Marketing is a cost center.
Marketing is a revenue function.
Run it like one.
The Pedowitz Group coined “Revenue Marketing” in 2012, and we’ve spent the 14 years since building the playbook the rest of the industry borrows.
Senior practitioners. Not a marketing pitch team.
Jeff Pedowitz
Author · Speaker · Forbes Councils
“Your CFO is cutting budgets. Your CEO wants more pipeline. We’ve spent 19 years building the playbook that solves both, at the same time, for the same audience.”
Jeff founded TPG in 2007 after a decade leading marketing inside enterprise B2B software. He built the firm into the company that named the category — alongside Dr. Debbie Qaqish, TPG’s Partner & Chief Strategy Officer, who coined Revenue Marketing in 2012. Jeff co-hosts the CMO Insights and Revenue Marketing Raw podcasts, contributes to Forbes Councils, and has authored four books.
We built the category we now consult on.
TPG isn’t an agency that pivoted into RevOps. We invented the playbook the industry now uses as default vocabulary. The shortest version of the story:
TPG is founded
Jeff Pedowitz starts a boutique B2B marketing firm in Atlanta.
RM6 launches
Six pillars. One maturity benchmark. Adopted by 1,200+ B2B organizations.
Revenue Marketing is coined
TPG’s Chief Strategy Officer, Dr. Debbie Qaqish, publishes Rise of the Revenue Marketer. The category is born.
BizMark joins TPG
We acquire creative agency BizMark, expanding the team with full brand, content, creative and production capabilities.
R.A.I.N. launches
Revenue Artificial Intelligence Network. Our full AI practice — strategy, workflow design, agentic design, execution.
Today
1,500+ clients. $25B+ marketing-sourced revenue. Still founder-led.
HubSpot Platinum Solutions Partner
Enterprise CRM & RevOps
B2B Small Agency of the Year
ANA · BizMark, a TPG Company
SLMA Top 50 Most Inspiring
Sales Lead Management Assoc.
National client awards
For Revenue Marketing excellence
Three questions. Answered straight.
Who is The Pedowitz Group?
TPG is a B2B Revenue Marketing and AI consulting firm. Founded by Jeff Pedowitz in 2007 near Atlanta, GA. Dr. Debbie Qaqish, our Partner & Chief Strategy Officer, coined the term Revenue Marketing in 2012. 1,500+ B2B clients. $25B+ marketing-sourced revenue.
What does TPG do?
We help B2B marketing teams operate as revenue drivers. Four practices: Strategy (RM6, The Loop), MarTech Solutions, Marketing Services, and AI Services — a full AI practice covering strategy, workflow design, agentic design, and execution.
Who founded TPG?
Jeff Pedowitz founded TPG in 2007 and remains Founder & CEO. He co-hosts CMO Insights (since 2017) and Revenue Marketing Raw (since 2025) and is a Forbes Councils member.
The manifesto, plainly.
These are the six beliefs every TPG engagement runs on.
Revenue is the only number that matters.
Every other marketing metric is a leading indicator of revenue, or it’s vanity. We don’t care what your impressions look like. We care whether your CEO trusts the number Marketing puts on the forecast call.
The funnel is a line. B2B buying is a loop.
Buying committees move forward, sideways, and back. They lapse for a quarter and re-engage. Modeling them as a linear funnel was wrong in 2012 and it’s wronger now. We’ve operated The Loop since 2014 because that’s how buyers actually behave.
An AI roadmap is not AI. AI that runs is AI.
Most “AI transformation” projects we audit are slideware. Our R.A.I.N. practice delivers three to five working use cases per engagement — content production, lead enrichment, attribution, segmentation — wired into your existing stack. Outcomes you can defend at QBR.
Strategists don’t execute. Operators do.
The MBA framework on slide 47 is not the work. The work is in your CRM, your MAP, your content production process, and your Monday-morning RevOps standup. Every senior TPG practitioner has lived inside those systems. We don’t outsource execution.
Your tech stack is not your strategy.
HubSpot, Marketo, Salesforce Marketing Cloud, Pardot, Eloqua — pick the one that fits your team and your accounts. We’re certified across all of them. We’ll tell you what fits, not what we want to sell you. The stack is a means; the operating model is the strategy.
A good engagement ends. And keeps working.
