an introduction to siriusdecisions

SiriusDecisionsIntroduction

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SiriusDecisions provides research and advisory services focused on the operational intelligence sales and

marketing executives need to maximize topline growth.

© Copyright SiriusDecisions. All Rights Protected and Reserved.

Partial Client List

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The Challenge of Alignment

Sales Performance

Sales Training

Budget Comparison

Demand Creation Process

Channel Marketing

Marketing Performance

Sales & Marketing Integration

Channel Management Marketing ROI

Organization Structure

Inside Sales Structure

Industry Trends

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Alignment Requirements

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SiriusDecisions Offering Architecture

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© Copyright SiriusDecisions. All Rights Protected and Reserved. 7

SiriusDecisions Advisory ServicesSiriusDecisions currently offers a suite of eight role-based services, which dive deeply into the world of critical b-to-b functions.

Interfaces Receive:

• Research portal access

• Analyst inquiry

• Annual custom benchmark assessment

• Access to benchmark data

• Executive peer roundtables/forums

• Monthly research Webcasts

Executive Edge CMO

Demand Creation Strategies

Reputation Management Strategies

Sales Operations Strategies

Channel Management Strategies

Marketing Operations Strategies

Product Marketing andManagement

Ad

vis

ory

Se

rvic

es

Sales Enablement Strategies


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

B-to-B Marketing Training Program


Course Description Summaries

COURSE WHAT YOU’LL GAIN:

Foundations for Best Practices in Demand Creation

Comprehensive understanding of the six foundational concepts required for any 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-B Marketers

A strategic framework for creating thematic, effective messaging and campaigns (goals, programs, and tactics) that align with the b-to-b buying process

Best Practices in B-to-B Pipeline Acceleration

Proven methodologies for improving marketing contribution throughout the waterfall in order to accelerate pipeline in a more disciplined, and ultimately more successful way.

Account-Based Marketing for B-to-B Professionals

Key principles required to build an ABM framework including Large Accounts 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 to Creating & Marketing in B-to-B

Comprehensive understanding of the SiriusDecisions Product Marketing and 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.


Co

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kills

fo

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-B M

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Align Skills Gaps with SD Learning Courses

Messaging and Campaign Planning

Foundations of Demand Creation

Lead Nurturing

Pipeline Acceleration

Prescriptive Courses

Account-Based Marketing

Channel Marketing

Relative Targeting

Buyer Personas

Buying Cycle

Business Goals

Demand Type

Lead Definition

Content Audit

Plan

Messaging Positioning

Message Map by

Audience

Offer Strategy

Market Intelligence

Large Account Marketing

Named Account Marketing

Customer Account Marketing

Develop

Offer Development

Multi Channel Strategy

Pipeline Acceleration

Strategy

Value Messages

Campaign Strategy

Marketing Automation

Nurturing Plan by Type

Build

Multi-Touch Portfolio Mktg

Lead Management

Information Collection Strategy

Program Assembly

Tactic Mix

Execute

Demand Waterfall

Nurturing Effectiveness

Acceleration Performance

ABM Impact

Measure

EXECUTION METRICSSTRATEGY

Dialogue with Rejected Prospects

Partner Marketing

Campaigns

ABM Profile Selection


• 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

Attend Summit 2012!

http://www.siriusdecisions.com/


Overview of Membership Deliverables

Demand CreationStrategies

Sales OptimizationStrategies

ChannelManagement

Strategies

MarketingOperationsStrategies

Research Portal Access

Annual Custom Benchmark Assessment

Executive PeerRoundtables/Forums

Analyst Inquiry

Monthly Webcasts

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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

Examples of topics include:

– Sales and Marketing Alignment

– Social Selling

– Marketing Measurement

– Demand Creation

– B-to-B Buyer Personas

– Maximizing Channel Investments

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 best practices on a given topic that SiriusDecisions has researched.

– You will receive email invitations to participate in these events.

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2012 Upcoming Events – Executive Roundtables

Personas and Buying CyclesFebruary 9 – San Mateo, CA

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

Social Selling from Cold to Close

April 24 – Atlanta, GA

April 26 – Washington, DC

June 19 – Chicago, IL

June 21 – New York, NY

Demand Creation 2012April 24 – Denver, CO

April 26 – Seattle, WA

Executive-Level Marketing Topic May 11 – Maple, ON

New Demand Waterfall June 12 – Minneapolis, MN

June 14 – Greater San Diego, CA

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• 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 more information about upcoming Webcasts.

– In addition, there are replay links to previous Webcasts in the client-protected site area which you can view.

Examples of topics include:

– Social Media

– Channel Demand

– Demand Creation

– Evolution of Marketing Operations

– Sales Competency Models

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http://www.siriusdecisions.com/


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)

February 8 How B-to-B Marketers Can Win With Consumer Analysis Techniques(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

2012 Upcoming Events – Webcasts

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* Topics and dates subject to change.

