An Introduction to SiriusDecisions

SiriusDecisions provides research and advisory services focused
on the operational intelligence sales and marketing executives
need to maximize topline growth.

2

Partial Client List

© Copyright SiriusDecisions.
All Rights Protected and Reserved. 3

The Challenge of Alignment

Demand Creation Process Sales & Marketing Integration
Industry Trends

Inside Sales Structure

Budget Comparison
Sales Training

Sales Performance
Organization Structure

Marketing Performance

Channel Management Marketing ROI
Channel Marketing


Alignment Requirements


SiriusDecisions Offering Architecture


SiriusDecisions Advisory Services
SiriusDecisions currently offers a suite of eight role-based services, which
dive 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

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


Course Description Summaries
COURSE WHAT YOU’LL GAIN:
Foundations for Best Practices in Demand Comprehensive understanding of the six foundational concepts required for any
Creation 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 campaigns
B Marketers (goals, programs, and tactics) that align with the b-to-b buying process

Best Practices in B-to-B Pipeline Proven methodologies for improving marketing contribution throughout the waterfall
Acceleration 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 Accounts
Professionals 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 and
to 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.


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 Nurturing
Core 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


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

All Rights Protected and Reserved.

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

Membership Deliverables

• Research Portal Login

– Research updates are emailed
once a month
– Monthly research briefs
– Core strategy reports
– Vendor profiles
– Charts
– Webcast/Forum presentations



• Newsletters

Opt-in and receive our
monthly newsletters



• Analyst Inquiry

Reach out to account
executive on an as-needed
basis to coordinate time on
the analyst calendar



• Annual Custom Benchmark
Assessments

– Channel Management
– Demand Creation
– Executive Edge CMO
– Marketing Operations
– Product Marketing and
Management
– Reputation Management
– Sales Enablement
– Sales Operations



• 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


2012 Upcoming Events – Executive Roundtables

February 9 – San Mateo, CA
Personas and Buying Cycles
February 29 – Boston, MA

SLAs in Sales and Marketing February 16 – London, UK

Pipeline Dynamics March 7 – Toronto, ON

The Roadmap for Marketing Measurement March 20 – London, UK

Maximizing the Impact of Marketing Automation Investments April 10 – Austin, TX

Sales and Marketing Alignment April 19 – Amsterdam, The Netherlands

April 24 – Atlanta, GA
April 26 – Washington, DC
Social Selling from Cold to Close
June 19 – Chicago, IL
June 21 – New York, NY

April 24 – Denver, CO
Demand Creation 2012
April 26 – Seattle, WA

Executive-Level Marketing Topic May 11 – Maple, ON

June 12 – Minneapolis, MN
New Demand Waterfall
June 14 – Greater San Diego, CA



• 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.


2012 Upcoming Events – Webcasts

Webcasts will be held from 11:30 a.m. – 12:30 p.m. ET on the following dates:

Date Topic

January 25 B-to-B Social Media: Where to Next? (for clients only)

How B-to-B Marketers Can Win With Consumer Analysis Techniques
February 8
(for clients only)

February 28 Channel Demand: Best Performing Tactics

March 7 Demand Creation in a Defined Universe (for clients only)

April 3 Summit Preview

June 6 The Evolution of Marketing Operations (for clients only)

June 13 Sales Competency Models
* Topics and dates subject to change.


Service Coverage

21

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

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

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


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


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


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


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

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

An Introduction to SiriusDecisions

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (14)

An Introduction to SiriusDecisions