Alignement: The Key to High Growth

© 2018 SiriusDecisions. All Rights Reserved
Alignment: The Key to High
Growth
October 26, 2018
John Neeson
Co-Founder / Co-CEO
@jneeson

@siriusdecisions 2 © 2018 SiriusDecisions. All Rights Reserved
Our clients' corporations
generate $3.5 trillion in
revenue around the world.
High growth companies have
unique attributes.
Our Focus: B2B and B2B2C
Marketing, Sales & Product
Functions
Preliminary
High Growth
Who We Work With

• 19% higher growth than peers
• 15% more profit
• NPS 18% Improvement
• Time to Market Improvement
• 20% CLT Improvement
• Sustained Market Leadership
• Efficient Marketing Spend
• Sales ASP and Velocity Improvement
Marketing Creates Alignment and
Alignment Equals Growth
Market Competitiveness Efficiency Alignment
• Industry Growth
• Market Conditions
• Relative Pricing
• Product Positioning
• Innovation
• Profitability
• Sales and
Marketing Spend
• Financial
Performance
• Interlock Processes
• Measurement
System
• Service Level
Agreements
• Pipeline Impact
What is the Impact of Alignment
Why Do Companies Grow?
Alignment
Innovation
+
Efficiency
Market
Growth
10% - 36%
12% - 34%
48% - 79%
Why It Matters

@siriusdecisions 4 © 2018 SiriusDecisions. All Rights Reserved© 2013 SiriusDecisions. All Rights Reserved
Inflection Points
• Businesses have unique inflection
points of growth
• Sales marketing and product must
change at each stage
• Success is achieved through
alignment
• Failure to align requires market
dynamics and product superiority to
succeed

Strong Alignment Drives Sustainable Success
Direct Revenue Engine
Alignment
Revenue Growth
Increases of up to 36%
Profitability
Indirect Revenue Engine
Alignment
Revenue Growth
Profitability
Customer Engagement
Alignment
Revenue Growth
Profitability
Innovation
Alignment
Revenue Growth
Profitability
Brand Experience
Alignment
Revenue Growth
Profitability
Employee Engagement
Alignment
Revenue Growth
Profitability
Increases of up to 17%6
1
2
3
4
5
Drives
Drives
Drives
Drives
Drives
Drives
Source: SiriusDecisions Command Center™, 2018

$0-$50
Getting Focused
6

What do High Performing Companies Do Differently?
Sales execution is focused on data and
processes to quickly adjust to new ways
of selling. The first days are the hardest.
• Sales Operations
• Cloud Tech Stack Integration
• Processes and SLA’s
• Data management and analytics
• Focuses Technology Infrastructure
• Sales Bookings
Improvement
• ASP 15%+ Retention +
• Sales Velocity Impact
• Onboarding
Creation of comprehensive demand
generation model to impact all sales
channels. Generates inbound,
outbound efforts around the entire
client and prospect lifecycle.
• Value or Volume Based Model
• Digital First / Digital Support
• Lead Nurturing Framework
• SDR Model
• Programmatic / Automated Programs
• 30% New Logo
Improvement
• Onboarding
Improvement
• Marketing ROI
Focus sales and marketing efforts
around an integrated buyers journey,
this is not a sales process which is an
internal set of activities.
• Sales and Marketing Aligned Framework
• Nurture Based Campaigns
• Assets Structured Around the Journey
• Connects Portfolio to Persona Need
• 20% Campaign
Improvement / content
• New logo success with
ABM or Volume
campaigns
• Solution alignment
What? How? Impact?
Buyers Journey
Alignment of sales and marketing efforts
through improved buyers journey and
program alignment
Demand Model
Create systemic demand generation
programs directly impacting sales
Sales Execution
Sales productivity is focused on early with
data and process focus

Productivity Quotient
SiriusPerspective: Sales
leaders desire data-driven
analysis constructed
through peer-set
comparisons
to support decisions
on change initiatives.

