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 EdgeCMO

Demand CreationStrategies

Reputation Management

Strategies

Sales OptimizationStrategies

ChannelManagement

Strategies

MarketingOperationsStrategies

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

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 Strategies

Technology/Service Vendor Coverage

Boulder Logic Hoover’s iCentera Qvidian SAVO References Online ROInnovation StreetSmarts TechValidate

Benchmark Product Marketing

and Management Audit

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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

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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 Conversion rates Waterfall diagnosis Metric families

Waterfall-Based Processes Campaign framework/planning Portfolio marketing Service-level agreements Lead nurturing Pipeline acceleration

Organizational Structure Demand center Role of field vs. central function Functional deep dives

Telemarketing/Teleprospecting Definitions/roles Compensation Ownership Measurement Insource/outsource issues

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

Tactics Deep dives Inbound 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

Research Topics

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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

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

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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

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

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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

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

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Research Topics

Sales Strategy and Structures Sales coverage models Inside sales Resource allocation/cost Sales management

Sales Operations Planning and analytics Quota allocation Sales compensation Territory management

Sales Metrics Sales productivity Pipelines/forecast Expense/revenue Sales cycle/deal size

Sales and Marketing Alignment Lead management Sales readiness Sales communications

Sales Technology Sales force automation Productivity applications CRM vendors Deployment/adoption

Sales Benchmarks Sales operations Cost of sales Inside sales

Sales Training Sales skills/process Opportunity management Sales methodology vendors Sales competency model

Sales Enablement Knowledge management Measuring enablement Collaboration Customer communications Readiness applications

Vendor Profiles Alinean Brainshark Callidus Cloud9 ConnectandSell Corporate Visions iCentera InsideView Qvidian SAVO Group TAS Group ValueVision Xactly ZoomInfo

Benchmark Sales operations audit Sales pipeline

benchmark

Sales Optimization Strategies

Research Topics

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