We’re not interested in retainers that outlive the problem. We measure success by whether your team can defend Marketing’s number, without us in the room, after we leave. That’s why our average client relationship is 4.2 years — not because we never leave, but because they call us back.
Five values. Fifty-seven specific behaviors.
Most firms put values on a slide deck. We named 57 specific behaviors we expect of every TPG employee, every day. One rotates through the firm each week. It’s why the work feels consistent across 1,500+ engagements.
Integrity
Honest, fair, accountable in every dealing.
- Do what you say you will do.Honor every commitment to others and to yourself.
- Be a trusted advisor.Advise based on facts, not opinions. Trust is earned.
- Communicate to be understood.No jargon. No acronyms. Simplest possible explanations.
Results
Outcomes over inputs. Quality over quantity.
- We don’t believe in quarters.We close every day.
- Meetings are for doing.Not discussing. Every meeting has an agenda and an outcome.
- Find a way.Look for how, not why it can’t be done.
Service
Do what’s best for the customer. Every time.
- Deliver legendary customer service.Mere satisfaction is for lesser firms.
- Be a fanatic about response time.Speed is one of the easiest ways to stand out.
- Practice the human touch.Answer the phone when our clients call.
Innovation
We say yes when others say no.
- We say yes.Even when others won’t. Find a way. Create. Imagine.
- Practice scientific problem-solving.Get smarter with every mistake.
- Take intelligent risks.Break some eggs. Tradition is not a reason.
Wellness
Healthy body, mind, and spirit make better practitioners.
- Take care of yourself.Be the best version of you.
- Love to learn.You are the steward of your career.
- Keep things fun.Laugh every day. Don’t sweat the small stuff.
Interested in working at TPG?
Send us a note. Introduce yourself, tell us about your experience, and what makes your skillset unique.
Who is The Pedowitz Group?
A privately-held, founder-led B2B Revenue Marketing and AI consulting firm, headquartered in Alpharetta, Georgia. Founded 2007 by Jeff Pedowitz. Dr. Debbie Qaqish coined the term Revenue Marketing in 2012. 1,500+ B2B clients served. We are Revenue Marketers ourselves — and we are taking the category to the next level with AI.
What does TPG actually do, day to day?
We rebuild marketing operating models. Four practices: Strategy (RM6, The Loop), MarTech (HubSpot, Marketo, Salesforce), Agency Services, and R.A.I.N. — a full AI practice (strategy, workflow design, agentic design, execution). Always tied to defended revenue.
Who founded TPG, and is it still founder-led?
Jeff Pedowitz founded TPG in 2007 and remains Founder & CEO. Cherie Pedowitz is Chief Talent Officer. Dr. Debbie Qaqish is Partner & Chief Strategy Officer. Scott Benedetti is Partner & Executive VP. Privately-held. No outside investors. No quarterly earnings pressure.
What is RM6, and why does it matter?
RM6 is TPG’s six-pillar Revenue Marketing maturity framework: Strategy, People, Process, Technology, Customer, Results. Launched 2010. A scoring rubric used by 1,200+ B2B marketing organizations to benchmark, and the roadmap we use to fix.
How is TPG different from a “normal” marketing agency?
An agency optimizes for campaign output. TPG optimizes for revenue. We don’t run media buys; we rebuild the operating model. Senior practitioners stay on the engagement. R.A.I.N. delivers a full AI practice — not a slide deck. And we hold ourselves to 57 named behaviors, one per week, every week.
How is R.A.I.N. different from “an AI consultancy”?
R.A.I.N. (Revenue Artificial Intelligence Network) is our full AI practice — not advisory. Strategy, workflow design, agentic design, and execution, all in one engagement. This is how we’re taking Revenue Marketing to the next level.
Where are you based, and what size clients?
Headquartered Alpharetta, GA; remote-first across the US. Sweet spot: mid-market to enterprise B2B, $50M–$5B in revenue. Industries: software, healthcare tech, financial services, manufacturing, professional services.
Do you partner with HubSpot, Marketo, Salesforce, etc.?
Yes. HubSpot Platinum Solutions Partner, Marketo/Adobe partner, and Salesforce Consulting Partner. We are technology-agnostic — we’ll tell you which platform fits, not which one we want to sell you.