Drew Zalucky
Sr Editor & Inf Arch Mgr
Author Insights
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Revenue Enablement: Know Your Customer, Know Your Strategy
- B2B revenue enablement demands an understanding of the specific combination of personas, competencies, assets, and communications inherent to every buyer and customer journey
- As Forrester SiriusDecisions defines it, revenue enablement is a discipline that seeks to bring the skills, knowledge, assets, and process expertise to all customer-facing roles
- Our research shows that organizations with advanced capabilities around revenue enablement are more likely to outperform others still employing more siloed approaches toward optimizing their customers’ experience
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Using the Demand Spectrum to Match Sales Needs With Marketing Strategy
- Sales teams employ different strategies to reach different audiences, and marketing needs to tailor its activities to complement, rather than contradict, these strategies
- Marketing teams run into trouble when they try to provide support for sales without matching their marketing tactics to the strategies used by sales
- To help B2B organizations solve for this conundrum, the SiriusDecisions Demand Spectrum model shows how to tailor marketing approaches to sales strategies
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SiriusDecisions’ Top 10 Research Articles of 2019
- SiriusDecisions clients look to us to provide guidance on bringing offerings to market, understanding buyers, marketing measurement and a host of other priorities
- This year-end blog post reveals the 10 most read pieces of research from 2019
- Our most popular research includes classics of the SiriusDecisions research canon, along with a couple newer additions expounding on core concepts
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Andrew Gordon: Story Is King
- At SiriusDecisions Summit 2019, animator Andrew Gordon spoke about how his journey to Pixar and animating some of the most popular characters of all time
- He also focused much of his talk on how to tell a good story and how to give effective and constructive feedback
- He emphasized that his advice applies to organizations of all kinds, not just those in the entertainment industry
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The Revenue Engine: What Works Now? And What Does the Future Hold?
- To be successful in B2B, organizations need to know what good looks like today, and have an eye for the future
- This means carefully examining what elements must be in place now to operate effectively in sales, marketing and product – while also looking forward to emerging and disruptive trends in the market
- These requirements were the theme of “The Customer-Obsessed Revenue Engine: What It Means to Deliver High Performance Today While Building for B2B’s Future,” presented by Megan Heuer and Marisa Kopec at this year’s SiriusDecisions Summit in Austin
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Marketing Operations: The “High-Performance Oil” for the B2B Revenue Engine
- This year’s Summit in Austin will feature presentations dedicated to what it takes to be a high-performing B2B function
- Marketing operations is the high-performance fuel for the B2B revenue engine
- Julian Archer and Lucy Gillard will explain why organizations need to make investments in marketing operations headcount and enablement
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Summit Europe 2018: Building a Content Marketing Strategy That Crosses All Borders
- Global and regional marketing teams can use content marketing to build inbound awareness and seed demand, but they often struggle to craft a strategy to accomplish these goals
- Organizations can use the Content Marketing Strategy Turbine to achieve their content marketing objectives
- At Summit Europe 2018, Christine Polewarczyk and Paul Dolan described how to use a globally consistent – yet locally relevant – content marketing approach
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Data Privacy and Compliance: Regulations Don’t Have to Be Scary
- Regulatory compliance is often thought of as a burden or a threat to an organization’s bottom line
- But it doesn’t have to be this way, as some rules – such as GDPR – can help enhance cross-functional alignment
- At Summit Europe 2018, Julian Archer and Phil Harrell described how B2B organizations can use data privacy compliance to their advantage
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What Artificial Intelligence Means for B2B
- It’s imperative that B2B 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 B2B
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Events: Their Use in Pipeline Acceleration Programs
- Not all organizations utilize events in a disciplined manner, particularly when it comes to pipeline acceleration
- SiriusDecisions has identified three ways in which sales and marketing can collaborate to leverage events for accelerate opportunities through the pipeline
- SiriusDecisions also offers specific recommendations for optimizing sales and marketing alignment around events for each of these pipeline acceleration scenarios
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Event Marketers: Essential Knowledge and Skills
- B2B event marketing departments need to have the right people with the right skills to be successful, not just the right technology and processes
- From an organizational design perspective, this means having several roles set up to cover all aspects of event planning and execution
- Event marketers must be knowledgeable about the organization’s offerings and value proposition, key industries and market segments
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Event Strategy: Q&A With Paralee Walls of Kapost
- Kapost creates solutions that help B2B organizations manage every aspect of the buyer’s journey
- Paralee Walls is Kapost’s director of content marketing, focused on digging into the best content strategies for clients and prospects, thought leadership and the educational component of content marketing
- At this year’s Summit in Las Vegas, we got a chance to chat with Paralee and ask her about how Kapost approaches its event strategy
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SiriusPerspective: Using Social Media to Maximize Event Effectiveness
- We asked SiriusDecisions thought leaders across several advisory services and business units about using social media to maximize event effectiveness
- One common theme was using social before, during and after an event, and not as a set of isolated tactics
- Additionally, the use of social media at events should be part of a wider social influencer strategy
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The People’s Shark: Daymond John Delivers an Insightful Closing Keynote at Summit 2017
- As the closing keynote speaker at Summit 2017, Daymond John took the audience down his path to success
- He also introduced his five SHARK points to help guide future entrepreneurs on their way
- One SiriusDecisions theme was ever present during his talk: audience-centricity
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Making the Transformation From a Product Focus to an Audience-Centric Go-to-Market Model
- As organizations mature, they must find a way to tailor their offerings to satisfy audience needs
- At Summit 2017, Ross and Marisa introduced the SiriusDecisions Go-to-Market Execution Model
- Organizations should work to understand the level of traction they have with key audiences
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Event Strategy: The Four Program Families
- An event cannot simply be a one-off activity performed for its own sake
- To properly align execution to goals, marketing leaders should build out their event strategy using the four program families
- This allows organizations to do a better job of selecting the right tactics and staffing levels for events
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Events and Technology: Enhancing Attendee Experience and Data
- Events give an organization a powerful opportunity to present its ideas, brand and culture
- Event tech support is now much more sophisticated, which enhances the event experience and allows for greater personalization
- By making appropriate use of the latest technology, events professionals and marketers can keep people engaged with the event
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Summit Sponsor Essentials: Q&A With Georgie Donahue
- Here are three key points Georgie would like to share about this year’s Summit
- We’ve created an interactive show floor map to allow delegates to more easily navigate the show floor
- This year, the Marketplace will open at 12 p.m. on Tuesday, May 16, as Summit delegates will be onsite and ready to learn
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Summit Europe 2016 Highlights: Customer Marketing – The Role of Regional Teams
- Customer experience has become the critical differentiator in B2B buying decisions
- In 2016 SiriusDecisions conducted the B2B Customer Experience Study of 650 B2B customers in the U.S. and Europe
- In that study, we found that 81 percent of a buyer’s vendor selection decision is based on customer experience
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SiriusDecisions Summit 2016 Highlights: How Should Product Leaders Identify and Prioritize Customer Needs?
- The SiriusDecisions Needs Aperture is a straightforward process so product teams can drive growth and better inform key processes
- Jeff Lash and Rachel Young presented this on stage at Summit 2016 to create a comprehensive view of the process to identify and select needs
- The goal is to help organizations move from a product-focused orientation to one that is customer-driven
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