Buyer’s Journey Map: LOB Leader
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence
Education Solution SelectionBuying Phase
Buying Decision
Stage
Loosen Status
Quo
Commit to
Change
Explore Possible
Solutions
Commit to a
Solution
Justify the
Decision
Make the
Selection
LOBLeader
Interaction
Non-
Human
Human
Content
Asset Type
1. Analyst Report
2. Case Study
3. Brochure
4. Sales Presentation
5. No Asset
6. Article/Publication
7. Article/Publication
8. Video
9. No Asset
10. Case Study
11. No Asset
12. No Asset
13. Analyst Report
14. No Asset
15. Infographic
16. Sales Presentation
Delivery
Channel
1. Landing Page
2. Web Site
3. Web Site
4. Sales Call
5. Reference Call
6. Web Site
7. Web Site
8. Sales Call
9. Sales Call
10. Web Site
11. Analyst Call
12. Sales Call
13. Web Site
14. Reference Call
15. Third-Party Web Site
16. Sales Call
Engagement
Presence
Authority
6
Customer
Service Rep
ExecutiveIndustry
Analyst
Provider
Web Site
1
Customer
Reference
(Vendor)
Access Free
Trial
Live
Vendor
Webinar
Sales
Rep
Search
Internet
13
Customer
Reference (Buyer)
Provider Web
Site
Syndicated
Content Site
Sales
Rep
15
16129 11 142 54
3 7
User
Reviews
8
Provider
Web Site
Virtual
Event
10

Develop Marketing Strategy
and Plan on a Page
Marketing Leader
Brand Awareness and
Perception
In-Person
PR/AR/IR Virtual
Social Media
Communications Events
Execute Campaign Programs
and Tactics
Lead Management Process Between
Marketing, Tele and Sales
Lead Scoring, Nurture and
Pipeline Acceleration
Retention and Cross-Sell/Upsell
Campaign and Demand Execution
Process Creation and
Adoption
Data and Systems
Management
Reporting, Analysis and
insights
Marketing Operations
Web Site Updates and
Measurement
SEO Execution and Measurement
SEM Execution and
Measurement
GROWTH READINESS AND
STRATEGIC PLANNING
Business/Sales
Strategy
Customer Experience
Strategy
Product
Roadmap
Marketing Competencies
Gather Market
Intelligence
Define Audience Framework and
Personas
Create Value Proposition and
Messaging
Customer Experience
Strategy
Product Marketing
Interpret Buyer Insights Content Planning
Plan Campaign Programs and
Tactics
Campaign and Demand Planning
= Iterative work
Note: Boxes represent work that needs
to be performed, not individuals
How the Marketing Work Flows at Emerging Companies
REVENUE
MARKETING
MARKETING
EXECUTION
PERFORMANCE
MEASUREMENT

