Jennifer Ross

VP, Research Director, Marketing Executive Services

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Author Insights

Blog

Is It 2021 Yet? Five Things B2B CMOs Must Do To Prepare For The Year Ahead

Jennifer Ross September 18, 2020
B2B marketing leaders should continue to expect the unexpected and embrace change as a constant. These five actions can help you build a path forward through the unknown.
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Blog

Survival Tips for the B2B CMO In Changing Economic Conditions

Jennifer Ross April 1, 2020
  • Changing economic conditions significantly influence on B2B marketing strategies
  • Understanding the most common challenges adapting to the changes can help create focus
  • Having a few key survival tips will give CMOs the competitive edge
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Blog

Six Things B2B Leaders Can Do to Create a Customer-Obsessed Culture

Jennifer Ross August 12, 2019
  • Corporate cultures are constantly self-renewing, slowly evolving and difficult to change
  • Executives are skeptical about their ability to change culture, yet they play a major role in how their culture evolves
  • When positive cultural forces and strategic priorities align around the customer, this accelerates an organization’s opportunity to gain a competitive advantage
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Blog

Eight Essential B2B Leadership Characteristics That Drive Growth

Jennifer Ross October 16, 2018
  • SiriusDecisions 2018 B2B Leadership Study defined the B2B leadership characteristics essential for growth
  • B2B leaders must understand which leadership characteristics to apply, emphasize or augment to drive successful business outcomes
  • The capability to assess leadership requirements depending on the dynamics of a given situation can be used to align resources with business objectives
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Blog

Top Five Things CMOs Must Have on Their Radar for 2019 Planning

Jennifer Ross August 28, 2018
  • SiriusDecisions has identified five areas of opportunity that should drive the priorities of CMOs and marketing executives in 2019 
  • Defining the long-term marketing strategy ensures marketing’s role in creating and sustaining a competitive advantage 
  • Marketing leaders have an opportunity to guide transformation to fuel the organization’s growth agenda
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Blog

CMOs Rank Skills Enhancement for 2018 and Beyond

Jennifer Ross September 19, 2017
  • CMOs are adding or enhancing B2B marketing skills to help them grow and retain top talent, as well as enable and drive high-performance marketing
  • The annual SiriusDecisions Global CMO Study gives B2B marketing leaders a glimpse at what everyone else is doing in the world of B2B marketing, including planned skills enhancements
  • Marketing operations is the greatest area for planned skills enhancements, with an emphasis on measurement, analytics and reporting
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Blog

Marketing Measurement: What’s the CMO Got to Do With It?

Jennifer Ross March 21, 2017
  • B2B CMOs are on a journey to getting marketing measurement right
  • Thirty-three percent of global CMOs plan to add marketing measurement skills to their team
  • The right skills are only part of the equation; the CMO has a vital role to play in measurement initiatives
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Blog

Is it Time for MRM Software?

Jennifer Ross February 23, 2017
  • Marketing resource management (MRM) software is among the top 10 technology investments for B2B CMOs
  • Thirty-nine percent of global B2B CMOs are investing in MRM solutions
  • Here are five key considerations for investing in MRM solutions
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Blog

Bridging the Marketing Skills Gap – Revisited

Jennifer Ross December 15, 2016
  • A lack of required skills remains a significant challenge for most B2B marketing organizations
  • Bridging the marketing skills gap requires a marketing enablement discipline and consistent focus
  • Marketing enablement efforts must evolve into a discrete function/role in the organization
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Blog

Eight Essential Elements of Marketing Organizational Design

Jennifer Ross September 14, 2016
  • Organizational design requires a systematic approach that considers the corporate growth objectives
  • Optimizing the structure of the marketing organization requires an understanding of the required competencies
  • Communication is critical throughout each phase of the organizational design process
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Blog

CMOs Tell Us How Their Businesses Will Grow

Jennifer Ross June 16, 2016
  • Eighty-eight percent of B2B companies are pursuing as many as five growth strategies
  • Pursuing too many growth strategies can present significant challenges and result in a lack of focus
  • Creating focus requires an assessment of the challenges and requirements associated with each growth strategy
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Blog

Where B2B CMOs Are Placing Technology Bets

Jennifer Ross May 3, 2016
  • SiriusDecisions annual CMO study reports that 83 percent of B2B CMOs will increase their marketing budget in 2016
  • Systems and tools will be the second largest area of investment
  • Business intelligence and customer intelligence management top the list of technology investment priorities for CMOs
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Blog

Agility Through Cross-Functional Committees: 10 Tips for Success

Jennifer Ross March 3, 2015
  • B2B organizations are increasingly forming cross-functional committees to drive business-critical initiatives
  • The negative connotation associated with decisions by committee is the result of poorly designed committees
  • To avoid poor results, establish clear objectives, choose a strong leader and ensure accountability
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Blog

Give Stakeholders a Marketing Plan They Can Sink Their Teeth Into

Jennifer Ross May 13, 2014

Tips on how build an effective marketing plan that will resonate with stakeholders.

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Blog

From Likes to Leads: Tips for an Effective Conversion Strategy

Jennifer Ross March 11, 2014

As B2B organizations continue to work very hard to get more people to “like,” follow and connect to their businesses, they need to turn these actions into something meaningful. Ultimately, the goal is to turn a growing social network into marketing qualified leads and more sales. Here are the first steps to turning those “likes” into leads

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Blog

Global Marketing Campaigns: The End of One-Size-Fits-All

Jennifer Ross February 5, 2014

Geographic preferences and nuances must be considered for a successful global demand creation strategy. Many of the professionals we interviewed in a recent survey cited localization of global and regional programs as one of their most significant demand creation challenges.

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Blog

Delivering an Engaging Analyst Briefing: An Insider’s View

Jennifer Ross August 22, 2013

Organizations of all types are in hot pursuit of analyst coverage, and ideally a vendor briefing provides an opportunity to establish the foundation for a mutually beneficial relationship. Unfortunately, vendors often fail to make the best use of the time allocated, and many introductory briefings fall short on delivering content than an analyst finds meaningful.

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Blog

SiriusDecisions Study Shows Evolving Marketing Mix in European Markets

Jennifer Ross July 22, 2013
International marketing requires marketing strategies that are responsive to many diverse markets, so it may come as a surprise that U.S. marketing trends correspond so closely with those we see across key European markets. The explanation is simple: Buying behavior has changed in Europe the same way it has in the U.S. Buyers are conducting […]
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Blog

Selecting the Right Partner for Your Web Site

Jennifer Ross June 5, 2013
On May 29, 1953, Sir Edmund Hillary reached the top of Mount Everest, but he wouldn’t have succeeded without his fellow climber, the Nepalese Sherpa Tenzing Norgay. Sherpas had long been known for their positive spirit, strength and mountain skills, and Hillary’s choice of partner was critical to his ability to literally reach new heights. […]
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Blog

Bridging the Marketing Skills Gap

Jennifer Ross May 6, 2013

As the complexity of the B2B marketing landscape grows, one of the challenges that marketing leaders face is identifying the skills needed across the marketing organization. The infusion of technology in marketing has introduced the need for a specialized technical skill set in areas such as digital, social, mobile and CRM.

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