Research Services

Research Overview

“The value we get from SiriusDecisions is around specific tactical advice for our demand generation campaigns. We made our money back in the membership on one campaign.” – Shakeel Bharmal, general manager, Purolator Global Chain Services

SiriusDecisions' Executive Advisory Services are membership-driven and role-based. They are built to provide senior-level business-to-business executives with the sales and marketing operational insight required to improve topline performance. By combining thought leadership, benchmark data, analytic tools, best practices and access to a peer and analyst network, members quickly receive the critical insight they need to make decisions effectively.

Executive Advisory Services enable decision-makers to leverage third-party information and ideas to better align sales and marketing efforts and to generate predictable revenue. Members access this information via email, telephone, events and a self-service research portal.

To learn more about each of our advisory services, please click through on the Research Services links in the sidebar.

Below, please find a list of recently published research.

Core Strategy Report
Developing the Business Case-Concept

The business case−concept is a deliverable created by product teams during the discovery stage of the innovation and go-to-market cycle for potential new products, services or solutions. In this SiriusDecisions Core Strategy Report, we provide a template and guidelines that product teams can use to develop and present the business case−concept.

Brief
Measuring Certification's Impact on Partner Productivity

In this brief, we describe three types of partner certification and their impact on partner productivity.

Brief
Broker/Agent Onboarding: Key Components

In this brief, we examine key elements of a successful onboarding program that can identify, motivate and retain new agents and brokers.

Brief
B-to-B Campaigns and the Budget Alignment Process

In this brief, we describe how the campaign implementation and budgeting processes work in tandem.

Brief
Corporate Social Media Policy: Critical Components

In this brief, we introduce three critical components of a corporate social media governance policy.

Brief
The Demand Center: Service-Level Agreements with Field Marketing

In this brief, we outline a process for establishing service-level agreements (SLAs) between a demand center and field marketing.

Brief
Introducing the SiriusDecisions Launch Tier Model

In this brief, we introduce the SiriusDecisions Launch Tier Model, which encompasses four levels of product, solution and service introductions.

Brief
Measuring Partner Loyalty

In this brief, we provide a framework for tracking and measuring partner loyalty.

Brief
Demand Waterfall: When Multiple Views Are Better Than One

In this brief, we explain the benefits of creating multiple demand waterfall views, examples of these views and setup considerations for creating them.

Brief
Designing a Customer Marketing Pilot Program

In this brief, we describe three phases of a customer marketing pilot program that provides insight and faster time to impact.

Brief
Account-Based Marketing Pilots: A Framework

In this brief, we outline a three-phase operational process for designing and executing an effective account-based marketing pilot program.

Brief
Sales Asset Management: Gathering Requirements

In this brief, we outline key sales asset management requirements and share an approach for how to rank them.

Brief
Sales Asset Management: The Project Charter

In this brief, we discuss the benefits of a well-designed sales asset management charter and outline its essential elements.

Brief
Sales Performance: Using Comparative Measurements

In this brief, we describe internal and external comparisons that sales operations should apply to the performance of the sales organization.

Brief
Demand Creation: Understanding Contact Requirements

In this brief, we discuss how to estimate the number of active contacts needed to support marketing-led, outbound demand creation.

Brief
Account-Based Marketing: Four Strategy Options

In this brief, we describe four ABM strategy options and when they work best, and detail resource considerations for each.

Brief
Incentive Compensation: With Maturity Comes Change

In this brief, we examine how three organizational growth stages – high-growth, expansion and mature – affect sales compensation.

Brief
Brand Usage Guidelines: Sales and Service

In this brief, we outline a best practice brand style guide for use by direct sales and customer-facing service teams.

Brief
Marketing Directed Small-Net Fishing: Execution and Optimization

Targeted small-net fishing efforts by the teleprospecting organization can help b-to-b organizations achieve demand creation objectives that standard programs and tactics cannot. In this brief, we share how to execute and optimize marketing-directed small-net fishing programs.

Brief
Seven Methods for Understanding Customer and Buyer Needs

B-to-b product managers and portfolio marketers can take multiple approaches to deepen their understanding of the customers and buyers they serve; doing so enables these leaders to create more effective offerings, messages and tactics. In this brief, we describe recommended activities for understanding customer and buyer needs.