Marketing Operations

Executing on B2B marketing objectives requires optimal performance from people, processes, and technology. Marketing operations leaders and teams must stay focused on marketing and business strategy, but also be agile to adapt to changing conditions. Explore our insights to strengthen and streamline marketing operations.



Lead-Based Measurement Is Older Than The Smartphone: It’s Time To Update How We Measure Marketing Impact

Malachi Threadgill September 23, 2020
Setting up buying groups to operationalize the Demand Unit Waterfall™ is easier than you think, and you probably already have the systems you need.
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Navigating A New Wilderness: Five Steps Marketing Operations Must Take To Provide Leadership

Cristina De Martini September 21, 2020
B2B organizations are depending on marketing operations to lead them out of the crises of 2020. Here are five steps marketing operations leaders must take in 2021 to drive their organization’s success.
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Align To Win: The Rise Of Revenue Operations

Gain insights into how sales operations, marketing operations, and customer success teams are maximizing revenue and performance.


Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning

Stephanie Liu September 14, 2020
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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The Birds and the Bees Do It: Introducing the B2B Buyer Signals Model

Kerry Cunningham September 2, 2020
We are now at a crucial point where organizations must have an explicit, thoughtful approach to identifying and acquiring the signals they need to survive and thrive. This year at Summit EMEA, we are introducing our new B2B Buyer Signals Model.
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Prepare Your Organization’s Path Back to Growth at Summit EMEA

Anthony McPartlin August 19, 2020
  • The Forrester SiriusDecisions Summit EMEA virtual event will be held October 6–7
  • This year’s event is an integrated and immersive virtual experience that brings together live presentations, discussion, and analyst meetups
  • We preview some of the sales-related topics that will be covered at the 2020 Summit EMEA sessions
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B2B Marketers Should Bury the Lead

Vicki Brown July 1, 2020
  • B2B purchasing decisions have always been made by a committee, team, or buying group
  • Burying the lead means that B2B marketers must change and no longer focus on individuals
  • B2B marketers should embrace opportunities with buying groups, thus creating stronger alignment with sales and improved revenue engine productivity
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The Most Important Question in Measurement and Analytics

Brett Kahnke June 25, 2020
  • There is one key question that every reporting and analytics team should ask themselves as they work
  • The answers to this question drive clear decision-making in every phase of a measurement project
  • Consistent reference to this question can improve the output and the culture of a reporting team
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Process in a Time of Crisis

Marcia Trask June 24, 2020
  • In the “people/process/technology” triangle method of issue resolution, process is the underutilized approach  
  • Automating processes, conducting process audits and adopting agile methodologies can drive effectiveness in times of crisis
  • Process improvements are a low- to no-cost approach for greater efficiency in uncertain times
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Should It Stay or Should It Go? Getting Alignment on Martech Decisions

Katie Linford June 15, 2020
  • Regularly evaluating your martech stack helps ensure your technology continues to provide value and support business objectives
  • During the martech assessment, it can be difficult to get alignment across users, owners, and stakeholders regarding which technologies to maintain or purge
  • Ask five key questions of your technologies to help bring clarity to your decision-making
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Steering Into the Skid, Part Two: Marketing Operations Considerations for Redirecting Spend in a Sudden Market Disruption

Brett Kahnke June 11, 2020
  • A sudden disruption to the market can test the limits of a marketing operations team, delivering both risk and opportunity
  • Organizations that have achieved a data-driven marketing process have greater flexibility to remain aggressive in the face of unexpected challenges
  • Companies that are still pursuing a data-driven culture may determine the time is right to invest in this culture
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Steering Into the Skid, Part 1: When Should Marketing Ops Recommend Reduced Spend During a Sudden Market Disruption?

