Barbie Mattie

Senior Research Director, Emerging Growth Strategies

Barbie Mattie is a sales and marketing professional with more than 20 years of experience in all facets of b-to-b and b-to-c, including market analysis, sales strategy, global go-to-market strategy, full lifecycle campaign development, execution and measurement.

Before joining SiriusDecisions, Barbie spent more than 12 years at Advanced Micro Devices (AMD) developing her expertise in the semiconductor industry. She started at AMD developing online marketing programs, then went on to manage the team that performed all interactive execution for AMD.com in 13 countries. In her next position, she took a more strategic role as global campaign manager executing b-to-b and b-to-c marketing campaigns that drove demand for PCs sold through the channel in 11 sub-regions. In her final role at AMD, she managed the team that determined global unit, share, margin and revenue goals and equipped sales with channel strategies focused on market growth.

Prior to AMD, she worked at the interactive agency Macquarium Intelligent Communications, managing cross-functional teams to execute b-to-b and b-to-c marketing campaigns for Fortune 500 companies, including Kimberly-Clark, Yahoo!, CIBA Vision, Akin Gump Strauss, Hauer and Feld LLP, Merial and Novartis. She also developed and managed the Web site and customer loyalty program for Saab Cars USA’s North American headquarters.

Barbara received her bachelor of business administration in marketing from Loyola University in New Orleans.

Blog posts by Barbie Mattie

Results:
Title Date

How Emerging Companies Can Slingshot to Hypergrowth: Part Two

October 16, 2017 | By Barbie Mattie

It takes an optimal combination of people, process and technology for an emerging company to achieve hypergrowth (more than 41 percent annual revenue growth)
What emerging companies plan to do over the next two years can be used as a roadmap to hypergrowth
Use multiple data views to slingshot your emerging company into hypergrowth

How Emerging Companies Can Slingshot to Hypergrowth

September 11, 2017 | By Barbie Mattie

It takes an optimal combination of people, process and technology for an emerging company to achieve hypergrowth (more than 41 percent annual revenue growth)
Data on the people, process and technologies from companies experiencing hypergrowth can be used to determine that optimal mix
Use this data to slingshot your emerging company into hypergrowth

Martech Tools to Help Emerging Orgs Grow Faster

August 18, 2017 | By Barbie Mattie

The emerging company martech stack can have significant impact on annual revenue growth
Rapid growth cannot be achieved through technology alone
There needs to be a delicate balance between people, skills, process and technology

Building an Inspiring Brand Through Customer (And Employee) Experience

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How to Do Marketing Planning at Emerging Companies in Six Steps

May 10, 2017 | By Barbie Mattie

Without a structured approach, emerging companies tend to develop marketing plans based on what they have done before
As a result, marketing plans can be biased toward execution and/or lack alignment with business goals
Emerging companies need a template that enables the creation of a unified, actionable plan that ensures alignment to business goals

How SEO at Emerging Companies Is Like Skipping Stones

February 13, 2017 | By Barbie Mattie

Search engine optimization (SEO) is a good source of organic growth that many emerging b-to-b companies underuse
Most emerging b-to-b companies use some form of SEO and/or search engine marketing, but it’s not a high priority
Emerging companies are 94 percent less likely to enhance search skills than companies with $50 million to $250 million in revenue

By the Numbers: 2017 Planning Assumptions for Emerging Companies

December 19, 2016 | By Barbie Mattie

SiriusDecisions has identified five planning assumptions that should drive the agenda of emerging companies in 2017
The decisions emerging companies make today will have a direct impact on the likelihood of crossing the difficult-to-breach $50 million revenue line
The three mantras for emerging companies in 2017 are formalize process, drive alignment and focus on the buyer

Global Campaign Strategy and Execution

Explore the steps required to develop and implement integrated campaigns and highlight considerations for each step.

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By the Numbers: Technology and Emerging Companies

October 12, 2016 | By Barbie Mattie

Before purchasing technology, emerging companies should assess data quality and availability, and content readiness
Technology saturation is reached when there is a surplus of marketing technology but too few people and processes to utilize it
Companies reach the right balance between people, process and technology at the $151 million to $250 million revenue range

By the Numbers: Campaign Planning at Emerging Companies

August 29, 2016 | By Barbie Mattie

Findings of the 2016 Global CMO study indicate that emerging.companies (under $50 million in revenue) do not have a firm definition of the campaign process.
Emerging.companies are 38 percent less likely to use the campaign planning process and 97 percent less likely to add campaign managers than $51 million to $250 million.companies.
Emerging.companies can and should run integrated campaigns, even with limited resources.

By the Numbers: Lead Qualification at Emerging Companies

June 22, 2016 | By Barbie Mattie

Data shows that 35 percent of CMOs at emerging companies are challenged with generating high-quality leads
Companies typically transition lead qualification from an outsourced to an insourced activity when they reach between $51 million and $250 million in revenue
At under$50 million in revenue, lead qualification is usually adopted and between $51 million and $250 million is when it is operationalized

Key Findings from the 2018 CMO Global Study

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Is it Time to Change the Definition of “Attract” for Web Conversion Optimization?

May 20, 2016 | By Barbie Mattie

Typically, the definition of “attract” for Web conversion optimization is used to describe how to get visitors to your Web site though various inbound and outbound strategies
That definition doesn’t account for the eight components you need on your Web site in order to be attractive to buyers
Changing the definition to include how best to capture the visitor’s attention once they get to your site ensures a seamless transition to visitor’s engaging with your site