Sirius Keynote Sessions

The SiriusDecisions Technology Exchange (TechX) is a two-day event that outlines the full breadth of technology options available to marketing and sales professionals. It focuses on how to establish a technology vision, create and execute a technology roadmap, and ensure you’re achieving the best possible ROI on your technology investments. A premium is also placed on the importance of emerging technologies.

At TechX, you’ll find three types of sessions:

  • Adopt: These sessions introduce a model or framework that addresses emerging issues (such as dealing with fermium technology), or better addresses existing issues (such as aligning marketing and sales tech stacks). Adopt sessions define the business issue and technology use case, dig into the specifics of the model or framework, and give you the evidence you need to justify its implementation to address a particular challenge.
  • Operationalize: These sessions provide a step-by-step look at how best to execute against a technology strategy and its associated objectives, including best practices, advice, tools and templates.
  • Optimize: These sessions focus on the advanced use cases for technology and how to use multiple technology categories and business processes together. If your organization has mastered the use of marketing automation, sales force automation and other core marketing and sales technologies, these sessions will provide guidance on how our more advanced clients are using, managing and extending their use of marketing and sales technology.

Each session is coded as focusing on one or two session types. This will help you tailor your TechX experience to include a perfect mix of new ideas, best practices and tips on how to solve issues you are already facing.

The Capability-Driven B-to-B Tech Stack: A New Design Framework

Presenter: Jay Famico, Mark Levinson
Session Focus: Adopt

B-to-b martech, salestech and product tech stacks are typically built in one-off fashion, and rarely in concert with one another. The result? An infrastructure that doesn’t provide the foundation for the capabilities an organization is trying to build. We have a way for sales and marketing leaders to think different about how they purchase technology, and how to make it work better together. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn why looking at functional technology stacks in isolation can cause problems
  • Understand why taking a capability view of technology is a crucial step in aligning sales, marketing and product
  • See examples of our new framework in action

The Pulse: Technology and the B-to-B Revenue-Generating Engine

Presenters: Jacques Bégin, Tony Jaros
Session Focus: Adopt

The b-to-b technology landscape is changing so fast that if you blink, you’ll likely miss something critical. Every once in a while, it’s time to stop, breathe and take stock of exactly where this white-hot market stands, both from a user as well as a vendor perspective. This presentation will provide the following benefits:

For sales, marketing and product:

  • Gather valuable data on b-to-b sales, marketing and product spend and return
  • Learn about the sectors within the space that are emerging, and how spend on related services is changing
  • Understand the factors that are holding b-to-b organizations back from achieving ROI, including lack of training, integration and corporate culture

B-to-B Tech: Why Employees Don’t Use It, and What You Can Do About It

Presenter: Kerry Cunningham, Amanda Jensen
Session Focus: Operationalize

There’s nothing more frustrating than launching a new technology that was intended to address a major business challenge, only to have the intended users barely use it, or avoid it altogether. A failure to launch often generates uncertainty and questions that hinder future success: Did we pick the right piece of technology? Should we rethink the way we want to use it? This presentation will provide the following benefits:

For sales, marketing and product:

  • See why even best-in-class tech rollouts can fail if not keyed to the skill level and learning type of each user
  • Learn to apply a persona-based guide that helps set the right expectations and outcomes for technology rollout and adoption
  • Understand how to determine an adoption path and milestones for all levels of users

On Our Radar: Disruptive Technologies Worth Watching

Presenters: Monica Behncke, Jay Gaines
Session Focus: Adopt

With the explosion of new sales, marketing and product technologies, b-to-b leaders struggle to know which will be truly disruptive to their industries, businesses and roles. The sooner one can identify a disruptive technology that will move competitors or create a marketplace, the more likely they can use it to their advantage. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn about the technologies we think have the best chance to shake up b-to-b sales, marketing and product
  • See how technologies from outside your core business can be opportunities or threats
  • Understand what you should do now in order to capitalize on the value these technologies can bring

Car Crashes, Fire Drills and Great Escapes: When Good Projects Go Bad

Presenters: Gil Canare, Peter Ostrow
Session Focus: Operationalize, Optimize

Delivering technology projects on time, on budget and at expected quality levels are often career-defining opportunities. But sooner or later, you’ll inevitably get THAT project – the one you can sense will go off the rails. How can you quickly identify risks and act accordingly? This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn how to identify, classify and prioritize the risks inherent in every technology project
  • Understand effective strategies for mitigating common risks and increasing the chances for success
  • See examples of projects where risks became realities, and how they were overcome