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