An Introduction to SiriusDecisions

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This is an introductory presentation to SiriusDecisions;We help business-to-business companies worldwide improve sales and marketing effectiveness. Management teams make more informed business decisions through access to our industry analysts, best practice research, benchmark data, peer networks, events and continuous learning courses.

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An Introduction to SiriusDecisions

  1. 1. SiriusDecisionsIntroduction
  2. 2. SiriusDecisions provides research and advisory services focused on the operational intelligence sales and marketing executives need to maximize topline growth. 2
  3. 3. Partial Client List © Copyright SiriusDecisions. All Rights Protected and Reserved. 3
  4. 4. The Challenge of AlignmentDemand Creation Process Sales & Marketing Integration Industry Trends Inside Sales StructureBudget Comparison Sales Training Sales Performance Organization Structure Marketing Performance Channel Management Marketing ROI Channel Marketing © Copyright SiriusDecisions. All Rights Protected and Reserved. 4
  5. 5. Alignment Requirements © Copyright SiriusDecisions. All Rights Protected and Reserved. 5
  6. 6. SiriusDecisions Offering Architecture © Copyright SiriusDecisions. All Rights Protected and Reserved. 6
  7. 7. SiriusDecisions Advisory ServicesSiriusDecisions currently offers a suite of eight role-based services, whichdive deeply into the world of critical b-to-b functions. Channel Management Strategies Demand Creation Interfaces Receive: Strategies • Research portal access Executive Edge CMO Advisory Services • Analyst inquiry Marketing Operations • Annual custom benchmark Strategies assessment Product Marketing and • Access to benchmark data Management • Executive peer Reputation Management roundtables/forums Strategies • Monthly research Webcasts Sales Enablement Strategies Sales Operations Strategies © Copyright SiriusDecisions. All Rights Protected and Reserved. 7
  8. 8. B-to-B Marketing Training Program SiriusDecisions Learning Courses are: • Courseware based on core competencies required for b-to-b marketers • Online, on-demand – anywhere, 24/7. • Final exam for each course with eligibility for certification • Monthly reporting to view participation and certification © Copyright SiriusDecisions. All Rights Protected and Reserved. 8
  9. 9. Course Description SummariesCOURSE WHAT YOU’LL GAIN:Foundations for Best Practices in Demand Comprehensive understanding of the six foundational concepts required for anyCreation marketer or sales professional who impacts demand creation (demand type, relative targeting, lead taxonomy, demand waterfall, portfolio marketing, and buying cycle).Best Practices in B-to-B Lead Nurturing A deep dive into each of the 3 nurturing types including the processes, resources, and collaboration between marketing and sales that are required to implement each of them. Includes frameworks for mapping messages, offers, touches, and info collection.Messaging and Campaign Planning for B-to- A strategic framework for creating thematic, effective messaging and campaignsB Marketers (goals, programs, and tactics) that align with the b-to-b buying processBest Practices in B-to-B Pipeline Proven methodologies for improving marketing contribution throughout the waterfallAcceleration in order to accelerate pipeline in a more disciplined, and ultimately more successful way.Account-Based Marketing for B-to-B Key principles required to build an ABM framework including Large AccountsProfessionals Marketing, Named Account Marketing, and Current Account Marketing. This includes account profiling, selection, tactic development, and measurement.UPCOMING COURSES:Fundamentals of Channel Marketing The skills and knowledge required to create and execute an effective digital marketing plan for channel partners, including a comprehensive understanding of fundamental concepts, program strategy and planning, and a step-by-step tactic and execution model that is ready-to-implement.Product Marketing Essentials: Seven Stages Comprehensive understanding of the SiriusDecisions Product Marketing andto Creating & Marketing in B-to-B Management Model (PMM Model). This course explains and allows you to apply the key attributes of the model in order to communicate, adopt and integrate it into your organization. © Copyright SiriusDecisions. All Rights Protected and Reserved. 9
  10. 10. Align Skills Gaps with SD Learning Courses STRATEGY EXECUTION METRICS Plan Develop Build Execute Measure Relative Messaging Value Multi-Touch Demand Targeting Positioning Messages Portfolio Waterfall Mktg Demand Message Offer NurturingCore Skills for B-to-B Marketers Type Map by Development Tactic Mix Effectiveness Audience Lead Campaign Information Acceleration Definition Market Strategy Collection Performance Intelligence Strategy Buying Cycle Marketing Offer Automation Lead ABM Strategy Management Impact Buyer Personas Pipeline Large Acceleration Program Prescriptive Courses Account Strategy Assembly Business Marketing Foundations of Goals Demand Creation Nurturing Partner Named Plan by Type Marketing Messaging and Campaign Content Account Campaigns Planning Audit Marketing Dialogue with Lead Nurturing Rejected Customer Prospects Pipeline Acceleration ABM Profile Account Selection Marketing Multi Account-Based Marketing Channel Strategy Channel Marketing © Copyright SiriusDecisions. All Rights Protected and Reserved. 10
  11. 11. Attend Summit 2012!• Location: The Phoenician – Scottsdale, Arizona• Dates: 22–24 May, 2012• 7th Annual U.S. Summit• 1,000–1,150 Sales and Marketing Professionals• Special rate expires Dec. 31• Savings of up to $470 per ticket• For more information, please call Rebecca Barber at (203) 665-4003 or visit: http://www.siriusdecisions.com © Copyright SiriusDecisions. All Rights Protected and Reserved.
