Portfolio Marketing Strategies

Go-to-Market Strategy

SiriusDecisions provides portfolio marketing leaders with the research, advice and support they need to shift their go-to-market strategy from product-centric to audience-centric. By leveraging the industry's only go-to-market architecture model, many b-to-b organizations have increased lead conversions by 100 percent and delivered a higher quality pipeline.

Key Issues

1. How do you move from a product focus to solution and audience focus?
2. What are the right segments for growth, and how can opportunities be identified?
3. How can the focus be shifted toward solutions and away from individual products?
4. How do you operationalize an audience-centric go-to-market approach?
5. How do you organize a company around an aligned vision?

How SiriusDecisions Helps

• We help create an audience-based go-to-market architecture
• We provide the research and tools to move an organization beyond the concept stage
• We develop a manageable phased approach
• We encourage a cultural mind shift within the organization
• We guide marketers to alter their behaviors to support an audience solution path

The SiriusDecisions Advantage

We’re with you each step of the way, providing clear guidance. We give you in-depth advice on how to implement research techniques. We ensure that this competency resides within your company, giving you an edge over your competitors. We support you at a deeper level, reinforcing your product management team.

Portfolio Messaging and Content

As the only company that offers a buyer-centric b-to-b messaging methodology, SiriusDecisions helps portfolio marketing leaders develop and activate messaging that resonates. Our Messaging Nautilus® is a proven process that has helped organizations like yours drive higher click-through rates, content downloads and Web site traffic.

Key Issues

1. Reactive approach
2. Weak messaging that results in a sales shortfall
3. A product marketing team with an inefficient process
4. Inconsistent message development process across marketing and sales
5. The need for messaging that contributes to demand creation and overall campaign results
6. Sales teams often create their own messaging instead of using sales enablement materials
7. Workshops aimed at crafting a corporate vision are falling short

How SiriusDecisions Helps

• We help organizations develop a repeatable process for creating messaging that resonates with the target audience
• We provide the research, tools and advice to move beyond the concept stage
• We encourage client teams to act
• Our proprietary tool, the Messaging Nautilus, is prescriptive, well defined and logical

The SiriusDecisions Advantage

We have the only b-to-b messaging methodology that focuses on the target audience and resonates with buyers throughout the buying process, for offerings of all demand types. Other solutions only cover only the education portion of the buying process.

Persona and Buyer Insights

SiriusDecisions helps portfolio marketing leaders pinpoint buyer needs through our proprietary Buyer Persona Framework. The most valued tool in a marketer's arsenal, it has helped b-to-b organizations increase marketing-influenced revenue by 25 percent and pipeline value by 20 percent.

Key Issues

1. Are you able to define the primary buyer need?
2. Are you unsure where to start?
3. Do you know your buyers?
4. Who in your organization owns expertise about buyers?
5. How do you operationalize insights and inject them into the sales process?
6. Should you handle or outsource to third party?

How SiriusDecisions Helps

• We help clients figure out personas and back end processes
• Our persona framework works
• We help you know your buyers
• We offer a best-in-class process and the tools to get it done
• We show you how to use personas for multiple programs

The SiriusDecisions Advantage

Our persona framework is the best tool for defining b-to-b persona, and our buyer’s journey map is backed by years of testing. We offer a critical-thinking template to ensure quality messaging. Our expertise in buyer insights comes from our expertise in key buyer personas.

Bringing Offerings to Market

SiriusDecisions helps portfolio marketing leaders take a more strategic approach to launch. Our proprietary Strategic Launch Framework provides the key steps for delivering more efficient launches that target the right external and internal audiences – allowing you to reduce your time to market by as much as 78 percent.

Key Issues

1. The need for a better launch strategy
2. Inconsistencies in product launches – e.g. templates and processes, synchronizing with corporate
3. Lack of clarity about roles and responsibilities and friction with product management
4. The need for alignment with different functions on a consistent approach
5. The need for streamlined, more-efficient processes
6. Marketing lacks a seat at the table

How SiriusDecisions Helps

• We bring a well-defined process to launch
• Flexibility and scope of our PMM model
• Clearly articulated roles and responsibilities
• Changing mindsets by bringing a fresh perspective to marketing
• We focus on what’s missing (gap analysis)

The SiriusDecisions Advantage

We focus on the audience, not the product. We steer clear of Pragmatic, which bypasses sales, needs upgrading and focuses on product management. It makes marketing tactical vs. strategic.

Sales Knowledge Transfer

SiriusDecisions empowers portfolio marketers to rethink their relationship with sales and deliver enablement programs that allow reps to spend less time on non-selling activities and more time driving revenue. Our proprietary Buyer-Centric Sales Presentation Framework gives b-to-b organizations the right components and knowledge to close deals 40 percent faster and shorten sales cycles by up to three months.

Key Issues

1. Getting sales onboard to support the product
2. Best practices for enabling sales forces
3. Lack of a standardized approach to sales enablement
4. Sales productivity falling short of the mark
5. How do you gain reputation for adding value to sales organization?

How SiriusDecisions Helps

• Help clients rethink the sales organization
• Use best practices to model what works best and create a sales roadmap
• Help reorient thinking about the buyer’s process vs. the sales process
• Help portfolio marketing understand the sales force and be more persona-based
• Make sales content and programs more efficient
• Narrow the sales cycle to create faster deals

The SiriusDecisions Advantage

We help portfolio managers fill the gaps between suppliers and buyers. We bring a data-driven approach and process to help prove the positioning.

Portfolio Marketing Functional Design and Development

SiriusDecisions invented the portfolio marketing function to help marketers gain the skills and competencies they need to better align with their buyer audiences. We provide a customized agenda for training and upskilling teams to empower marketers to influence content, campaign and even innovation strategies – and demonstrate their impact on the business.

Key Issues

1. Need to level the playing field for the team through best practices
2. Need to optimize portfolio marketing
3. Need to define the portfolio marketing team
4. Need more team training

How SiriusDecisions Helps

• We pinpoint areas for improvement and provide methods to make improvement happen
• We set the standards for skills and competencies
• We show value of the function and its fit in the marketing ecosystem
• We clear up confusion about how to measure
• We make it easy to define and train for roles

The SiriusDecisions Advantage

We invented portfolio marketing, which reflects the deep expertise and research we bring to our clients.