Account-Based Marketing
Ad tech – demand-side
platform
Ad tech – data
managementplatform
Ad tech – data
managementplatform
Intent
monitoring
Web content
management
Sales force
automation
Profile data
management
Webinar
technologies
Marketing automation
platform
Social
collaboration
Event
management
Performance
analytics – sales
Translation and
localization
E-commerce Web
analytics
Profile data
management
Sales force
automation
Digital asset
management
Intent
monitoring
platform
Marketing resource
management
Performance analytics
– marketing
Social
collaboration
Sales asset
management
platform
Customer intelligence
management
Event
management
Artificial intelligence –
predictive
Content Strategy and Operations
Customer Engagement
Demand Creation
Marketing Operations Channel Sales
Sales
Product
Intentmonitoring Profile datamanagement
Social
collaboration
Sales force
automation
Web
personalization
Social mediaintelligence
and management
Social
collaboration
Influencer relations
Messaging development
and training
E-commerce
Social collaboration
Web analytics
Partner relationship
management
Eventmanagement
Channel marketing
and management
Channel Marketing
and management
Channeldata
management
Profile data
management Sales asset
management
platform
Sales force automation Translation and
localization Content
display
Marketing
Customerjourney
mapping
platform
Customersuccess
management
Customerintelligence
management
Performance
analytics – sales
Web
analytics
Web content
management
Sales force
automation
Social
collaboration
Customerjourney
mapping
Marketing resource
management
Sales asset
management
Web content
management
Digital asset
management Searchengine
optimization
Web
analytics
Content marketing
software
Contentservices
providers
Translation and
localization
and management
Webinar technologies
Configure,price
and quote
Sales talent
acquisition
Sales asset
management
Sales force
automation Social
collaboration
Sales
methodology
Sales asset
management
Portfolio Marketing
Messagingdevelopment
and training
Product
engagement
User research and
concept testing
Product planning,
prioritization and
roadmapping
Persona
development
Sales asset
management
Artificial
intelligence
Sales asset
management
Market and competitive
intelligence
Sales force automation
Performance analytics – sales
Configure, price and quote
Artificial intelligence – predictive
Channeldata
management
Sales compensation
management
Sales force
automation
Social
collaboration
Event
management
Translation and
localization
Partner relationship
management
Webinar
technologies
and management
Customer
advocacy
Messaging development
and training
Sales learning and
coaching
Product Management
intelligence
Price optimization and
management
intelligence
Channel incentive
management
Configure, price and
quote
Brand and Communications
platform
Brand and creative
Customer journey
mapping
Translation and
localization
– marketing
Channel data
management
Digital asset
management
Demand creation
agencies
Teleservices
Teleservices
enablement
Sales Operations
Sales Enablement
Search engine
optimization
Social media intelligence
and management
platform
The SiriusDecisions B-to-B Technology and Services Coverage Universe
Intent
monitoring
Web
design
Ad tech – paid
search agencies
Artificial
intelligence
predictive

Find
Identify your discipline
area – think of it as your
solar system within
your functional galaxy
Ask
What priority (or
combination of
priorities) do we need
to support?
Demand Creation
Intent
monitoring
Web content
management
Sales force
automation
Proﬁle data
management
Webinar
technologies
platform
Social
collaboration
Performance
analytics – sales
Translation and
localization
Web
analytics
Teleservices
Teleservices
enablement
Social media intelligence and
management
Digital asset
management
Demand creation
agencies
platform
Search engine
optimization
Ad tech – paid
search agencies
Artiﬁcial
intelligence
predictive
Event
management
E-commerce
Ad tech – data
management platform
Web
design
The SiriusDecisions Demand Creation Technology and Services Galaxy

$50-$300
Scaling the Engine
1

Sales and marketing content, programs,
technology and process integration to
impact sales productivity and customer
lifecycle management.
• Sales Playbooks / Content Tools
• Cloud Tech Stack Integration
• Processes and SLA’s
• Data management and analytics
• Technology Infrastructure
• Sales Bookings
Improvement
• ASP 15%+ Retention +
• Sales Velocity Impact
• Onboarding
Creation of comprehensive demand
generation model to impact all sales
channels. Structured market operations
function.
• Two Distinct Waterfall Models
• ABM Marketing Model + Volume
• Unique SLA’s for Each Model
• Marketing Operations
• Comprehensive Technology Stack
• 20% New Logo
• 15%+ Upsell / Cross Sell
Impact
• Retention Improvement
• New Marketing ROI
Expanding from the buyers journey to
include the entire life cycle experience.
This entails looking at impacting
acquisition, upsell / cross sell and
retention.
• Customer Life Cycle Model
• Customer Success Organization
• Onboarding Campaigns
• Retention Campaigns
• Cross Sell / Upsell
• Retention Improvement
• Issue Identification
• NPS Improvement
• 30% performance
improvement
What? How? Impact?
Customer Lifecycle
Focus marketing efforts around the entire
buyer and customer journey
Demand / Operations
Volume and Value based demand
generation models working in concert
Sales Enablement
program alignment

Customer Experience Drives Purchase Behavior. Period.
80%
of respondents say the
most significant driver of
their purchase decision
was direct or indirect
customer experience
2017 Customer Persona Survey

New Demand Model
Volume :
Always on
Value :
ABM Focus

GTM Transformation Sales Enablement
ImpactBuyer/Customer Journey Mapping

The SiriusDecisions Sales Enablement Technology and Services Galaxy
Find
solar system within
Ask
What priority (or
combination of
to support?
Sales talent
acquisition
Sales asset
management
Sales force
automation
Social
collaboration
Sales
methodology
Messaging development and
training
Sales learning
and coaching
Sales Enablement

