Performark’s Mary Dedrick Named Among “50 Most Influential People in Sales Lead Management”

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2011 Marks the Third Consecutive Year Dedrick has been selected by the Sales Lead Management Association for the Honor

Performark President Mary Dedrick has been selected for a third consecutive year as “one of the 50 most influential people in sales lead management” by the Sales Lead Management Association (SLMA). Her selection was based on online voting in which more than 4,300 people cast nearly 10,000 votes (each voter was permitted to vote for up to three candidates). Earlier this year, Dedrick also was selected as one of the “Top 20 Women to Watch in Sales Lead Management.”

For nearly a decade Dedrick has held key leadership positions at Performark, including serving as president during the past year. She has improved results for clients while reducing their costs by leveraging her vast experience in operations and technology to drive a change philosophy focused on data, automation and metrics.

“Mary is extremely knowledgeable about current industry trends, but what clearly puts her in the leadership circle is her willingness to break away from the pack mentality in favor of more innovative approaches,” said Performark Vice President Jana Raber. “Mary’s bold leadership has allowed Performark to consistently provide stellar client service to hundreds of satisfied clients during the past decade.”

Dedrick is credited with transforming how a campaign is measured with a unique new methodology called Progression Metrics™. Campaigns once deemed successful simply based on their conversion rate now are measured at each step along the way. Dedrick has defined all of Performark’s metrics, how they are calculated, what they mean and how the team responds to them.

“She has insisted upon a disciplined focus on the quality of the data in the marketing database, beginning with the overall health and wellness of the target market data feeding a campaign,” explains Raber.

Performark measures the data validity, currency, duplication, as well as data gaps. Next it measures multi-touch marketing automation campaigns, from profiling to lead conversion to nurturing. The Progression Metric™ approach allows Performark’s clients to make changes to the trigger rules, the dialogue strategy, offers, outbound call introductions and even the premature termination of a program – as well as to measure the hand off of sales-ready leads to the sales channel all the way to closure.

“All of these changes are focused on driving the highest possible rate of return,” Raber says, “and they allow our clients to make educated decisions mid-program to drive optimal results. In 2012 we will be rolling out a web portal to make all of this data available to our clients at any point in their program. None of this industry-leading innovation would be possible without Mary’s vision and leadership.”

Dedrick was named president of Performark after joining the company nine years ago as chief information officer. She also served as Performark’s chief operating officer for the three years prior to being named president. Dedrick oversees all aspects of operations, strategy and product development at Performark.

Performark ( assists companies with sales growth programs through database creation, automation and sales lead development and management. With a strong emphasis on sales growth, Performark utilizes an innovative measurement process called Progression Metrics ™ that aligns closely with the needs and requirements of buyers. The Minneapolis-based company has managed thousands of sales growth programs for a diverse range of clients around the country for nearly three decades.


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Cindy Bielke
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