  12. 12. Overview of Membership Deliverables Research Portal Access Analyst Inquiry Channel Management Demand Creation Strategies Strategies Marketing Operations Strategies Sales Optimization Strategies Monthly Webcasts Annual Custom Benchmark Executive Peer Assessment Roundtables/Forums © Copyright SiriusDecisions. All Rights Protected and Reserved. 12
  13. 13. Membership Deliverables• Research Portal Login – Research updates are emailed once a month – Monthly research briefs – Core strategy reports – Vendor profiles – Charts – Webcast/Forum presentations © Copyright SiriusDecisions. All Rights Protected and Reserved. 13
  14. 14. Membership Deliverables • Newsletters Opt-in and receive our monthly newsletters © Copyright SiriusDecisions. All Rights Protected and Reserved. 14
  15. 15. Membership Deliverables• Analyst Inquiry Reach out to account executive on an as-needed basis to coordinate time on the analyst calendar © Copyright SiriusDecisions. All Rights Protected and Reserved. 15
  16. 16. Membership Deliverables • Annual Custom Benchmark Assessments – Channel Management – Demand Creation – Executive Edge CMO – Marketing Operations – Product Marketing and Management – Reputation Management – Sales Enablement – Sales Operations © Copyright SiriusDecisions. All Rights Protected and Reserved. 16
  17. 17. Membership Deliverables• Executive Peer Roundtables/Forums SiriusDecisions hosts quarterly roundtable/forum discussions on topics that are member-driven. – Senior-level sales and marketing executives come prepared to discuss issues, questions and Examples of topics include: best practices on a given topic – Sales and Marketing Alignment that SiriusDecisions has – Social Selling researched. – Marketing Measurement – You will receive email invitations – Demand Creation to participate in these events. – B-to-B Buyer Personas – Maximizing Channel Investments © Copyright SiriusDecisions. All Rights Protected and Reserved. 17
  18. 18. 2012 Upcoming Events – Executive Roundtables February 9 – San Mateo, CAPersonas and Buying Cycles February 29 – Boston, MASLAs in Sales and Marketing February 16 – London, UKPipeline Dynamics March 7 – Toronto, ONThe Roadmap for Marketing Measurement March 20 – London, UKMaximizing the Impact of Marketing Automation Investments April 10 – Austin, TXSales and Marketing Alignment April 19 – Amsterdam, The Netherlands April 24 – Atlanta, GA April 26 – Washington, DCSocial Selling from Cold to Close June 19 – Chicago, IL June 21 – New York, NY April 24 – Denver, CODemand Creation 2012 April 26 – Seattle, WAExecutive-Level Marketing Topic May 11 – Maple, ON June 12 – Minneapolis, MNNew Demand Waterfall June 14 – Greater San Diego, CA © Copyright SiriusDecisions. All Rights Protected and Reserved. 18
  19. 19. Membership Deliverables • Monthly Research Webcasts As a member, you will receive complimentary invitations to participate in our monthly Webcasts. – Each month, you’ll be notified via email about upcoming Webcasts; you can also visit our site (www.siriusdecisions.com) to get Examples of topics include: more information about – Social Media upcoming Webcasts. – Channel Demand – In addition, there are replay links – Demand Creation to previous Webcasts in the – Evolution of Marketing Operations client-protected site area which – Sales Competency Models you can view. © Copyright SiriusDecisions. All Rights Protected and Reserved. 19
  20. 20. 2012 Upcoming Events – WebcastsWebcasts will be held from 11:30 a.m. – 12:30 p.m. ET on the following dates:Date TopicJanuary 25 B-to-B Social Media: Where to Next? (for clients only) How B-to-B Marketers Can Win With Consumer Analysis TechniquesFebruary 8 (for clients only)February 28 Channel Demand: Best Performing TacticsMarch 7 Demand Creation in a Defined Universe (for clients only)April 3 Summit PreviewJune 6 The Evolution of Marketing Operations (for clients only)June 13 Sales Competency Models * Topics and dates subject to change. © Copyright SiriusDecisions. All Rights Protected and Reserved. 20
  21. 21. Service Coverage 21
