SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
’Twas the Night Before Product Launch: A SiriusDecisions Holiday Poem
December 14, 2018 | By Jeff Lash
- ’Twas the night before product launch, when all through the organization, the cross-functional team was preparing for a major release
- When what to their wondering eyes did appear – a major rival had released a competing product the day before; oh dear
- A wink of Jeff Lash’s eye and a twist of his head soon reminded product teams they had nothing to dread
The Ever-Changing Kaleidoscope of Sales Operations
December 13, 2018 | By Barbara Rubis
- Sales operations continues to change as organizations look for sales productivity gains without big increases in sales operations budgets
- The technology landscape provides productivity opportunities and demands an increasingly knowledgeable sales operations buyer and resource pool
- SiriusDecisions will launch a survey in early 2019 to capture insights into these and other changes, as well as how sales operations functions are evolving
Customer Lifecycle Management – Even the Uber Driver Gets It
December 12, 2018 | By Lisa Nakano
- B-to-B organizations are starting to balance customer acquisition initiatives with post-sale customer engagement efforts
- Customer experience is THE key driver for buying decisions, which should make investment in the post-sale lifecycle a no-brainer
- There are three distinct steps b-to-b customer engagement leaders can take to get started on a strategy for solid post-sale customer engagement, loyalty and growth
Account-Based Marketing
2019 Planning Assumptions Guide
Access NowThree Ways to Set the Stage for Customer Onboarding
December 11, 2018 | By Amy Bills
- As new buyers become customers, smooth onboarding should be a top priority to set the stage for value achievement, retention and growth
- B-to-b organizations should consider what information to transfer from the buying process, how it will be shared and who is responsible for sharing it
- Sales and customer success, in particular, play an important role in building the foundation for effective onboarding
With Confidence Comes Authenticity: The SiriusDecisions Women’s Network Talks Leadership, Collaboration and Inspiration at TechX
December 06, 2018 | By Kate Pierpont
- The SiriusDecisions Women’s Network invited Lisa Cole of Huron, Amanda Kahlow of 6sense and Amanda Greene of Airbnb to join Megan Heuer and Marisa Kopec for a panel discussion at TechX
- “Debunking the Myths About Women’s Leadership” focused on data findings from the 2018 Leadership Study and the differences between how men and women view themselves as leaders
- The study showed that despite preconceptions, female leaders are very confident in their own abilities – and the panel echoed this sentiment
Great B-to-B Marketing Measurement Doesn’t Happen by Accident
December 04, 2018 | By Ross Graber
- B-to-b marketing leaders rely on a solid system of measurement to drive better decision-making
- Great measurement must be developed to answer key business questions for a properly understood audience of stakeholders
- By following a well-defined process, organizations can achieve aligned measurement that drives better performance
2018 Global Chief Sales Officer Study
Get the studyThree Ways Data Can Make or Break Your 2019 Channel Strategy
November 29, 2018 | By Jessica Lillian
- Channel leaders often don’t even realize they have insufficient data – or they’re focusing on the wrong data – until performance starts suffering
- As suppliers restructure partner programs to accommodate new go-to-market models and partner types, data gathering becomes even more important
- Focus on getting the right data for partner programs, demand generation plans and customer advocacy initiatives
Yes, Your Buyers Really Do Want to Talk to You!
November 26, 2018 | By Barry Vasudevan
- Myth: Many buyers prefer their early interactions to only be non-human
- The data shows that buyers want a variety of interactions
- A buyer’s journey map must capture and reflect this variety to effectively engage buyers
Is Your Comp Plan Having a Mid-Life Crisis?
November 19, 2018 | By Anthony McPartlin
- Organizational growth is often determined by a company’s ability to adapt its go-to-market strategy to meet market needs
- To drive sales growth, companies must align the sales compensation approach with the organization’s maturity phase
- Continuing outdated compensation approaches introduces risk to incentive effectiveness, cost management and sales growth
Global Campaign Strategy and Execution
Explore the steps required to develop and implement integrated campaigns and highlight considerations for each step.
Access e-bookFinancial Services Marketers Have a Bullish Outlook on Account-Based Marketing
November 15, 2018 | By Nicky Briggs
- Financial services marketers are adopting account-based marketing (ABM) at a faster rate than other industries, with more than 40 percent of companies in the industry planning to add ABM headcount
- The language and taxonomy of ABM has yet to standardize – and it goes by multiple names, which can present challenges
- ABM is helping break down siloes that have traditionally existed between sales and marketing in the industry – but this requires strong executive sponsorship from sales
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