Meta Karagianni

VP, Research Director, Marketing Executive Services, Europe

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Blog

The Science of Embedding Resilience in Marketing and Sales Plans

Meta Karagianni September 15, 2020
As we move to a “new normal,” sales and marketing leaders realize that resilience and agility are more important than ever before. When we talk about resilience in the context of annual planning, it requires a strong foundation.
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Blog

A Data-Driven Approach CMOs Can Use To Redirect Marketing Focus

Meta Karagianni April 8, 2020
  • With the uncertainty created by COVID-19, CMOs must ruthlessly prioritize where their teams place their focus to drive future success
  • B2B CMOs should use the next few months to surface, align and prioritize critical areas of improvement across the entire marketing organization; running a well-focused function is more important than ever
  • The SiriusDecisions CMO Diagnostic provides an analytical platform CMOs can use to identify critical gaps and develop an action plan
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Blog

Five Simple Steps to Demonstrate the Full Value of Marketing

Meta Karagianni December 19, 2019
  • The SiriusDecisions 2019 Global CMO study validates the ongoing imperative of communicating marketing’s full value to the business
  • The new SiriusDecisions B2B Marketing Value Model helps CMOs communicate the overall value marketing creates for the business
  • It takes five simple steps to adapt the B2B Marketing Value Model to the needs of a specific organization
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Blog

Not Just Leads and Pipeline: How to Show the Full Value of Marketing

Meta Karagianni April 18, 2019
  • As B2B CMOs and marketing leaders continue to transform their organizations, they struggle to articulate the value that marketing creates for the business
  • Revenue-centric KPIs are a key component of marketing’s performance, but they’re no longer enough to articulate marketing’s value in a holistic way
  • B2B CMOs/marketing leaders must expand the way they articulate marketing’s full value to the business
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Blog

Key Regional Drivers Shaping CMOs’ 2019 Plans in North America, EMEA and Asia-Pacific

Meta Karagianni November 13, 2018
  • Confidence among B2B marketers is high; most of the more than 200 global CMOs surveyed expect their marketing budget to increase over the next two years
  • North-American, EMEA and Asia-Pacific CMOs support different growth strategies that shape their marketing strategies and influence their marketing priorities
  • Although North American, EMEA and Asia-Pacific CMOs have similar plans to add resources, marketing leaders must pay special attention to region-specific needs
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Blog

The New Frontiers of B2B Alignment

Meta Karagianni August 14, 2018
  • As the B2B revenue engine evolves, alignment must expand beyond the way sales, marketing and product engage and convert buyers
  • Revenue leaders must gain a clear understanding of all the possible areas where alignment can support the attainment of key business objectives – including growth and profitability
  • Failing to understand and operationalize alignment across new areas that support revenue and profitability will cause revenue leaders to fall behind
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Blog

Are Traditional Field Marketers a Dying Breed?

Meta Karagianni April 3, 2018
  • The time is ripe for field marketing to redefine how it provides value to the business or risk becoming irrelevant
  • CMOs must encourage field marketing leaders to move from hiring generalists to building a function able to support four specialist areas: defined demand, channel, customer and account-based marketing
  • CMOs should leverage the SiriusDecisions Field Marketing Job Family to define a forward-looking view of the field marketing function and address dilution and pollution causes
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Blog

CMOs and Marketing Leaders: Out With the Old and In With the New?

Meta Karagianni January 30, 2018
  • The role of the B2B CMO is evolving, and we have identified six critical areas of success
  • CMOs must move beyond being great marketing leaders; they must show enterprise-wide leadership, drive change and be strongly connected to business results 
  • CMOs must evolve and understand the new demands and expectations being placed upon them 
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Blog

Is Agile Marketing a Passing Fad?