The SiriusDecisions Marketing Strategy and Operations Technology and Services Galaxy
Find
solar system within
Ask
What priority (or
combination of
to support?
Ad tech – data
management platform
Proﬁle data
management
Sales force
automation
Digital asset
management
Intent
monitoring
platform
Marketing resource
management
– marketing
Social
collaboration
Channel data
management

$300 +
Going Global / Transformation
2

Reinvention of product decision making,
portfolio rationalization and agile
deployment expansion.
• Pricing and Packaging Enablement
• Investment Decision Making Process
• Agile Enablement
• Product Management / Portfolio Marketing
Model
• Profitability increase up
to 36%
• Improved time to
market
• Sales adoption
improvement
Scaling of marketing campaigns and a
re-organization of local and central
marketing strategy. Efficiency and
effectiveness are the goals.
• The Demand Center
• Content Operations
• Global Program Model
• Marketing ROI Evolution
• Digital Marketing Model
• 15% Marketing
Efficiency Improvement
• Campaign Performance
Improvement
Brand extension and redefinition as a
result of acquisitions, new market
introductions and product portfolio
expansion.
• Change GTM Model
• Messaging Architecture
• New Campaign Framework
• Refined Persona Marketing
• Brand Redefinition and Design
• 20% Unaided
Awareness
Improvement
• Improved new product
introduction
What? How? Impact?
Brand
Focus market efforts by audience, not
product
Global
Global marketing campaign model to
improve marketing ROI
Product Management
program alignment

SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 23
Organizational Model
Marketing
Strategy
CMO
Audience Framework
Personas
Buyer’s
Journey
Relative Targeting
Portfolio Marketing
Themes
Assembly
Global Execution
Global Campaigns
Global Demand Center
Planned Programs
BestPractice
PMO
Rapid Response
Perpetual Leverage
MAP
Web Sites
Lead Scoring
Product
Strategy
Business/
Sales
Strategy
Technology
Measurement
Process
Brand
Content Strategy
Social
Communications
Field Marketing
Localize
ABM
Pipeline Accel
Localize
ABM
Pipeline Accel
Localize
ABM
Pipeline Accel
AmericasEMEAAsia
High-performance marketing is customer-centric and orients it’s activity
around a deep and shared external view.

Integrated
Communications
Framework
Employee Lifecycle
Marketing Framework
Messaging Nautilus:
Corporate Brand
Corporate
Communications Model
Brand Lifecycle
Framework
Brand and Communications Strategies: Priorities
Drive brand awareness,
perception and
preference through brand
strategy, rebranding,
campaigns, advertising,
paid media and post-
acquisition integration.
Brand Experience
Increase and reinforce the
strategic relevance of the
communications function
by aligning internal and
external resources and
the ongoing upskilling of
those resources.
Brand and
Communications
Functional Design
and Development
Shape and steward
corporate reputation
through public relations,
influencer and analyst
relations, crisis
communications,
stakeholder relations,
thought leadership and
corporate social
responsibility.
Corporate
Communications
Craft and activate a
meaningful corporate
message and narrative
that articulates and
reinforces the org’s
fundamental value to
internal and external
audiences.
Corporate
Messaging and
Content
Engage potential and
existing employees
through employee and
executive
communications
programs in order to
manifest and amplify the
brand values in support
of business objectives.
Employee and
Executive
Communications
Flagship
Model
Flagship
Model

Client Priority:
Inform and validate innovation
strategy and investment
decisions to ensure the best bets
are being made.
Product Management: Investment Decisions

@siriusdecisions 26 © 2018 SiriusDecisions. All Rights Reserved© 2018 SiriusDecisions. All Rights Reserved
Summary
• Buyers Journey
• Revenue Engine Alignment
• Alignment = Process
• Organizational Readiness
• Measurement
• Leadership

Alignement: The Key to High Growth

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