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Service Coverage


• Recruitment

– Channel Recruitment Waterfall

– Qualifying producing partnerships

– Global channel expansion

– SaaS channel best practices

– Channel Conflict Model

– Mid-tier systems integrators best practices

– Ongoing evaluation/pruning

– Referral partnership best practices

– Maximizing agency relationships

• Measurement

– Channel dashboard elements

– Channel ramp-up & readiness

– Measuring total partner experience

– Partner effectiveness scorecards

– Channel demand creation spend

– Campaign ROI

• Sirius Benchmark

– TRED Channel Management Model

– Campaign Readiness Model

– Channel Recruitment Benchmark

Channel Management Strategies (CMS)

• Enablement

– Channel training landscape– Social media and the channel– Kick-start/Ongoing training– Impact of certification– Tools/Collateral– Sales and marketing

enablement– Channel readiness– Channel enablement spend

• Technology Vendor Coverage– CCI– Channeltivity– CSG / Blueroads– eCoast– eLateral– Generation 21 eLearning– Hawkeye– Pros Pricing– Relayware– Saepio– Televerde– TreeHouse– Zift Solutions

• Channel Demand Creation

– Demand waterfall in the channel

– Registration and lead management best practices

– MDF/Co-op fund best practices

– Channel outsource service providers

– Channel incentives: how and when to use to drive demand

– Campaign Readiness Model

– OEM channel best practices

– Impacting closed loop visibility

– Channel demand center of excellence model

– Role of distribution in demand creation

– Addressing gaps in partner demand

– Raising partner awareness

– The evolution to partner portal 2.0

Research Topics


• General

– Roles, responsibilities

– Key trends

– Budget/headcount allocation

• Foundation Elements

– Demand type

– Relative targeting

– Lead definition/taxonomy

– Buying cycle

• Demand Waterfall

– Stage definitions

– Job families

– Conversion rates

– Waterfall diagnosis

– Metric families

• Waterfall-Based Processes

– Campaign framework/planning

– Portfolio marketing

– Service-level agreements

– Lead nurturing

– Pipeline acceleration

– Perpetual Demand Creation

• Organizational Structure– Demand center– Role of field vs. central function– Functional deep dives– Emerging skills

• Telemarketing/Teleprospecting– Definitions/roles– Inbound– Compensation– Ownership– Measurement– Insource/outsource issues

• Web Site– Content management– Web analytics– SEO/SEM– Conversion optimization– Information collection strategies

• Tactics– Deep dives– Inbound marketing– Mobile marketing– Account-based marketing – Event marketing– Buyer perspectives– Key trends

• Vendor Coverage– Aprimo (Teradata)

– By Appointment Only

– Clickability

– Concentrix

– CrownPeak

– Demandbase

– Eloqua

– FRONTLINE Selling

– InsideSales.com

– Manticore Technology

– Marketo

– Neolane

– Silverpop Engage

– Televerde– Unica (IBM)

• Benchmark– Demand creation audit

Demand Creation Strategies (DCS)

Research Topics


• Strategy

– CMO priorities

– Program/Headcount allocation

– Marketing skills

– Program interlock

• Budget

– Peer comparison

– Spending trends

– Budget allocation

• Planning

– Marketing planning process

– Best practice comparison

– Waterfall planning model

• Organizational Models

– Marketing model criteria

– Centralized vs. decentralized

– Marketing ecosystem

• Demand Center Model

– Organizational structure

– Organizational readiness

• Product Strategies

– Product vs. solution marketing

– Product launch strategies

– Vertical marketing

• Global Marketing

– Demand center model

– Global marketing process

– Functional priorities

• Dashboard & Metrics

– Marketing metrics

– Marketing/Sales ROI

– Customer buying cycle

• Technology

– Key trends

– Maximizing investment

Executive Edge CMO (EE CMO)

Research Topics


• Strategy

– Key roles, responsibilities

– Marketing ops by revenue band

• Budget

– Peer, high growth comparison

– Spending trends/changes

– Defending/Rationalizing

– Tools

• Organizational Issues

– Models

– Outsourcing/Offshoring

– Centralization/Decentralization

– Skills gap

• Data Management

– Roles and responsibilities

– Contact management

– Process

– Third-party resources

• Sales Alignment

– Alignment with sales operations

– Governance

• Marketing Process

– Field alignment

– Marketing interlock process

– Best practice syndication

• Planning

– Marketing strategy

– Campaign planning

– Playbooks/Templates

• Shared Services

– Demand center model

– Central vs. local allocation

• Reporting & Analytics

– Marketing metrics & KPIs

– Marketing/Sales ROI

– Dashboard report development

– Analysis options

• Technology

– Marketing automation

– MRM, BI, data

– Maximizing investment

Marketing Operations Strategies (MOS)

• Vendor Profiles – Aprimo (Teradata)

– Birst

– Business Objects (SAP)

– Clickability

– Cognos (IBM)

