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Summit 2013: Day 3 Recap

May 11, 2013 | By Robin Whiting

Summit 2013 finished big, with the unveiling of two new SiriusDecisions frameworks and presentations by two winners of the Return on Integration (ROI) Awards.

Summit 2013 finished big, with the unveiling of two new SiriusDecisions frameworks and presentations by two winners of the Return on Integration (ROI) Awards.

The day’s events began with the Summit’s traditional highlight video showing the sights and sounds of the participants enjoying the event, including last night’s tour and dinner aboard the USS Midway.

Today’s first speakers, Cynthia Gumbert and Michael Xu from Return on Integration (ROI) Award winner Dell’s global demand center, discussed Dell’s work to optimize demand creation through lead generation and sales plays, as well as measurement dashboards delivered to thousands of stakeholders throughout the organization.

Next up was Jay Gaines, vice president and group director at SiriusDecisions, who introduced the new SiriusDecisions Unified Integration Model. The model brings together nine marketing, sales and product functions to establish a shared understanding of goals, processes, measurements and market perspectives.

ROI Award winner LinkedIn was next on stage, represented by Brian Goffman (VP, Enterprise Marketing) and James Raybould (Director of Insights, Global Sales Organization). The ROI Award recognized LinkedIn for its use of analytics and automation to drive sales productivity. Goffman and Raybould demonstrated the power of analytics when it named its top users among Summit participants (including SiriusDecisions staff): Jeff Lash of SiriusDecision was the earliest LinkedIn adopter present, Mark Yolton of SAP had the largest network, Stu Schmidt of ConnectAndSell was the most endorsed, and Jon Miller of Marketo was the most popular.

Summit 2013’s final presentation featured Jeff Lash, research director, product management at SiriusDecisions, who unveiled the SiriusDecisions Innovation Framework. This model represents innovation investments on a continuum between higher-risk breakthrough-innovation offerings and lower-risk core innovation. Currently, only 11 percent of organizations align their process for investing in new offerings with marketing and sales budgets, Lash said. The Innovation Framework is designed to bring balance to innovation spending.

Summit participants have a year’s worth of food for thought before they return for Summit 2014, which will be held May 21-23, 2014, at the Peabody Orlando Hotel. See you then!

Robin Whiting

Robin Nicole Whiting is a senior editor at SiriusDecisions. She has more than 15 years of experience as a communications professional, covering a wide range of industries. Follow Robin on Twitter at @RobinWhiting1.

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