SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
What Escalating Hen-on-Hen Violence Can Teach Us About B-to-B Buying
May 21, 2019 | By Kerry Cunningham
- Animals that live in groups must be understood not just as individuals but as members of those groups
- When b-to-b buyers operate in groups, treating buying group members only as individuals may produce unintended consequences
- Identifying and improving your understanding of your buying groups will lead to better business results
“SQUIRREL!” – Or, How to Avoid the Disease of Distraction
May 17, 2019 | By Jennifer Rouse
- Shifting priorities too often can kill the momentum and motivation in your company
- Every new opportunity is not necessarily the right opportunity
- Know your audience, create a plan and stay focused
Five Things High-Performing Portfolio Marketers Do Differently
May 15, 2019 | By Katie Fabiszak
- Portfolio marketing deserves to have a seat at the strategic table alongside other executives
- Results of a recent SiriusDecisions survey show that organizations that give portfolio marketing a strategic role to lead go-to-market strategy outperform their peers significantly
- Portfolio marketers should own the alignment of product, sales and marketing for go-to-market efforts
Building an Inspiring Brand Through Customer (And Employee) Experience
Access E-BookFive Ways to Neutralize Emerging Competitors With Buyer Insights
May 13, 2019 | By Amy Hayes
- Forward-thinking competitive analysis distinguishes high-performing organizations from those that resort to misguided tactics or choose to do nothing
- Portfolio marketing’s unique vantage point can help a business understand how the changing competitive landscape impacts go-to-market efforts
- Buyer insights can be leveraged across sales, marketing and product management to maintain or regain an advantage in the face of new competitors
Summit 2019 Highlights: The Secrets of Talking to Executives
May 09, 2019 | By Robin Whiting
- At this year’s SiriusDecisions Summit, Monica Behncke and Phil Harrell shared their secrets for communicating with executives
- All executives have certain things in common – they have little time and they’re under constant pressure
- They also have their differences, and leaders who want to their message across must learn to speak to these differences
No Tricks, No Illusions: Shattering the Myths of Agile “Magic” With a New Aligned Process
May 08, 2019 | By Jessica Lillian
- Agile may seem mysterious and elusive – especially to many marketing and sales teams – but an aligned approach is best to position the organization for success
- Often associated with software development, an agile approach can deliver benefits across an entire b-to-b organization
- Jeff Lash and Cristina De Martini revealed the secrets behind so-called agile magic during their SiriusDecisions Summit 2019 keynote
Global Campaign Strategy and Execution
Explore the steps required to develop and implement integrated campaigns and highlight considerations for each step.
Access e-bookAndrew Gordon: Story Is King
May 08, 2019 | By Drew Zalucky
- At SiriusDecisions Summit 2019, animator Andrew Gordon spoke about how his journey to Pixar and animating some of the most popular characters of all time
- He also focused much of his talk on how to tell a good story and how to give effective and constructive feedback
- He emphasized that his advice applies to organizations of all kinds, not just those in the entertainment industry
Summit 2019 Highlights: Customer Retention – A Sirius Methodology for Growth
May 07, 2019 | By Mike Belden
- In their keynote session at Summit 2019, Lisa Nakano and Amy Bills provided insights into the typical causes of customer retention issues and how organizations can remedy them
- If there is no team or individuals whose primary mission includes customer retention – and no one gets paid less if customer churn rises – the focus just won’t be there
- Customer retention improvement efforts can be ramped up using a pilot program as part of a step-wise, continually improving approach
Dare to Disrupt Yourself: The Revenue Operations Function Takes Off at Summit 2019!
May 07, 2019 | By Kate Pierpont
- In their Summit 2019 keynote presentation, “Revenue Operations: Now Is the Time,” Dana Therrien and Kerry Cunningham share insights into the revenue operations trend to a packed house of attendees
- For organizations to align the revenue engine, increased collaboration between marketing operations, sales operations and customer success is crucial
- A revenue operations charter considers the digitization of the customer journey, the increasing complexity of buyer behavior, and pressures on companies to become more customer-centric
Key Findings from the 2018 CMO Global Study
Access StudyAll Customers Are Asking … Is for a Little Respect (and Relevance)
May 06, 2019 | By Ellen Lind
- B-to-b companies are investing heavily in customer insights and personalization technologies to better engage with customers
- Massive amounts of customer data aren’t helping companies understand customer behavior because they’re looking for out-of-date, siloed behavior patterns
- SiriusDecisions’ Respect and Relevance Continuum provides a five-step process to help companies focus their customer interaction strategies on customer needs