SiriusPerspectives® Blog
How Four Marketing Leaders Are Tackling Transformation: Insights From Summit 2017
June 26, 2017 | Jennifer Baker
- One recurring theme at Summit was marketing transformation – nearly every CMO is going through some sort of transformation today
- Summit’s “B-to-B Alignment: An Executive Conversation” panel exemplified why transformation is top of mind for marketing leaders
- Product- to audience-centricity is a common form of transformation
Sales Operations is a Force Multiplier
June 21, 2017 | Steve Silver
- Sales operations is a force multiplier for improving sales productivity
- For optimal performance, sales operations leaders must assess, develop and enhance competencies in seven core areas
- Sales operations is the critical link between the development and the execution of the sales and go-to-market strategy
Customer Engagement: The Range of Responsibilities Defined
June 20, 2017 | Lisa Nakano
- Customer engagement is a new function in most organizations, so executives are trying to determine which elements to include
- Customer experience, customer marketing and customer success should have distinct responsibilities – but these often become muddled
- It’s important to understand common missteps when implementing customer engagement to be able to avoid them
Three Keys to Making Your Audience-Centric Marketing Approach Stick
June 19, 2017 | Ross Graber
- Shifting from a product focus to an audience focus is a top priority of marketing leaders
- Audience-centric approaches depend upon organizational buy-in to become sustainable
- Audience-centric measurement and operations are essential to making audience-centricity stick
Sorting Through the Scoring Mess
June 15, 2017 | Erin Bohlin
- Marketers have numerous options for scoring and many technologies to choose from to implement these scoring approaches
- At Summit 2017, SiriusDecisions introduced a new scoring framework to addresses the elements that must be in place to reap the benefits of any scoring approach
- Clients can use the new scoring decision support assessment to help determine the best approach to scoring
Namaste, Customer Engagement
June 14, 2017 | Melissa Archambault
- Customer engagement, like yoga, must use a continually evolving approach
- If you invest in your customers, they will become your new sales force
- As buyers become customers, their personas change, as do their needs
Don’t Wait Until Product Launch to Price Your Product!
June 13, 2017 | Lisa Singer
- Many b-to-b product managers don’t price their products until right before launch
- SiriusDecisions’ research shows that considering product price early in development more often leads to higher-value products
- Soliciting buyer input into the price metric and price levels helps product managers build a more realistic business case
Metrics: Leading, Leaning and Lagging, Oh My!
June 12, 2017 | Peter Ostrow
- Sales leaders are constantly debating which metrics tell the most accurate story about their performance
- Practitioners need to distinguish between leading and lagging KPIs
- Sales enablement must focus on maximizing the selling time of high-performing reps
SiriusDecisions 2017 SiriusView of Product Management Tools
June 06, 2017 | Jeff Lash
- Product planning, prioritization and roadmapping tools help product managers develop product plans that detail the execution of the product’s strategy
- Many product managers are looking for product roadmap software that can collect and prioritize feedback and integrate with product development tools
- This SiriusView report summarizes the capabilities and benefits of these solutions and provides overviews of seven vendors
Sales Enablement: Prioritizing and Executing
June 05, 2017 | Robin Whiting
- The goal of sales enablement is to ensure sales reps have the right knowledge, skills and process to maximize every buyer interaction
- Sales enablement should improve the lifetime revenue contribution of reps
- The key to sales enablement success is methodical prioritization, defined execution strategy and aligned structure