Learning Home

Course Catalog

Course Listing


Learning FAQs

Why SiriusDecisions Learning?

Watch this short video to see why our "Foundations" course is a must for any b-to-b marketer.

Download our SiriusDecisions Learning B-to-B Marketing Glossary of Terms.

Download the Six Pitfalls of Marketing Measurement Toolkit document as a preview of the Marketing Measurement course.

Download the Four Steps to Monitoring Social Media Toolkit document as a preview of the Social Media course.

Download the Five Lead Scoring Exclusion Rules Toolkit document as a preview of the Lead Scoring Fundamentals course.

Download the Five Tips for Sales Professionals on Posting Effective Social Media Content Toolkit document as a preview of the Social Selling course.

Take our Skills Assessment to see which courses can help improve your skills and those of your team.

View our webcast on the existing "Skills Gap" and how your organization may be impacted.

Listen to our podcast on the ROI potential for those companies that invest in marketing training.

Read customer testimonials from course participants.


Sign up

Foundations for Best Practices in Demand Creation

By the end of this online course, you will have a comprehensive understanding of the six, most important, foundational elements of best-practice demand creation and how you can utilize these elements to achieve marketing and sales alignment.

Course modules teach the skills and knowledge required to:

SiriusDecisions Learning Foundations Course Pie

  • Understand the type of demand you’re trying to create and what strategies to use as a result. (Demand Type module)
  • Pinpoint the target segments that have the highest propensity to purchase your product (Relative Targeting module).
  • Standardized lead definitions and prepare the elements of a successful lead-scoring model (Lead Taxonomy module).
  • Understand the journey that your prospect takes to purchase (Buying Cycle module).
  • Learn the core components of a multi-touch marketing strategy (Portfolio Marketing module).
  • Learn the metrics that sales and marketing can share to gauge the health of the funnel  (Demand Waterfall module).
  • Comprehend how the new stages and phases of the Rearchitected Demand Waterfall collectively reflect a more complete view of the journey demand takes from cold-to-close and the different points from which it originates (Rearchitected Demand Waterfall module).


Course Description

  • Online, on-demand.
  • Course format is Flash-based including: video, audio, interactive exercises, visual models, definitions, quizzes, downloadable templates, worksheets, process maps, and a final exam.
  • Approximately 1 hour of programmed content plus independent exercises.
  • Divided into 7 modules, or chapters.
  • Downloadable toolkit items (worksheets, summaries, process templates, research briefs, etc).


Who Should Participate:

Marketing team members in field marketing, marketing communications, marketing operations, demand center, customer marketing, global marketing, product marketing or other marketing functions that contribute to demand creation efforts.


Practical Application: What You Walk Away With

  • The skills to complete a demand type assessment for a specific product/service within your organization.
  • A relative targeting methodology that scores and ranks target segments' propensity to purchase based on internal and external factors.
  • A template for assigning lead attributes and a preliminary lead scoring model.
  • A 3-touch portfolio marketing process flow.
  • A strategy map for applying demand type to your buying cycle-based tactics.
  • A framework for assessing your demand waterfall conversion rates against industry standards.



Certification in "Foundations for Best Practices in Demand Creation” is available for participants who complete all elements of the course and pass the course’s final exam.


Skills Assessment
Take our 10-minute assessment to find out which courses can help improve your skills and those of your team.
 Price $850.00
Contact Us
Questions or comments? Technical issues? Contact us at
Corporate Home   |  Privacy   |  Terms   |  About SiriusDecisions   |  Contact Us   |  My Account   |  Shopping Cart |
© 2001-2013 SiriusDecisions Inc.
Call us at today at +1.203.665.4000

Powered by the leading e-learning software system, Training JumpStart, Creative design by Taylor Design.