent successes she’s proud of is her work with Comcast. The company needed to make headway on a Marketo rollout with the goal of implementing email marketing, optimizing marketing efforts and managing and nurturing leads. Because of Andrea’s effective management and expertise, her team’s strategies and deliverables were powerful and far-reaching, enabling Comcast to reach their ambitious goals within six short months.

Much of LeadMD's continued success is a direct result of Andrea's innate ability to understand a client’s needs, consider their goals, and set a roadmap to help them achieve success. She relies upon powerful strategies to help clients bridge the gap between marketing and sales, and further the potency of sales leads.

Because she is always trying to get the best out of herself, not just the company, it trickles down to the team level. In 2016, LeadMD experienced 30% YOY growth and won numerous performance awards which was a direct reflection on Andrea’s participation as part of the leadership team.

Connect with Andrea:

LinkedIn | Twitter

Alex Stanton, DemandLab


Alex Stanton, Director of Professional Services at DemandLab was nominated by, Kiyana Neil

Alex is a dynamic leader whose ability to develop and apply business strategies and her keen attention to detail has helped to elevate DemandLab’s operational excellence and deliver exceptional client outcomes. A thought leader in marketing automation and CRM technologies–including Marketo, Eloqua, Pardot, and Salesforce–Alex began her career in marketing automation as an independent consultant and later joined DemandLab in 2013 as Senior Marketing, Automation and CRM Consultant.

Her remarkable skillfulness and professionalism lead to a promotion to Director of Professional Services in 2015, and she now works with the executive team to ensure that clients receive world-class results from the DemandLab team. She leads the consultancy’s strategic effort to standardize its internal and customer-facing business processes.

Since taking on the initiative to streamline DemandLab’s efforts, Alex has ensured more projects are delivered on budget, which allows the agency to become more efficient and focused on revenue generating activities. Alex’s work has increased staff efficiencies by 30% and achieved a 15% increase in project delivery optimization.

Alex’s work has garnered recognition from several prominent organizations. She is a two-time Marketo Champion, an elite group of professionals recognized for their expertise, leadership, and involvement in the Marketo community. She was awarded a Stevie Award for Female Executive of the Year and was named one of the 40 Most Inspiring Leaders in Sales Lead Management by the Sales Lead Management Association (SLMA).

Connect with Alex:

LinkedIn | Twitter

Mari Anne Vanella, The Vanella Group


Mari Anne Vanella, CEO, The Vanella Group was nominated by Karmon Walker

Mari Anne Vanella founded The Vanella Group, Inc. 17 years ago to provide tele-based sales development solutions to enterprise tech companies offering big-ticket platforms with long sales cycles that have complex engagement requirements. Her company continues to grow and maintain high-demand with an impressive client list that includes HP, CA, SAP, Hitachi, and many other global firms. Mari Anne has been able to continually align and build solutions that are relevant and stay ahead of the fast-paced changes to the B2B sales landscape, with one key element being the Telesales 2.0 ™ Methodology which delivers 5x over traditional sales development efforts.

Mari Anne is a sought-after speaker, being featured in key sessions at Dreamforce, LinkedIn Live, Salesforce web events, and many others. Her insightful knowledge of sales and the dynamics of complex sales cycles bring an added dimension of skill that achieves revenue year after year for her clients. She is now working on her second book, already experiencing great success with her first book "42 Rules of Cold Calling Executives" which reached #1 in it’s category on Amazon. She has long-standing partnerships with companies like Salesforce, Marketo, and other well-known sales implementable platforms that she helps her clients to build world-class sales models with. Her blog is syndicated on various channels including Executive Vine.

Mari Anne is a founding member of Women in Technology’s Global Executive Network. She has been awarded placement in the top 10 of her category in the 40 Most Inspiring Leaders in Sales Lead Management and her work is consistently acknowledged as excellent. Her company, The Vanella Group, Inc. has won awards recently such as the Business Excellence Award alongside Deloitte, Merrill Corp and many other well known firms. She is also an adviser and mentor to many startups, sales organizations, and individuals. Mari Anne also supports various organizations that help fund entrepreneurs in third world countries, as well as several groups that help and protect animals.

