Scaling Smarter: What Every COO Needs to Know About Lead Gen
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:
02:07 – How PEMA.io helps entrepreneurial businesses
03:08 – The biggest mistake entrepreneurial companies make with lead gen
04:52 – What to do when you’ve been placed over sales with no sales experience
05:26 – The difference between delegation and abdication
06:00 – How to get ROI from outsourced marketing and sales partners
07:20 – How to vet lead gen vendors (hint: demand proof, not promises)
08:24 – The importance of aligning expectations with partners
09:12 – Leading vs. lagging indicators in outbound sales
10:28 – Lessons learned from client delivery and expectation management
12:11 – Why having a strong internal sales process is critical for outsourced partnerships
14:04 – What COOs should focus on to scale their business in 2025
16:12 – How to set realistic revenue goals based on data (not CEO wishes)
18:33 – Why quarterly reviews with your sales team help spot and replicate what’s working
19:51 – Cindy’s backstory: from Johannesburg to asset management to entrepreneurship
21:57 – The ups and downs of cofounding a business with your spouse
23:52 – Sneak peek at Cindy’s expert session for Second First members
25:29 – Where to find Cindy online and get her free resources
26:14 – Free downloads: Outbound Sales Playbook & LinkedIn Guide
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