Observed Signal · Feb 18, 2026 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Building Customer-Centric Culture in B2B with Debbie Qaqish
In this CMSWire CX Decoded podcast episode, co-hosts Rich Hein and Dom Nicastro interview Debbie Qaqish, Principal and Chief Strategy Officer at The Pedowitz Group, about transforming organizations from product-centric to customer-centric cultures. Qaqish emphasizes that while most companies claim customer-centricity, few truly achieve it due to legacy structures and silos between sales and marketing. She advocates for Revenue Operations (RevOps) as a framework to unify marketing, sales, and customer success operations around a single view of the customer journey. The discussion covers challenges like talent shortages in marketing technology, the need for executive buy-in, and practical steps for building a customer-centric organization. Qaqish also shares examples from client work and highlights the growing importance of data-driven marketing and the evolving role of the CMO.
Podcast interview discussing B2B marketing transformation and RevOps; relevant to MarTech but not a breaking news event.
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Key Takeaways & Evidence Grounding
- The Pedowitz Group is a marketing consultancy focused on B2B marketing transformation, founded in 2007.
- Debbie Qaqish is Principal and Chief Strategy Officer at The Pedowitz Group and holds a doctorate on B2B CMO financial accountability.
- RevOps combines marketing operations, sales operations, and customer success operations into a single organization reporting to a CRO or COO.
- Forrester Research found that companies are no more customer-obsessed than they were five years ago.
- Highway Education, run by Toby Murdoch, offers a four-month marketing operations training program for college graduates.
Connected Companies & Entities
3 Entities mapped“At the time, I was implementing Eloqua, and also putting in Salesforce....”
“I brought with me Dan Brown, who was VP of marketing ops at Verint....”
“Forrester Research found that companies are no more customer obsessed than they were five years ago....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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AI Visibility Requires English-Language Footprint for European Startups
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Treasure AI Launches Personalization Studio, New Pricing Model
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