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   Rate, review & follow on Apple Podcasts Click Here to Listen! OR WATCH ON YOUTUBE If you haven't already done so, follow the podcast to make sure you never miss a value-packed episode. Links mentioned in the episode: FREE Outbound Sales Playbook PEMA.io website Cindy Dodd's website The Takeover Podcast Cindy Dodd's Instagram Cindy Dodd's LinkedIn Second First Membership Second First One-on-One Coaching Second First on Instagram Second First on LinkedIn Megan Long on LinkedIn