  22. 22. Channel Management Strategies (CMS) Research Topics• Recruitment • Channel Demand Creation • Enablement – Channel Recruitment Waterfall – Demand waterfall in the channel – Channel training landscape – Qualifying producing partnerships – Registration and lead – Social media and the channel – Global channel expansion management best practices – Kick-start/Ongoing training – SaaS channel best practices – MDF/Co-op fund best practices – Impact of certification – – Tools/Collateral Channel Conflict Model – Channel outsource service providers – Sales and marketing – Mid-tier systems integrators best practices enablement – Channel incentives: how and – Ongoing evaluation/pruning when to use to drive demand – Channel readiness – Referral partnership best practices – Campaign Readiness Model – Channel enablement spend – Maximizing agency relationships – OEM channel best practices • Technology Vendor Coverage• Measurement – Impacting closed loop visibility – CCI – Channel dashboard elements – Channel demand center of – Channeltivity – Channel ramp-up & readiness excellence model – CSG / Blueroads – Role of distribution in demand – eCoast – Measuring total partner experience creation – eLateral – Partner effectiveness scorecards – Addressing gaps in partner – Generation 21 eLearning – Channel demand creation spend demand – Hawkeye – Campaign ROI – Raising partner awareness – Pros Pricing• Sirius Benchmark – Relayware – The evolution to partner – TRED Channel Management Model portal 2.0 – Saepio – Campaign Readiness Model – Televerde – Channel Recruitment Benchmark – TreeHouse – Zift Solutions © Copyright SiriusDecisions. All Rights Protected and Reserved. 22
  23. 23. Demand Creation Strategies (DCS) Research Topics• General • Organizational Structure • Vendor Coverage – Roles, responsibilities – Demand center – Aprimo (Teradata) – Key trends – Role of field vs. central function – By Appointment Only – Functional deep dives – Budget/headcount allocation – Clickability – Emerging skills• Foundation Elements – Concentrix • Telemarketing/Teleprospecting – Demand type – Definitions/roles – CrownPeak – Relative targeting – Inbound – Demandbase – Lead definition/taxonomy – Compensation – Eloqua – Buying cycle – Ownership – FRONTLINE Selling – Measurement –• Demand Waterfall InsideSales.com – Insource/outsource issues – Stage definitions – Manticore Technology • Web Site – Job families – Content management – Marketo – Conversion rates – Web analytics – Neolane – Waterfall diagnosis – SEO/SEM – Silverpop Engage – Metric families – Conversion optimization – Televerde – Information collection strategies – Unica (IBM)• Waterfall-Based Processes • Tactics – Campaign framework/planning – Deep dives • Benchmark – Portfolio marketing – Inbound marketing – Demand creation audit – Service-level agreements – Mobile marketing – Lead nurturing – Account-based marketing – Pipeline acceleration – Event marketing – Perpetual Demand Creation – Buyer perspectives – Key trends © Copyright SiriusDecisions. All Rights Protected and Reserved. 23
  24. 24. Executive Edge CMO (EE CMO) Research Topics• Strategy • Demand Center Model – CMO priorities – Organizational structure – Program/Headcount allocation – Organizational readiness – Marketing skills • Product Strategies – Program interlock – Product vs. solution marketing• Budget – Product launch strategies – Peer comparison – Vertical marketing – Spending trends • Global Marketing – Budget allocation – Demand center model• Planning – Global marketing process – Marketing planning process – Functional priorities – Best practice comparison • Dashboard & Metrics – Waterfall planning model – Marketing metrics• Organizational Models – Marketing/Sales ROI – Marketing model criteria – Customer buying cycle – Centralized vs. decentralized • Technology – Marketing ecosystem – Key trends – Maximizing investment © Copyright SiriusDecisions. All Rights Protected and Reserved. 24
  25. 25. Marketing Operations Strategies (MOS) Research Topics• Strategy • Marketing Process • Vendor Profiles – Key roles, responsibilities – Field alignment – Aprimo (Teradata) – Marketing ops by revenue band – Marketing interlock process – Birst• Budget – Best practice syndication – Business Objects (SAP) – Peer, high growth comparison • Planning – Clickability – Spending trends/changes – Marketing strategy – Cognos (IBM) – Defending/Rationalizing – Campaign planning – Eloqua – Tools – Playbooks/Templates – GoodData• Organizational Issues – Harte-Hanks • Shared Services – Models – Marketo – Demand center model – Outsourcing/Offshoring – Neolane – Central vs. local allocation – Centralization/Decentralization – PivotLink • Reporting & Analytics – Skills gap – Trillium – Marketing metrics & KPIs• Data Management – Unica (IBM) – Marketing/Sales ROI – Roles and responsibilities – ZoomInfo – Dashboard report development – Contact management – Analysis options • Benchmarks – Process – Third-party resources • Technology – Budget and planning• Sales Alignment – Marketing automation – Marketing Operations Benchmark – Alignment with sales operations – MRM, BI, data – Dashboard Audit – Governance – Maximizing investment © Copyright SiriusDecisions. All Rights Protected and Reserved. 25
