Research Articles
The SiriusDecisions Marketing Data Management Maturity Model
- The SiriusDecisions Marketing Data Management Maturity Model evaluates an organization’s data management capabilities and operations
- Objective self-assessment of each topic helps identify areas for improvement
- Use maturity-level definitions as guides for defining improvement goals
Introducing a Teleprospecting Role at an Emerging Company
- Many emerging companies struggle to optimize the Demand Waterfall®, causing them to miss their marketing qualified lead targets
- Marketing leaders at emerging companies must ensure that leads are sufficiently qualified to meet the needs of the sales organization
- Introducing a properly trained and supported teleprospecting role can reduce lead loss, better align marketing and sales, and deliver improved results
NetApp: Transforming the Content Mission
- When trying to ensure content is available to fuel marketing and sales activities, many b-to-b organizations take a “more is better” approach
- Analysis of process and performance shows that less can be more, so long as content is audience-centric and strategically aligned
- Organizations should systematically address process and performance gaps and deliver content that provides competitive differentiation
Large-Account Marketing: Deciding When to Remove an Account
- A problematic account in a large-account marketing program can significantly impact overall program results and waste resources
- Analyze readiness and results metrics to understand the nature of the problem and guide the diagnosis of the root cause
- Depending on the diagnosis, ABM leaders can make decisions about how to fix the problem or remove the account from the program
Implementing a Customer Health Scorecard
- Customer health scorecards are a vital tool for customer success leaders and teams
- Use the scorecard to quickly detect and respond to issues that detract from customer relationships and loyalty
- As conditions change, periodically reassess the scorecard to ensure that it is accurately tracking customer health
Introducing the SiriusDecisions Partner Enablement Model
- Effective partner enablement continues to be a challenge for channel leaders
- Suppliers’ enablement strategies must keep pace with the evolving needs of partner organizations
- The absence of a proactive, holistic approach to enabling partners throughout the partner lifecycle impedes partners’ ability to meet performance goals
Alfresco: Assessing Readiness to Execute Against a Growth Strategy
- Many organizations lack cross-functional alignment during their strategic planning process, limiting their ability to successfully execute
- By using the SiriusDecisions Intelligent Growth® Readiness Framework, Alfresco ensured it was ready to execute against its chosen growth pillars
- Workshops and documentation helped each team understand the framework and develop a sense of ownership in the planning process
The SiriusDecisions Messaging Nautilus™: Customer Lifecycle
- Post-sale messaging for customers is different from pre-sale messaging for prospects
- The SiriusDecisions Messaging Nautilus™: Customer Lifecycle is a best-in-class methodology for creating messaging that drives customer engagement
- A sequence of eight activities brings order and precision to the creative process of developing b-to-b messaging for each customer lifecycle phase