1. SiriusDecisions: Introduction

2. SiriusDecisions provides research and advisory services
focused on the operational intelligence sales and
marketing executives need to maximize topline growth
SiriusDecisions provides
the tools, methodology, insight and networking
to make better business decisions.

3. SiriusDecisions - Background
• Founded in 2001
• Value Proposition:
• A significant lack of fact-based research and intelligence on Sales and
Marketing effectiveness in B-to-B organizations
• 2001 – 2005
• Intense primary research, benchmarking and analysis on key metrics…
• Spend and budget data, performance data, work process issues,
organizational design issues and infrastructure challenges
• Companies that have tightly aligned Sales & Marketing functions outperform
those that operate their Sales & Marketing functions in silos
• 2005 – present
• Research and Advisory Services (RAS)
• Critical performance and budgetary benchmarking capability created
• Business-to-Business go-to-market focus
• Approximately 600+ members in seven role-based RAS services
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4. Partial Client List

5. SiriusDecisions Service Architecture
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6. Advisory Services
Executive Edge
CMO
Demand Creation
Strategies
Advisory Services
Program Deliverables
Reputation
Management Interfaces Receive:
Strategies
• Research portal access
Sales Optimization
Strategies • Analyst inquiry
• Annual assessment
Channel
Management • Access to benchmark data
Strategies
• Executive peer roundtables
Marketing
Operations • Monthly research webcasts
Strategies
Product Marketing
/Management
Strategies
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7. Product Marketing & Management Strategies
Research Topics
l Product/Solution Strategy l Sales Readiness l Technology/Service
Vendor Coverage
n Business case building n Linkages to management/
operations n Boulder Logic
n Relative targeting
Knowledge creation/transfer n Hoover s
n Product roadmap n
Collateral and tools n iCentera
n Product innovation lifecycle n
Rep productivity n Qvidian
l Product Launch n
Rep transformation: product n SAVO
n Product Launch Model n
to solution n References Online
n New product evangelism
l Demand Creation n ROInnovation
n Positioning and messaging
n Campaign framework/ n StreetSmarts
n New market entry planning
n TechValidate
l General Strategy n Product promotion strategies
l Benchmark
n Product marketing vs. n Account-based marketing
management n Product Marketing
l Technology/Service Vendor and Management
n Solution, vertical, industry Coverage Audit
n Evolution by revenue band n Readiness platform
n Budget/Headcount n Information services
allocation
n Sales training
n SMB vs. enterprise strategy
n Productivity point tools
n Organizational structures
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8. Executive Edge CMO
Research Topics
l Strategy l Demand Center Model
n CMO priorities n Organizational structure
n Program/Headcount allocation n Organizational readiness
n Marketing skills l Product Strategies
n Program interlock n Product vs. solution marketing
l Budget n Product launch strategies
n Peer comparison n Vertical marketing
n Spending trends l Global Marketing
n Budget allocation n Demand center model
l Planning n Global marketing process
n Marketing planning process n Functional priorities
n Best practice comparison l Dashboard & Metrics
n Waterfall planning model n Marketing metrics
l Organizational Models n Marketing/Sales ROI
n Marketing model criteria n Customer buying cycle
n Centralized vs. decentralized l Technology
n Marketing ecosystem n Key trends
n Maximizing investment
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9. Demand Creation Strategies
Research Topics
l General l Organizational Structure l Vendor Coverage
n Roles, responsibilities n Demand center n Aprimo (Teradata)
n Key trends n Role of field vs. central function n By Appointment Only
n Budget/headcount allocation n Functional deep dives n Clickability
l Foundation Elements l Telemarketing/Teleprospecting n Concentrix
n Demand type n Definitions/roles n CrownPeak
n Relative targeting n Compensation n Demandbase
Lead definition/taxonomy n Ownership
n
n Eloqua
n Buying cycle n Measurement
n FRONTLINE Selling
l Demand Waterfall n Insource/outsource issues
n InsideSales.com
n Stage definitions l Web Site
Content management n Manticore Technology
n Conversion rates n
Web analytics n Marketo
n Waterfall diagnosis n
n Metric families n SEO/SEM n Neolane
l Waterfall-Based Processes n Conversion optimization n Silverpop Engage
n Campaign framework/planning n Information collection strategies n Televerde
n Portfolio marketing l Tactics n Unica (IBM)
n Deep dives Benchmark
n Service-level agreements l
n Inbound marketing Demand creation audit
n Lead nurturing n
n Account-based marketing
n Pipeline acceleration
n Event marketing
n Buyer perspectives
n Key trends
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10. Channel Management Strategies
Research Topics
l Recruitment l Channel Demand Creation l Enablement
n Channel Recruitment Waterfall n Demand waterfall in the channel n Channel training landscape
