Alan Gonsenhauser

Principal Analyst

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Healthcare Spotlight: Accelerating International Market Growth With Product-To-Audience Transformations

Alan Gonsenhauser December 1, 2020
This is the tenth in a series of blog posts that describe how B2B healthcare leaders are driving results with innovative marketing, sales, and product strategies.
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Healthcare Spotlight: Gaining Cross-Functional Consensus on Marketing Investments

Alan Gonsenhauser June 29, 2020
  • With limited resources, healthcare CMOs are under pressure to gain consensus with sales and product functions on where marketing should invest
  • To prioritize investment areas, organizations must consider their internal capabilities to succeed as well as external market opportunities
  • By using the SiriusDecisions Relative Targeting Framework, Change Healthcare achieved cross-functional consensus on strategic business priorities for marketing investment
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Healthcare Spotlight: Healthcare Pricing and Packaging — Moving to Value-Based Subscription Pricing

Alan Gonsenhauser February 6, 2020
  • Healthcare organizations realize higher revenue and profit when their pricing and packaging reflect value offered to their buyers
  • Most organizations lack a consistent, repeatable process to develop value-based pricing and packaging
  • The SiriusDecisions Pricing and Packaging Blueprint is a four-phase process for developing pricing and packaging that supports organizational growth and profitability goals
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Healthcare Spotlight: Product Marketing and Management: Moving from Product to Audience-Centricity

Alan Gonsenhauser January 21, 2020
  • B2B organizations often over-rotate on existing buyers and market segments and miss the steps needed to understand new buyers and segments and improve growth and customer-centricity
  • The SiriusDecisions Product Marketing and Management (PMM) Model provides a best-in-class framework to improve marketing, sales and product alignment and commercial success
  • The SiriusDecisions PMM Model can be used as a diagnostic tool to identify crucial missing steps in the innovation, go-to-market and product launch processes to achieve new product financial goals
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Healthcare Spotlight: Using Account-Based Marketing to Drive Results From Strategic Opportunities

Alan Gonsenhauser November 13, 2019
  • As B2B healthcare organizations target complex provider, payer and pharma entities, more focus is being placed on account-based marketing (ABM) models
  • ABM fosters improved alignment between sales and marketing and improves marketing contributions to business retention and growth goals
  • The SiriusDecisions Account-Based Marketing Framework provides a structure and process for organizations to create and deploy effective ABM programs
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Healthcare Spotlight: Improving Customer Experiences with Journey Mapping

Alan Gonsenhauser April 24, 2019
  •  As B2B healthcare organizations move to value-based care and recurring-revenue models, more focus is being placed on post-sale customer experiences
  •  Driving customer journey improvements cross-functionally requires an understanding of customer persona needs and a process for mapping customer touchpoints by lifecycle phase
  •  The SiriusDecisions Customer Experience Design Framework provides a structure and process for organizations to improve customer journeys
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Healthcare Spotlight: Top 10 Priorities for Accelerating Sales With Improved Content

Alan Gonsenhauser April 4, 2019
  • B2B healthcare organizations waste significant funds on content creation and management, letting up to 70 percent of content go unused
  • Many healthcare organizations have no idea how much is spent on content creation and management, how many sources exist or which content is used
  • Successful marketing leaders are creating and deploying content centers of excellence to improve content effectiveness, lower costs, drive operational efficiencies and enable sales
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Healthcare Spotlight: Integrated B2B Campaigns

Alan Gonsenhauser February 19, 2019
  • Due to siloed behavior, process inefficiency and lack of consistent focus on buyer needs, B2B healthcare organizations waste significant funds on misaligned reputation, demand generation and sales enablement activities
  • An integrated campaign framework provides the construct for aligning marketing campaign activities with sales and product functions
  • Effective B2B campaigns drive revenue growth and improve buyer-centricity, sales productivity and the operational excellence of marketing activities
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Healthcare Spotlight: Marketing Organizational Design

Alan Gonsenhauser January 30, 2019
  • Data from SiriusDecisions’ 2018 Global CMO Study shows that 94 percent of B2B marketing leaders plan to change their marketing organization
  • Of that 94 percent, 33 percent plan to rebalance resources to optimize performance
  • Effective marketing organizational design requires robust processes, strong support and business-relevant KPIs
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Healthcare Spotlight: Demand Marketing

