Lisa Cole

As a marketing and sales leader, I am focused on helping my organization accelerate revenue performance - profitably, predictably, and reliably. I work with teams worldwide to create scalable marketing functions, improve marketing and sales productivity, reduce costs, and eliminate waste. In the last few years, I’ve led end-to-end transformations within the marketing organizations at FARO Technologies and Huron Consulting Group, resulting in three prestigious awards:

• 2022 Forrester Return on Integration (ROI) Award – Given to FARO in recognition of the work we did to transform marketing using Forrester's research, models, and methodologies to drive alignment and growth.
• SiriusDecisions 2018 ROI Award – Given to Huron for a transformation of its marketing function in conjunction with sales, including the construction of next-generation centralized resources, an overhaul of the company's brand and positioning, and the development of a series of cross-functional processes.
• Demand Gen Report’s 2018 B2B Innovator Award – Given to me for “out of the box” thinking and pushing the envelope to effectively engage customers, generate demand, and accelerate sales.

I’m often viewed as a disruptor, brought in to streamline bloated, outdated, and inefficient marketing functions. I am also a marketing technologist, translating business and marketing strategies into technology requirements. This includes designing martech stacks and leading the digital transformation of marketing and sales. Over the years, I’ve helped multiple organizations improve their marketing and sales processes to deliver hundreds of millions in marketing-sourced revenue. This includes helping the following SaaS providers ADP, Aspect, iPass, Tandberg, Compass Learning, XRS, vAuto, Winshuttle, Wonderlic scale up marketing.

Because I receive so many requests for help and guidance I wrote a book, THE REVENUE RAMP, to help my peers at other organizations improve their lead-to-revenue operations. The book provides a step-by-step process for growing pipelines, changing the sales department’s perception of marketing, and unlocking marketing’s potential to ramp up revenue. .

Looking back, I attribute much of my success to the many great mentors who helped me develop a flexible management style and the depth of knowledge required to be both strategic and tactical in process development and decision-making. Finally, when it comes to my work ethic and people management philosophy, I’m very straightforward: Actions speak louder than words. Practice what you preach. Finish what you started.