Research Articles

These days, b-to-b organizations trying to sell their products, solutions and services through channel partners are a dime a dozen. There are some suppliers, however, that have elevated partner recruitment, joint demand processes, partner enablement and/or performance measurement to best-in-class levels, far outdistancing their peers. Who are these trailblazers, and how have they transformed their channel programs to achieve better results? View this OnDemand to find out!

Planning season is upon us and SiriusDecisions has identified five assumptions that should drive the agenda of emerging companies as they plan for 2016. In this OnDemand, Barbie Mattie walks through the foundation of resources, technology, skills and processes needed to support scalable and repeatable growth.

B-to-b demand creation is changing faster than ever with increased pressures, new technologies and ever-changing buying behaviors to name a few. Join Jason Hekl to learn the 5 key trends that should impact your demand creation plan for 2016.

Using data from the SiriusDecisions 2017 Global CMO Study, for companies earning under $50 million in revenue, we have identified key trends that provide a basis for marketing leaders at emerging companies to take action. In this Webcast, we'll introduce four priorities that will help marketing leaders accelerate growth in 2018. Spoiler alert - emerging companies that leverage data-driven decision making achieve faster growth compared to their peers.

“Demand Creation Marketers” are in high demand in b-to-b. Marketing leaders want to hire them and marketers want to become them. So what will separate you from the pack? Join Laura Cross as she shares the 5 essential traits for the modern demand creation marketer.

Skills transformation is a huge priority in b-to-b marketing: a recent survey of 300 global marketing leaders revealed that 75% of them plan to enhance the skills across their team over the next two years. But wanting to make a major change in competency, and setting up the right plan to do so are very different things. Learn how to determine the skills to focus on first, how to set up an effective transformation plan, and how to sustain that effort from start to finish.

• If a brand is not authentic and trustworthy, increasing awareness will likely do more harm than good
• Organizations must understand how well positioned their brand is among customers, prospects and influencers
• The path toward achieving a best-in-class brand is rarely linear; focus on internal excellence and consistency rather than random acts of awareness

• Channel marketing executives struggle to pinpoint performance data that offers insight into their demand creation efforts
  
• Much of the success or failure of the function’s contribution can be boiled down to a handful of demand creation metrics
  
• This brief identifies and defines the metrics that should be reported to senior management with regularity

• Many chief sales officers (CSOs) of companies focused on the small and medium-sized business (SMB) segment are asked by their CEOs and boards of directors to penetrate the enterprise segment as a means of sustaining or accelerating revenue growth
• While the allure of selling to enterprise companies is compelling, many C-suite leaders underestimate the costs and complexity of making the shift to the enterprise segment
• Failing to successfully transition from the SMB segment to enterprise results in resource waste that can hurt an organization’s ability to compete

• Using segmentation and targeting when developing a go-to-market (GTM) architecture enables sales to focus its efforts on the best opportunities for growth
• Gaining cross-functional alignment on target segments, buyer personas and their needs is critical in developing an enterprise GTM model
• Because the sales function has a deep understanding of buyers and customers through its daily interactions, the chief sales officer must play an active role in segmentation and targeting