SiriusPerspectives® Blog
Explore cutting-edge content focused on hot topics for b-to-b executives.
What Baking Shows Taught Me About B-to-B Technology
April 22, 2019 | By John Donlon
- SiriusDecisions Summit now includes a distinct technology track that features both foundational and advanced sessions
- Many of these Summit sessions will have technology implications, making it critical for both business and operations leaders to attend
- The future of b-to-b technology will be built on a series of layers that bring consolidated approaches to data, analytics and orchestration
Privacy Is a Brand Opportunity
April 19, 2019 | By Ian Bruce
- Privacy is too often seen as a regulatory burden, not a brand opportunity
- Brand leaders must recognize that privacy is a way to establish trust with audiences
- Forward-thinking brands are already building privacy into their brand architecture
Not Just Leads and Pipeline: How to Show the Full Value of Marketing
April 18, 2019 | By Meta Karagianni
- As b-to-b CMOs and marketing leaders continue to transform their organizations, they struggle to articulate the value that marketing creates for the business
- Revenue-centric KPIs are a key component of marketing’s performance, but they’re no longer enough to articulate marketing’s value in a holistic way
- B-to-b CMOs/marketing leaders must expand the way they articulate marketing’s full value to the business
Building an Inspiring Brand Through Customer (And Employee) Experience
Access E-BookChange Is Coming: The Revenue Operations Charter Is Born
April 17, 2019 | By Kate Pierpont
- In their Summit 2019 keynote presentation, “Revenue Operations: Now Is the Time,” Dana Therrien and Kerry Cunningham will share insights on the revenue operations trend
- Revenue operations integrates the operational work of sales, marketing and customer success
- The revenue operations trend extends SiriusDecisions’ efforts to help b-to-b organizations improve alignment and drive better performance across the revenue engine
Finding the Right Rock: Tactical Innovations in Demand Marketing
April 16, 2019 | By Jessie Johnson
- Changes in buyer behavior and expectations combined with new technologies and touchpoints are forcing demand marketers to rethink their approaches
- The introduction of new delivery mechanisms such as chatbots and digital assistants bring opportunities to think beyond the screen when designing the integrated tactic mix
- Demand marketers should explore trends in five key areas of innovation to reach and engage buyers
Five B-to-C Brands We Love – And Why They Matter in B-to-B Interactions
April 16, 2019 | By Peter Ostrow
- As consumers, we have strong preferences for the companies we trust and admire
- These companies thrive because they focus on customer interactions and treat their buyers with respect and relevance
- B-to-b organizations can earn the same loyalty – and economic advantages – by learning from their consumer-driven peers
Global Campaign Strategy and Execution
Explore the steps required to develop and implement integrated campaigns and highlight considerations for each step.
Access e-bookWhat Fortune Cookies (and SiriusDecisions Summit) Can Tell Us About Enabling Sellers
April 15, 2019 | By Nancy Maluso
- The volume of information and the pace of change make it impossible for sellers to retain everything
- Sellers must learn to anticipate the buyer’s context and the types of information buyers will need
- Sellers must be taught how to apply information in selling situations to move buyers along the path to purchasing
Attention All Sales Leaders – Should You Be Using Dedicated or Hybrid Sales Roles?
April 12, 2019 | By Robin Whiting
- Sales leaders must make the best use of dedicated and hybrid sales roles to suit the characteristics of their organizations
- In highly competitive markets, dedicated sales roles enable organizations to compete for new-logo business and protect existing accounts
- Startups and organizations experiencing accelerated growth should keep the sales organization simple and choose hybrid roles
The Cat’s Out of the Bag: Satisfied Customers Become Loyal Advocates
April 11, 2019 | By Ellen Lind
- Although the b-to-c and b-to-b post-sale journeys differ, the basics of a positive customer experience are the same
- Organizations that place a great deal of importance on customer engagement are far more likely to gain and maintain loyal customer advocates
- SiriusDecisions Command Center® data shows that in organizations with a robust reference program, references make an impact on at least 50 percent of revenue
Key Findings from the 2018 CMO Global Study
Access StudySummit 2019 Preview: Channel Leaders, Don’t Miss Out!
April 10, 2019 | By Sallie Morris
- SiriusDecisions Summit 2019 is a great source of channel-specific content that addresses the needs of today’s channel sales and marketing leaders
- Join your channel peers at SiriusDecisions Summit 2019 and learn about cutting-edge current research and best practices for the channel
- Marketplace, a key part of Summit, is a one-stop shop where attendees can learn about cutting-edge channel technology
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