– Eloqua

– GoodData

– Harte-Hanks

– Marketo

– Neolane

– PivotLink

– Trillium

– Unica (IBM)

– ZoomInfo

• Benchmarks– Budget and planning

– Marketing Operations Benchmark

– Dashboard Audit

Research Topics


• Product/Solution Strategy

– Business case building

– Relative targeting

– Product roadmap

– Product innovation lifecycle

• Product Launch

– Product Launch Model

– New product evangelism

– Positioning and messaging

– New market entry

• General Strategy

– Product marketing vs.

management

– Solution, vertical, industry

– Evolution by revenue band

– Budget/Headcount allocation

– SMB vs. enterprise strategy

– Organizational structures

• Sales Readiness

– Linkages to management/operations

– Knowledge creation/transfer

– Collateral and tools

– Rep productivity

– Rep transformation: product to

solution

• Demand Creation

– Campaign framework/planning

– Product promotion strategies

– Account-based marketing

• Technology/Service Vendor Coverage

– Readiness platform

– Information services

– Sales training

– Productivity point tools

Product Marketing & Management (PMM)

• Technology/Service Vendor Coverage– Boulder Logic

– Hoover’s

– iCentera

– Qvidian

– SAVO

– References Online

– ROInnovation

– StreetSmarts

– TechValidate

• Benchmark

– Product Marketing and Management Audit

Research Topics


• Strategy

– Responsibilities/Roles

– Key trends

– Budget/Resource allocation

– Future communications org.

– Reputation/Demand convergence

– Fusing traditional, social media

– Reputation vs. brand

• Marketing Communications

– Public relations

– Analyst/Influencer relations

– Internal marketing

– Public affairs

• Benchmark

– Reputation assessment

– Communications budget

– Social media budget

– Social media assessment

• Social Media– Social media marketing

– Rules/Governance

– Organizational structure

– Social operations

– Pipeline acceleration

– Internal social media

– Community engagement

– Agency selection

– Tactic deep dives

• Branding/Advertising

– Global guidelines

– Agency selection

– Merger/Acquisition issues

• Measurement

– Link to demand creation

– Social media ROI

– Waterfall seeding/impact

– Customer satisfaction

Reputation Management Strategies (RMS)

• Technology / Service Vendor Coverage

– Attensity– Awareness– Cision– Collective Intellect– Crimson Hexagon– Jive Software– Lithium Technologies– Radian6– SocialText– Vocus– Interactive agencies

• Interactive Agencies

– Competencies

– Selection criteria

– Evaluation frameworks

– Measurements

Research Topics


• Enablement Assessment

– Sales enablement model

• Enablement Strategy and Structures

– Leadership and roles

– Resource allocation/cost

– Marketing integration

– Social media

• Role-based enablement

– Competency Models

– First-line sales manager

– Global/strategic account mngr.

– Territory reps

– Inside sales reps

– Pre-sales support

• Sales Content/Communications

– Structure

– Delivery and best-practices

• Sales Skills

– Foundational skills

– Solution selling

– Selling to C Suite

– Negotiations

• Sales Tools

– Sales playbooks

– Sales content portals

– Mobile technology

• Sales Training

– On-boarding

– Key Categories

– Assessment

– Delivery options

– Vendor selection

– Impact assessment

– Adoption

• Measurement

– Certification programs

– Metrics/KPIs

– Cost/ROI

– Pipeline conversion rates

• Vendor Profiles– Alinean– Brainshark– Corporate Visions– iCentera– Miller-Heiman– Qvidian– Richardson– Sandler Sales Training– SAVO Group– TAS Group– ValueVision

• Benchmark– Sales enablement

benchmark

Sales Enablement Strategies (SES)Research Topics


Sales Operations Strategies (SOS)

• Planning– Budgets– Quota allocation– Territory Optimization– Account Planning– Resource allocation/cost– Expense vs. Revenue

• Sales Roles & Responsibilities– Inside Sales– Field Reps– Management/Leaders

• Sales Process– Creation/Modification– Relationship to Buying Process– Social Media Policy/Procedures– Opportunity Management

• Compensation Planning– Creation– Modeling– Allocation

• Lead Management– Collaboration with Marketing– Process Development– Demand Commitment– Launch

• Sales Analytics– Pipeline Metrics– Forecast Management– Sales Cycles– Win/Loss Analysis

• Sales Force Automation– Vendor Selection– Implementation– Integration– Training– Adoption

• Sales Technology– Contact Databases– Analytics– Configuration, Pricing & Quoting– Incentive Compensation Mgmt.

• Vendor Profiles– BigMachines

– Birst

– Callidus

– Cloud9

– ConnectandSell

– Insidesales.com

– InsideView

– TerrAlign

– Xactly

– ZoomInfo

• Benchmarks– Sales Operations Audit

Research Topics

an introduction to siriusdecisions

Documents

marketing executives

portfolio marketing

marketing contribution

current account marketing

b functions

b marketerstypemap

type marketing messaging

product marketing essentials