Sirius Plenary Sessions

SiriusDecisions helps b-to-b organisations grow through the alignment of their revenue-producing functions: sales, marketing and product. To do this, we prescribe highly actionable models and frameworks that address business problems experienced in the pursuit of this growth.

The 2017 European Buyer Insights Gap Index

Session Focus: Adopt

Presenters: Meta Karagianni, Isabel Montesdeoca

Understanding how b-to-b buyers behave is vital for marketing and sales leaders alike; however, having this knowledge is not enough. Understanding the gap between buyer, marketer and sales rep behaviours gives organisations the power to transform their marketing and sales strategy. The SiriusDecisions Buyer Insights Gap Index will shine a light on the behaviours of European buyers, and how marketing and sales organisations are meeting buyer needs. This presentation will provide the following benefits:

For sales, marketing and product:

  • Gain perspectives on the type and pattern of human and non-human interactions that buyers use to engage in each stage of the buyer’s journey
  • Identify the gap that exists between how buyers want to interact with sales and marketing vs. how sales and marketing attempt to engage their prospects
  • Determine the source of buying power and decision triggers to ensure messaging, campaigns and sales enablement content are engineered to connect with buyer needs

The SiriusDecisions Sales Operating Model: A High-Performance Blueprint

Session Focus: Adopt

Presenters:  Mark B. Levinson

When b-to-b sales organisations want to ensure they have the right blueprint to accelerate growth, they often take a top-down or siloed approach, which results in a sales function that is far from optimised. Many leaders don’t have a clear picture of what key steps and elements are required to drive a successful go-to-market strategy or which sub-functions should be accountable for planning, executing or optimising its strategy. This presentation will provide the following benefits:

For sales:

  • Gain key insights into the planning, measurement, enablement, reporting and resources needed to drive a high-performing sales organisation
  • Understand the synergies that must occur across leadership, operations and enablement roles to create an aligned sales ecosystem

For marketing:

  • Learn how sales leaders who map a comprehensive approach to engaging buyers and customers require marketing alignment to be successful
  • See examples of how the SiriusDecisions Sales Program Model provides intelligence about which marketing initiatives should be prioritised

For product:

  • Get a sales readiness checklist that defines product management requirements for driving sales alignment
  • View a blueprint that improves product leaders’ understanding of the overall sales strategy and helps identify where and how they can better align

The Next-Generation Demand Waterfall®

Session Focus: Adopt

Presenters: Julian Archer, Terry Flaherty

In b-to-b, the SiriusDecisions Demand Waterfall® is recognised as the gold standard for measuring the health of demand creation and demand management processes. Since the Demand Waterfall was rearchitected five years ago, demand creation strategies and supporting technologies have continued to rapidly advance. As a result, this iconic model has evolved to provide b-to-b organizations deeper insight and enhanced visibility into demand creation performance. This presentation will provide the following benefits:

For sales, marketing and product:

  • Discover how the Demand Waterfall is adapting a more account-centric approach to demand creation and demand management
  • Understand how advanced analytics provide a high-resolution view of which prospects are in-market, and how this changes the measurement of an organisation’s demand creation process
  • Learn how to measure the progress of demand creation in multi-solution, multiple buying center environments
  • See how to account for customer marketing and selling within the Demand Waterfall

Your Revenue Engine: Built for Speed, or About to Break Down?

Session Focus: Adopt

Presenters: Phil Harrell, Tony Jaros

Your organisation hit its number last quarter; time to celebrate, right? Don’t uncork the champagne just yet, as there may be big problems lurking. Eventually, every company reaches a point where the revenue engine it has built falters under the pressure of continued growth expectations, or is simply no longer optimised to produce the best possible results. How do you know when that point is coming, and what should be done about it? This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the components of the SiriusDecisions Revenue Optimisation Framework, a model for diagnosing the efficiency and effectiveness of an organisation’s end-to-end revenue engine
  • Learn how to calibrate your revenue engine based on vulnerabilities revealed by our diagnostic
  • See why “making the number” isn’t good enough if your organisation had an opportunity to beat its targets but failed to do so

Building the Aligned, Accountable B-to-B Organisation

Session Focus: Adopt, Operationalise

Presenters: Megan Heuer, Caroline Bright

Leaders who consistently exceed their growth targets know that one of the biggest keys to doing so is accountability. Specifically, sales, marketing and product teams must bear responsibility for specific contributions, and their goals must be tracked in a way that is both transparent and accurate. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the dimensions of functional accountability in b-to-b, and learn how to set the right functional targets
  • See how the SiriusDecisions Command Center helps sales, marketing and product leaders maintain a culture of accountability that encourages teams to deliver consistent results
  • Learn which cross-functional ratios help build bridges between sales, marketing and product leaders, and how these ratios must be calculated and tracked

Programs of the Year

Session Focus: Operationalise, Optimise

Facilitators: Angela Leech, Nicky Briggs

The one question SiriusDecisions analysts hear most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer this question in the moment, but also to provide examples to attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For sales, marketing and product:

  • See which programs our analysts have chosen as best-in-class across marketing, sales and product disciplines
  • Examine the DNA of winning programs to understand the drivers behind their success and how these can be applied in other organisations