SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
Completeness of Contact Data Records: A Two-Layered Approach
December 17, 2018 | By Julian Archer
- Data acquisition efforts must not operate under the assumption that more names are better; instead, properly assess demand generation requirements
- Organizations need to assess the viability of existing contact records and their ability to support marketing campaigns
- SiriusDecisions recommends a two-layered approach to evaluating contact completeness
’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
Account-Based Marketing
2019 Planning Assumptions Guide
Access NowCustomer 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
Three 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
SiriusDecisions 2017 Global CMO Study
Examine the trends that are having the greatest influence on changes to b-to-b marketing strategies over the next two years.
Access StudyGreat 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
Three 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
2018 Global Chief Sales Officer Study
Get the studyIs 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
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