Her firm, The Vanella Group, Inc. was listed in 2 B2B Outsourced Services studies by The Aberdeen Group to represent the Marketing-Intelligence-to-Opportunity category.

Connect with Mari Anne:

LinkedIn | Twitter

Julie A Thomas - ValueSelling Associates


Julie Thomas, CEO, ValueSelling Associates. is nominated by Frans Coenen.

Julie Thomas, President and CEO of ValueSelling Associates, is a noted business consultant, keynote speaker and author of ValueSelling: Driving Sales Up One Conversation at a Time. Since 2003, she has led ValueSelling Associates to become an award-winning, competency- and process-based training that measurably improves sales performance in business-to-business sales organizations around the world.

The firm has consistently been recognized year over year by both Selling Power Magazine and TrainingIndustry.com as a Top 20 Sales Training Company.

In a career spanning more than 24 years, she credits her mastery of the ValueSelling Framework®, a proven formula for accelerating sales results, for her meteoric rise through the ranks of sales, sales management and corporate leadership positions. Her sales career began at Gartner Group (now Gartner, Inc.), where she became Vice President of Gartner’s Sales Training for the Americas in 1999. Her role included the successful onboarding of new hires and driving adoption of the ValueSelling Framework, a simple, scalable and sustainable sales methodology.

Julie has extensive experience applying, coaching and reinforcing the ValueSelling Framework with sales executives, sales managers and sales leadership. She continues to work directly with client organizations in a wide variety of industries, addressing their perpetual issue, “How can we increase our sales productivity?”

She is responsible for the global expansion of ValueSelling Associates to over 20 countries with the delivery of customized sales training in over a dozen languages. Hundreds of thousands of sales professionals from some of the most well-respected and well-managed organizations in the world have adopted and use the ValuSelling Framework to grow revenue, increase productivity and improve win rates. 

A sales industry thought leader, Julie is a founding board member of the Value Selling & Realization Council and a member of the eWomenNetwork Foundation Advisory Council. Featured as part of San Diego Metro’s “Women Who Impact San Diego,” Julie remains heavily involved in local charities in the region.

Connect with Julie:

LinkedIn | Twitter

Cari Baldwin - Square 2 Marketing



Cari Baldwin, Chief Revenue, Square 2 Marketing is nominated by Mike Lieberman

 Cari Baldwin has created a strong name for herself in the demand generation, revenue acceleration, marketing agency community. Ask anyone from Marketo, Salesforce.com, or any of the agencies in that eco-system and they know Cari Baldwin.

Her personal mantra is “treat everyone kindly” and she lives that daily. In addition, she built her demand generation agency, BlueBird Strategies into a respected and successful agency. She merged the agency with Square 2 Marketing in October of 2016 and continues on her personal mission to help B2B companies generate leads and convert those leads into new business revenue.

Many of her clients have been with her since she started her agency and the names include some of the biggest companies in the country like Tele-Pacific and Pitney Bowes. They all respect and appreciate the marketing advice Cari and her team has shared with them.

Cari also has an affinity for the tech space and has made a niche for herself with companies like InsideView, InsightsSquared, OpsPanda and Caprizio. She’s uniquely able to bridge the gap between marketing and sales, helping these fast-growing, dynamic companies to scale, exceed their goals and impress their boards.

Today she leads the sales and marketing effort at Square 2 Marketing and is solely responsible for the company’s revenue generation efforts, inbound marketing and highly efficient sales process. As a member of the Leadership Team at Square 2 Marketing, she introduced the company to account based marketing and the application of technology to support attribution and lead scoring.

In addition to being a recognized speaker and though-leader. Cari is the Chief Instructor of Digital Marketing at Bend-Poly, where she works to create relevant and pragmatic learning to help students gain the experience needed to join the fast growing area of digital marketing.

