Craig Moore

VP, Principal Analyst

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Blog

Predicting Six More Weeks Of Winter For B2B CMOs

Craig Moore October 5, 2020
B2B marketing leaders are experiencing their own version of Groundhog Day when planning their budgets. They need better planning information and better insights to avoid the tragic cycle of repeating past budget planning mistakes.
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Blog

Bold at Work Profile: SAP + Qualtrics Leverage Combined Strength

Craig Moore June 1, 2020
  • In 2018, SAP acquired Qualtrics, a series C start-up with innovative offerings in the category of experience management
  • SAP recognized that Qualtrics had an agile go-to-market approach and wanted its growth to continue while giving it a boost from SAP’s global reach and third-party channels
  • As a result of leveraging their combined strength, SAP + Qualtrics received a Return on Integration Honor Award at SiriusDecisions Summit 2020
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Blog

Rethinking The Marketing Plan In A Socially Distant World

Craig Moore April 23, 2020
Isn’t it funny what we take for granted? I bet you never thought you’d miss the local hardware store, your favorite restaurant, or even the office! While some things have temporarily disappeared from our lives in these times of social distancing to slow the spread of COVID-19, other things — such as business goals — […]
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Blog

What Does the Price of a Dog Have to Do With the Campaign Framework?

Craig Moore June 20, 2019
  • Customers are forever – or should be
  • Designing campaigns to drive sales is only half the job
  • Campaigns must be designed to win – and keep – customers
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Blog

Top Five Windows of Opportunity for Marketing Operations Leaders in 2019

Craig Moore September 12, 2018
  • SiriusDecisions has identified five windows of opportunity that should drive the agenda of marketing operations leaders in 2019
  • Marketing operations leaders have the opportunity to drive strategic initiatives across data, infrastructure, planning and measurement
  • Take advantage of the momentum from new and emerging data privacy regulations to implement a consistent, data-driven approach for marketing activities
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Blog

The Seven Steps of Campaign Implementation

Craig Moore June 19, 2018
  • 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
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Blog

Three Ways CMOs Are Using Agile in Marketing

Craig Moore January 29, 2018
  • SiriusDecisions has conducted primary research to assess the state of agile marketing
  • There is lots of confusion in B2B about what agile marketing really is
  • We have identified three levels of agile marketing proficiency in B2B marketing organizations
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Blog

2016 True Costs of Marketing Survey Results

Craig Moore April 25, 2016
  • The SiriusDecisions 2016 survey on B2B marketing spend is complete
  • More than a decade of results helps pinpoint trends across companies of all sizes
  • Marketing investment is up, and much of it is going into tools, systems and outsourced services
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Blog

Six Steps to Successful Marketing Planning

Craig Moore June 2, 2015
  • B2B marketers often struggle to align their annual planning efforts with their business goals and growth strategies
  • At SiriusDecisions 2015 Summit, we introduced a redefined marketing planning process that addresses these challenges
  • A good marketing plan is aligned with business objectives, can be executed and is flexible enough to be effective after a change
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Blog

What I Like About Being an Analyst

Craig Moore March 10, 2015
  • We listen to clients, learn what they are working on and discuss the challenges they face
  • We conduct surveys, examine data, interview experts, practitioners and vendors, and examine products
  • Clients often tell us how they have improved their revenue, profits and efficiency by adopting our recommendations
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Blog

Who’s the Marketing CTO?

Craig Moore August 28, 2014
In the olden days, the high priests of Information Technology determined the technology roadmap. They prioritized initiatives, and they managed a queue of requests from departments across the company. The vendors courted them, and they selected the systems and the integrators. If your function was unlucky enough to be far down the list, you couldn’t […]
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Blog

Big Data and Analytics- Five Foundational Elements

Craig Moore March 24, 2014

Get the most leverage from your B2B marketing analytics efforts! The first crucial step is to ensure these five key elements are in place.

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Blog

Why Bother With Advanced Analytics?

Craig Moore February 24, 2014
There’s no shortage of discussion about the possibilities of big data and advanced analytics for today’s B2B marketers. Sales and marketing analytics covers a spectrum of data and techniques, from historical to exploratory to predictive analysis. Historical analysis, which examines past activities or results across a range of categories, is used to report on marketing […]
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Blog

Maybe You Already Have Enough Data for Analytics: Part IV: How Much Historical Data Do You Need?

Craig Moore June 14, 2013
In my previous posts, I discussed marketing touch analysis and marketing mix modeling. The underlying point has been that you probably already have the data to do this kind of analysis. If you don’t, it might be because you are not collecting it, although it is already being generated by your interactions with customers. Now […]
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Blog

Maybe You Already Have Enough Data for Analytics: Part III: Marketing Mix Analysis

Craig Moore June 6, 2013
In my previous posts, I discussed marketing touch analysis as a way to find out which of your tactics are most involved in the process of getting to closed deals. Now I’ll show you how a little math magic can be used to predict better performance. Marketing mix modeling started in the consumer-marketing world from […]
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Blog

Maybe You Already Have Enough Data for Analytics: Part II: More Insight With Touch Analysis

Craig Moore May 20, 2013
In my last post, I described marketing touch analysis and how to use this information to “do more of what works, and less of what doesn’t.” Today, I add more variety to the approach and explain how to gain better insight into the effectiveness of your marketing tactics. I promise to keep the rocket science […]
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Blog

Maybe You Already Have Enough Data for Analytics: Marketing Touch Analysis

Craig Moore April 15, 2013
The term “analytics” has a broad range of meaning for marketers. Yes, there are analytics that require multiple PhDs and a “big data” infrastructure. You can do some really cool stuff with that. But not all analytics are rocket science. Believe it or not, analytics can be useful and approachable. B2B marketers are beginning to […]
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Blog

Marketing and IT: A Lovefest?

Craig Moore February 19, 2013
I attended the Marketing Operations Cross Company Alliance (MOCCA) Executive Forum last week in San Francisco. For those of you who are not familiar with this group, it is composed of people in marketing operations leadership roles, primarily in B2B companies. True to its Silicon Valley roots, members mostly come from technology companies, although MOCCA’s […]
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Blog

Campaign Planning: Balancing Long-Term Vision and Short-Term Goals

Craig Moore December 4, 2012

Marketers who are setting out on a path to develop integrated campaigns are challenged to balance the desire to address customer needs against the pragmatic realities of ensuring they’re promoting the offerings that can be sold and delivered in the near term. It’s a tough balance because we want our marketers to move beyond seeing the world from the view of the current portfolio of offerings and focus on meeting customer needs.

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Blog

Microsoft Acquires MarketingPilot

Craig Moore October 19, 2012
Microsoft has announced the acquisition of MarketingPilot to bolster its Microsoft Dynamics CRM business. This is the second marketing software acquisition in a week (ExactTarget acquired Pardot on October 11 for $95.5 million), putting an exclamation point on the importance of marketing technology solutions. This acquisition also signals Microsoft’s intention to do more in the […]
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