  26. 26. Product Marketing & Management (PMM) Research Topics• Product/Solution Strategy • Sales Readiness • Technology/Service Vendor – Business case building – Linkages to Coverage management/operations – Boulder Logic – Relative targeting – Knowledge creation/transfer – Hoover’s – Product roadmap – Collateral and tools – iCentera – Product innovation lifecycle – Rep productivity – Qvidian• Product Launch – Rep transformation: product to – SAVO – Product Launch Model solution – References Online – New product evangelism • Demand Creation – ROInnovation – Positioning and messaging – Campaign framework/planning – StreetSmarts – New market entry – Product promotion strategies – TechValidate• General Strategy – Account-based marketing • Benchmark – Product marketing vs. • Technology/Service Vendor – Product Marketing and management Coverage Management Audit – Solution, vertical, industry – Readiness platform – Evolution by revenue band – Information services – Budget/Headcount allocation – Sales training – SMB vs. enterprise strategy – Productivity point tools – Organizational structures © Copyright SiriusDecisions. All Rights Protected and Reserved. 26
  27. 27. Reputation Management Strategies (RMS) Research Topics• Strategy • Social Media • Technology / Service Vendor – Responsibilities/Roles – Social media marketing Coverage – Key trends – Rules/Governance – Attensity – Budget/Resource allocation – Organizational structure – Awareness – Future communications org. – Social operations – Cision – – Collective Intellect – Reputation/Demand convergence Pipeline acceleration – Crimson Hexagon – Fusing traditional, social media – Internal social media – Jive Software – Reputation vs. brand – Community engagement – Lithium Technologies• Marketing Communications – Agency selection – Radian6 – Public relations – Tactic deep dives – SocialText – Analyst/Influencer relations • Branding/Advertising – Vocus – Internal marketing – Global guidelines – Interactive agencies – Public affairs – Agency selection • Interactive Agencies• Benchmark – Merger/Acquisition issues – Competencies – Reputation assessment • Measurement – Selection criteria – Communications budget – Link to demand creation – Evaluation frameworks – Social media budget – Social media ROI – Measurements – Social media assessment – Waterfall seeding/impact – Customer satisfaction © Copyright SiriusDecisions. All Rights Protected and Reserved. 27
  28. 28. Sales Enablement Strategies (SES) Research Topics• Enablement Assessment • Sales Skills • Vendor Profiles – Sales enablement model – Foundational skills – Alinean – – Brainshark• Enablement Strategy and Structures Solution selling – Corporate Visions – Leadership and roles – Selling to C Suite – iCentera – Resource allocation/cost – Negotiations – Miller-Heiman • Sales Tools – Marketing integration – Qvidian – Sales playbooks – Richardson – Social media – Sales content portals – Sandler Sales Training• Role-based enablement – Mobile technology – SAVO Group – Competency Models • Sales Training – TAS Group – First-line sales manager – On-boarding – ValueVision – Global/strategic account mngr. – Key Categories – Territory reps – Assessment • Benchmark – Inside sales reps – Delivery options – Sales enablement benchmark – Pre-sales support – Vendor selection• Sales Content/Communications – Impact assessment – Structure – Adoption • Measurement – Delivery and best-practices – Certification programs – Metrics/KPIs – Cost/ROI – Pipeline conversion rates © Copyright SiriusDecisions. All Rights Protected and Reserved. 28
  29. 29. Sales Operations Strategies (SOS) Research Topics• Planning • Lead Management • Vendor Profiles – Budgets – Collaboration with Marketing – BigMachines – Quota allocation – Process Development – Birst – Territory Optimization – Demand Commitment – Callidus – Account Planning – Launch – Cloud9 – Resource allocation/cost • Sales Analytics – ConnectandSell – Expense vs. Revenue – Pipeline Metrics – Insidesales.com• Sales Roles & Responsibilities – Forecast Management – InsideView – Inside Sales – Sales Cycles – Win/Loss Analysis – TerrAlign – Field Reps – Xactly – Management/Leaders • Sales Force Automation – Vendor Selection – ZoomInfo• Sales Process – Implementation – Creation/Modification – Integration • Benchmarks – Relationship to Buying Process – Training – Sales Operations Audit – Social Media – Adoption Policy/Procedures • Sales Technology – Opportunity Management – Contact Databases• Compensation Planning – Analytics – Creation – Configuration, Pricing & Quoting – Modeling – Incentive Compensation Mgmt. – Allocation © Copyright SiriusDecisions. All Rights Protected and Reserved. 29

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