Alan Gonsenhauser December 18, 2018
  • B2B healthcare marketing and sales leaders are using proven best practices to drive demand generation and business growth
  • Strong cross-functional alignment between marketing and sales is foundational to accelerate productive demand generation, nurturing and revenue growth
  • Successful demand marketing processes and results contribute to more positive perceptions of marketing value
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The Top Five Ways CMOs Can Transform Marketing in Finance-Led Organizations

Alan Gonsenhauser September 20, 2018
  • To enhance alignment in finance-led organizations, marketing must become more revenue- and profitability-focused, operationally efficient and customer experience-centric
  • Marketers must understand what drives the CFO, the business language finance speaks, and key metrics and KPIs that demonstrate the impact marketing contributes to strategic goals
  • Transform marketing by changing dated perceptions and practices, adopt general business language, co-create a marketing dashboard and collaborate with CFOs
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Top Five Healthcare Marketing Planning Assumptions for 2019

Alan Gonsenhauser September 11, 2018
  • SiriusDecisions has identified five areas of opportunity that should drive the priorities of healthcare marketing leaders in 2019
  • Strong cross-functional alignment is the foundation of accelerated growth and improved sales, marketing and product productivity
  • Health IT, device, biotech, diagnostics and payer organizations should work across silos to improve customer focus, fix redundancies and manage content effectively
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Top Five Ways for CMOs to Transform Marketing in Sales-Led Organizations

Alan Gonsenhauser May 4, 2018
  • To enhance alignment in sales-led organizations and assist in retention and growth, marketing must become more account and revenue focused, operationally efficient and customer-experience-centric
  • CMOs must understand what drives salespeople, as well as the language they speak, their territory go-to-market model, prioritized segments and targeted personas
  • Transform marketing with strong demand and marketing operations centers of excellence aligned to sales operations, robust lead qualification, service-level agreements and needs-based campaigns
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How Should CMOs Transform Marketing in Product-Led Organizations?

Alan Gonsenhauser December 27, 2017
  • CMOs can build strong cross-functional relationships by understanding what drives product peers, the language they speak and how to align to mutual goals
  • Solicit a common understanding of buyers and customers, their critical needs, and how to turn superior customer experiences into strong corporate growth
  • Translate transformational initiatives with metrics that demonstrate efficient and mutual progress toward meeting key corporate goals
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Three Ways Technology and Marketing Can Improve Lives: Brand Implications for CMOs

Alan Gonsenhauser December 15, 2017
  • Modern technology significantly improves people’s lives – and often saves them
  • Nonprofit organizations need help with marketing and positioning to better understand and serve their personas
  • CMOs must re-think how they envision and connect their brand identities with social responsibilities
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Top Seven Ways to Enhance CMO/CIO Alignment

Alan Gonsenhauser October 2, 2017
  • An organization’s CMO and CIO should work together to drive cross-functional alignment and productive technology deployments
  • Marketing and IT should pool their expertise to satisfy the expectations of today’s B2B buyers and customers
  • Shared goals supported by common metrics can boost the collective impact of marketing and IT
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The Top Five Ways to Enhance CMO/CHRO Alignment

Alan Gonsenhauser September 7, 2017
  • Effective collaboration between the CMO and chief human resources officer (CHRO) is critical to acquiring, engaging, developing and retaining talent across an organization
  • Enabled and engaged employees bolster corporate brands and accelerate revenue, productivity and profitability
  • Strong alignment and ongoing collaboration between the CMO and CHRO can model successful leadership for the entire company 
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Disruptive Tech: Presidential Lessons for Business

Alan Gonsenhauser April 3, 2017
  • Disruptive technological innovations have historically powered presidential campaigns
  • Candidates having the foresight and resources to leverage new innovations effectively secured an unfair advantage
  • It’s critical to have the right strategy and perfect timing, and to surround new innovations with the right people and processes
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Five Easy Steps to Analyze Any Problem

Alan Gonsenhauser February 7, 2017
  • Problems can be defined, analyzed and solved in five easy steps
  • Key to problem analysis: define problem, evidence, impacts, causes and recommendations
  • When causes of problems are properly stated, your recommended solutions are simply the reverse of the causes
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Seven Actions for CMO/CSO Growth Alignment

Alan Gonsenhauser December 8, 2016
  • Alignment between the CMO and CSO increases customer-centricity, revenue and profitability
  • Effective alignment requires a common language and database, operational service-level agreements and shared KPIs
  • The CSO and CMO must share goals, jointly model behaviors, and drive team collaborations
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