SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
Interview With a SiriusStar: Fernando Santos De Carvalho, VP Marketing Operations, Head of CMO Office, Nokia
June 14, 2019 | By Carolynn Mallozzi
- The SiriusStars blog series provides an instant look at how select high-performing clients use SiriusDecisions research and analyst inquiry to increase revenue, meet and exceed goals, and transform their organizations
- In this edition, we feature Fernando Santos De Carvalho, VP of marketing operations and head of CMO Office at Nokia
- We spoke with Fernando about his background in sales, marketing and business development and how that has helped him get to where he is today, and the work he has done around audience-centricity and helpful lessons he has learned along the way
Revenue Operations and the CMO: Game Changer or Game Over?
June 13, 2019 | By Megan Heuer
- The rise of revenue operations has some marketing leaders concerned about how this affects their role and marketing in general
- The trend toward deploying aligned revenue operations is proof positive that marketing is an essential contributor to growth
- B-to-b organizations that embrace aligned revenue operations and the strategic role of marketing will be best positioned to thrive in the next three to five years
Technology and Sales Productivity, Part One: Business Development
June 12, 2019 | By Jacques Begin
- Revenue ops and sales ops leaders should make understanding the latest sales technology innovation part of their jobs
- Five key activities help determine what technology can be leveraged in the business development phase of the sales cycle
- Sales engagement platforms provide a breadth of functionality that revs up sales productivity
Building an Inspiring Brand Through Customer (And Employee) Experience
Access E-BookThree Tips for Running a High-Performance B-to-B Revenue Engine
June 11, 2019 | By Julian Archer
- A holistic view of the revenue engine aligns the operations team for sales, marketing and customer success
- By talking less about leads and more about buying groups, marketing teams can finally speak the same language as their sales colleagues
- Focusing on the revenue engine prompts the sales team to consider the lifecycle of an opportunity – including pre-pipeline opportunity activity
Déjà Vu, a Premonition, or Just Another Day in Martech: Upland Software Acquires Kapost
June 11, 2019 | By Phyllis Davidson
- Upland Software recently acquired Kapost, a content operations and marketing platform vendor
- This acquisition may foretell a trend in the marketplace
- Buyers and vendors alike must tread carefully, balancing the potential opportunity against near-term needs
Make Your Content a National Treasure
June 05, 2019 | By James Mathewson
- Content teams must know how to make their organization’s content engine outperform the competition
- Many content leaders struggle with knowing where to start tuning content strategy and operations to achieve high performance
- Teams that focus on reducing content waste and incorporating SEO keywords throughout the content lifecycle perform better than their peers
Global Campaign Strategy and Execution
Explore the steps required to develop and implement integrated campaigns and highlight considerations for each step.
Access e-bookThree Common Mistakes That Cause Your Sales Enablement to Fail
June 04, 2019 | By Paul Ferron
- Don’t assume you know what drives a sales rep; ask – a little empathy for the sales role goes a long way
- Consider your sales audiences and their circumstances when setting up sales enablement programs to be successful
- Leverage the SiriusDecisions Sales Persona Framework to capture the needs of various sales audiences
What You Can’t See Is Hurting You (And Your Pipeline)
May 29, 2019 | By Mavis Liew
- Marketing leaders are always looking for ways to understand how to increase the quality and volume of marketing’s contribution to pipeline
- B-to-b buyers buy as a group (rarely alone) but many systems for orchestrating and measuring interactions fail to account for these groups
- Marketing leaders must understand their buying group blindness and drive organizational alignment and buy-in to re-engineer demand management strategies
Happy Birthday, GDPR – Here’s Your Report Card!
May 24, 2019 | By Julian Archer
- The General Data Protection Regulation (GDPR) raised the bar on personal data protection and became enforceable on May 25, 2018
- Companies around the globe adapted data processes to ensure compliance with GDPR, and other jurisdictions are implementing GDPR-like legislation
- The one-year report card on GDPR can be summarized as “good beginning, but we need to see continued follow-through”
Key Findings from the 2018 CMO Global Study
Access StudyWhat 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