n Qualifying producing partnerships n Registration and lead n Social media and the channel
management best practices Kick-start/Ongoing training
n Global channel expansion n
n MDF/Co-op fund best practices Impact of certification
n SaaS channel best practices n
n Channel outsource service Tools/Collateral
n Channel Conflict Model n
providers
n Mid-tier systems integrators best n Sales and marketing enablement
n Channel incentives: how and
practices n Channel readiness
when to use to drive demand
n Ongoing evaluation/pruning n Channel enablement spend
n Campaign Readiness Model
n Referral partnership best practices n OEM channel best practices l Technology Vendor Coverage
n Maximizing agency relationships n Impacting closed loop visibility n CCI
l Measurement n Channel demand center of n Channeltivity
n Channel dashboard elements excellence model n CSG / Blueroads
n Channel ramp-up & readiness n Role of distribution in demand n eCoast
n Measuring total partner experience creation n eLateral
n Partner effectiveness scorecards n Addressing gaps in partner n Generation 21 eLearning
demand
n Channel demand creation spend n Hawkeye
n Raising partner awareness
n Campaign ROI n Pros Pricing
n The evolution to partner
l Sirius Benchmark portal 2.0 n Relayware
n TRED Channel Management n Saepio
Model n Televerde
n Campaign Readiness Model n TreeHouse
n Channel Recruitment Benchmark n Zift Solutions
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11. Reputation Management Strategies
Research Topics
l Strategy l Social Media l Technology / Service
Social media marketing Vendor Coverage
n Responsibilities/Roles n
Rules/Governance n Attensity
n Key trends n
Organizational structure n Awareness
n Budget/Resource allocation n
Social operations n Cision
n Future communications org. n
Pipeline acceleration n Collective Intellect
n Reputation/Demand n
convergence n Internal social media n Crimson Hexagon
n Fusing traditional, social media n Community engagement n Jive Software
n Reputation vs. brand n Agency selection n Lithium Technologies
l Marketing Communications n Tactic deep dives n Radian6
n Public relations l Branding/Advertising n SocialText
n Analyst/Influencer relations n Global guidelines n Vocus
n Internal marketing n Agency selection n Interactive agencies
n Public affairs n Merger/Acquisition issues l Interactive Agencies
l Benchmark l Measurement n Competencies
n Reputation assessment n Link to demand creation n Selection criteria
n Communications budget n Social media ROI n Evaluation frameworks
n Social media budget n Waterfall seeding/impact n Measurements
n Social media assessment n Customer satisfaction
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12. Marketing Operations Strategies
Research Topics
l Strategy l Marketing Process l Vendor Profiles
n Key roles, responsibilities n Field alignment n Aprimo (Teradata)
n Marketing ops by revenue band n Marketing interlock process n Birst
l Budget n Best practice syndication n Business Objects (SAP)
n Peer, high growth comparison l Planning n Clickability
n Spending trends/changes n Marketing strategy n Cognos (IBM)
n Defending/Rationalizing n Campaign planning n Eloqua
n Tools n Playbooks/Templates n GoodData
l Organizational Issues l Shared Services n Harte-Hanks
n Models n Demand center model n Marketo
n Outsourcing/Offshoring n Central vs. local allocation n Neolane
n Centralization/Decentralization l Reporting & Analytics n PivotLink
n Skills gap n Marketing metrics & KPIs n Trillium
l Data Management n Marketing/Sales ROI n Unica (IBM)
n Roles and responsibilities n Dashboard report development n ZoomInfo
n Contact management n Analysis options l Benchmarks
n Process l Technology n Budget and planning
n Third-party resources n Marketing automation n Marketing Operations
l Sales Alignment n MRM, BI, data Benchmark
n Alignment with sales operations n Maximizing investment n Dashboard Audit
n Governance
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13. Sales Optimization Strategies
Research Topics
l Sales Strategy and Structures l Sales Technology l Vendor Profiles
n Sales coverage models n Sales force automation n Alinean
n Inside sales n Productivity applications n Brainshark
n Resource allocation/cost n CRM vendors n Callidus
n Sales management n Deployment/adoption n Cloud9
l Sales Benchmarks ConnectandSell
l Sales Operations n
n Sales operations
n Planning and analytics n Corporate Visions
n Cost of sales
n Quota allocation n iCentera
n Inside sales
n Sales compensation l Sales Training n InsideView
n Territory management n Sales skills/process n Qvidian
l Sales Metrics n Opportunity management n SAVO Group
n Sales productivity n Sales methodology vendors n TAS Group
n Pipelines/forecast n Sales competency model n ValueVision
n Expense/revenue l Sales Enablement n Xactly
n Sales cycle/deal size n Knowledge management n ZoomInfo
l Sales and Marketing Alignment n Measuring enablement l Benchmark
n Collaboration Sales operations audit
n Lead management n
n Customer communications
n Sales readiness n Sales pipeline
n Readiness applications benchmark
n Sales communications
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