In this episode, Megan Long interviews Cindy Dodd, the powerhouse COO and cofounder of PEMA.io, an Inc. 5000 B2B appointment-setting firm. Cindy breaks down the most common lead generation mistakes, shares how to hold outsourced vendors accountable, and reveals the revenue planning process that helps her team scale with confidence. Whether you're managing a sales team, overseeing growth initiatives, or just trying to help your CEO hit ambitious targets, Cindy delivers clear, practical advice every Second-In-Command needs to hear.
You'll hear all about:
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02:07 – How PEMA.io helps entrepreneurial businesses
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03:08 – The biggest mistake entrepreneurial companies make with lead gen
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04:52 – What to do when you’ve been placed over sales with no sales experience
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05:26 – The difference between delegation and abdication
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06:00 – How to get ROI from outsourced marketing and sales partners
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07:20 – How to vet lead gen vendors (hint: demand proof, not promises)
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08:24 – The importance of aligning expectations with partners
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09:12 – Leading vs. lagging indicators in outbound sales
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10:28 – Lessons learned from client delivery and expectation management
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12:11 – Why having a strong internal sales process is critical for outsourced partnerships
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14:04 – What COOs should focus on to scale their business in 2025
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16:12 – How to set realistic revenue goals based on data (not CEO wishes)
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18:33 – Why quarterly reviews with your sales team help spot and replicate what’s working
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19:51 – Cindy’s backstory: from Johannesburg to asset management to entrepreneurship
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21:57 – The ups and downs of cofounding a business with your spouse
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23:52 – Sneak peek at Cindy’s expert session for Second First members
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25:29 – Where to find Cindy online and get her free resources
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26:14 – Free downloads: Outbound Sales Playbook & LinkedIn Guide
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