From Backroom To Boardroom: Earn Your Seat With Strategic Marketing operations

by Debbie Qaqish

Overview

From Backroom to Boardroom is not a book about technology, data models or the latest in a series of bright and shiny toys so loved by marketers. It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom.

The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience and the power of the digital age. This book is a practical guide that will help you reimagine, rescript and rearchitect the role of marketing forever.

Product Details

ISBN-13:	9781950863686
Publisher:	Advantage Media Group, Inc.
Publication date:	05/25/2021
Pages:	312
Product dimensions:	5.98(w) x 9.06(h) x 1.18(d)

About the Author

DR. DEBBIE QAQISH loves what she does— every day. She is passionate about helping companies reimagine and rearchitect the role of marketing to drive revenue, growth, customer centricity and digital transformation. A thought leader and digital pioneer, she saw the early impact of technology and coined the phrase “revenue marketing” in 2011. Her first book, The Rise of the Revenue Marketer, was published in 2013. In 2016, her focus shifted to marketing operations as the enabler for how marketing gains that seat at the table. She is a dynamic speaker and a prolific author.

Dr. Qaqish earned her doctorate in 2019, is a partner and the Chief Strategy Officer at The Pedowitz Group and leads strategic customer engagements.

Table of Contents

FOREWORD INTRODUCTION Profile of a Strategic Marketing Operations Leader The CMO Connection The Marketing Operations Maturity Model (MOM) The Efficient/Effective Stage The Get Revenue Stage The Customer Centric Stage The Next Generation Stage Get, Keep and Grow Talent The Value of Strategic MO to Key Stakeholders Setting It in Motion: Next Steps to Building a Strategic MO Function APPENDIX ENDNOTES

Editorial Reviews

By diving into the ways marketing operations can help achieve business objectives and overcome challenges faced by today’s CMOs while also charting the evolution of marketing technology and the rise of marketing operations, Qaqish presents a clear case for why status quo is no longer an option. The book delivers a fresh perspective and definitive playbook on the critical need and road map to success for creating a best-in-class marketing operations organization.” —Julia Stead, chief marketing officer, Allocadia

“In her newest book, Dr. Debbie Qaqish has written the manual for marketing operations (MO) leaders and marketing executives to lead the charge in driving successful change with technology, data, process and high-performing teams. In a world where marketers are increasingly accountable for driving revenue and better enterprise-wide decision-making, she clearly lays out where to focus your energy and the pitfalls to avoid.” —David Alexander, vice president of marketing, F5

“Modern marketing leaders are driven by the complex, dynamic, and interconnected digital customer. The next-generation performance marketers are now responsible for revenue operations, customer experiences, talent management, and a brand’s emotional quotient. Dr. Qaqish’s book wonderfully explores these elements and more to help you accelerate through the barriers necessary to gain that seat at the table.” —Anand Thaker, strategic executive advisor and MarTech industry insider

From the Publisher