Meta Karagianni December 18, 2017
  • The hype surrounding agile marketing is increasing, but the definition of agile remains unclear
  • CMOs/marketing leaders declare that they want their marketing teams to become more agile
  • Agility does not mean chaos; agile marketing borrows agile principles and requires planning, clear processes, roles and responsibilities
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Blog

CMOs: Don’t Let Marketing Planning Devour Your and Your Teams’ Time and Energy

Meta Karagianni September 12, 2016
  • B2B CMOs report marketing planning is the number-one internal process that needs to be fixed or revised
  • Cumbersome planning processes and the lack of a consistent approach inhibit B2B marketing organizations today
  • There are three main reasons that drive further organizational changes across EMEA marketing teams
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Blog

EMEA CMOs: Three Reasons to Drive Organizational Changes

Meta Karagianni June 6, 2016
  • EMEA CMOs continue to evolve the organizational structure of their marketing teams
  • Seventy-five percent of EMEA CMOs have moved away from siloed country operations
  • There are three main reasons to further drive organizational change across EMEA marketing teams
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Blog

CMOs: Stop Wasting Your Money on the Wrong Training

Meta Karagianni March 8, 2016
  • CMOs and marketing leaders face a growing marketing skills gap that they must address
  • A “spray and pray” approach to marketing enablement is insufficient, wasting resources and delivering suboptimal results
  • Establish a path that connects newly acquired knowledge to application of the knowledge on an ongoing basis
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Blog

EMEA Summit 2015 – Program of the Year Winner: Symantec

Meta Karagianni December 1, 2015
  • Although becoming agile has emerged as a common desire at many B2B organizations, for the majority it remains a wishful state
  • When building an approach to becoming agile, Symantec first needed to ask, “how often do we need to be agile?”
  • This led to the genesis of a framework that allows the organization determine the potential impact of any market-triggered event
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Blog

Advice to CMOs: To Drive Digital Transformation, Ditch Digital!

Meta Karagianni April 21, 2015
  • We still have some way to go to truly embrace digital and benefit from its potential
  • Understanding buyers and their behavior is paramount to high-performance marketing and customer-centric innovation
  • Develop a holistic understanding of interaction patterns, both self-guided and human-to-human
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Blog

A Customer-Centric Organization Built to Last

Meta Karagianni October 14, 2014

Moving toward customer-centricity is often an item on the CMO agenda. After all, what organization would say it doesn’t want to be customer-centric? So why is it so hard to make this happen?

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Blog

Five Key Implementation Steps for a Demand Center Strategy

Meta Karagianni November 22, 2013

SiriusDecisions has developed an implementation methodology that guides organizations through critical implementation decisions. Here are steps we go through with clients.

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Blog

Preparing for 2014: Is Professional Development an Impending Vulnerability?

Meta Karagianni October 25, 2013
I find it fascinating to watch babies take their first steps and reach other key development milestones: They show great curiosity in learning and determination to master new and existing skills. They relentlessly practice what they’ve learned, and they thrive when encouraged and provided with the right support to avoid mishaps. Organizations must provide similar […]
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Blog

Should Your Organization Create a Demand Center?

Meta Karagianni September 10, 2013
As the annual planning season begins, we have been conducting an increasing number of conversations on organizational design. Especially in the Europe, Middle East and Africa (EMEA) region, where CMOs have identified growth in a tough economy as the number-one priority for their teams, the question of how to balance regional and local resources remains […]
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Blog

Unlocking the Potential of B2B Technology: Three Phases

Meta Karagianni September 9, 2013
When introducing the Sirius Directions in Technology Model at our Summit 2013 event in May, Jonathan Block and Ross Graber emphasized the importance of B2B organizations using a phased approach to invest in sales and marketing technology. “SiriusDecisions research shows that B2B organizations are planning to increase their spending on technology,” said Jonathan. “The problem […]
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Blog

Field Marketing: The Last or First Mile?

Meta Karagianni March 5, 2013

When we talk about field marketers who sit in different countries, it is not unusual to refer to them as the “last mile” to indicate that they represent the execution muscle of an organization’s marketing strategies and programs.

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