SiriusDecisions, Inc. is a global B2B research and advisory firm with headquarters in Wilton, Connecticut. The company provides advisory, consulting and learning services to help executives improve the performance of their sales, marketing, and product strategies.

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SiriusDecisions
SiriusDecisions
Blog Post
  • An integrated, data-driven approach to email marketing enables b-to-b marketers to deliver a personalized, relevant experience within an audience context. Email marketing capabilities have evolved to support a programmatic and scalable approach to customization, enabling the next best action on the buyer’s journey. Demand creation marketers must continuously test and optimize their email strategy,...

SiriusDecisions
SiriusDecisions
Blog Post
  • The SiriusDecisions Campaign Framework provides a strategic approach to address customer needs and distinct market segments. Successful implementation requires alignment to business objectives prior to campaign design. Measurement and budget planning play a key role in each phase.

SiriusDecisions
SiriusDecisions
Blog Post
  • Digital transformations are complex journeys that often take companies well outside their comfort zone. As a company enters these unfamiliar territories, how can they gauge whether they are going in the right direction or veering into dangerous areas? The ability to confidently assess where you are and where you’re going is critical to the overall success of a digital transformation effort. Here a...

SiriusDecisions
SiriusDecisions
Blog Post
  • SiriusStars is an exclusive community of high-performing and highly influential clients selected for their exceptional work leveraging and implementing SiriusDecisions research and advice. The SiriusStars blog series is designed to share the personal and professional world of your b-to-b peers. In this post, we spoke with Steve Hardy, vice president and head of marketing at PerkinElmer.

SiriusDecisions
SiriusDecisions
Blog Post
  • When isolating the buyer need for digital transformation, marketers should ask this question: What type of business change is our buyer audience trying to make? The answer tells you what the buyer need is and what you need to hook your messaging onto to make sure it resonates. If you don’t hook the messaging onto these types of business change, the digital transformation messaging will most likely...

SiriusDecisions
SiriusDecisions
Blog Post
  • The most common ways to drive sales revenue are through new logos, cross-sell, upsell and renewal – but sales operations can help uncover additional hidden paths to revenue. High-growth companies reach a maturity point where customer churn becomes excessive and sales leaders split sales into hunter and farmer teams. Farmer account manager roles are best suited to uncover hidden revenue opportuniti...

SiriusDecisions
SiriusDecisions
Blog Post
  • Sales operations leaders are in the unique (and fortunate) role of working across functional boundaries to align with every organization that supports sales – from the executive suite to finance, legal, HR, product, service delivery, customer success and, of course, marketing. Because it has evolved rapidly over the years, marketing’s demand management process has been particularly difficult for s...

SiriusDecisions
SiriusDecisions
Blog Post
  • Only 14 percent of B2B organizations have an aligned sales and marketing planning process, which inevitably results in problems during execution throughout the year. At Summit 2018 in Las Vegas, Steve Silver and Craig Moore of SiriusDecisions introduced a new three-phase model that helps organizations align their planning processes and drive improvements in business performance.

SiriusDecisions
SiriusDecisions
Blog Post
  • Among SiriusDecisions Summit 2018 highlights were Gil Canare and Marisa Kopec’s presentation “Digital Transformation: What Does It Mean and What Must B-to-B Leaders Do to Make It Successful?” In addition to defining and providing guidance on conducting digital transformation, Marisa and Gil presented the newly updated SiriusDecisions Transformation Model.

SiriusDecisions
SiriusDecisions
Blog Post
SiriusDecisions
SiriusDecisions
Blog Post
  • It’s imperative that b-to-b organizations stay informed on the implications that artificial intelligence (AI) has across all industries. The four types of AI can yield significant benefits for an organization’s revenue engine. At this year’s Summit in Las Vegas, Monica Behncke and Kerry Cunningham went into detail about AI and its current and future possibilities for b-to-b.

SiriusDecisions
SiriusDecisions
Blog Post
  • For some, Las Vegas can be a city of reinvention. A place where anything – no matter how big or outlandish or seemingly impossible – truly is well within grasp. As the opening keynote speaker for SiriusDecisions Summit 2018 at Mandalay Bay in Las Vegas, Molly Bloom humbly admitted in her talk “Brand Building Through Storytelling” that she too is no stranger to reinvention.

SiriusDecisions
SiriusDecisions
Blog Post
  • Does your marketing team ever feel resistance from – or marginalized by – sales? Is marketing considered a sales support function that pretty brochures and ads come from, or the team that coordinates events for sales? Is growth defined by how many sales reps can be added? Is marketing reacting to an endless series of urgent sales requests without much upfront marketing involvement in planning or e...

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