Connect with Cari:

LinkedIn | Twitter

Debbie Qaqish, The Pedowitz Group



Debbie Qaqish, Chief Strategy Officer & Partner, The Pedowitz Group is nominated by Elizabeth Fairleigh.

Why Debbie Qaqish is a Standout Woman to Watch in Sales Lead Management

Debbie Qaqish first bought marketing automation in 2004 as VP of Marketing for an Atlanta-based software company. She understood then that marketing automation would change sales and marketing roles, forever. In 2004 she became an owner and partner at The Pedowitz Group and is a visionary, pioneer and thought leader in the field of B2B modern marketing. She coined the term “Revenue Marketer™” in 2011 to describe the new role of marketing, created the Revenue Marketing Journey™ in 2011, launched WRMR Power Talk Radio for Revenue Marketing Leaders in 2009 and published the award winning book “Rise of The Revenue Marketer” in 2013. This Queen of Revenue Marketing is working on her PhD and writing her dissertation on B2B CMO accountability in a digital world. She also teaches an MBA program on Revenue Markerting at the College of William and Mary.

Her Approach to Marketing

As a sales leader veteran, Debbie understands what it takes to create sales and marketing synergy – a critical ingredient to Revenue Marketing and sales lead management success Her approach to marketing is full throttle, no-holds barred as she recognizes the strategic advantage a firm can gain as a result of transforming marketing from the pens and mugs department to the line of business responsible for repeatable, predictable, and sustainable revenue growth.

Leadership Qualities

Debbie is a transformational leader. As a visionary change agent, her greatest skillset is helping organizations assess the need for change, create a vision for change, inspire others to believe in the change and execute the change. This leadership style has helped The Pedowitz Group become a widely recognized and regarded marketing agency. The Revenue Marketing Journey and the principles for Revenue Marketing became tools of change evangelized. Companies like Schwab, Cisco and Microsoft have fully embraced and leveraged these key elements of change.


Debbie has worked with hundreds of organizations to help them transform from cost centers to revenue centers, demonstrate credible return on marketing investment (ROMI) and contribution to pipeline and closed deals. In the last year, key clients included Microsoft, Schwab and MedAssets. At Microsoft, she was the executive coach to the leader of global marketing transformation and recorded an inspirational Revenue Marketing video watched by thousands of global Microsoft marketers through their Modern Marketing University. She worked with corporate and field marketing leaders to help transform marketing at Microsoft and worked with the global marketing operations team to better envision and communicate their martech stack (over 50 different technologies).

Debbie is laser-beam focused on identifying the key ingredients for building a successful Revenue Marketing Center of Excellence. Through research and reporting, she has been prolific in the area of Marketing Operations, authoring a white paper series (http://bit.ly/2eWqF0I) - Debbie has bylined numerous articles on the rise of this critical functional area (http://bit.ly/2eoSpr4) and is frequently quoted in CMO.com, Chief Marketer and other notable industry publications. A strong industry voice, Debbie is a regular columnist for Strictly Marketing Magazine, B2B Marketing Magazine and AMA’s B2B Marketing newsletter.

Honors / Awards

Top 40 Most Inspiring Women in Marketing - Kapost
Top 40 Most Inspiring/Most Influential in Sales Lead Management - Sales Lead Management Association (SLMA) – 4 consecutive years
Top 20 Women to Watch distinction – SLMA
Top 10 Woman CMO to Watch – FierceCMO
Gold Medal for Best Book – Tops Sales World

Connect with Debbie:

LinkedIn | Twitter

Debra da Costa, Direct Marketing Partners


Debra da Costa, President Direct Marketing Partners is nominated by Jacquelyn Herzig

Debra da Costa has been leading her company, Direct Marketing Partners, since 1991, passionately believing in the goal of creating an effective marketing company truly responsive to the individual needs of clients. To this end, she structured DMP so that the company would be large enough to have the depth of expertise required by corporations with worldwide interests, but of a size that would permit close project participation by all the firm's senior staff, as well as flexibility, scalability and customization in a somewhat rigid contact center world.  