Brett Kahnke June 4, 2020
  • A sudden disruption to the market can test the limits of a marketing team, delivering both risk and opportunity
  • Marketing operations can be a key contributor to the creation of a revised spending strategy
  • It is critical to reassess your plan to identify if it was based on assumptions that are no longer valid and whether resources need to be allocated to new priorities
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18 Ways Teleservices Teams Can Add Value When Calling Is Uncertain

Amy Hawthorne May 28, 2020
  • Businesses whose teleservices reps are working from home are having to evolve how they engage with prospects
  • Teleservices teams should use remote working time  to experiment with new approaches, connect buying groups in target accounts, improve product and tool knowledge, and polish their external appearance
  • While marketing teams are adjusting programs and outreach plans, teleservices teams are focusing on documenting best practices, processes, and plans for next steps
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Five Ways Marketing Operations Drives a Triumphant Organization During a Pandemic

Cristina De Martini May 14, 2020
  • Companies are having to make quick shifts in programs, processes, and systems due to the pandemic
  • Marketing operations professionals have a unique skill set to streamline processes, enable agility, and mine insightful data that are critical to making fast decisions
  • This pandemic is forcing a digital transformation that marketing operations is equipped to direct
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Need to Save Money? Don’t Throw Out Martech That Drives Value

Jeff Clark May 11, 2020
  • When organizations go into cost-saving mode, marketing leaders often look to save on technology and service expenses to preserve staff and program budgets
  • At this point, operations staff must evaluate the entire stack to ensure that each tool still provides value and drives team productivity
  • SiriusDecisions has a proven approach to auditing the tech stack to identify what works, what can be removed, and what needs a little help to drive more value
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Investigating the Upside Down: Balancing Organizational and Customer Value in B2B Measurement

Ellen Lind May 6, 2020
  • Despite striving toward customer-centricity, too many B2B sales and marketing functions have not evolved the ways in which they measure achievement
  • Internally focused systems of measurement do not provide sufficient insight on how organizations generate value for buyers and customers
  • In their Summit 2020 session, Ross Graber and Anthony McPartlin shared a vision for balancing measurement between organizational and customer value
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Marketing Operations Leaders: Be Ready for These Four Disruptions

Ross Graber April 29, 2020
  • While the repercussions of the COVID-19 pandemic continue to be felt throughout the economy, a series of predictable effects will be felt within B2B marketing functions
  • Marketing operations leaders who anticipate these eventualities will be well positioned to help their organizations respond to challenging situations with speed and agility
  • Marketing planning, budgeting, and performance measurement are the expected areas in which marketing operations teams can make the largest impacts
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Applying Campaigns in Global Markets: Four Key Building Blocks

Julian Archer April 28, 2020
  • Many campaigns are conceived and planned by a global team without sufficient consideration of the buyers’ needs in different regions or countries
  • Although the required activities of campaign deployment may be clear, misalignment regarding the allocation of roles and responsibilities can cause frustration
  • The building blocks for campaign success sit in the sequencing of tasks and due consideration of internal company operating models and external market factors
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Introducing the SiriusDecisions Buying Groups Manifesto

Kerry Cunningham April 21, 2020
  • Buyers nearly always buy in groups, not as individuals, and this has been true for as long as the B2B marketplace has existed
  • The systems and processes organizations have developed to enable participation in the B2B marketplace have operated under the assumption that the buyer is an individual
  • Many organizations are already evolving processes and technologies to account for buying groups, and those organizations will have a meaningful competitive advantage over those that don’t evolve
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COVID-19: How B2B Content Leaders Are Responding

Phyllis Davidson April 21, 2020
  • Pivoting to new messaging and content is a top priority in B2B at this time of global crisis
  • To support shifting needs, cross-functional B2B teams must be flexible and nimble
  • Content leaders and their teams are well positioned to provide strategy and resources to support the new normal
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Are You Prepared to Be Data-Driven?

Julian Archer April 16, 2020
  • Many organizations talk about being data-driven, but few know what this concept really means
  • A data-driven organization identifies the insights it needs data to inform, effectively manages that data, and empowers its team to use the data
  • Conduct a proficiency assessment to drive capability improvements in insight requirements, data management, and team enablement
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