SiriusDecisions Marketplace

SiriusDecisions Marketplace Blog



Three Contributions Marketing Makes to SFA Success
  • Marketing plays a critical role in the launch and management of a sales force automation (SFA) system
  • Marketing is responsible for managing several features in the SFA and providing input on data and measurement strategies
  • Marketing must stay closely aligned with sales operations and IT for the organizatin’s SFA deployment to be successful

September 29, 2017

Innovative Training Tech Must Focus on the Learner
  • B-to-b training technology is an innovative space one generation away from groundbreaking application
  • Most of the key functionality needed to deliver scalable, high-impact training requires stronger combinations
  • Once achieved, the scale and impact of these combinations will fundamentally transform the training space

August 28, 2017

Who Manages Martech – IT or Marketing?
  • Marketing and IT must share the responsibility of managing martech to achieve the full benefit of technology alignment
  • IT uses technology to execute strategy and has valuable experience in large-scale implementations, vendor relationships and change management
  • Marketing operations aligns marketing tech with the marketing strategy and ensures synchronization with corporate initiatives

July 06, 2017

Debunking Informal Learning Myths
  • B-to-b organizations need a formal learning plan to bridge major skills gaps
  • Trends toward informal and social learning do not deliver results on their own
  • Informal learning works best when placed inside a structured, business-goal oriented learning program

June 13, 2017

Keeping It Real: VR and AR for Demand Creation
  • Emerging content formats like augmented reality (AR) and virtual reality (VR) extend personalized content experience into immersive interaction
  • Demand creation marketers can deliver high-impact content and user experience through AR and VR
  • AR and VR environments should be integrated with other demand creation tactics, technology and processes

June 06, 2017

The Four Horsemen of the ABM Technology Apocalypse
  • Account-based marketing (ABM) technology continues to be a hot topic, but not all early adopters are enamored
  • Take the risk out of your ABM technology implementation by avoiding these four common challenges
  • Be a responsible and informed technology buyer, and ask prospective vendors the important questions

May 05, 2017

Technology User Adoption – The Winning Approach
  • User adoption is crucial to technology implementation, but can take time to achieve
  • Vendor training is the beginning, not the end, of the user adoption process
  • Understand user roles, prioritize role-based training and provide ongoing support

May 03, 2017

Which Comes First – The Process or the Technology?
  • Technology enables marketing, sales and product functions to deliver better outcomes
  • A process view of technology provides a foundation for developing requirements
  • Collaborate with key stakeholders to define the desired outcomes

April 12, 2017

Disruptive Tech: Presidential Lessons for Business
  • Disruptive technological innovations have historically powered presidential campaigns
  • Candidates having the foresight and resources to leverage new innovations effectively secured an unfair advantage
  • It’s critical to have the right strategy and perfect timing, and to surround new innovations with the right people and processes

April 03, 2017

The 90s Are Back: Not Just the Music or Clothes
  • Middleware solved the problem of integrating multiple systems in the 90s
  • The proliferation of technologies and data can create a new integration challenge
  • Updated versions of middleware have returned as a key part of the technology stack

March 29, 2017

Finding Value in Marketing Automation
  • A marketing automation platform (MAP), combined with process definition, should enable buyer engagement at scale
  • Marketing must ensure that business value and ROI are achieved from the MAP investment
  • MAPs must contribute to the efficiency and effectiveness of marketing programs

March 02, 2017

Ariadne’s Thread: B-to-B Applications for VR/AR
  • Virtual and augmented reality create a highly personalized and self-directed user experience
  • Key areas of business impact for virtual and augmented realities are customer engagement, product marketing and sales enablement
  • Virtual experiences offer a deeper level of insight into buyer sentiment and motivation

February 27, 2017

Behind the Scenes of Hosting a Webinar
  • It can take field marketers 30-plus steps and 15-plus applications to fully execute a webinar program
  • When point solutions are not integrated, it’s marketers who act as the glue that holds the marketing tech stack together
  • When evaluating potential technology solutions, organizations should define a list of real-life use cases

December 15, 2016

When Politics Meets Digital Advertising
  • Ad placement requires proper targeting, and should in line with values and beliefs
  • With ad tech advances, advertisers must exercise caution to ensure their brand isn’t tarnished by unintended placement
  • Programmatic digital media requires discipline and vigilance by marketers and partners

December 15, 2016

Do You Really Need ANOTHER Web Site?
  • Although companies should ideally have one Web site and domain name, in some situations, other options are needed
  • The location of content – added to a new Web site or included on the existing site – affects user engagement
  • A structured and consistent approach to Web site content decisions simplifies user experience and site management

December 13, 2016

DIY Tech Options for Marketing Enablement
  • Marketing enablement is an emerging function that systematically equips marketing staff with the competencies to succeed in their job roles
  • Marketing enablement functions are challenged by the lack of dedicated technology solutions to support their efforts
  • Savvy leaders use a DIY approach to leverage existing technology to address their marketing enablement needs

December 12, 2016

Dell’s Predictive Progress: Key Success Factors
  • Dell implemented predictive analytics for a broad range of marketing tactics
  • A consistent cycle of planning, piloting, testing and measuring results is required to effectively leverage a new technology
  • Marketing practitioners should take an expansive view of how a new technology can impact their organizations

December 01, 2016

Balancing the Tech Stack: Austin Users’ Insights
  • SiriusDecisions recently facilitated a user group discussion with demand creation and marketing operations professionals
  • Participants talked about which technologies are in their tech stack and why
  • Hot topics among the group were keeping up with vendors, predictive, IT involvement in purchase decisions and the expense of failure

October 24, 2016

Is Marketing Automation On the Decline?
  • Marketers are repeatedly being asked to justify the value received from MAP investments.
  • As innovation continues across the broader MAP ecosystem, marketers are curious about the next set of capabilities they should be taking.
  • The MAP marketplace continues to innovate and presents new and interesting opportunities for the utilization of the technology.

October 20, 2016

Personalizing Your Personalization System
  • There are three different types of personalization that can be used in marketing
  • A company’s personalization needs will vary depending on their specific goals and circumstances
  • Matching company needs and personalization types is critical to successful and effective personalization implementation

October 10, 2016

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