Debra is all about creating pipeline growth and stability for clients by offering mid-Flannel solutions.

For more than two decades, Debra has helped shift the lead generation model from quantity to quality and market-ready to sales-ready. She has done this by leading a team that stays ahead of the technology curve, combining the human touch within the multi-touch process, including various emarketing and social marketing endeavors. Early on, Debra developed nurturing campaigns and continues to tailor them to the ever increasing output from marketing automation. She has also guided her company and the industry by evolving database marketing to metrics-based marketing and is considered a pioneer in this metrics-based approach to demand generation.  Most recently, she has expanded operations globally through trusted strategic relationships.

For the past several years, Debra was named one of the “50 Most Influential People in Sales Lead Management,” by the Sales Lead Management Association (SLMA). In 2011, she was one of SLMA’s “20 Women to Watch” winners.

Lydia Sugarman, Venntive



Lydia Sugarman CEO, Venntive is nominated by Lisa Padilla

Lydia Sugarman has led her own company and been a mentor for women CEO's for more than two decades. Her expert knowledge and experience in marketing and sales are unmatched. She can teach to a room or one on one and add massive value to the marketing that you already have in place. Her ideas are groundbreaking and simply work as business strategies to help generate leads and increase sales. Recently, she connected me to some amazing women in her network that have opened a door for growing my membership. I value her as an expert in her field and I treasure her heart for giving. I highly recommend as a Woman Leader in Business.

Connect with Lydia:

LinkedIn | Twitter

Ruth Stevens - eMarketing Strategy


Ruth Stevens is nominated by Cyndi Greenglass

Ruth Stevens is the President of eMarketing Strategy, a B2B consultancy in New York City, where she consults on customer acquisition and retention for both consumer and business-to-business clients. Ruth is truly a leading-thinker in the field of lead generation, demand generation and B2B marketing. She is currently Professor of Marketing at NYU Stern and Hong Kong UST, a guest blogger at Biznology, HBR.org, and Target Marketing Magazine, and a well-known author of B2B Data-Driven Marketing, Maximizing Lead Generation, The Complete Guide for B2B Marketers,and Trade Show and Event Marketing. Ruth also co-authors a white paper series, “B-to-B Database Marketing.” which lifts the curtain and provides valuable insights into the complexities of data sources.

Ruth is a sought-after speaker and trainer who has presented to audiences and business schools in Asia, Australia, and Latin America. In fact, she just returned from teaching at the University of Hong Kong. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM.

Ruth serves on the boards of directors of Edmund Optics, Inc., the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and has been recognized once before as one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

Ruth studied marketing management at Harvard Business School, and holds an MBA from Columbia University.

Connect with Ruth Stevens:

LinkedIn | Twitter

Ali Hall - AgentCubed


Ali Hall was nominated by Jeff Morgan

Ali Hall serves as the Vice President of Sales for AgentCubed and comes with 10 years of experience in the healthcare industry.  She began her career with a consulting firm focusing on business process improvement, then the sales AVP of program management for a Fortune 500 health plan, and in 2014 moved into a fast growing, lead management software company within the insurance industry.  Initially responsible for client relations in 2014 and 2015, Ali now leads the national sales and marketing strategy and has quickly become a recognizable face at industry events.  Ali’s desire to genuinely help a client identify the lead management solution that will provide a positive return on their investment is one of the many traits that makes her successful and is an important contributor to our almost 100% client retention rate.  She builds a genuine trust with people, asks the right questions and doesn’t spare any details when demonstrating how our lead management solution will improve their processes.

Ali travels majority of the year and does so with a smile on her face and a deep drive for success for herself and AgentCubed.  She’s a regular speaker on lead management, CRM and distribution topics at the Medicare conferences and has built a trusted network through her approachability and professionalism.  AgentCubed experienced an increase in new business growth of 57% in 2016 and is on target this year to bring in even more. We have no doubt Ali will continue to be a force in the insurance lead management space for years to come and believe she is certainly a Woman Leader to Watch in 2017.

Connect with Ali:

LinkedIn | Twitter