Tag Archives: Benchmark

There Are No Answers In Numbers

If I had a dime for every time someone contacted SiriusDecisions and asked how big their marketing or sales budget should be or what their waterfall conversion rates should be…I would be a very rich man. The simple answer to these and many other benchmark-related data questions I get every day is the very honest answer, “How should I know?” While we collect hundreds of data points from our clients on a regular basis, presenting data blindly, without context, to a client provides little if any value; in fact, it can cause great harm, presenting exactly the wrong message or advice. Which is why, time and time again, we try to understand the context of every client request as well as the key attributes and characteristics of each organization. Companies can invest anywhere between 50 percent and less than 1 percent of annual revenue in their product, marketing or sales functions, depending on their objectives, stage of evolution, business model, go-to-market strategy, target markets and offering portfolios. Some may say that at least the total of all functional investments should not exceed 100 percent of revenue, but even that is not always the case with startup or turnaround companies, which, for a defined period of time, often invest far more than their annual revenue in product, marketing and sales.

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Marketing Automation Benchmark: How Do You Stack Up?

Do you know how your marketing automation performance stacks up? Do you have a benchmark or authoritative standard you can reference to compare your marketing automation performance to peer organizations? Do you have a way to compare the number of resources you use for marketing automation to similar organizations? Unfortunately, the answer is no for most companies, but the answer for you can be yes.

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Three Game-Changing Events That Could Destroy Your Channel Business

Years of benchmarks and inquiries with clients have uncovered a number of common issues involving channel partners. Many b-to-b suppliers lack knowledge of effective investment strategies to fuel channel growth. Therefore, we’re issuing a warning about three game-changing events lurking in the near future for most organizations. Preparation will allow organizations to properly reassess their channel efforts and benefit from these events. Organizations that hope to simply tweak tactics and programs after these events will fail miserably.

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Why We Love and Hate Models

We love models because they help us make informed decisions by reducing the amount of information that is just noise and clutters our thinking. In the race to leverage big data, the companies that adopt simple, relevant models are the ones that will come out on top.

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A Modeled Approach to Marketing’s Contribution

As we provide benchmark studies for SiriusDecisions clients, we often see organizations struggle to measure marketing’s contribution to, and influence on, sales pipeline. As a first step toward capturing these key performance indicators, we walk clients through a model that breaks down typical marketing contribution and mix based on three go-to-market strategies: direct enterprise accounts, inside commercial accounts, and small-and-medium-sized business (SMB)/channel accounts.

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How Valuable Is the Information Contained in Clickthrough Rates?

Individual ad clickthrough rates are little more than noise, and certainly not something that marketers would want their decisionmaking or performance evaluation to be based on. SiriusDecisions benchmark data shows that b-to-b marketers spend up to 9 percent of their field marketing program budgets on banner ads. To measure performance, they often use clickthrough rates, since this is also the most easily tracked form of measurement.

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A Tale of Two Benchmarks

Here’s a tale of two benchmarks, both SiriusDecisions customers. We recently benchmarked their marketing and sales budgets; both have annual revenue of less than $50 million, are primarily software vendors, ...

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The HubSpot Benchmarks Application: Worth a Look

Metrics are only valuable when there is a source or sources to compare the metric against. In the case of B2B marketers, these sources may include previous measurements of campaign ...

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Marketing Operations Is The Marketing Technology Department

The numbers don’t lie: marketing organizations are embracing technology faster than ever. SiriusDecisions benchmarks show that spend on technology has more than doubled in the last two years, from an ...

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Private Equity’s Impact on B2B Marketing

B2B firms are no strangers to private equity and the immense financing opportunities it provides. Many start-ups and small companies — especially those in the high-tech space with high growth ...

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