SiriusDecisions Forums
Forums inform participants by diving deeper into emerging trends in sales, marketing and product performance. Participants gain data, insight and best practices they can use to optimize the efficiency and effectiveness of key initiatives impacting the revenue engine, go-to-market strategy, campaign planning and program execution. These half-day, topic-based, interactive sessions are delivered in person on a quarterly basis.
To register interest please contact: [email protected]
Effective Demand Creation Program Planning and Execution
Speaker(s): Alisa Groocock and Erin Bohlin
Date: Thursday September 28, 2017 | 08:00 AM
Location: Salt Lake City, UT
Effective Demand Creation Program Planning and Execution
Speaker(s): Jen Horton and Matt Senatore
Date: Thursday September 21, 2017 | 08:00 AM
Location: St. Louis, MO
The Corporate Messaging Nautillus
Speaker(s): Julie Ogilvie and Erin Provey
Date: Wednesday September 20, 2017 | 08:00 AM
Location: New York, NY
Description
Three years ago we introduced the SiriusDecisions Messaging Nautilus —a scalable approach to b-to-b messaging designed to create audience-centric messaging at the offering level. In this session we will introduce a methodology for corporate messaging that connects the dots between offering messaging, industry trends and company vision to provide a durable and adaptable brand narrative that drives business impact.
Joins us for this executive advisory forum in which you will:
Joins us for this executive advisory forum in which you will:
- Take home a scalable methodology for building consistent and high-impact corporate messaging
- Learn how peers are creating business value with their corporate brand messaging initiatives
- Understand how to justify and articulate the value of corporate messaging to internal stakeholders
Effective Demand Creation Program Planning and Execution
Speaker(s): Jen Horton and Matt Senatore
Date: Tuesday September 19, 2017 | 08:00 AM
Location: Kansas City, MO
The Next Generation Waterfall: The Road Ahead for B-to-B Measurement
Speaker(s): Ross Graber and Terry Flaherty
Date: Thursday September 14, 2017 | 08:00 AM
Location: Waltham, MA
Marketing Plan on a Page
Speaker(s): Craig Moore and Barbie Mattie
Date: Wednesday September 06, 2017 | 08:00 AM
Location: Austin, TX
Description
Creating actionable marketing plans that are aligned to the company business goals is one of the keys to sustainable growth at an emerging company. However, emerging companies tend to fall into one of three categories: they have plans that consist primarily of a list of tactics, create complex plans that aren’t used or do not have a marketing plan at all. During this event we will address the following questions:
- A process for establishing cross-functional alignment on annual business objectives
- The emerging company marketing plan-on-a-page template
- The key actions for activating the marketing plan with smaller teams
- A roadmap for how to complete marketing plans in partnership with key stakeholders
- Ways to identify, mitigate and manage risks associated with marketing plan execution
- Recommendations for communicating progress with simplicity, clarity and transparency
Planning, Execution, and Measurement with the Demand Unit Waterfall
Speaker(s): Cristina DeMartini and Kerry Cunningham
Date: Tuesday August 22, 2017 | 08:00 AM
Location: La Jolla, CA
Description
SiriusDecisions introduced the Demand Unit Waterfall at the May, 2017 SiriusDecisions Summit in Las Vegas. Since then, dozens of articles, blog posts and webinars have been published discussing the nature and impact of the new Waterfall. Now for the first time, you will have a chance to hear directly from the source how organizations can utilize Demand Units, Demand Maps and the Demand Unit Waterfall to more effectively plan, execute and measure their Demand Creation and account-based marketing performance. During this event we will:
- Review key Demand Unit Waterfall innovations
- Learn how to identify their organization’s Demand Units and map those to accounts to inform demand planning processes
- Learn how organizations are utilizing Demand Units to inform go-to-market execution strategies and tactics
- Gain clarity around the new measures enabled by the Demand Unit Waterfall and workshop how those measures would benefit organizations
Building a Buyer-Centric Sales Presentation
Speaker(s): Nancy Maluso and Rachel Young
Date: Wednesday August 02, 2017 | 08:00 AM
Location: Palo Alto
Description
Data from SiriusDecisions’ study of b-to- b buying behaviors indicates that sales presentations are among the most impactful content assets across all buying cycle phases. Despite this fact, we find that this deliverable receives little attention from marketing, leaving reps with assets that fail to compel buyers to consider change or strongly link buyer challenges to proposed offerings. In response, reps create their own materials, resulting in inconsistent messaging and lost selling time. During this event we will address the following questions
- What are the the benefits of sales presentations that align to buying and sales cycles?
- What do buyers want from sales reps across each sales process stage?
- How do you develop and disseminate a buyer-centric sales presentation?